9 Data-Driven Copywriting Tips

Copywriting is creative work. But today's content marketers have an immense amount of information at their fingertips. If you're not data-driven, you're probably missing out on a wealth of information. Today, you're in luck. We've scoured some of the most fascinating large-scale research projects, case studies, and other forms of intelligence. 

The result is a totally-actionable list of copywriting tips that can make a real difference in how well your work performs. Check it out:

1. Use Peer Pressure

You know what's really effective at getting people to take action? Telling them all of their friends are already doing it. A fascinating study spearheaded by Michigan State University found that peer pressure is an incredibly effective means to get people moving.

This tactic can be as indirect as social proof, or as direct as showcasing your actual customers to attract their friends.

2. Use Pictures of Babies and Women

Sorry, guys. Pictures of attractive women and cute babies lead to much higher conversion and sales rates than pictures of nature, men, or anything else. However, picture quality matters, so it's probably time to ditch those lame stock photos.

For more inspiration, check out 14 Tools to Create Images for Blog Posts in 5 Mins.

3. Become Friends with Von Restorff

You've probably heard of the scientifically-proven Von Restorff effect, which is commonly called "negative space" by designers. If you surround something with blank space, it draws attention.

See what I mean?

Don't be afraid to use this copywriting tip to your full advantage!

4. Use Visual Content to Your Advantage

Really effective copywritings know that being a little picky about image placement can get people to pay a lot more attention to their text. In fact, check out the visual results from this fascinating study performed by experimental psychologists:

How cool is that? Use images intelligently, to direct your audiences eyes towards exactly what you want them to read.

5. Pick an Enemy

One really interesting analysis of Apple Computer's cult following attributed their success to the fact they picked an enemy. From the moment their first commercial aired 30 years ago, it was clear that Apple's customers were not corporate drones. They were creatives, and basically the opposite of corporate drones.

Figure out what your ideal customer isn't, and make a point of emphasizing some friendly opposition. Maybe they're not lazy or foolish? Whatever it is, take a strong stance against it.

6. Stand Up for Something Important

Did you know that 64% of consumers cite shared values as an important reason to form lasting brand relationships? That's why companies who "do good" for their local community see increased sales, and organizations like Oreo who aren't afraid to have an opinion about issues don't suffer either.

Is your company an advocate for animals? Human rights? Whatever it is, make sure it's not a secret. Provide an abundance of opportunities to share this value with your future customers.

7. Leverage "Low Controversy"

We're not telling you to post about politics or religion. However, something called "low controversy" that's not going to embarrass, but will get people arguing is among data-driven copywriting tips for viral content. Take a stand, and watch your blog comment count soar!

8. People Love Competition

People love competition, and they love winning, especially if they know that other people lost. It's been validated in scientific studies. By all means, have a contest for the best photo, cutest dog, or most creative use of your company's product, and make sure the winner has a chance to gloat a little bit.

9. Consider Interpersonal Attraction

People listen to people who resemble themselves. It's an idea known as "interpersonal attraction." Consider creating a company spokesperson who looks like your ideal customer, or even using photographic imagery of someone who resembles your customer base. It certainly couldn't hurt to more effectively target your content, right?

Love this blog? Check out our article Why Storytelling Matters: A Data-Driven Answer.