Copywriting Tip: Humans Are Messy Contradictions And You Have To Appease Them All

Aaron Hoos - Copywriting Tips

People are messy contradictions.

I hinted at this recently when I said that people want to feel both unique AND part of a group. But that’s not the only contradiction.

They are naturally drawn to those whose lives are together but they hate people who are too perfect.

They are sick of things that are old and want something new, yet don’t like anything new.

They want to be told what to do yet don’t want to be told what to do.

They want to totally go all-in on something but don’t want to put all their eggs in a basket.

The list goes on and on.

The challenge of the copywriter is this: understand the messy contradictions and write to appease all of them.

No problem, right?

(Hey! While you’re here, check out my other copywriting tips for persuasion secrets and psychology hacks to increase conversions.)

Copywriting Tip: Eliminate The Risk Of Embarrassment

Aaron Hoos - Copywriting Tips

You might think that your prospects’ biggest risks are that they’ll lose money or your solution won’t work for them. Those are risks but not the biggest one.

The biggest risk your audience faces is the risk that they will be embarrassed by buying your solution.

We care very much about what other people think of us and even though your prospect might be experiencing a problem that others know about, they face an even bigger risk that the solution could embarrass them further.

They’ve come to grips with the fact people know they have a problem. Your copy needs to assure them that their family and friends will be astounded at the transformation and will wonder how it occurred.

(Hey! While you’re here, check out my other copywriting tips for persuasion secrets and psychology hacks to increase conversions.)

The Battle Inside Every Entrepreneur

Aaron Hoos

Here’s something I’ve been thinking about for a long time.

It’s inspired by a single sentence I read once in a large volume of writing by personal improvement pioneer James Allen…

You will become as small as your controlling desire;
as great as your dominant aspiration.

My thoughts on this…

Entrepreneurs and high achievers have a ton of aspiration; it’s the fuel that often drives us to create things. But what is our dominant aspiration? And, does our dominant aspiration change day-to-day? (I think it often does.)

Meanwhile, as a limiting force, we have a controlling desire (for stasis, for security, for predictability) and that keeps us from really pressing on the gas and speeding toward our aspiration.

At any given moment, we have both battling for their attention in our minds. I don’t think there can be a balance. You have both at war inside you right now and most of us will end up settling somewhere in between our dominant aspiration and our controlling desire, wishing in retrospect that we’d done more.

What if we could shed those controlling desires? Just imagine how close we could get to our dominate aspiration!

The lessons for me?

1. Pick a dominant aspiration and go full tilt on that one thing relentlessly. Avoid distractions. Raise my aspirations even higher.

2. Battle daily against those controlling desires for stasis and predictability. Seek them out and smash them because they are holding you back.

Put another way, I think people dream big but are held back by fear of risk and pain and failure. Sure, it’s not constant and overwhelming but it’s there… always in the back of the mind: “don’t give 100% because if you fail, it will be costly!”

And the truth is, it IS costly at times. As I write this I’m paying an expensive price for going for a dream that hasn’t worked out the way I want. (Fortunately, it’s not central to my life and livelihood so I can work around it but it’s a HUGE and COSTLY hassle… and I hate how it’s going to make me feel more risk averse next time I’m presented with a similar opportunity.

Rather than let those controlling desires define the ceiling of success, we need let our dominate aspiration raise the floor of our success.

Copywriting Tip: Let Your Reader Think They’re Unique (Even Though They Aren’t)

Aaron Hoos - Copywriting Tips

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, it also helps your audience feel that they are part of a group.

(Hey! While you’re here, check out my other copywriting tips for persuasion secrets and psychology hacks to increase conversions.)

Copywriting Tip: Tell Your Discovery Story

Aaron Hoos - Copywriting Tips

You have a solution to your reader’s problem… but it didn’t magically fall from the sky.

How did you discover it? How did you test it and implement it? How did it work for you? How much effort was it?

Telling your discovery story does a number of things:

  • It makes your copy more compelling by telling a story.
  • It adds legitimacy to your offer by making it seem true (because people like to believe authentic sounding stories).
  • It makes you into more of a human being, and thus, makes your reader like you more.
  • It makes the solution seem implementable to others.
  • It emphasizes the cost of self-discovery as well as the value of fast-tracking to invest in your solution.

(Hey! While you’re here, check out my other copywriting tips for persuasion secrets and psychology hacks to increase conversions.)