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

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— Gary Hennerberg: 60% sales

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— Robert Cialdini, American Cancer Society 28% 50%

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Decision Making

Shortcuts

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Authority

Principle

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Because

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— Ellen Langer, Harvard University

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

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Commitment and

Consistency

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Drive Safely

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

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Deals

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Price

Cost

Pay

Spend

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— PayPal: 27% abandonment

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Eye Magnet

Words

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— Robert Levine, The Power of Persuasion

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Worldata: 11%

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Framing

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— Elizabeth Loftus: 40.8 mph vs. 31.8 mph

(28%)

Crashed vs. Contacted

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— Journal of Consumer Research, 20% lift

$5FEE

vs.

Small $5

FEE

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40-125% lift in conversion,

Journal of Marketing Research,

New Neuromarketing, Netherlands

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Guarantee

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Herd Mentality

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Information

Gap Theory

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5 Ws + 1H

— George Loewenstein

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Who Are the Year’s Best-Loved Brands?

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Where’s the birthplace of wine?

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When NOT to A/B Test Your Mobile App

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Why an online marketing suite is a game changer

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Jargon

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vs.

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Two exceptions

1. Suggest more value

2. Imply insider status

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Coupon vs. Certificate

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Knowledge

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Have you heard your colleagues complain about low back pain…

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Loss

Aversion

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@nharhut

@nharhut

— Endowment Effect

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Mental

Energy

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— Copy Hackers: Dressipi.com, 123.9%

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— Adlucent: 233% better conversion rate

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New

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New warming trends.

Top 5 Persuasive Words — Copyblogger

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Now accepting nominations for Marketing Hall of Femme

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Announcing our Spring Special

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Finally you can get the coverage you need

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Ed Sheeran – On Tour Soon!

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Overcome

Objections

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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*

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Personalization

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29.3% Experian

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Questions

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Questions = 140% lift

— BI Norwegian School of Business

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

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@nharhut

Rational and

Emotional

@nharhut— Antonio DiMassio

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@nharhut

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Storytelling

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@nharhut

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99¢ $59

Significant Objects

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Time

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— Nielsen Norman Group

@nharhut

• Don’t bury the lead

• Be clear and concise

• Use bolds, subheads, bullets, lists

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Urgency

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

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Only 7 tickets left at this price!

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For just a very limited time

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Von Restorff

Effect

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31-34% , Worldata

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Oops! Here’s the email we meant to send

Worldata: 47% open rate

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Wordplay

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• Rhyme

• Simile

• Surprise

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— Matt McGlone

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Dressed to CHILL

— University College London

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X Factor

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@nharhut

— 67% vs. 97%, Cornell

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You

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@nharhut

You and your employees

16% , CTR Worldata

Your employees

Your employees

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We’ve never looked better.

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Zeigarnik

Effect

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@nharhut

@nharhut

— 79%, Wharton, USC

nharhut@hbtmktg.com

Nancy.Harhut @nharhut Nancy Harhut

Nancy Harhut

THANK YOU!

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