“The only reason to write small text is if you don’t have much to tell.”
“The text can never be too long – just too boring.”
People are lazy creatures. Most consumers prefer to use the peripheral (indirect or heuristic) way of processing the advertising message. This path does not require deep processing of information, eliminates the need for painstaking mental work and is the shortest route for making decisions. People use simplified formulaic ways of reasoning, which are based on trust in the source of information and its argumentation. For many, a ready-made solution in the form of a “hint” is much preferable to deep reflection.
The famous American psychologist Robert Cialdini in his book “The Psychology of Influence” identifies six main “cues (signals) of influence.” These “tips” are a shortcut to convincing the consumer, especially if your prospect is not guided by careful and balanced thinking about the information. Robert Cialdini’s “Hints” are widely known and you probably use them. Let’s remember them:
- Comparison. The influence of the group belief: “Everyone is doing this, why are you not yet?”
- Sympathy. Balance theory: “I like you, you can take my money.”
- Authority. Persuasion by authoritative expert opinion.
- Reactive action. Distribution of free samples and gifts, suggesting a response.
- Commitment / Consistency. Technique “Four walls”: asking four questions, the answer to the next question logically leads to the next one, as a result, the person is ready to make a purchase.
- Deficiency. Limited offer.
In this article, we look at another extremely effective “tip” that psychologists AM Stack and D.A. Bernstein. The essence of the “hint” – the length of the advertising message generates strength, convinces the consumer of the expediency of the purchase and influences his acceptance of a positive decision.
“Duration – Hint – Strength“ in advertising
Principle “Duration – Hint – Power ”assumes that the advertising message about a product is perceived better if it is rather long and contains numerous reliable facts and figures. It looks like a long monologue. Advertising forces your potential buyer to say in response: “Look how much there is. It must be true after all. They probably know what they are writing about. ” Although duration does not guarantee truthfulness, this is how this principle works.
3 misconceptions that make your copywritten ineffective
Let’s take a look at three common misconceptions some advertisers have when it comes to long, detailed advertising messages.
1. People don’t read long texts
Perhaps the biggest misconception is that people won’t read long ad copy. In our busy time, people have a day scheduled by the minute. They are too busy to read long texts, so the ad should be as short as possible. The arguments sound logical, but this is a fundamentally wrong point of view.
Advertising researcher Claude Hopkins pointed out this misconception: “The most common opinion you hear about advertising is that people won’t read. But the vast majority of the best ad campaigns prove that people read a lot. ” And another well-known marketer, David Ogilvy, wrote: “Direct advertising professionals know that short copy cannot sell. Tests <...> show that long ad copy sells better than short ad“.
Hundreds of studies and thousands of experiments have been carried out. And all the greatest marketers – John Caples, Claude Hopkins, David Ogilvy, John E. Kennedy, Eugene Schwartz, Maxwell Zachheim, Walter Weir – unanimously confirm that a well-written long text is many times superior to a short one. No options. With no exceptions. It’s just that.
If someone is a potential buyer of your product, they can read a lot of well-written ad copy.
2. The consumer must read the advertising text to the end to make a purchase.
Another common misconception is that the user must certainly read the entire advertising text to the end in order to perform the targeted action.
As they say, there are no comrades for taste and color. Who loves watermelon and who loves pork cartilage. Doesn’t it happen that a consumer is ready to buy a product after reading the headline? Have you ever wondered why call to action buttons on sales sites are scattered throughout the text? The first button is usually found right after the lead paragraph.
Why is this happening? People are different. Some people need a lot of words of persuasion, while others can decide to buy much faster.
But a long text will suit both sides. And the one who wants to know all the details, and the one who can stop at any line of the site if he suddenly wants to place an order. If the advertising message is small, then a significant part of your potential buyers who want to get acquainted with the product in detail, will leave your site, not convinced of the expediency of the purchase.
Agree, it is unreasonable to lose customers just because they did not find comprehensive information about the product on your site.
3. Advertising on the Internet is arranged somehow differently
Is advertising on the Internet completely different? No. Research shows that long text is more effective than short text on the Internet.
Nielsen Holdings PLC, a research consulting company that specializes in the consumer effectiveness of websites and products, cites the following data in its report:
- Research shows that fewer long pages (rather than more short ones) may be the best option for users. Users prefer the option when all the information is contained on one page.
- Increasing the levels of information, similar to adding sections to a site, also helps users navigate better.
- Users might get the impression that they don’t like scrolling down the page, but their actions suggest otherwise. Most users are quite willing to scroll through long pages.
MarketingExperiments ran several tests to find out how the volume of text affects the conversion rate of a site. The results showed that the long text outperformed the short one in all three tests. For example, Online-Learning.com quadrupled the length of its homepage texts. The number of people leaving the site after viewing only one home page dropped by about 5%, and sales increased by about 20%.
Write long and exciting text
Long text will not only give you more room to persuade the consumer, but it will also have the effect of instilling faith in the minds of potential customers. This is the essence of “Duration – Hint – Force”.
But what information should be included in such a text?
Write a list of reasons that convince you to choose your product
How many good reasons can you give potential customers to choose your product? For example, give 23 reasons why consumers need to buy your product. And if they have even the slightest need for your product, this list
- inspire them by showing the benefits they can take advantage of;
- will convince them that the product is indeed of some value due to the 23 reasons you provided in favor of purchasing it.
Your prospect may be weeding out a few points. But if you provide enough information, the principle “Duration – Hint – Power” will do its job and save the situation.
Write all the necessary information about the product
Write enough information to interest, convince and motivate people for further action
Think, would you buy a product from a salesperson that would serve you within two hours, or from one that only spent 10 minutes on you? Of course, someone who will serve you for two hours. Why? Because he will tell you in detail about all the main and additional benefits of the product, about the immediate ultimate benefit and benefit in the longer term. The salesperson will push you to buy through a series of extremely persuasive steps that respond quickly and instantly to your emotions.
“The seller does not speak in monosyllables and, instead of greeting, does not say a few words about his product, immediately inviting you to make a deal. No, he uses enough words to master your emotions and logic, which will gradually lead him to the sale. “
Don’t post useless information
The expression “the more you talk, the more you sell” is only true if you are talking to the point. Don’t write to just fill a space or wow people with your vocabulary.
Present information about your product from all possible angles
Of course, your advertisements cannot predict exactly how your potential customer will react in advance. They cannot give an answer in advance what will attract and convince your user, and what, on the contrary, will alienate and repel. As Fyodor Tyutchev said: “It is not given to us to predict how our word will respond …”.
That is why your ad should cover all the main points regarding your product. Share each of the benefits from a different perspective and from multiple perspectives.
For example, commercials about cars tell not only what benefits you will get in terms of its practicality, safety, fuel economy, comfort, but also what others will think when they see you in a new car. The video talks about meeting several basic human needs at once, including social recognition of your success by other people. Advertising appeals to both your emotions and logic, using direct and peripheral pathways of thought.
Use basic consumer psychology principles and internet marketing tools
Use all the methods in marketing to justify the purchase of your product and convince the consumer of its worth. The more ways your product justifies, the more you will convince the person to make a purchase. It’s like you take his hand and tell the story of your product from start to finish.
- You are focusing on key benefits and on positive end-point benefits.
- You talk about additional benefits and benefits.
- You display motivating pictures and videos.
- You are competently detuning from competitors.
- You generously provide the text with positive reviews.
- You back it all up with a long and reliable guarantee.
When you’re done, you have a pretty impressive sales copy. Do not forget that it should be well structured, understandable and emotional.
Submit numerous customer reviews on your website
We have already discussed the importance of social proof. The key word here is “numerous”. Place photos and reviews of satisfied customers on your website. How many photos and testimonials from satisfied customers do you have?
Show dozens of such photos and testimonials, and it will have a strong positive effect, will inspire confidence in you and your words only due to the quantity.
For example, this can be represented in the form of the “101 success stories” block. Even if your potential buyer does not read all the basic information on the site, this block cannot fail to impress him. The effectiveness of the product has been confirmed by hundreds of satisfied consumers. It says something.
The principle “Length creates strength” is constantly proving its effectiveness. A detailed and long advertising text convinces, inspires confidence, justifies the expediency of the purchase and pushes the consumer towards the desired target action. And numerous reviews from satisfied customers are a powerful factor of trust in you and your product.