Principle of coherence and commitment
Posted: Sun Dec 22, 2024 9:05 am
Imagine you want to watch a movie at home on Saturday night.
You go to Filmaffinity and do a search, check the rating and to decide, what do you check?
Expert ratings and reviews.
It is a good example of the principle of authority.
Point for Filmaffinity.
Although it is often extremely difficult to be consistent, we tend to be consistent or at least want to be.
That is, justifying our actions and, in this case, our purchase.
We tend to align our decisions italy phone number with our values and that is where the copywriter should be placed.
We need to get the user to commit, first with the small things and then with the next, bigger steps.
Commitment to the brand
For example, look at how Netflix uses this principle.
First, it makes the user commit to creating an account.
This one enjoys his free month and, afterwards, the conversion rate increases.
5. Principle of social proof
Pretty clear: we are influenced (and greatly so) by what others think.
It will always be easier for us to end up buying a product that has good reviews or something that a family member recommends to us.
Social consensus
I'm not telling you anything new when I say that Amazon is the king of social consensus, and its customer reviews are essential.
6. Sympathy principle
There's little to say, be nice!
Who would you listen to more?
Who would you buy a service or product from?
Probably the nicest guy in the room, not the grumpy one.
Write fresh, cheerful, casual texts. Speak like your client.
How to write for an e-commerce site using copywriting?
Now that you know these 6 principles of persuasion , you might be wondering, "how do I apply these to e-commerce?"
Normally, it is the combination of these 6 principles that succeeds, but in any case, you should also be aware of some issues related to how to write for e-commerce sites.
What is a client looking for?
Above all, the price-insensitive customer is generally looking for one thing only: trust.
And this is what we have to convey with our texts: speak their language, find the tone, connect with them.
You go to Filmaffinity and do a search, check the rating and to decide, what do you check?
Expert ratings and reviews.
It is a good example of the principle of authority.
Point for Filmaffinity.
Although it is often extremely difficult to be consistent, we tend to be consistent or at least want to be.
That is, justifying our actions and, in this case, our purchase.
We tend to align our decisions italy phone number with our values and that is where the copywriter should be placed.
We need to get the user to commit, first with the small things and then with the next, bigger steps.
Commitment to the brand
For example, look at how Netflix uses this principle.
First, it makes the user commit to creating an account.
This one enjoys his free month and, afterwards, the conversion rate increases.
5. Principle of social proof
Pretty clear: we are influenced (and greatly so) by what others think.
It will always be easier for us to end up buying a product that has good reviews or something that a family member recommends to us.
Social consensus
I'm not telling you anything new when I say that Amazon is the king of social consensus, and its customer reviews are essential.
6. Sympathy principle
There's little to say, be nice!
Who would you listen to more?
Who would you buy a service or product from?
Probably the nicest guy in the room, not the grumpy one.
Write fresh, cheerful, casual texts. Speak like your client.
How to write for an e-commerce site using copywriting?
Now that you know these 6 principles of persuasion , you might be wondering, "how do I apply these to e-commerce?"
Normally, it is the combination of these 6 principles that succeeds, but in any case, you should also be aware of some issues related to how to write for e-commerce sites.
What is a client looking for?
Above all, the price-insensitive customer is generally looking for one thing only: trust.
And this is what we have to convey with our texts: speak their language, find the tone, connect with them.