Hands signify expertise (in copy psychology)

Psy-copy® and body language

Here’s a nuanced take on the language of hands.

We’re used to seeing hands in brand visuals, but what about in copy? It can help marketers build connection and trust, as well as suggest expertise and mastery.

So what can the language of hands add to your messaging?

Here are two perspectives to think about -

1. Mastery and expertise

2. Trust and connection

First, let’s think about times when hands signify mastery and expertise in copy psychology.

Hands = mastery and expertise

In English, we unthinkingly use hand metaphors all the time to symbolise our level of mastery and agency.

We seize control and reinforce our expertise by getting a grip on things. We might have to get our hands dirty.

That give us first hand experience. We can be up to the elbow in details. Or maybe even have the upper hand. When businesses are sold, they change hands.

Emotionally, the hands are a prime suggesting control and expertise.

In business, as in life. Our management (or even parenting) style can be hands-on or hands-off.

When you know exactly what’s going on, you’ve got your finger on the pulse. A winning streak in sport means you have hot hands. If you’re in control, you might rub your hands together.

You could also know your area of expertise like the back of your hand. Or provide a safe pair of hands or a steady hand on the tiller.

And if you tackle a task with your bare hands, it signifies both mastery and commitment. After all, handmade or hand-crafted is the work of the artisan.

On the other hand (see what I mean?) when something is out of your control, you say it’s out of your hands or that the issue has got out of hand.

If you voluntarily relinquish control, you wash your hands of the situation.

And a person who’s lost control to someone else is under the thumb. Meanwhile, we take our courage in both hands when we steel ourselves for a challenge.

Invisible hands of power

We also use hand metaphors to symbolise other powerful forces.

We might find ourselves in the hands of an omnipotent God or Fate. Just think of the evangelical tradition of laying on of hands, and what it signifies.

We could be subject to the control of the long arm of the law. Mavericks or rule-breakers are said to take the law into their own hands.

My point is that, whatever way you look at it, we already associate hands with mastery and expertise. From a messaging perspective, that pre-existing prime can help us connect with buyers.

Something to think about: where can you use the language of hands in your messaging?

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I’m Sue Moore, B2B Copywriter and Psy-copy® Strategist. I fix your words and messaging using copy psychology, so you engage and persuade buyers human-to-human.

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BONUS: 3 tips for visuals to accompany copy, where hands signify mastery & expertise

1. We’re drawn to products offered to us in an open hand. Research shows we’re inclined by instinct to take what’s “handed” to us.

2. Hands personalise service businesses and show expertise. Try visuals showing open palms or shoot from above to show hands at work.

3. Creatives should include hand photos to reinforce messaging that their products are handmade. 

Coming up

Hands that signify trust and connection in copy psychology (with brand examples).