the abcs of persuasive copy with nancy harhut

@nharhut

The

Nancy HarhutChief Creative Officer, HBT Marketing

of Persuasive Copy

@nharhut

@nharhut

— Cornell University: Eat 2X as much

@nharhut

— Gary Hennerberg: 60% sales

@nharhut

— Robert Cialdini, American Cancer Society 28% 50%

@nharhut

Decision Making

Shortcuts

@nharhut

Authority

Principle

@nharhut

@nharhut

Because

@nharhut

— Ellen Langer, Harvard University

@nharhut

Weight Watchers works because it’s not a diet. You’ll learn how to eat right and live healthy.

@nharhut

@nharhut

Commitment and

Consistency

@nharhut

Drive Safely

@nharhut

Thanks for your ongoing support. Want to help out again?

@nharhut

@nharhut

Deals

@nharhut

@nharhut

Price

Cost

Pay

Spend

@nharhut

— PayPal: 27% abandonment

@nharhut

Eye Magnet

Words

@nharhut

@nharhut

— Robert Levine, The Power of Persuasion

@nharhut

Worldata: 11%

@nharhut

Framing

@nharhut

— Elizabeth Loftus: 40.8 mph vs. 31.8 mph

(28%)

Crashed vs. Contacted

@nharhut

— Journal of Consumer Research, 20% lift

$5FEE

vs.

Small $5

FEE

@nharhut

40-125% lift in conversion,

Journal of Marketing Research,

New Neuromarketing, Netherlands

@nharhut

Guarantee

@nharhut

@nharhut

Herd Mentality

@nharhut

@nharhut

Information

Gap Theory

@nharhut

5 Ws + 1H

— George Loewenstein

@nharhut

Who Are the Year’s Best-Loved Brands?

@nharhut

@nharhut

Where’s the birthplace of wine?

@nharhut

When NOT to A/B Test Your Mobile App

@nharhut

Why an online marketing suite is a game changer

@nharhut

@nharhut

Jargon

@nharhut

vs.

@nharhut

Two exceptions

1. Suggest more value

2. Imply insider status

@nharhut

Coupon vs. Certificate

@nharhut

@nharhut

Knowledge

@nharhut

@nharhut

Have you heard your colleagues complain about low back pain…

@nharhut

@nharhut

Loss

Aversion

@nharhut

@nharhut

— Endowment Effect

@nharhut

Mental

Energy

@nharhut

@nharhut

— Copy Hackers: Dressipi.com, 123.9%

@nharhut

— Adlucent: 233% better conversion rate

@nharhut

New

@nharhut

@nharhut

New warming trends.

Top 5 Persuasive Words — Copyblogger

@nharhut

Now accepting nominations for Marketing Hall of Femme

@nharhut

@nharhut

Announcing our Spring Special

@nharhut

Finally you can get the coverage you need

@nharhut

Ed Sheeran – On Tour Soon!

@nharhut

Overcome

Objections

@nharhut

@nharhut

No matter if your message is running in

email or direct mail, online or on TV, these

rules for marketing creative, design and

readability will help you boost response

and ensure a profitable bottom line.

@nharhut

Cancel any time*

@nharhut

Personalization

@nharhut

@nharhut

29.3% Experian

@nharhut

@nharhut

Questions

@nharhut

Questions = 140% lift

— BI Norwegian School of Business

@nharhut

Scale of 1-5, how bad do your sales presentation suck?

@nharhut

@nharhut

Rational and

Emotional

@nharhut— Antonio DiMassio

@nharhut

@nharhut

Storytelling

@nharhut

@nharhut

99¢ $59

Significant Objects

@nharhut

Time

@nharhut

— Nielsen Norman Group

@nharhut

• Don’t bury the lead

• Be clear and concise

• Use bolds, subheads, bullets, lists

@nharhut

Urgency

@nharhut

11/16/12, eBay starting bid: $200,000

@nharhut

Only 7 tickets left at this price!

@nharhut

For just a very limited time

@nharhut

Von Restorff

Effect

@nharhut

@nharhut

31-34% , Worldata

@nharhut

Oops! Here’s the email we meant to send

Worldata: 47% open rate

@nharhut

Wordplay

@nharhut

• Rhyme

• Simile

• Surprise

@nharhut

— Matt McGlone

@nharhut

@nharhut

Dressed to CHILL

— University College London

@nharhut

X Factor

@nharhut

@nharhut

— 67% vs. 97%, Cornell

@nharhut

You

@nharhut

@nharhut

You and your employees

16% , CTR Worldata

Your employees

Your employees

@nharhut

We’ve never looked better.

@nharhut

Zeigarnik

Effect

@nharhut

@nharhut

— 79%, Wharton, USC

[email protected]

Nancy.Harhut @nharhut Nancy Harhut

Nancy Harhut

THANK YOU!

Get your FREE Cheat Sheet!