Newsflash. Humans are basically the same predictable people that we’ve always been. There’s nothing really shocking or unique about us.
That said, we all desperately want to be unique (while ironically wanting to fit in. It’s complicated).
Here’s what this means for your copy: you need to help your reader feel that they are unique even though they aren’t!
Ever want to see this play out? Just look at questions that people have to a sale: Often, they are questions that emphasize the perceived uniqueness of the person…
- “Will this work for me even though I’m 20 years old?”
- “Will this work for me even though I’m 80 years old?”
- Will this work for me even though I’m a woman?”
- Will this work for me even though I’m a man?”
- Will this work for me even though I live in Australia?”
- Will this work for me even though I have red hair?”
… and so on.
People need to be made to feel that they are unique… without making them feel that they stand out.
So, the simplest way to do this is to answer those questions (proactively or reactively) with phrases like: “Yes, we have several clients who are 20 years old and it works great for them.” (etc.)
This not only feeds into the uniqueness element
(Hey! While you’re here, check out my other copywriting tips for persuasion secrets and psychology hacks to increase conversions.)