Liking Principle in Copywriting – Episode #126

by Richard Wilson on August 11, 2011

The following video is borrowed from our BusinessTraining.com platform and was originally recorded for our copywriting training program.  I have researched the psychology of influence and persuasion for the past several years and the “liking” principle is can be a powerful tool in your copywriting arsenal.  In this video, I talk about how you use the liking principle to write more influential and persuasive copy.

Video Transcript/SummaryThe strategies and tips provided within this video module include:

  1. Liking is the psychological principle that if you see someone similar to yourself or likable then you are more likely to be influenced by that person.
  2. If you provide value first, you will create a sense of reciprocation and they will tend to like you more.  
  3. Try to understand your prospect and relate to them so they will see you as more like yourself.
  4. Try to write more casually even if your market is very sophisticated.
  5. Create a one-page “cheat sheet” that your prospects use most often and inject them into your copy.
The liking principle may seem very basic or intuitive but I have found that many great copywriters still overlook this aspect.  I hope that this video helps you develop better, more relatable copywriting.  
Thanks for joining us, and I will see you again soon,

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