Use neurolinguistics in your copy

1. Conduct market research to identify what users think about your product or services through interviews or surveys.

Use email marketing to distribute the surveys or interview questions. Add a 3 question survey on your website as a pop-up. Conduct interviews with your ideal customers and past customers. Talk about why they chose you over competitors, what problems they faced during the decision-making process and the key pains that you solve.

2. Use audience data to write your headlines based on the attitude users have towards the product and to inflict positive or negative emotions on your reader by adding shocking or happy trigger words in your copy.

Depending on the state you need your user to be in, select between positive or negative feelings to get them in the desired state. Use negative frames in your copy when users have a tangible fear, such as loss of money or health, for example, Why Your Phone is Killing Your Mental Health.

3. When sharing an offer, use comparison to insignificant purchases to demonstrate ROI and indicate higher value.

For example, inform users that the product’s price is similar to buying one latte, while the benefits are bigger and for a longer time. Or inform leads that buying your software can save them X dollars a year when compared to hiring an expensive agency or specialist.

4. Use questions at the start of paragraphs and introductions to get your lead thinking.

For example, Are you tired of creating content that doesn’t rank or drive traffic? implies the reader has already failed at using content to drive traffic. You can also use words like imagine in the first paragraph of your copy.

5. Use data from Google Analytics and your research to create your ideal customer persona, and write the profile in a 5-6 sentence paragraph.

For example, your customer persona is a 50-year-old person with two children, living in the city, with a medium-income and loves sports.

6. Use insights from your customer persona to identify which words stir up emotions when thinking about your products, review sites are a goldmine for this.

Leverage your customer persona data to research the type of vocabulary they use. Select specific words to use in your copy to prime their thoughts towards FOMO or desire and take action. For example, if you identify your customer persona as someone that spends time online and is interested in cryptocurrency, you can use words like moon or bull to trigger their emotions.