028: Permission Marketing: The Power of Because...

The Psychology of Copywriting

We already know that what we write in our copy and how we write are important. The right words can influence people to change their minds or decisions. But how do the structure of our words and the patterns we use impact the effectiveness of our communication?

Today’s episode focuses on a well-known study that conducted multiple experiments to determine whether people base their decisions and behaviour on incoming information or if they act mindlessly without full awareness. When looking at small asks and requests, the researchers found that the semantics and the words used did not matter. It was the structure and pattern in the request that impacted subjects’ decisions. Ultimately, when the favour of the request was small, there was no statistical difference between providing placebic information and real information.

The findings from this study translate to three key takeaways for us as copywriters and marketers. First, the power of permission and the use of the word ‘because’. Second, the importance of following formulas; there is a point where words don't matter but the pattern and structure is what matters. Third, the difference between a request and a demand; people tend to respond better when being asked rather than being told. Listen in to find out why you should incorporate these takeaways in your copy.

What To Look For In This Episode:

• [00:15:10] Key findings from this study.
• [00:16:15] The power of permission.
• [00:19:45] The importance of following formulas.
• [00:21:15] Differences between a request and demand.

Journal Article:

The mindlessness of ostensibly thoughtful action: The role of "placebic" information in interpersonal interaction.

https://jamesclear.com/wp-content/uploads/2015/03/copy-machine-study-ellen-langer.pdf

Langer, E. J., Blank, A., & Chanowitz, B. (1978). The mindlessness of ostensibly thoughtful action: The role of "placebic" information in interpersonal interaction. Journal of Personality and Social Psychology, 36(6), 635–642. https://doi.org/10.1037/0022-3514.36.6.635

Resources:

• How To Write Your Own 6-Figure Sales Page – com
• Brand Voice Template – com

Got a question you want answered on the podcast? Awesome! Go to geoffkullman.com/questions

Connect with Geoff:

Instagram: instagram.com/geoffkullman

Twitter: twitter.com/geoffkullman

Inquiries: geoffkullman.com

Subscribe To The Podcast Here:

Do you have friends, colleagues, or clients who would find The Psychology of Copywriting podcast valuable? Spread the word!

***

EPISODE CREDITS:

If you like this podcast and are thinking of creating your own, consider talking to my producer, Danny Ozment.

Danny helps thought leaders, influencers, executives, HR professionals, recruiters, lawyers, realtors, bloggers, coaches, and authors create, launch, and produce podcasts that grow their business and impact the world.

Find out more at https://emeraldcitypro.com