How To Sky Rocket Response Without Altering A Word To Your Web Copy
If you have been learning web copywriting and comprehend a small amount of psychology, you’ll undoubtedly know of the term “cognitive dissonance”.
It is a comparatively new hypothesis, but one that possesses utmost significance to marketers like you and I.
Cognitive dissonance is similar to a deadly weapon, it can revive a weakening promotion campaign if applied correctly, but it is also able to obliterate it if applied erroneously.
What is cognitive dissonance?
Simply, it’s what you experience when there are 2 inconsistent feelings in your mind. It will drive you crazy if it weren’t for your mind’s stealthy skill called self-justification that’s automatically activated when cognitive dissonance occurs.
Here is a typical example, let’s suppose you possesses two inconsistent feelings:
1. Smoking brings about lung cancer, so it’s damaging for you.
2. You consume 2 packs in 24 hours.
So your mind invents self justification like:
1. Smoking allows me to relax. Stress is also a prevalent killer.
2. Smoking restrain my desire for food. Obesity causes heart problems.
So how do you exploit this human “flaw”?
One of the most excellent method is to manipulate people’s expectations. Are you aware that numerous research have revealed, that our expectations change what they’re going to feel?
The rationale for this is naturally, cognitive dissonance. The feelings:
1. I am a bright, rational individual and I anticipate something to be lovely/horrible.
and
2. I was wrong about my expectation.
… are inconsistent. You settle it by…. misleading yourself that it’s in fact lovely/horrible.
And recognize this: Expectations are formed in a split second. You develop your first impression… then you rapidly develop expectations based on it.
So here’s the question: What sort of impression – and thus expectation – does prospects develop when they land on your website?
A lousy website can instantly slash expectation – that results in less satisfying experience – although you didn’t change the real service.
Can you find out where I am going? I am saying there is something else that’s more critical than the headline in a web copy… Know what?
It is the feel of your website in general. It is how your website come across. Here is what you can do to immediately raise expectations: come across as professional!
1. Use excellent graphics.
2. Design your website so that it’s straightforward to use.
3. Tailor your site modestly, even if it only presenting your logo.
4. Don’t use stupid color scheme like dark background and red words.
Can you think of additional techniques to raise expectations?
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