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🧠 Brainy Snack

Our minds are wired to keep us safe which keeps us extra attentive to things that could negatively impact us.

This makes us respond to negations (AKA: the opposite or absence of something of positive) at higher rates than affirmations (AKA: when something is affirmed).

Here are a few examples of negations to add to your copywriting:

  • No
  • Don’t
  • Can’t
  • Never
  • Nobody

Brainy principle used: Negativity Bias​​

​🤓 Brainy Breakdown

People value things more if they believe that a lot of effort went into them.

Behavioural scientists call this the Labour Illusion.

Your audience doesn’t want “quick tips” that you put together in 5 minutes. They want the tips that took you 3 days of scouring the internet to find.

​Phill Agnew leveraged this brainy principle in his Reddit ad to increase conversions by 45%!

🤩 Brainy Resource

How do you track the untrackable?

You’d love to know how well your organic content is growing brand awareness.

But what metric are you supposed to measure?

​SparkToro has gifted us the answer. Figure out which metric(s) to track based on your goals: awareness, interest, visits, and familiarity lift.

✏️ BRAINY PLAYBOOK
Co-created by Katelyn Bourgoin & Phill Agnew

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💡Brainy Spotlight

​Corey Haines is the creator of the Swipe Files newsletter and an avid Why We Buy reader. He wanted to boost signups for his newsletter and used a brainy technique boost conversions from 5% to 15%.

The best part? He didn’t have to write the copy himself.

Swipe File’s initial landing page had a header, signup button, and a big testimonial to the right. The 5% conversion was good, but Corey knew it could do better.

Instead of writing more copy to promote the membership, he showcased dozens of tweets from happy members.

Without writing a single line of copy, Corey boosted his conversions by 10%.

Did you enjoy this week’s newsletter?

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If you learned something useful, would you share the newsletter with a friend?

You can even earn cool prizes 👀 for referring new readers to Why We Buy.

And if you have an idea for a future issue, send ’em my way.

​Until next time, happy selling.

P.S. Wanna *really* get inside your buyer's head?

There are a few ways we can help: