Web Copywriting Tips By Andre Thomas

If you have been practicing web copywriting and know a tad of psychology, you’ll no doubt know of the term “cognitive dissonance”.

It is a rather new theory, but one that commands utmost importance to business people like you and I.

Cognitive dissonance is akin to a deadly weapon, it can revive a weakening promotion attempt if applied correctly, but it is also able to devastate it if applied mistakenly.

What is cognitive dissonance?

Straightforwardly, it is what you undergo when there are 2 incompatible beliefs in your mind. It’ll drive you crazy if it weren’t for your mind’s sneaky skill called self-justification that’s consequentially initiated when cognitive dissonance occurs.

Here is a typical instance, let’s say you hold 2 incompatible beliefs:

1. Smoking gives you lung cancer, so it is harmful for you.

2. You smoke 2 packs a day.

So your mind comes up with self justification such as:

1. Smoking allows me to unwind. Stress is also a popular killer.

2. Smoking restrain my craving. Obesity brings about heart troubles.

So how do you make the most of this human “flaw”?

One of the best technique is to control your prospect’s expectations. Did you know that many studies have proved, that our expectations change what they’re going to feel?

The reason for this is obviously, cognitive dissonance. The beliefs:

1. I am a smart, rational person and I expect something to be good/horrible.

and

2. I was incorrect about my expectation.

… are incompatible. You put an end to it it by…. deceiving yourself that it’s in truth good/horrible.

And understand this: Expectations are developed in a split second. You develop your first impression… then you quickly develop expectations based on it.

So here is the question: What type of impression - and consequently expectation - does prospects develop when they arrive at your website?

A horrible website can instantly decrease expectation - that results in inferior experience - although you didn’t alter the real service.

Can you tell where I am going? I am telling you there’s another part that’s more crucial than the title in a sales letter… Guess what?

It is the feel of your website in general. It is your website’s appearance. Here is what you are able to do to directly skyrocket expectations: come across as professional!

1. Use compelling pictures.

2. Plan your website so that it is painless to use.

3. Modify your site slightly, even if it just flaunting your logo.

4. Do not employ stupid color scheme like dark background and red words.

Can you think of other methods to skyrocket expectations?

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