In his book ( 2023), Richard Shotton shared arguably the most important copywriting study. In 2021, Richard and his colleagues Mike Treharne and Leo Burnett showed participants vague phrases and concrete phrases and asked them to remember both. Concrete phrases, like 'fast car,' were recalled with 6.7% accuracy, while abstract phrases like 'innovative quality' were forgotten, with only 0.7% recalled.
There's a concrete takeaway here. Don't use vague or abstract terms in your copywriting. Instead, use concrete phrases that are more likely to be remembered by your audience and have a higher impact.
Copywriting should aim to be clear, concise, and compelling, using language that resonates with the audience and drives the desired action.
Understanding behavioral science and psychology can provide insights into creating persuasive copy that resonates with customers and drives engagement.
Collection
[
|
...
]