The
Nancy Harhut Chief Creative Officer, HBT Marketing
of Persuasive Copy
@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
— 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
Commitment and Consistency
@nharhut
Drive Safely
@nharhut
Thanks'for'your'ongoing'support.'
Want'to'help'out'again?'
@nharhut
Price Cost
Pay Spend
@nharhut
— PayPal: 27% abandonment
@nharhut
Eye Magnet Words
@nharhut
— Robert Levine, The Power of Persuasion
@nharhut
Worldata: 11%
@nharhut
— Elizabeth Loftus: 40.8 mph vs. 31.8 mph
(28%)
Crashed vs. Contacted
@nharhut
— Journal of Consumer Research, 20% lift
$5 FEE vs.
Small $5
FEE
@nharhut
40-125% lift in conversion, Journal of Marketing Research, New Neuromarketing, Netherlands
@nharhut
Guarantee
@nharhut
Herd Mentality
@nharhut
Information Gap Theory
@nharhut
5 Ws + 1H
— George Loewenstein
@nharhut
Who'Are'the'Year’s'
Best?Loved'Brands?'
@nharhut
Where’s'the'
birthplace'of'wine?'
@nharhut
When'NOT'to'A/B'Test'
Your'Mobile'App'
@nharhut
Why'an'online'markeFng'
suite'is'a'game'changer'
@nharhut
Two exceptions
1. Suggest more value
2. Imply insider status
@nharhut
Coupon vs. Certificate
@nharhut
Knowledge
@nharhut
Have'you'heard'your'colleagues'
complain'about'low'back'pain…'
@nharhut
Loss Aversion
@nharhut
— Endowment Effect
@nharhut
Mental Energy
@nharhut
— Copy Hackers: Dressipi.com, 123.9%
@nharhut
— Adlucent: 233% better conversion rate
@nharhut
New'warming'trends.'
Top 5 Persuasive Words — Copyblogger
@nharhut
Now'accepFng'nominaFons'for'
MarkeFng'Hall'of'Femme'
@nharhut
Announcing'our'Spring'Special'
@nharhut
Finally'you'can'get'the'coverage'you'need'
@nharhut
Ed'Sheeran'–'On'Tour'Soon!'
@nharhut
Overcome Objections
@nharhut
No'maNer'if'your'message'is'running'in'
email'or'direct'mail,'online'or'on'TV,'these'
rules'for'markeFng'creaFve,'design'and'
readability'will'help'you'boost'response'
and'ensure'a'profitable'boNom'line.'
@nharhut
Cancel'any'Fme*'
@nharhut
Personalization
@nharhut
29.3% Experian
@nharhut
Questions
@nharhut
Questions = 140% lift
— BI Norwegian School of Business
@nharhut
Scale'of'1?5,'how'bad'do'your'
sales'presentaFon'suck?'
@nharhut
Rational and Emotional
@nharhut — Antonio DiMassio
@nharhut
Storytelling
@nharhut
99¢ $59
Significant Objects
@nharhut
— Nielsen Norman Group
@nharhut
• Don’t&bury&the&lead&
• Be&clear&and&concise&
• Use&bolds,&subheads,&bullets,&lists&
@nharhut
11/16/12, eBay starting bid: $200,000
@nharhut
Only'7'Fckets'leW'at'this'price!'
@nharhut
For'just'a'very'limited'Fme'
@nharhut
Von Restorff Effect
@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
Dressed'to'CHILL'
— University College London
@nharhut
X Factor
@nharhut
— 67% vs. 97%, Cornell
@nharhut
You'and'your'employees'
16% , CTR Worldata
Your'employees'
Your'employees'
@nharhut
We’ve'never'looked'beNer.'
@nharhut
Zeigarnik Effect
@nharhut
— 79%, Wharton, USC
[email protected]
Nancy.Harhut @nharhut Nancy Harhut f il
Nancy Harhut
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