The Psychology of Copywriting that Sells

by | Mar 18, 2024

This quote basically sums up how to write ads that instantly connect with their audience:

People will do anything for those who

• Encourage their dreams
• Justify their failures
• Allay their fears
• Confirm their suspicions
• And help throw rocks at their enemies

— Blair Warren

People don’t want to buy stuff; they want to solve problems and improve their lives.

They also have objections because they’ve tried to solve their problems before but couldn’t.

As marketers, we need to tell them that it’s OK, that our solution can actually help them, unlike that one, and that their lives will be awesome once they solve that problem or achieve that goal.

Blair Warren concisely organizes the five methods of achieving this with copywriting.  To go deeper into Warren’s teachings, I highly recommend reading The One Sentence Persuasion Course – 27 Words to Make the World Do Your Bidding.

Let’s discuss each of the 5 models in more detail…

Encourage their dreams

Show them their “dream state,” what they aspire to be.Nike Dream's Ad - copywriting psychology

Justify their failures

Let them know it’s OK to try again.  Address the problem and remove their shame to show them it’s not their fault.

Hims flips the stigmas around men's health and creates a new brand that's as honest as it is provocative. | Ad Age

Allay their fears

Go ahead and address the “elephant in the room.”  Take control of the narrative by directly pointing out their biggest concern.

Nancy Deweir | De beers, Vintage ads, I love jewelry

Confirm their suspicions

Point out the flaws of other solutions and your competitors.

Lamar Advertising | Chicago Creative |

Throw rocks at their enemies

Align with them by highlighting a common opponent.

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Ryder Meehan

Ryder has been on a 16-year journey to master digital marketing from every aspect. His resume includes Razorfish, Slighshot, Fossil, Samsung Mobile and Tatcha before launching Upgrow. Ryder is the acting CEO, heading business development and account services. He has been featured as a digital marketing leader on Forbes, PRNews,, Workamajig, Databox, Fit Small Biz and other outlets.

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