Your copy has to convey the benefits of buying, period. But have you thought about how to best frame those benefits?
The Framing Effect is a psychological response in which people react to a particular choice in different ways depending on how it’s presented.
For example, we tend to want to avoid pain more than we want to gain a benefit, so heading straight into benefits with your copy can hurt your conversion rate.
Telling a story that creates contrast between the pain of loss and those benefits, however, is a frame that works wonders. That’s because you’re explicitly reminding your prospect about what they want to avoid before you talk about what they gain.
The power of polarizing pairs
It’s difficult for people to select from a large group of options, because there are too many contrasts to make.
For example, if you had a stack of résumés for a job opening, you will automatically work to eliminate most of the options and then choose from the few remaining.
We choose best when we only have two drastically different options, because we better psychologically process the difference between things rather than beneficial absolutes.
So when crafting your copy, contrasting…
