How Your Unconscious Is (Secretly) Shaping What You Buy... And A Simple Trick I Use To Mimic Brand Voice

How Your Unconscious Is (Secretly) Shaping What You Buy

Welcome Issue #1 of Keeping Up With The Conversions. I’m your navigator for the next four minutes (three if you read fast).

We'll explore how the unconscious mind subtly influences buying behavior. I'll also let you in on a simple, powerful trick that's helped me nail the brand voice for 100+ clients.

Keep reading to train your brain to think like a strategist and optimize conversions for any campaign!

🖊️ Listen Before You Write And Mimic Any Brand Voice

Here’s a practical copywriting tip you can use right away to get your client’s brand voice just right:

When you're writing video scripts for founders to present, dive into their past audio or video content. Watch three to four of their ads or listen to their podcasts.

You must do this just before you start writing. Immediately after listening to their past content, begin drafting the script. You’ll see that you automatically mirror their verbiage, and tone, down to their pauses.

This strategy lets you nail the founder's style in the script, getting their voice spot-on from the get-go.

🧠 Neuromarketing: How Subtle Elements And Conscious Emotions Influence Buyer Behaviour

Check out this intriguing research I found on how subtle cues and emotions significantly shape buying decisions:

Wine Shop Study—How Music Influences Buying Behavior:

Ever noticed how music in stores affects what you buy?

A study found that playing German music in a wine shop led to an increase in sales of German wines, whereas French tunes boosted sales of French wines.

It’s amazing how these subtle elements can steer our choices without us even realizing it.

How can small to medium-sized businesses use this info to boost their conversions?

Apart from testing different types of music in your physical store, you can experiment with soundtracks (keeping in mind the cultural and lingual preferences of your target audience) in your ads, reels, YouTube videos, and VSLs.

Coke vs. Pepsi—The Battle Of Blind Tasting:

Back in 1985, Coca-Cola was trailing behind Pepsi due to Pepsi’s blind taste tests—as more people preferred Pepsi, prompting Coke to revise their formula (aka. the disastrous New Coke campaign).

They tested the new version on 200,000 people who loved it—some even more than Pepsi.

However, when the new Coke hit the market, it sparked an uproar. Despite the positive blind test results, Coke didn’t account for the deep emotional bond consumers had with the original formula.

It turns out, that feelings matter… a lot.

In another twist, when Coke later conducted taste tests where people knew which brand they were drinking, 75% chose Coca-Cola over Pepsi, proving that our brand connections deeply influence our choices.

How can small to medium-sized businesses use this info to boost their conversions?

Apart from direct response, create marketing campaigns that tap into the emotional bonds customers have with your brand.

Share stories, customer testimonials, and the history of your brand to build a deeper connection. You can also offer loyalty programs or personalized thank-you notes to reinforce positive feelings toward your brand post-purchase.

Fifty Shades Of Blue—The Power of Unconscious Decisions:

Studies suggest that 95% of our decisions are made unconsciously.

Our thoughts, feelings, and memories shape how we perceive products and can dramatically influence buyer behavior.

For instance, Google tested 50 shades of blue for their link color before settling on the one we see today.

Similarly, a mere tenth of a second speed boost on Amazon’s website led to a $1.7 billion profit increase.

It shows that even the smallest details can impact our actions.

How can small to medium-sized businesses use this info to boost their conversions?

Pay attention to the colors, layout, and performance of your website and ads. Small changes like the color of buttons or the speed of your site can significantly affect user behavior and conversion rates. Apart from the A/B testing copy, you can also run isolated tests on UX.

Do iPhone Users Have A Romantic Attachment To Their Phones?

In New York City, a study claimed iPhone users have a romantic attachment to their phones, as parts of their brains lit up similarly to when we encounter something we love.

What they didn’t know at the time was that the same part of the brain lights up when we look at something disgusting.

Here’s more interesting stuff to read…

• Using emoticons on energy bills to show good vs. bad consumption resulted in a 3% reduction in energy use—enough energy savings to power every home in Iowa and Minnesota!

• A simple black fly sticker etched at the bottom of urinals led to 80% less spillage, showing how a tiny visual cue can guide behavior efficiently.

How can small to medium-sized businesses use this info to boost their conversions?

Use subtle visual elements in your marketing and product design to influence customer behavior. If your audience is Gen. Z or Alpha, you could be testing emoticons, GIFs, and memes in your campaigns.

… Now on to a mindset tip for all the awesome entrepreneurs reading this newsletter, here’s something that’ll shock you.

✨ I’m A Normie… And Here’s Why It’s A Good Thing!

Think you should be someone special to make more money or make an impact?

I’m a normie (a normal person) and here’s why being a normie is the best feeling in the world:

Knowing that you aren’t special in any way allows you to be open to new learning experiences. You never feel entitled to success. Instead, you work for it.

You’re coachable. You take feedback from others. You observe people and learn from their mistakes.

You’re simply out there in the world for lifelong learning.

And that’s the best thing you can do as an entrepreneur.

Being a normie will take you places. It will give you the freedom to make mistakes and learn from those mistakes. So the next time you feel like all that you’re moving forward in your career but you still feel ordinary, embrace it.

📚 A Book Recommendation…

I don’t read many books page-to-page… I certainly don’t finish non-fiction books in as short as three days. But the Slight Edge turned me into a hungry book monster for three whole days.

I’m starting with this book rec because the simple, repeatable choice that you make every day for the next 365 days is going to determine the 365 days after that.

Think about it this way: if you just set aside $5 each day, by the end of the year, you'll have saved up $1,825.

Or maybe you want to write a book… Writing one page every day will add up to 365 pages in a year. By the end of the year, you’ll have a ready-to-publish book without any significant workload.

How did you find today’s newsletter? Reply to this email and let me know what stood out to you the most!

About The Founder…

Hi. 👋 I’m Hira, A Copyhackers certified SaaS conversion copywriter.

I raised $2M for MedTech and nonprofits in partnership with two different agencies last year. Currently, I write end-to-end sales funnels and product marketing features for 8-figure marketing agencies and enterprises.

Check out my guest post in The Copywriter Club, and scroll through the insights I shared on Hubspot’s 2024 Social Media Marketing Trends Report.

Don’t forget to peek through my website, maybe you’ll find a podcast episode that you like!