The conversion rate optimization (CRO) crowd is able to leverage these to boost their audience's actions. When it comes to advertising content, there may not be much we can do to actively influence our search audience. Barring a screaming title (not allowed), all we have is a limited set Phone Number List of characters. We can make each of these characters really work by channeling our in-house CRO expert. Before jumping into the words that work, let's take a few minutes to understand the psychology of decision making. What makes us choose X instead of Y? What explains our Phone Number List decision to opt for free shipping rather than 10% off our order? The fact is, we can influence our audience with smart and effective ad copy Here's how We think like lizards OK OK. I know the whole reptilian brain was huge in 2012.
But it's still a really smart grassroots tactic and can do some magic things for ad copy. If you missed it back then, here's a quick rundown. We all basically have three brains that drive us: the human brain , responsible for logic, learning, and conscious thought; the mammalian brain , which Phone Number List deals with moods, memory, and hormones; and the reptilian brain , which governs basic survival functions like hunger and fight or flight. Is anyone else appalled to learn that our decision-making most often resides in our reptilian brain?! We may think we're logical and Phone Number List process-oriented, but that's just a story we tell ourselves - because our true instincts come from an instinct we're not even aware of.
When it comes to decision-making, we are more lizard than human. Our reptilian brain is driven by five areas of consciousness: pain, emotion, fear, ego and contrast. These five awareness areas are key to influencing your audience with actionable ad copy, so Phone Number List let's explore how. 1. The pain is real Much of our willingness to buy comes from problems, whether big or small. We might want a new car because it hurts us to keep paying for repairs to the old one. We choose a quiet restaurant over a loud restaurant because of the agony of not being able to Phone Number List have a conversation about the din. Pain is the main driving force. Our ad copy can grab attention and provide resolution with our product or service.