From sigh-copy to psy-copy®: identity nouns

THIS TIP: Reinforce identity with word choice

Paid subscribers to Ink Tank get a weekly-ish actionable tip for their marketing using copy psychology.

Reading time: no more than 2 mins.

Action time: do it today.

In each paid post, you get a one-line summary and takeaway for each tip, a list of where you could apply it, plus suggestions for how to optimise and test your copy using the tip.

Identity & word choice

What is it?

Framing messaging using nouns that reinforce ideal buyers’ identity is more persuasive than using verbs.

Key takeaway

Nouns of identity are more persuasive than verbs.

Read more about this concept in Magic Words by Jonah Berger.

Apply it here

• Brand messaging and taglines

• Social media posts

• First lines and hooks, as a call-out to ideal buyers

• Memberships/communities

• Fundraising or advocacy campaigns

• Naming, eg newsletters or group programmes

Optimise copy like this

First you must define your ideal buyer.

Then try & test these options -

• Turn verbs into nouns of identity in your Calls to Action, eg instead of Donate Now, try Become a Donor.

• Create new nouns of identity for your community or members, eg Laura Belgray’s Shrimpers.

• Strengthen headers using identity nouns, eg Join 500+ Chocolate Lovers.

  

  We don’t just love drinking coffee, we’re Cappuccino Lovers

---

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

---

🌷 Ready to work on your words?

I create brand voice, messaging and web copy, as well as deep content like white papers. Right now, you can test the waters with a VIP Day.

One Day Copy VIP Day

A streamlined way to get your project up-and-working quickly. You get psychology-driven, publish-ready words, written by an expert, so you can go ahead and sell your stuff. Find out how.