Hands signify trust & connection (in copy psychology)
Psy-copy® and body language
Another nuanced take today on the language of hands.
We’re used to seeing hands in brand visuals, but what about in copy? Last time, I looked at hands that signify expertise and mastery in brand copy. Now let’s consider the language of hands to build trust and connection.
Hands = trust + connection
Why the message of trust and connection? Because it’s easier to trust people if you can see their hands. Fact.
Hands, body language & the psychology of persuasion
Body language experts often talk about “palm displays” as signs of honesty.
In fact, the phrase above board (meaning honest or legal) originally meant to keep your hands above the table (the actual board). How do I know this? I listen to Susie Dent and Giles Brandreth’s podcast Something Rhymes with Purple, which is all about words and their origin. Highly recommended for copy psychology nerds.
We display open hands to show we’re not a threat. And we read these body signals instinctively.
So here’s a simple visual takeaway for you – open hands on display are a sign of honesty and friendliness in your messaging.
In other words, open hands say “I mean you no harm and I’m telling you the truth.”
Copy psychology & the language of hands: brand examples
The language of hands pervades business messaging too. When you start noticing, you can’t stop.
You’ll find coaches and mentors who promise to help you reach for the stars or seize the day.
Sales copy is peppered with active manual verbs like hold, unlock, grasp and grab. I mean, I’m looking at you ChatGPT. How much does AI love the word unlock?
Big brands use the language of hands to suggest that our emotions are easy to access through our fingertips. A favourite refrain of tech messaging is … at your fingertips.
It pervades B2C as well. Just think of Coca-Cola’s Open Happiness strapline.
Or AT&T’s 70’s slogan - Reach out and touch someone. Don’t fancy getting that one past the legal team now.
Look at how the WWF’s Blue Whale campaign provoked emotional connection by passing control to the viewer. Clever use of lifeline visuals too.
Sensory warnings & hand language
Copywriters can also prod those persuasive pain points by using hand imagery to connect with our innate need to avoid loss.
Sales pages appeal to time-pressed customers who’ve got their hands full. You know what those folk need? Some elbow room. They’ve probably been working their fingers to the bone.
Maybe they’ve tried some other solutions in the past and got their fingers burnt?
They might be a little out of touch and unsure about what to do next. They feel all thumbs. Or their hands are tied.
Worst case scenario, they’re hanging on by their fingernails, or living hand to mouth.
Potential customers may also be worried about fitting in, or doing the right thing. No-one wants to stick out like a sore thumb.
Are you starting to see how the persuasive power of hands is so thoroughly ingrained in messaging? If you’re ever lost for words for pain-point copy, it’s worth asking yourself this question - how can I express this emotion in bodily language that readers will understand instinctively?
When in doubt, start with the hands.
Where’s copy psychology going next with the language of hands?
Technology is changing the metaphors we use to associate emotions with our hands. Some newish hand gestures are already firmly embedded in copywriting vocabulary, just like thumbs up.
No longer confined to dating apps, most savvy buyers understand how to swipe right for positive approval, swipe left to dismiss.
For copy trendhunters, haptics currently crossing into everyday speech (and copy) include -
Scroll
Pinch-to-zoom
Tap/double-tap
Drag and drop
Shake to undo
Something to think about: can you use any of these in your messaging projects?
I’m Sue Moore, B2B Copywriter and Psy-copy® Strategist. I fix your messaging using copy psychology, so you can engage and persuade buyers human-to-human.
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