CXL minidegree Digital Psychology and Persuasion Review Part 12

1. Some of the techniques and frameworks that I will be using in all my future projects (Why some not all –that’s because you can’t cover everything you have learned from this course in one single post!)

2. Momoko’s product messaging key takeaway

3. Why you should enroll in CXL’s courses and how it will benefit your career

The techniques and frameworks that I will be using in all my future projects




Visually stunning




Momoko’s product messaging key takeaway

C=4M + 3V + 2 (I-F) — 2A

Don’t worry it’s not a mathematical formula. It’s just an equation created to convey the power of each element in affecting conversion. Now, let’s take a look at each of the elements in the formula and its power in influencing conversion.

M = Motivation

Motivation refers to the buyers' desired outcomes, pain points and purchase prompts. It is the most powerful element in this conversion formula. However, you can’t change it and can only create a copy that caters to your customer’s motivation for better conversion.

V=clarity of Value proposition

The second most influential element next to motivation is the clarity of your value propositions. Your value propositions are going to convince your customer whether they need your product or not. So craft them in a manner that highlights the advantages of using your product, the features that are going to help them to do so with deal breaker deals that are going to prevent them from going after your competitors.



Why I grouped them? Because they are a complementary pair that affects your rate of conversion. Friction is something that makes it harder for people to buy your product. It could be something like a small CTA button or an error in processing your customer’s order. Whatever it may be, but the higher is your friction the lower is your probability of conversion. Conversely, incentives are the rewards you give your customers to overcome the friction that is preventing your customers from clicking the buy button. So the higher your incentive the lower the friction will be.


Anxiety is another element that is similar to friction but not the same. In fact, Momoko describes anxiety as something like ‘psychological friction’. To put in words, anxiety is really all about your customers’ objections and perceived risk. It’s not that they can’t figure out what you’re offering. It’s just that they’re worried for some reason. They’re either worried about risks, or they’re worried that it’s going to be a bad investment or they won’t get the result they are promised to begin with. All these together combine and influence your probability of conversion.

1.Be specific as you can

2.Instead of selling your customers a product, frame and sell it as a service

3.Present a complete story not just something vague or incomplete in your copy

4.Check if your sales copy can aide a salesperson in real life

Principles of persuasion



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B2B Financial Copywriter specialized in getting financial brands bigger bottom-line impact with conversion-driven copy.