So here’s something you might not know about me.
I was supposed to be a Clinical Psychologist.
Yup, I went to university got a Bachelors Degree in Psychology, then got my Masters Degree in Clinical and Abnormal Psychology, and started working in a mental health care facility.
But it wasn’t for me. I wasn’t built for 80 hour weeks in hospitals for £80,000 a year. So I quit and started spending 80 hours a week building an online business making zero bucks. Great work Em, top-notch thinking there.
But here’s the point…
During my time in University, I learned some incredible stuff about how human beings think and behave. I learned what persuades us, what motivates us, and how powerful words can be.
So today, I want to share with you 4 psychological techniques that build trust, increase engagement, and ultimately turn readers into loyal customers - all without being salesy or gimmicky.
1. The Yes Effect
This is an easy way to build trust and like you without being salesy at all. Simply ask questions in your content that readers silently agree with.
“we all want our website content to convert readers into clients, right?”
“Do you want your home to be a peaceful retreat when you finish work?”
“Isn’t it a great day to improve your life?”
By sprinkling your content with easy ‘yes’ questions, you’re conditioning your reader to agree with you.
They’re silently saying yes all the way through reading your content so when they finally get to the option to buy from you, they’re more likely to say yes confidently.
2. Rhyme as Reason Effect
This is one of my all-time favourite psychological effects because it reminds me of Dr Seuss.
Psychology Today wrote about a study conducted by Matthew McGlone, PhD. He gave students a list of rhyming phrases and normal phrases (“Woes unite foes” vs “Misfortunes unite foes”).
He found students believed the rhyming phrases were more accurate and believable.
Basically, we believe if something rhymes, it must be true.
Crazy, right? But it works. I mean, who doesn’t think of Dr. Seuss as an expert in life?
But don’t go overboard and turn all your content into complex poems.
You just need two words or phrases to take advantage of this effect.
Think about trying this out in your email headlines, blog titles, even email opt-ins on your website.
3. The Wacky Effect
How many times have you seen “feeling overwhelmed and stressed out?” or “save time and money” on the internet?
These are common phrases that are overused and overdone. So much so that we tune out when we read them.
The problem is, there are so many articles, blogs, websites, offers, products and services out there that almost all content online is overused and overdone.
So how do you stand out?
You stand out by using unusual, crazy words in your content. It’s an easy way for people to remember you and take notice of you.
Ash Ambridge at the Middle Finger Project is a perfect example of this with her article – Caution: Stop Masturbating With Your Money
I don’t know about you, but I’m not used to seeing the word “masturbating” when I’m scrolling through Pinterest. So it makes you stop and take notice.
Then you start thinking, well what the hell does she mean? So can’t help but click through and start reading.
Wacky and weird works.
Think about adding unusual adjectives to your headlines to take advantage of this effect.
4. Repetition Effect
When you’re growing your business and you’re putting your message out into the world it can start to feel like you’re repeating yourself.
All of sudden it starts to feel salesy and like you’re annoying people by saying the same thing over and over and trying to sell your thing in all the places.
But here’s the rub…
Repetition not only works, it’s actually a vital aspect of content creation.
People need to come into contact with your product or offer 7 times before they’ll be ready to buy.
Why do you think huge brands use re-targeting ads on social media? Repetition works.
Think about it for a second…
I’ve told you repetition works like 3 times in this section of the post. Do you believe it? Yes, because you’re a smart cookie. Are you annoyed by reading it? No, because I’ve worded it in a way that’s valuable and interesting.
So whether you’re structuring your sales page or creating social media posts, keep driving home your offer or product.
Change up the way you present it, focus on different benefits and aspects, but keep plugging away. It’s a powerful psychological technique that will grow your business.