When dealing with writing good copy, we're dealing with human beings. And we, as humans, are nothing, if not servants to our own psychology. So I'd like to touch on that in this lesson, as well as on a certain combination of factors to remember, that I believe will help you as a copywriter. Now, in crafting content, and writing in general, sometimes great work may just flow from you at certain points. I've certainly been there myself, and that's fine. But more often than not, I like to rely on a combination of factors when thinking of how to write really great content.

And handily says that quality content comes from a combination of three main factors, utility, inspiration, and you guessed it, empathy. The first of these factors utility is defined as the state of being useful process. Or beneficial from a marketing or copywriting sense. This is helping your customers quote, do something that matters to them. You help them shoulder their burdens, ease their pain or make a decision in terms of making a decision, this is driving them towards a final stage with no remaining hesitation that final stage obviously being making a purchase. Our brains are tasked with making 35,000 decisions per day.

This is what will Leach who wrote a book called marketing to mind states said 35,000 decisions per day either consciously or unconsciously. Now, those are a lot of decisions. If we as copywriters can help our customers in some degree, then let's do it. Because it's at the end of the day. It's about looking at customers. Through their perspective, helping them in some degree, driving them towards the final stage and helping them make a purchase which benefits both sides.

The second of these factors is inspiration, which is defined as the process of being mentally stimulated to do or feel something, especially to do something creative. And we as copywriters, writers in general, we're all about creativity, aren't we? From a copywriting sense, your content is inspired by data. It is different, it is unique, and it comes only and only from you. Every piece of artwork that's ever been created, unless it's plagiarize, of course, which is a big no no. comes from one very specific person.

Artwork is all about singularity. It's all about perspective, because it comes from that person's view on the world. person's view on life. Your work comes only from you and you will own. By this itself, you should feel motivated to create. Whichever company employs you or will employ you be in an advertising firm marketing agency or otherwise, they will be lucky to have you because they'll be getting content that no one else will be able to create.

So I hope that you remember this. Now, the third and final factor of this combination is empathy. Which is, as we've talked about before, the ability to understand and share the feelings of another from a copywriting sense, this is where you focus on your consumer and you are viewing the world. You are viewing events you're viewing their needs and their desires through their eyes. I posted a video alongside this lesson. A good example of this is the Nike find your greatness ad campaign that they made for the 2000s In 12, London Olympics, I think it was a perfect example of utilizing these three concepts together.

Utility. Because it's the state of being useful. I thought it was very, very useful for what Nike was trying to market at the time, inspiration, certainly an inspirational ad campaign with the content that they created, both visually and the narration. And certainly empathy felt that they It was very, very empathetic ad campaign. So yeah, hope you got the chance to watch that video. And so content needs to be geared towards the consumer.

We've talked before on how to do that. And now we're going to get into it on a more advanced level, in terms of human psychology, so content and copywriting links to the brain. Remember the potato mashed potatoes example that I gave before and all four Content relates to meaning. Meaning then goes into how a consumer views a particular object. This object in a marketing and copywriting sense will be obviously it product or service. Now, though it sounds like science fiction you and your words do somewhat died a customer's brain and the customer is not always fully in control of his or her brain.

Let me explain. Talking in psychological terms, researchers in the past have mapped our brain out using the cognitive experiential self theory, the CST This is based around the idea that people operate using two separate systems for processing information that they receive. One is called the analytical rational system, which is deliberate, slow, logical, it analyzes things it is logical, but it is silly While the other system is intuitive, and experiential, this is fast, automatic, and driven by emotions. Now these two systems operate independently of each other. And these interact to produce our human behavior on a day to day basis. Now, if you've ever walked into a store, not expecting to buy something or just to browse, but then you've walked out with two bags full of bought items, congratulations.

You were driven by the intuitive experiential part of your brain that day. You felt you didn't think. Now, the same thing goes when, for example, you told yourself that you were going to start a diet that particular day, analytical rational. But that same night you got very, very hungry and decided I'll just post spend that time in order to pizza, intuitive, experiential. Again, same thing. So that's the point here.

More often than not, humans are driven by emotions with an analytical reasoning. We talked before in a previous lesson on how effective things like numbers or visual images can be integrated with your copy. These types of things generate emotions. In addition, promoting content on social media, as well as having your content promoted by third parties is extremely effective. This goes without saying, This is not only for marketing, but on a psychological level. When people see things promoted when people see things share this in the sense that, oh, it's popular, it's looked at by others.

So this must be good, this must be accepted. So this is another important thing to remember as a copyright