020: The Do’s and Don’ts of the Dilution Effect

You might already know that quality trumps quantity, but what exactly does it mean when applied to copywriting? Today’s episode dives deeper into the dilution effect and why it matters for us as copywriters and marketers.   Today’s study involves showing a list of side effects of a drug to two groups. Only the major side effects of the drug were shown to one group, while the control group was shown a list of major and minor side effects. When asked about the drug’s negative effects, the group that had seen both the major and minor side effects rated the risk of the drug significantly lower than the group that only saw the list of major side effects.   Our minds don't add pieces of information up, instead it averages the input, combining both strong and relevant information with weak and irrelevant info. As copywriters, by adding more information we often weaken the point we’re trying to make. When we combine strong and weak arguments, we end up diluting our strong points. Even when there are more strong points than weak points, the overall point is diluted and the individual or customer becomes less convinced of the purpose or value of the item or service. Listen in to learn more about the dilution effect (it can make or break your copy!).   If you’re not sure how to write for transformation in your copy, join me in my FREE How To Write Your Own 6-Figure Sales Page webinar on February 20, 2021. This webinar is for you if you have any questions about your or your clients’ sales page. I’ll show you exactly how I write to turn prospects into paying customers. Sign up for FREE at www.6figuresalespage.com.   What To Look For In This Episode: [00:16:05] The dilution effect only and how it impacts your copywriting. [00:18:00] Example pricing pages. [00:21:30] Where copywriters most often fall prey to the dilution effect. [00:22:00] My tips for writing a sales page.   Journal Article: What if your arguments don’t add up? https://www.ted.com/talks/niro_sivanathan_what_if_your_arguments_don_t_add_up?language=en   Sivanathan, N., & Kakkar, H. (2017). The unintended consequences of argument dilution in direct-to-consumer drug advertisements. Nature human behaviour, 1(11), 797–802. https://doi.org/10.1038/s41562-017-0223-1  https://lbsresearch.london.edu/id/eprint/889/1/Sivananthan%20Unintended%20consequences.pdf?fbclid=IwAR0dcYIGyNEToZxBFwDFehyJtlc4g2CxHf2uCe7DdamYda2XYyCYK5_DxGA   Resources: Alison Keeling [alisonkeeling.com] How To Write Your Own 6-Figure Sales Page with Geoff Kullman 6figuresalespage.com Brand Voice Template [brandvoicetemplate.com]   Got a question you want answered on the podcast? Awesome! Go to geoffkullman.com/questions   Connect with Geoff:   Instagram: instagram.com/geoffkullman Twitter: twitter.com/geoffkullman Inquiries: geoffkullman.com     Subscribe To The Podcast Here: Do you have friends, colleagues, or clients who would find The Psychology of Copywriting podcast valuable? Spread the word!     *** EPISODE CREDITS: If you like this podcast and are thinking of creating your own, consider talking to my producer, Danny Ozment. Danny helps thought leaders, influencers, executives, HR professionals, recruiters, lawyers, realtors, bloggers, coaches, and authors create, launch, and produce podcasts that grow their business and impact the world. Find out more at https://emeraldcitypro.com