Lately, I’ve been focused on offering my web development services to a unique audience.

Who? Sole proprietors in the DACH region.

Think electricians, plumbers and gardeners.

Nothing digital worked.

Not Facebook Ads.
Not cold emails.
Not landing pages.

So, I decided to try something different.
Snail mail — a physical letter.

This was no small decision. It’s an expensive campaign.

I only had one shot to get it right.

That realization hit me hard. Suddenly, the copy mattered so much more.

It felt real. Tangible. Serious. I had to rethink everything.

What makes a compelling message?
What makes someone respond?

This is where my journey began.

Introduction

Marketing is about understanding people — their emotions, needs, and challenges — and showing how your product or service can improve their lives. At its core, marketing transcends borders and cultural nuances, tapping into universal human truths. While cultural differences influence tone and style — a direct approach might work well in the U.S., whereas Europe may favour a subtler style — the underlying principle remains the same: we are all human.

Humans are driven by emotions and share common needs such as security, convenience, and status.

In this article, we will look at the four main pillars that build on each other and can be used for highly effective marketing copy.

The Principles: Bedrock of persuasion and influence in human behaviour.

Hooks: A trick to grab a person’s attention. The openings draw your audience in and make them want to keep reading or listening.

Cold Reading: Used by mentalists and fortune tellers. A method of crafting messages that feel personal and relatable to a wide audience, creating an instant connection.

Copywriting Formulas: Proven formulas that make your copy convert. It translates principles and hooks into persuasive messages.

In the end, we’ll bring all these elements together with a practical example to show how they combine to create compelling marketing that drives action.

The Psychology Behind Good Marketing

Great marketing comes from a deep understanding of human psychology. Robert Cialdini’s principles of influence — reciprocity, commitment, social proof, authority, liking, scarcity, and unity — are powerful tools to connect with audiences and drive action. These principles underpin proven frameworks like Problem-Agitation-Solution (PAS), AIDA (Attention, Interest, Desire, Action), and StoryBrand which we will explore later.

I) The 7 Principles of Influence in Marketing

1. Reciprocity

Principle: People feel obligated to give back when they receive something.

Marketing Application: Offer value upfront, such as free resources or insights.
Example: “Here’s a free checklist to boost your business’s online presence — no strings attached.”

2. Commitment and Consistency

Principle: Once people commit to an idea, they are more likely to stay consistent with it.

Marketing Application: Use reflective questions to engage your audience and foster small commitments.
Example: “Have you thought about how much business you’re missing without an online presence?”

3. Social Proof

Principle: People follow the actions of others to determine what’s correct.

Marketing Application: Highlight testimonials, case studies, or statistics.
Example: “85% of small businesses in Austria are already online. Why not yours?”

4. Authority

Principle: People trust credible, knowledgeable experts.

Marketing Application: Showcase expertise and credentials.
Example: “With over 10 years of experience helping small businesses thrive, we know what works.”

5. Liking

Principle: People are more likely to say yes to someone they like or relate to.

Marketing Application: Use empathetic language and relatable messaging.
Example: “We know how hard it is to juggle running a business and managing inquiries. That’s why we’re here to help.”

6. Scarcity

Principle: Limited opportunities or time-sensitive offers drive urgency.

Marketing Application: Emphasize exclusivity or deadlines.
Example: “Only 5 spots left this month for custom website creation. Don’t miss out!”

7. Unity (Belonging)

Principle: People are influenced by those they identify with.

Marketing Application: Build a sense of community or shared purpose.
Example: “Small family businesses like yours are the heart of Austria’s economy. Let’s help you thrive.”

We have covered the building blocks of any successful marketing activity. It’s such something innate that makes us do something when we are exposed to these principles. We are now moving on to building on top of these principles.

II) Cold Reading in Marketing

What Is Cold Reading?

Cold reading is a technique originally used in mentalism and psychology that involves making seemingly specific statements that apply to a broad range of people. In marketing, when applied ethically, this technique helps create messages that feel personally relevant to each reader, even when addressing a large audience.

Photo by Erik Mclean on Unsplash

Let’s see how we can use them ethnically in our copy.

1. High-Probability Guesses (Relatable Statements)

Address common challenges:

Example: “Your days are packed — managing customer calls, handling on-site work, and barely finding time to breathe.”

2. Barnum Statements (Appealing to Universality)

Tap into shared values:

Example: “You’ve worked tirelessly to build your business and every hour matters.”

3. Observation-Based Insights

Reflect on their reality:

Example: “We understand that many family businesses rely on their partners to handle customer inquiries and paperwork.”

4. Open-Ended Statements

Encourage projection of needs:

Example: “Imagine your customers easily finding you online while you focus on what you do best.”

5. Flattery and Validation

Acknowledge their efforts:

Example: “You’ve built trust with your customers offline — now it’s time to reflect that trust online.”

III) The Power of Marketing Hooks

Grabbing attention is the first step to making an impact.

Effective hooks capture attention, create relevance, and drive engagement.

Hooks are the tools that help you break through the noise, creating an immediate and powerful connection with your audience. They capture curiosity, spark emotion, or address a pressing need, compelling your audience to engage further.

Photo by Neil Kami on Unsplash

Here are examples of different hooks:

1. Statistics or Facts

Example: “85% of customers search online before choosing a service provider. Are you missing out?”

2. Question Hook

Example: “Do you ever feel like you’re losing customers because they can’t find you online?”

3. Problem-Solution Hook

Example: “Struggling to find time for a website? We’ll handle it for you — fast and hassle-free.”

4. Storytelling Hook

Example: “Peter, a gardener in Salzburg, doubled his inquiries after we built his website in just one week.”

5. Empathy Hook

Example: “We know your day doesn’t end when the tools go down. Let us take one task off your plate.”

6. Contrasting Outcomes Hook

Example: “Without a website: missed opportunities. With a website: more customers and growth. Which future do you choose?”

7. FOMO Hook

Example: “Your competitors are online, and customers are finding them first. Don’t get left behind.”

8. Call to Imagination Hook

Example: “Imagine customers booking your services online while you focus on what you love.”

9. Bold or Controversial Statement Hook

Example: “Having no website is like turning away customers at your door. Why take that risk?”

10. Urgency Hook

Example: “Every day without a website means lost customers. Start building your online presence today.”

IV) Copywriting Formulas

Copywriting formulas are proven structural blueprints that guide how you present information to your audience. Think of them as the foundation of your marketing message — they help you organize your thoughts and present them in a way that naturally leads to action.

Photo by Roman Mager on Unsplash

1) Problem-Agitation-Solution (PAS)

Problem

Example: “Managing your business without a website is costing you customers”

Agitation

Example: “Think about how many inquiries you miss while trying to do everything manually”

Solution

Example: “With our website creation service, you can automate customer inquiries”

2) AIDA Framework

Attention

Hook that captures interest
Example: “85% of Austrian small businesses are already online — why not yours?”

Interest

Build engagement with relevant benefits
Example: “As a gardener or electrician, you’re busy running your business…”

Desire

Create emotional connection
Example: “Imagine automating inquiries, showcasing your work…”

Action

Clear call to take the next step
Example: “Book your free consultation now”

There are many others out there which are beyond the scope of this article. If you’d like to read an article outlining different formulas let me know.

Example — Putting It All Together

Let’s look at one example which leverages what we have discussed above.

Headline (Hook):

“85% of German small businesses are already online — why not yours?”

Body (Relatability and Framework):

“As a gardener or electrician, you’re busy running your business, managing inquiries, and handling paperwork. Finding time to create a website? Nearly impossible. But without one, you’re missing customers every day.

Imagine automating inquiries, showcasing your work, and having customers find you effortlessly — all with a website that works for you while you’re out in the field.

With our custom website service, you get everything done for you, fast and hassle-free. Join hundreds of small businesses thriving online today!”

CTA:

“Don’t wait — book your free consultation now and start growing your business online!”

Breaking It Down: Why This Works

Let’s analyze the components step-by-step to understand how this copy effectively communicates the message:

1. Targeting the Right Audience (Specificity & Relatability)

“As a gardener or electrician…”

This directly addresses a specific audience, making the message feel personalized. Instead of a generic “small business owner,” it targets particular professions that might face unique challenges.
It creates an immediate connection with those in the targeted industries.

2. Establishing the Pain Point (Empathy & Problem Recognition)

“You’re busy running your business, managing inquiries, and handling paperwork.”

This line empathizes with the audience’s daily struggles. It recognizes that business owners are overwhelmed and juggling multiple tasks.
It uses cold reading by mentioning broad challenges (being busy and managing multiple tasks) that many small business owners face, which creates an impression of understanding and relevance.

“Finding time to create a website? Nearly impossible.”

This emphasizes the pain point of lacking time, which is a common problem for small business owners. It connects emotionally by acknowledging the frustration of wanting something but feeling too busy to address it.

3. Creating a Consequence (Fear of Missing Out — FOMO)

“But without one, you’re missing customers every day.”

This is a form of agitation: after introducing the problem, it amplifies it by highlighting the negative consequences of inaction.
It builds urgency and fear (missing out on potential customers) to make the reader feel the need for change.

4. Offering a Vision of Relief (Solution & Desire)

“Imagine automating inquiries, showcasing your work, and having customers find you effortlessly…”

This creates a vision of how the product can transform the reader’s situation. The use of imagery lets them picture the ease and benefits of the solution.
This taps into the reader’s desire for convenience, ease, and more customers.
It emphasizes automation, which appeals to business owners who are likely overwhelmed and crave efficiency.

5. Providing the Solution (Positioning the Product)

“…all with a website that works for you while you’re out in the field.”

This is where the product (the website service) is positioned as the solution. It directly addresses the pain points of being busy and needing a website that works passively.
The phrase “works for you” implies ease and effectiveness, further easing any resistance.

6. Establishing Credibility (Social Proof & Trust)

“With our custom website service, you get everything done for you, fast and hassle-free.”

The promise of a custom service positions the product as more tailored and personal, reinforcing the idea of quality and expertise.
The words fast and hassle-free convey convenience, reducing any friction the reader might have in taking action.
This line also indirectly signals trustworthiness by suggesting that the service will take care of everything, alleviating the stress of managing the website itself.

7. Social Proof (Building Trust through Numbers)

“Join hundreds of small businesses thriving online today!”

This line employs social proof by showcasing that “hundreds” of other businesses are already benefiting from the service.
It creates the idea that this is a popular and proven solution, making the reader more likely to trust the service and feel safe in adopting it.

Overall Structure and Techniques Employed:

Cold Reading: The copy uses general, relatable challenges that small business owners face, such as being busy, managing paperwork, and lacking time for website creation, which makes the message feel highly relevant to a wide audience.
Problem-Agitation-Solution (PAS): The problem is identified (being too busy to make a website), the agitation amplifies the issue (missing customers), and the solution (custom website service) is presented with a desirable outcome (more customers, ease, and automation).
Social Proof: The mention of “hundreds of small businesses” creates a sense of community and reassurance, implying that many others have found success with the service.
Empathy: The tone acknowledges the challenges of the target audience and positions the product as a way to ease those burdens. This builds a connection and trust.
Benefit-Focused Language: The copy focuses on the benefits that matter most to the target audience, such as convenience, increased customers, and a hassle-free process.
Urgency & Consequences: By mentioning that without a website, businesses are “missing customers every day,” it creates urgency and reinforces why the reader should take action now.
Implied Ease & Simplicity: Words like “hassle-free” and “everything done for you” reduce the perceived effort required, making the solution seem simple and effortless for busy business owners.

By employing cold reading, addressing universal pain points, and using persuasive techniques like PAS and social proof, this copy connects emotionally and rationally with the reader. It’s structured to first get the reader’s attention, then amplify the problem, offer a vision of relief, and finally position the service as the easy, trustworthy solution to their problems.

Conclusion

Marketing is a blend of psychology, strategy, and empathy. By combining universal principles like Cialdini’s with practical techniques like cold reading and effective hooks, you can craft messages that resonate deeply with your audience. Remember, great marketing isn’t about manipulation; it’s about understanding, connecting, and providing genuine value.

Thanks,
Matija