The 9 Best Copywriting Tips for Breaking Down Barriers
How do you ensure great conversion numbers on your website? Well, you remove the barriers that keep the conversion low.
Good copywriting plays a role here that should not be underestimated.
In Consumer Behavior in Action, Professor Geoffrey Lantos describes 9 psychological barriers that cause consumers to doubt their purchase.
If you succeed in removing these 9 barriers on your sales page (or in your brochure, in your sales pitch, you name it), then you have gold in your hands.
Below are the 9 best copywriting tips that will remove barriers for your visitors and guide them in the best possible way during their customer journey.
1. Financial Barrier
Anyone who is faced with a purchase of any size is afraid that it will be a waste of his or her money. Imagine if it turns out to be nothing for you? Lost money. The specter of every consumer.
Reassuring guarantees can remove the financial barrier. A smart copywriter responds to this in the copy by giving guarantees.
Not happy, money back. No cure no pay. 30 Day Money Back Guarantee. And so on. Anything to pull them over that financial threshold.
2. Social Barrier
Being locked out. That’s about the worst thing that can happen to people socially. We are group animals. We continuously mirror ourselves with others and wonder what they will think of something.
When we’re about to buy something, we don’t want to hear (just) the seller’s confirmation (“you look much slimmer in this dress”), but especially other people’s. Preferably friends, but we also take the opinion of ‘independent’ people seriously.
As a copywriter you can respond to this by showing testimonials from others.
3. Self Esteem Barrier
Whatever happens, we must never lose our self-esteem. Our status in the eyes of others is crucial. That’s why it can help if people we look up to recommend the product or service.
Imagine getting a recommendation from Elon Musk for your technology product…
That would be great, wouldn’t it? But recommendations from lesser-known people who have a certain status with the target group are also worth their weight in gold.
4. Functional Barrier
In the eyes of consumers, in addition to a financial threshold, there is often also a functional threshold. What if the product or service doesn’t work for them?
This threshold can be circumvented by, for example, offering a free trial period, in which consumers can test whether it works (for them).
5. Physical Barrier
Is the product or service safe? If there are any doubts about this, you have a problem. Especially with products that have to do with human health. But also services such as day nurseries or doctors have to deal with this.
If you want to be smart about this, make sure that certifications or quality marks from industry organizations and safety labels are clearly visible.
6. Psychological Barrier
The product or service may work and be safe, but then using it is not satisfying. Or the consumer will expect it to be unsatisfactory.
This barrier may also be related to expected loss of status or social acceptance.
For example, a cheap car brand can promise a safe ride from A to B, but does it also appeal to the right feeling?
As a copywriter, you need to make sure that the product you sell matches the identity of the potential buyer and that of their social group. In short, it’s all about emotion.
An alternative is to sit completely on price. For example, the Slovakian car brand Dacia has maneuvered itself in the market with very low prices.
But once that trick has worked out (competition is coming or people want different products), you have to do something different with your brand.
7. Duration Barrier
The time a new product or service takes to use or learn is a risk to consumers. Many products are bought to save time, as time is one of the most precious things you have as a mortal.
Can you allay consumer concerns about time risk? Do that by, for example, offering a help desk that is accessible 24 hours a day, 7 days a week. Or offer free installation help with a new internet connection.
8. Difficulty Barrier
How much effort does it take to use the product or service? Preferably not too much, because actually we all want something to be easy.
That is why I sell my Copywriting in 30 Days Course as an ‘easy to follow course that anyone can complete in 30 days’.
With complex devices it is also nice if a clear manual is included. It can help to offer help via chat or telephone.
9. Aging Barrier
Nobody wants to buy something that will be outdated tomorrow. Certainly software, apps or courses on the internet can quickly become outdated.
What you want as a copywriter is to make it clear that people don’t have to be afraid of this.
On the sales page of my online courses your can find this FAQ: What if I bought it and there’s an update coming?
My answer to this:
If you buy this course/eBook now, you’ll get future updates for free. Simply send me your proof of purchase and you will receive the latest version.
At least people considering a purchase don’t have to think it’s better to wait so as not to miss out on an update.
How do you make use of these psychological barriers in your copywriting or on your website?