Science of copywriting

A story has a beginning, a middle, and an end. It might be easy to think your transactional or service journeys do not need copywriting, as it's not a story.

But all journeys have a story. The beginning is deciding what you need. The middle is following the signs to get to it. And the end is reaching that positive outcome.

Many developers and product owners think this is a left-brained (logical, linear) action, but how many times have you updated your address or bought insurance without feeling any emotion? Even if it's just relief you got it done, or happy you can make that cuppa you promised yourself once you did this little thing.

How many times have you tried to do something simple and ended up getting the rage? Two-factor authentication and dismissing cookies, anyone?

This is why you need copywriters to work on these journeys. As copywriters metamorphose into the customer and use the virtual reality in their head to make sure the audience thinks, feels and does at every interaction point.

Tolkien uses other worlds to tell stories that transport us.

Shakespeare uses history/tragedy/romance/comedy to tell stories that entertain us.

Copywriters use behavioural science to tell stories that influence us.

Everything we do is driven by emotion. The car we buy, the reason we go to the gym, what we wear, and where we go. And I hate to tell you this, but tickle the emotional part of your brain, and it will win over the logical part of the brain.

This is why we unknowingly (and sometimes knowingly) make poor decisions, like buying those shoes you don't need and can't afford.