Framing
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Copywriting tips for sole proprietors: How to perfectly tailor your message
Why your best texts can fail if you write emotionally when rationality is required – and vice versa.
Optimize disclaimers: Why positive statements improve impact
Is your disclaimer putting off potential customers? Discover how to improve the impact of your legal notices with the primary effect. Scientifically sound, legally compliant, and immediately implementable for digital publishers, copywriters, and content creators.
How to psychologically steer your marketing with the benefit hierarchy
As a sole proprietor with an online presence, it's crucial to choose the right message for every stage of the customer journey. The benefit hierarchy helps you do this – supported by psychological research.
Beyond image manipulation: 5 authentic trust strategies for digital products
"Trust is good, control is better" – this old saying takes on a whole new meaning in the digital market.
When perfection isn't convincing: Why 100% statements often have the opposite effect
Current research shows surprising results: Meaningless 100% figures can be counterproductive and even lead to negative reactions.
Emphasize the autonomy of decision: Customers show reactance
Reactance in marketing refers to customers developing resistance or defensiveness when they feel their freedom of choice is restricted by advertising or sales strategies. What are two methods they can use to avoid reactance?