The Psychology of Copywriting

DANIEL'S WEBSITE: This might be my favorite copywriter site of all time.  persuasivepage.com PARALLEL WELCOME SEQUENCE: Sign up. You won't regret it! persuasivepage.com/parallel-welcome-sequence GEOFF'S ACTION EMAIL BOOTCAMP (FREE): Sign up today! CONNECT WITH DANIEL: Website: persuasivepage.com

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In this episode, we talk with PR-expert, Breanna Suden about how Public Relations (PR) and copywriting share a lot of overlap. In both worlds, we want to position our product in front of right audience and in the right way. Let's unpack it all with Breanna. Listen in...   What To Look For In This Episode: The importance of networking (even for introverts) and the POWER of LinkedIn How to start (and find) clients that have worked with big agencies but need the smaller, boutique approach you offer. How to get your first few clients   Resources: Suden PR website – sudenpr.com ACTION Email Bootcamp – ACTIONEmailBootcamp.com   Got a question you want answered on the podcast? Awesome! Go to geoffkullman.com/questions

Episode Title: How To Use NLP to Drastically Improve the Power of Your Copy w/ Valerie Fischer   Neurolinguistic Programming (NLP) is a powerful tool to use to increase the effectiveness of your copywriting. Listen to my conversation with Valerie Fischer, former CMO-turned-entrepreneur. This is a conversation you do NOT want to miss. Plus... I give an update on the future of the podcast.   What To Look For In This Episode: Attention is currency... how to "pattern interrupt"?? Why you need to offer dopamine rewards for readers/prospects The power of "assumptive phrasing"   Resources: Valerie Fischer website (correct link) – valeriepfischer.net VIP Day info – geoffkullman.com/vip-2day   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!

Connect With Austin: Jarvis website – jarvis.ai Email – austin@javis.ai Jarvis FREE Trial jarvis.ai/free-trial Austin's Instagram: instagram.com/austindistel

Connect w/ Geoff on Instagram: Send a message on IG – instagram.com/geoffkullman

Lisa McGuire is a business growth strategist, storyteller, podcaster, and award-winning communicator. Lisa's love for knowledge led her to start her career in education that eventually led her to become one of the founders of a startup that grew to $20M in revenue. When Lisa realized her gifts no longer fit into someone else's script, she took the leap to launch her own business in 2018. Today, she helps coaches, consultants, and professional service providers differentiate by integrating who they are into their business through strategy and storytelling.   Connect With Lisa: Lisa's website – lisamcguire.com Instagram – @iamlisamcguire Linkedin https://www.linkedin.com/in/lisa-mcguire Facebook: https://www.facebook.com/iamlisamcguire   Lisa's podcast: Your Passion, Purpose, & Personal Brand w/ Lisa McGuire    Lisa's resource: The Essential Guide to Start Telling Your Story   Connect with Geoff: Instagram: @geoffkullman Twitter: @geoffkullman Inquiries: geoffkullman.com

Mentioned In Episode: 6P Sequence Masterclass How To Stand Out In A Crowded Certified Market

**DOWNLOAD THE "BRAND ARCHETYPE GUIDE" NOW** What IS a brand archetype? Why is it SO powerful? Are you MISSING out if you don't use one? Today, we'll explore how three global brands – Amazon, Apple, and Facebook – utilize their brand archetype. More than that… what do we do if the archetype you create for a brand isn't reflected in the perception that consumers have of the brand?   Episode Article: “The meaning of a brand? An archetypal approach” https://www.emerald.com/insight/content/doi/10.1108/REGE-02-2018-0029/full/pdf?title=the-meaning-of-a-brand-an-archetypal-approach   Mentioned In Episode: Submit A Question Download the Archetype Guide  

Nikki Rausch has the unique ability to transform the misunderstood process of “selling”. With 25+ years of experience selling to such prestigious organizations as The Bill & Melinda Gates Foundation, Hewlett-Packard, and NASA, Nikki shattered sales records in many industries, receiving multiple “top producer” awards along the way. Today, entrepreneurs and small business owners from a wide range of disciplines hire Nikki to show them how to sell successfully and authentically, without being pushy or salesy. An engaging and sought-after speaker, she shares the secrets of her sales success through illuminating keynote addresses and business-changing workshops. Her robust Sales Maven Society ignites game-changing outcomes for clients. Nikki's three popular books are available at Amazon. And her podcast, Sales Maven, can be found on your favorite podcast platform.   Connect With Nikki: facebook.com/yoursalesmaven instagram.com/your_sales_maven linkedin.com/in/nicolerausch   Mentioned In Episode:   “Closing the Sale” Ebook – yoursalesmaven.com/copywriting Nikki's website – yoursalesmaven.com   Connect with Geoff: Instagram: @geoffkullman Twitter: @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!

This week on "In Conversation..." with guest Chris Creed: Will events stay VIRTUAL  or will LIVE events come back in full swing? How to take advantage of “demand hacking” Are webinars and summits still effective? Resources mentioned in the conversation: Chris Creed's website – chriscreed.net Schedule A Call w/ Chris - chriscreedcall.com Send Chris a DM on Instagram – click here How To Create Instant Demand For Your Virtual Event

Anticipation is NOT always a bad thing. In fact, when used properly, building anticipation and excitement can massively increase the experience of the customer. We'll talk about how this applies to webinars and LIVE events, shipping delays, and the gap before customers experience RESULTS from the product.   Episode Article: Anticipation and the Valuation of Delayed Consumption https://www.cmu.edu/dietrich/sds/docs/loewenstein/AnticipationDelayed.pdf   Mentioned In Episode: Apply for MASTERMIND Group (by Wednesday, November 10th) https://forms.gle/5DV4R1BnYNvrpy1M7   Click here to join the INCEPTION Accelerator waiting list. https://geoffkullman.com/accelerator   Connect with Geoff: Instagram: @geoffkullman Twitter: @geoffkullman Inquiries: geoffkullman.com

This week on "In Conversation..." with guest John Hulen: The proper process to go from IDEA to INCOME Why we need to switch to a perspective of “learning” instead of “failing” How to tell a (business) story like Yoda instead of Luke Resources mentioned in the conversation: John's website – thejohnhulen.com Relationships & Revenue Podcast – click here John's Instagram – click here

Social Identity Theory (SIT) and Self-Categorization Theory (SCT) can have a massive impact on how well we understand our avatar and the direction we take in our copy decisions. This article reveals a new flavor (pun intended) to understanding just how powerful those social groups are – that our social identity alters how we experience reality.   Articles Mentioned In This Episode: From Groups to Grits: Social Identity Shapes Evaluations of Food Pleasantness https://www.sciencedirect.com/science/article/abs/pii/S0022103117304900   Homework: Q &A episode – Got a question? Send it in! https://geoffkullman.com/questions   Click here to join the INCEPTION Accelerator waiting list. https://geoffkullman.com/accelerator   Connect with Geoff: Instagram: @geoffkullman Twitter: @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!

This week on "In Conversation..." with guest David Oaks: The power and importance of Thank Yous (for nonprofits AND businesses) Why we need to speak to VISION instead of MISSION How to tell a story that connects with ONE customer/donor Resources mentioned in the conversation: David's website – www.wsdevelop.com Minor Touches & Major GIfts (podcast) – click here Writing Better Thank Yous (PDF) – click here  

Stories appear to be even MORE important than previously thought. According to new research (released September 2021), narratives have the capability to sync the heart rates of the audience, regardless of their proximity, relationship, or when they interact with the story. Check it out…   Articles Mentioned In This Episode: Conscious processing of narrative stimuli synchronizes heart rate between individuals Storytelling Makes Hearts Beat As One   Homework: Send DM – tell me your thoughts about the study Q &A episode – Got a question? Send it in!   Click here to join the INCEPTION Accelerator waiting list.   Connect with Geoff: Instagram: @geoffkullman Twitter: @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!

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Today's article looks at the idea made popular by Malcolm Gladwell – The 10,000 Hour Rule. To become an expert, this research explores what it takes beyond thousands of hours of practice to become a true master in a field of expertise. Turns out, it takes more than mere practice. Yes, practice is part of the mix… but practice alone doesn't tell the entire story. Journal Article: The Role of Deliberate Practice in the Acquisition of Expert Performance. https://mrbartonmaths.com/resourcesnew/8.%20Research/Explicit%20Instruction/Deliberate%20Practice.PDF Ericsson, K. Anders; Krampe, Ralf T.; Tesch-Römer, Clemens (1993). The Role of Deliberate Practice in the Acquisition of Expert Performance, 100(3), 363–406. Resources: Join the INCEPTION Accelerator – geoffkullman.com/accelerator Got a question you want answered on the podcast? Awesome! Send it to podcast@geoffkullman.com. Connect with Geoff: Instagram: @geoffkullman Twitter: @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!

This week on "In Conversation..." with guest Katrina Kibben: The intersection between HR job posts and great copywriting How to ask better questions of our avatar (so we can inspire better answers) Why pronouns matters AND assumptions can be harmful Resources mentioned in the conversation: Katrina's website – katrinakibben.com RESOURCE: Job Post Writing Workbook – click here RESOURCE: Pronoun Guide for HR – click here

In today's episode – which concludes our INCEPTION Series – we discuss the feeling of imposter syndrome as copywriters. The study we dive into reveals how imposter syndrome in doctors and healthcare professionals negatively impacts their career trajectory. As copywriters, we may also experience imposter syndrome which can be a self-fulfilling prophecy that leads us to produce work of reduced quality. Listen in to hear my own experiences with imposter syndrome and my tips on how to overcome this feeling.    What To Look For In This Episode: 4 tips on how to overcome imposter syndrome. My personal experiences with imposter syndrome. How you can use the ACTION framework in your copy.    Journal Article: “Rising to the Level of Your Incompetence”: What Physicians' Self-Assessment of Their Performance Reveals About the Imposter Syndrome in Medicine. https://journals.lww.com/academicmedicine/Fulltext/2018/05000/_Rising_to_the_Level_of_Your_Incompetence___What.41.aspx   LaDonna, K. A., Ginsburg, S., & Watling, C. (2018). "Rising to the Level of Your Incompetence": What Physicians' Self-Assessment of Their Performance Reveals About the Imposter Syndrome in Medicine. Academic medicine : journal of the Association of American Medical Colleges, 93(5), 763–768. https://doi.org/10.1097/ACM.0000000000002046   Resources:   Sign-up for the Inception Training Webinar and download the Inception series Resources (FREE) – geoffkullman.com/inception     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!

This week on "In Conversation..." with guest Jacob McMillen: The strategy for ranking #1 on Google for the term “copywriter” How to fit “personal brand” work into your “client work” schedule Steps to finding your first (or next) client Resources mentioned in the conversation: [BLOG POST] How To Become A Copywriter – jacobmcmillen.com/how-to-become-a-copywriter Jacob's website – jacobmcmillen.com Write Bites podcast – jacobmcmillen.com/write-bites

Today's study investigates how overconfidence impacts our perception. Researchers conduct five different experiments among undergraduate students to examine the relationship between confidence and accuracy. The findings reveal that we often overestimate our ability to make predictions and that there is no relationship between confidence and accuracy. Listen in to learn how we can write to our avatars when they are overconfident and when they are accurate.   What To Look For In This Episode: How to write to an overconfident avatar. Why it's important to write to two avatars: the overconfident, and the more accurate avatar. Why you should be confident, but stay realistic.    Journal Article: The overconfidence effect in social prediction. https://www.researchgate.net/publication/20808447_The_Overconfidence_Effect_in_Social_Prediction   Dunning, D., Griffin, D. W., Milojkovic, J. D., & Ross, L. (1990). The overconfidence effect in social prediction. Journal of Personality and Social Psychology, 58(4), 568–581. https://doi.org/10.1037/0022-3514.58.4.568 Resources:   Sign-up for the Inception Training Webinar and download the Inception series Resources (FREE) – geoffkullman.com/inception     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!

This week on "In Conversation..." with guest Bryan Collins: the unique method Roald Dahl used to capture an idea while stuck in traffic  how to effectively get into (and out of) flow using a few simple tools why it's important to journal and "play" as a writer Resources mentioned in the conversation: Flow State substack – flowstate.substack.com Bryan's books – becomeawritertoday.com/my-books Become A Writer Today podcast –  podcast.becomeawritertoday.com

Today's episode discusses the effectiveness of story and whether the genre of a story can alter the impact of our marketing approaches. In the study analyzed, researchers conducted three experiments to determine how fear stories and romance stories influenced the effectiveness of social proof and scarcity. The results from this study reveal the importance of building context and priming individuals before using social proof and scarcity tactics. Listen in to hear how these findings can be applied to your copy and how you can tell powerful stories effectively.   What To Look For In This Episode: How to effectively implement social proof and scarcity approaches. How to tell a cliffhanger story before showing social proof.   Journal Article: Fear and Loving in Las Vegas: Evolution, Emotion, and Persuasion. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC2735890/pdf/nihms101563.pdf   Griskevicius, V., Goldstein, N. J., Mortensen, C. R., Sundie, J. M., Cialdini, R. B., & Kenrick, D. T. (2009). Fear and Loving in Las Vegas: Evolution, Emotion, and Persuasion. Journal of Marketing Research, 46(3), 384–395. https://doi.org/10.1509/jmkr.46.3.384   Resources:   Sign-up for the INCEPTION Webinar and download the worksheets (FREE) – geoffkullman.com/inception     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!

This week on "In Conversation..." with guest Brad Smith: what are the "fundamentals" of SEO and content that remain unchanged over the past decade how to ensure we write well for both ROBOTS and REAL people tips for creating a copywriting portfolio that gets you hired (even by big agencies) Resources mentioned in the conversation: Wordable – wordable.io Codeless (Content agency) – getcodeless.com uSERP (PR agency) –  userp.io

Today's episode focuses on a study that analyzed how choice and personal responsibility impacted individuals in a nursing home setting. Researchers formed an experiment group where individuals were given communication emphasizing their own responsibility and freedom and a control group where decisions were mainly made for them by the nursing home staff. The study concluded that priming individuals with responsibility and control led to greater happiness and improved well-being.   The results from this study revealed the impact choice and perceived control has on individuals' moods and decision-making. Listen in to hear how you can give your prospects choices and control throughout your copy to lead to more sales     What To Look For In This Episode: Why you should offer choices to your clients. How you can use priming effectively in your copy to inspire clients to buy. How to answer the “so what?” and what to include in your copy.    Journal Article: The effects of choice and enhanced personal responsibility for the aged: A field experiment in an institutional setting. https://uploads-ssl.webflow.com/59faaf5b01b9500001e95457/5bc55fe136f9e490f13c75c4_Langer%20%26%20Rodin%201976.pdf   Langer, E. J., & Rodin, J. (1976). The effects of choice and enhanced personal responsibility for the aged: A field experiment in an institutional setting. Journal of Personality and Social Psychology, 34(2), 191–198. https://doi.org/10.1037/0022-3514.34.2.191   Resources:   Download the Inception series Resources (FREE) – geoffkullman.com/inception     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!

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In today's study researchers analyzed the impact of particular words on individuals' behaviours, concluding that the word “valentine” and its association to love primed helpful behaviour by activating concepts of love and inducing a positive mood. We know that priming words can influence individuals' thoughts, but how can we as copywriters use them in our copy? Listen in to hear about the specific types of priming and the steps you can take to implement them – positive priming, semantic priming, repetition priming, perceptual priming, conceptual priming, masked priming... What does all of this mean?   What To Look For In This Episode: How does priming influence thoughts and even behaviours?  6 different types of priming How can we use priming effectively in our copy?   Journal Article: Valentine Street promotes chivalrous helping https://www.researchgate.net/publication/247396617_Valentine_Street_Promotes_Chivalrous_Helping   Lamy, L., Fischer-Lokou, J., & Guéguen, N. (2010). Valentine Street promotes chivalrous helping. Swiss Journal of Psychology / Schweizerische Zeitschrift für Psychologie / Revue Suisse de Psychologie, 69(3), 169–172. https://doi.org/10.1024/1421-0185/a000019 Resources:   Download the Inception series Resources (FREE) – geoffkullman.com/inception     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!

Read To Lead Podcast: https://www.readtoleadpodcast.com   Read To Lead Book: https://readtoleadbook.com 

Motivational interviewing (MI) is a therapy technique that involves empathy and listening to help people find internal motivation to make decisions that they already want and know they want. Today's episode focuses on a Canadian study that analyzed whether MI could improve vaccine coverage of infants. Researchers found that MI was effective in increasing vaccine intention by 15%. Additionally, infants whose mothers had participated in the MI session had 8% higher chance of having vaccine coverage than those in the control group. Listen in to find out what these results mean for us as copywriters and how you can incorporate MI into your copy.   What To Look For In This Episode: What is motivational interviewing? How to incorporate the OARS approach (open questions, affirmations, reflective listening, summarizing) in your copy. How to understand your clients and their existing desires.   Journal Article: A postpartum vaccination promotion intervention using motivational interviewing techniques improves short-term vaccine coverage: PromoVac study. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6022497/pdf/12889_2018_Article_5724.pdf   Gagneur, A., Lemaître, T., Gosselin, V., Farrands, A., Carrier, N., Petit, G., Valiquette, L., & De Wals, P. (2018). A postpartum vaccination promotion intervention using motivational interviewing techniques improves short-term vaccine coverage: PromoVac study. BMC public health, 18(1), 811. https://doi.org/10.1186/s12889-018-5724-y   Resources: Download the Inception series Resources (FREE) – geoffkullman.com/inception   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!

This week on "In Conversation..." with guest Bob Gentle: building a personal brand is just ONE option (out of at least four) Bob's story of swimming into flooded buildings and saving lives (#superhero) the strengths and weaknesses of an introvert Resources mentioned in the conversation: Bob's Agency: AmplifyMe – amplifyme.agency Personal Brand Entrepreneur Show – click here The Personal Brand Business Success Blueprint My conversation on Bob's podcast –  click here  

Today's article focuses on 3 types of trust: deterrence-based trust, knowledge-based trust, and identification-based trust. The article reveals that trust and social capital are both a prerequisite to learning and that trust can determine the type of learning that happens. Trust and social capital are important for us as copywriters as we're more likely to be vulnerable with one another. But, how can we write copy that builds trust and social capital at the same time? Listen to today's episode to learn more.   What To Look For In This Episode: What is the relationship between trust and social capital? What is the role of trust and social capital in learning? 3 trust builders in copy: ability, benevolence, integrity.   Journal Article: Understanding the Dynamics of Collective Learning: The Role of Trust and Social Capital http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.948.4451&rep=rep1&type=pdf&fbclid=IwAR04Wo41zYXVi3a_tzxEcjYIkUS_774EtCHH4effbEiTELWK4yW2kRmQtjA   Gubbins, C., & MacCurtain, S. (2008). Understanding the Dynamics of Collective Learning: The Role of Trust and Social Capital. Advances in Developing Human Resources, 10(4), 578–599. https://doi.org/10.1177/1523422308320372   Resources: Register for my workshop – geoffkullman.com/workshop Brand Voice Template – brandvoicetemplate.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!

This week on "In Conversation..." with guest DK Kim: why the "old school" of selling turns off prospects how to EDUCATE buyers while we SELL to them the SPIN selling method Resources mentioned in the conversation: DK Kim website - newschoolofselling.com New School of Selling Podcast - click here SPIN Selling - Buy on Amazon

Today's article touches on the commodity theory, which states that any commodity is valued only to the extent that it's unavailable. This meta-analysis gathered a total of 41 studies and found that scarcity doesn't always work or serve our audiences well. Additionally, scarcity is more effective when targeted at consumers with a higher than average “need for uniqueness”. Listen in to find out how you can refine your avatar and know if your audience has a high need for uniqueness.    What To Look For In This Episode: Scarcity is not always effective or predictable. How to know if your audience has a high need for uniqueness.   Journal Article: Scarcity effects on value: A quantitative review of the commodity theory literature. https://ecommons.cornell.edu/bitstream/handle/1813/71543/Lynn61_Scarcity_effects.pdf?sequence=1&isAllowed=y   Lynn, M. (1991). Scarcity effects on value: A quantitative review of the commodity theory literature. Psychology & Marketing, 8(1), 43–57. https://doi.org/10.1002/mar.4220080105   Resources: Register for my workshop – geoffkullman.com/workshop Brand Voice Template – brandvoicetemplate.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!

This week on "In Conversation..." with guest Dr. Eugene Choi: why we spend 70% of life in "survival" state how to activate our "executive" state superpowers why this marketers for copywriters (and the copy we write) Resources mentioned in the conversation: destinyhacks.co The Neurohacking Podcast FREE Training: How To Activate Your Brain's Superpowers

Today's article touches on how the human body responds in different ways when different types of disgust are observed. However, what does the feeling of disgust have to do with us as copywriters and marketers? Listen in to learn how we can use our clients' emotions to serve rather than harm them and how we can alleviate negative emotions through our writing. What To Look For In This Episode: If we want our messaging to be effective, it has to be affective. How we can properly use emotions in our copy to better our clients. Journal Article: Disgust: evolved function and structure https://content.apa.org/record/2012-32341-001 Tybur, J. M., Lieberman, D., Kurzban, R., & DeScioli, P. (2013). Disgust: evolved function and structure. Psychological review, 120(1), 65–84. https://doi.org/10.1037/a0030778   Resources: Register for my workshop – geoffkullman.com/workshop "Are you making the mistake of using Bro-Marketing tactics in your B2B consulting business? If so, you need to stop... right now!" by Martin J. Williams - b2bmarketing.com Brand Voice Template – brandvoicetemplate.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!

Today's article focuses on the key idea that how our brain encodes advertisements is more important than the advertisement itself. Researchers conducted two experiments using brain scanning technology and pharmacological treatments to examine how areas of the brain responsible for emotional response and cognition are activated when participants viewed video advertisements. The conclusions from this study reveal that emotion precedes logic, but both are crucial parts in the response to advertising. As copywriters, we want to speak to our prospects' emotions and minds. Tune in to find out how you can target both responses in your copy to drive sales.  What To Look For In This Episode: The role of emotion and logic in purchasing behaviors. Two easy ways to use emotion in your copy.  How to speak to your prospects' emotions and minds. Journal Article: Brands on the Brain: Neuro-Images of Advertising https://www.researchgate.net/publication/227582799_Brands_on_the_Brain_Neuro-Images_of_Advertising Ambler, T., Ioannides, A., Rose, S. (2000). Brands on the Brain: Neuro-Images of Advertising. Business Strategy Review 11(3), 17–30. https://doi.org/10.1111/1467-8616.00144 Resources: Register for my workshop – geoffkullman.com/workshop How To Write Your Own 6-Figure Sales Page Brand Voice Template Got a question you want answered on the podcast? Awesome! Send it to podcast@geoffkullman.com. Connect with Geoff: Instagram: @geoffkullman Twitter: @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!

Robby Fowler is a branding and marketing strategist who helps high-integrity personal brands serve the socks off their ideal clients fueled by radical empathy. Robby believes too many personal brands pitch to everybody, get heard by nobody, and settle for anybody. Rather than relying on manipulative marketing hacks or fads, Robby teaches brands how to use Radical Empathy to gain clarity, grow impact, and give the right clients maximum value. In this episode, Robby and Geoff talk about... How to build a personal brand with Radical Empathy What is a personal brand and why does it matter? How to make sure you're MEMORABLE as a personal brand Join the Personal Brand Accelerator Workshop (August 28, 2021) @ geoffkullman.com/workshop   Resources: Robby Fowler Website - robbyf.com Instagram - @rfowler Podcast - The Brand ED Podcast   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: Do you have friends, colleagues, or clients who would find The Psychology of Copywriting podcast valuable? Spread the word!

JOIN COPYWRITING MADE SIMPLE (CMS) https://geoffkullman.com/cms-podcast   Got a question you want answered on the podcast? Awesome! Send it to podcast@geoffkullman.com. Connect with Geoff: Instagram: @geoffkullman Twitter: @geoffkullman Inquiries: geoffkullman.com

BLOG POST: I used cold emails to 14x my freelance copywriting business. Here's how. (Includes templates.) https://copyhackers.com/2017/09/cold-emails/ LAURA'S FREEBIE: 2 Must-Have Cold Email Templates https://lauralopuch.com/geoff JOIN COPYWRITING MADE SIMPLE (CMS) https://geoffkullman.com/cms-podcast CONNECT WITH LAURA: Twitter: @waitingtoberead  Instagram: @lauralopuch   Got a question you want answered on the podcast? Awesome! Send it to podcast@geoffkullman.com. Connect with Geoff: Instagram: @geoffkullman Twitter: @geoffkullman Inquiries: geoffkullman.com

Copywriting Made Simple (Exclusive Discount Code) geoffkullman.com/cms-podcast    Journal Article: Automaticity of social behavior: Direct effects of trait construct and stereotype activation on action. https://web.mit.edu/curhan/www/docs/Articles/15341_Readings/Social_Cognition/Bargh_et_al_1996_Automaticity_of_social_behavior.pdf   Bargh, J. A., Chen, M., & Burrows, L. (1996). Automaticity of social behavior: Direct effects of trait construct and stereotype activation on action. Journal of Personality and Social Psychology, 71(2), 230–244. https://doi.org/10.1037/0022-3514.71.2.230   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!

What To Look For In This Episode: What does limited edition mean? Can add scarcity in your messaging benefit consumers?  How to know your product AND your audience.   Journal Article: Scarcity Message Effects on Consumption Behavior: Limited Edition Product Considerations. https://www.researchgate.net/profile/Yong-Jae-Ko/publication/281672199_Scarcity_Message_Effects_on_Consumption_Behavior_Limited_Edition_Product_Considerations/links/5a81a4fcaca272721402f889/Scarcity-Message-Effects-on-Consumption-Behavior-Limited-Edition-Product-Considerations.pdf   Jang, W. E., Ko, Y. J., Morris, J. D., & Chang, Y. (2015). Scarcity Message Effects on Consumption Behavior: Limited Edition Product Considerations. Psychology and Marketing, 32(10), 989-1001. https://doi.org/10.1002/mar.20836   Resources: Let's have a conversation on trauma-informed marketing (July 21 and 22) – geoffkullman.com/tim How To Write Your Own 6-Figure Sales Page – 6figuresalespage.com Brand Voice Template – brandvoicetemplate.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!

Is it okay to use scarcity in our marketing and scare our audience in order to increase sales? What if we stopped using tactics that induce stress and instead implemented the principles of trauma-informed care? Today's study focuses on what happens when consumers perceive scarcity. Researchers conducted FIVE experiments each with 2 groups: a scarcity group and a control group. The experiments revealed that perceived scarcity increases competitive behavior, causes fear, and even promotes selfish or pro-self behaviors at the expense of others.  What To Look For In This Episode: Why you should stop relying on scarcity tactics in your marketing. The 5 principles of trauma-informed care. How to implement trauma-informed marketing. Journal Article: On the Psychology of Scarcity: When Reminders of Resource Scarcity Promote Selfish (and Generous) Behavior https://www.researchgate.net/publication/282593430_On_the_Psychology_of_Scarcity_When_Reminders_of_Resource_Scarcity_Promote_Selfish_and_Generous_Behavior Caroline Roux, Kelly Goldsmith, Andrea Bonezzi, On the Psychology of Scarcity: When Reminders of Resource Scarcity Promote Selfish (and Generous) Behavior, Journal of Consumer Research, Volume 42, Issue 4, December 2015, Pages 615–631, https://doi.org/10.1093/jcr/ucv048 Resources: Grab a free resource on my site to join my email list How To Write Your Own 6-Figure Sales Page Brand Voice Template Got a question you want answered on the podcast? Awesome! Send it to podcast@geoffkullman.com. Connect with Geoff: Instagram: @geoffkullman Twitter: @geoffkullman Inquiries: geoffkullman.com

In today's episode, Marissa Nehlsen and I discuss what it really means to live life rich. She shares her personal journey and how she got to where she is today. Listen in to learn more about topics such as how Marissa teaches others to live life rich (in all areas of life), how you can implement a millionaire mindset, and the importance of knowing the problem you can help others solve.    What To Look For In This Episode: We can live life rich in all areas of life, beyond finances. The “have to” vs. “get to” mindset. What problem do you solve for others?   Resources: Marissa Nehlsen – https://marissanehlsen.com/ Live Life Rich Podcast – https://marissanehlsen.com/podcast/ Download the Art of the Introduction for free – https://marissanehlsen.com/introductions/ Grab a free resource on my site to be on my email list – geoffkullman.com/resources  How To Write Your Own 6-Figure Sales Page – 6figuresalespage.com Brand Voice Template – brandvoicetemplate.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!

We all remember March 2020, during the beginning of COVID-19, when everyone was hoarding toilet paper. With the many changes that came with the pandemic, we all needed to adapt to the situation, leading to several changes in consumer behavior. What can we as marketers learn from these behaviors?   Today's articles analyzed consumer behavior during the pandemic, such as how individuals reacted, coped, and adapted to the new normal. The initial REACT phase during the beginning of the pandemic led to an 845% increase in consumer household spending and hoarding behavior. Do-it-yourself (DIY) projects became increasingly popular throughout the pandemic, consumer's views of brands changed, and even the way we consumed changed.    How can we as copywriters take these lessons to write powerful copy? With all of these traumatic events during the pandemic, it's important to be trauma-informed and build trust with your clients.    What To Look For In This Episode: Changes in consumer behavior during COVID-19. How we can learn from the purchasing behavior of individuals during COVID-19. How to implement trauma-informed marketing.   Journal Article: I'll trade you diamonds for toilet paper: Consumer reacting, coping and adapting behaviors in the COVID-19 pandemic https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7241317/pdf/main.pdf Kirk, C. P., & Rifkin, L. S. (2020). I'll trade you diamonds for toilet paper: Consumer reacting, coping and adapting behaviors in the COVID-19 pandemic. Journal of business research, 117, 124–131. https://doi.org/10.1016/j.jbusres.2020.05.028   Resources: Register for the Personal Brand Accelerator workshop – geoffkullman.com/workshop Grab a free resource on my site to be on my email list – geoffkullman.com/resources  How To Write Your Own 6-Figure Sales Page – 6figuresalespage.com Brand Voice Template – brandvoicetemplate.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!

There's a reason why diets fail; our self-control burns out and we can't keep it up forever. As copywriters, is it possible that we can help our prospects use their own self-control to buy more?  The article discussed in today's episode focuses on self-control and the simulation theory. Researchers analyzed two groups of participants' self-control and ability to complete a simple task; one group was invited to imagine themselves in a scenario where self-control was involved and the other group was to read the scenario. The results revealed that taking the perspective of others depleted participants' self-control and exhausted their mental capacity. Participants who were tasked with reading were inspired by the self-control demonstrated in the scenarios.  These research findings are relevant to us as copywriters in many ways but can be so easily manipulated. When we're aiming to target our prospects' self-control mechanisms, we must ensure we maintain integrity and that we truly believe in the product or service our clients offer. Similar to the findings of the article, we can also focus on providing our prospects with a target to chase or something to aspire to by speaking to the ‘after' state of our prospects.  What To Look For In This Episode: How to effectively use your prospects' self-control as a tool in your copy. How to maintain integrity when targeting your prospects' self-control. Why you should speak to the ‘after' state of your prospect. Journal Article: You wear me out: the vicarious depletion of self-control https://www.ncbi.nlm.nih.gov/pmc/articles/PMC2714914/ Ackerman, J. M., Goldstein, N. J., Shapiro, J. R., & Bargh, J. A. (2009). You wear me out: the vicarious depletion of self-control. Psychological science, 20(3), 326–332. https://doi.org/10.1111/j.1467-9280.2009.02290.x Resources: Grab a free resource on my site to join my email list How To Write Your Own 6-Figure Sales Page Brand Voice Template Got a question you want answered on the podcast? Awesome! Send it to podcast@geoffkullman.com. Connect with Geoff: Instagram: @geoffkullman Twitter: @geoffkullman Inquiries: geoffkullman.com

We know that there have been plenty of studies pointing to the negative effects of social media, but how can social media benefit us as copywriters?  Social comparison is a large part of social media, but it can also lead to inspiration. Today's study focuses on the positive impacts of social media. The researchers of this study conducted a survey among participants who were frequent Instagram users. They found that there was a direct correlation between comparing ourselves to others (being envious) and being inspired. Additionally, the perspective we bring can also have a large impact; we can be inspired to try new things, explore new interests, or even change our minds.  As copywriters, we can improve our copy and be a positive presence in the world of social media if we educate ourselves and our clients on its positive and negative impacts. We also need to keep our client and platform in mind throughout our copy and focus on the aspirational identity of customers.   What To Look For In This Episode: Educate yourself and your clients about the positives and negatives of social media. Be aware of the client and the platform you use as you write copy. Aspirational identity: speak to the “after” state of your client. Journal Article: The Positive Side of Social Comparison on Social Network Sites: How Envy Can Drive Inspiration on Instagram.  https://www.researchgate.net/publication/326339296_The_Positive_Side_of_Social_Comparison_on_Social_Network_Sites_How_Envy_Can_Drive_Inspiration_on_Instagram Meier, A., & Schäfer, S. (2018). Positive Side of Social Comparison on Social Network Sites: How Envy Can Drive Inspiration on Instagram. Cyberpsychology, behavior and social networking, 21(7), 411–417. https://doi.org/10.1089/cyber.2017.0708 Resources: Virtual Speakers Success Summit How To Write Your Own 6-Figure Sales Page with Geoff Kullman Brand Voice Template Got a question you want answered on the podcast? Awesome! Send it to podcast@geoffkullman.com. Connect with Geoff: Instagram: @geoffkullman Twitter: @geoffkullman Inquiries: geoffkullman.com

Stories allow us to create a world for our prospects "as we want it" to be (or as it "should" be). But there's also an order we need our readers' brains to release neurochemicals in? Without this order, the story's impact can be negatively affected.    Today's episode focuses on the neuroscience of narrative, specifically on an article that studies how neurochemicals are released during inspiring stories, public service announcements, and Superbowl advertisements. Dr. Paul Zak conducted three studies in order to analyze how cortisol and oxytocin, and other neurochemicals were released in participants and their impact on human behavior, attention, and engagement.    How can we ensure our copy grabs attention, elicits empathy, and induces pleasure?   When writing copy, it's important to remember the three phases to your story: normal, explosion, and new normal.   What To Look For In This Episode: Always get attention first. Do your prework to build empathy and that connection Don't try to be cute, clever, or funny without gaining attention and connection first.    Journal Article: Why Inspiring Stories Make Us React: The Neuroscience of Narrative https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4445577/pdf/cer-02-15.pdf    Zak P. J. (2015). Why inspiring stories make us react: the neuroscience of narrative. Cerebrum: the Dana forum on brain science, 2015, 2.   Resources: Virtual Speakers Success Summit – geoffkullman.com/vsss  How To Write Your Own 6-Figure Sales Page – 6figuresalespage.com Brand Voice Template – brandvoicetemplate.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!

Paul Klein is a business consultant and entrepreneur. He's also a pricing expert, specifically how pricing impacts brand positioning. ​Paul has consulted and worked with numerous national and international brands, including Target, Slack, UC Berkley, Cracker Barrel, Holiday Inn, KFC, and many, many more.   In today's episode, Paul shares his tips on how you can improve your HOW you PRICE your offer. We discuss the benefits of offering your clients 3 price options rather than a single option, what to do when a client offers a counter-proposal, and many more tips from our own experiences. Listen in to learn about Paul's techniques for pricing yourself based on what you're worth, such as anchoring, single-page proposals, and his free pricing quiz.    What To Look For In This Episode: People pay for the outcomes you provide, not your time.  Avoid conflict with your client by properly pricing yourself.  Negotiate on terms, not on deliverables.  The first sale is to yourself, you have to believe that you're worth your price point.   Resources: Paul Klein Website – https://www.paulklein.net/  Podcast – https://www.paulklein.net/podcast.html Quiz – https://tinyurl.com/PaulKleinPricingQuiz Instagram – https://www.instagram.com/paulkleinTV/    Download the Brand Voice Template – brandvoicetemplate.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!

CTAs (or Calls to Action) seem simple, but we're often leaving money on the table! Let's talk about WHY... and learn a few principles to keep in mind to make sure your CTAs are solid.   ===   Want to get on the Copywriting Templates Bundle waiting list (and get 25% off)? Go to geoffkullman.com/wait. I'd love to hear from you! Send your comments or questions to podcast@geoffkullman.com