The answer, according to copywriting expert Andy Maslen, is simple: psychopaths lack empathy. (Conversely, in case you’re wondering, hairstylists would make excellent copywriters because they are good listeners who understand their clients’ hopes and fears.)
Maslen explains the reasons why in his new book Persuasive Copywriting: Using Psychology to Influence, Engage and Sell. Now available, it takes readers deep inside customers’ brains to teach the relationship between selling and storytelling. It reveals the market-tested techniques that lead people to engage with – and be persuaded by – copy. By getting to know the part of the brain known as the Limbic System (AKA the ‘lizard brain’), readers will understand both that emotions drive people’s decision making and how to cater to them.
Steve Slaunwhite, author of The Wealthy Freelancer, says: ‘I've been a fan of Andy Maslen's copywriting articles for many years, so when I read his new book Persuasive Copywriting, I had high expectations. I wasn't disappointed! The book is packed with practical ideas for writing authentic, response-getting copy. I particularly liked the science-based approach that underlies Andy's persuasive writing strategies... strategies which I'm already incorporating into my own writing’.