The Power of Social Norms in Copywriting

I have a neighbour that's the Marie Kondo of recycling.

He lines up his litter better than most supermarket shelves display products.

It almost feels like he's running to win the ‘America’s Top Recycler’.

I feel like taking his trash back home sometimes.

Seeing him do that week in and week out made more rethink how I discard my litter.

I’m far from an environmental activist, but peer pressure is a powerful device for behavioural change.

That same mechanism works wonders in copywriting too.

I talk a lot about the art of crafting good copy here.

Today I’m flipping the coin and diving into the science of it.

Psychology, to be more specific.

Let’s understand a bit about how social norms build persuasion.

I’ll reference one scientific study in this analysis called:

A Room with a Viewpoint: Using Social Norms to Motivate Environmental Conservation in Hotels."

It’s a fascinating piece that you can find in full here. 

The study is about soliciting towel reuse in hotel bathrooms leveraging the power of social norms.

Social norms?

They're like the unwritten 'dos' and 'don'ts' in a group or society.

When you're in a hotel room and reuse the towels just because there's a sign saying others have done it too.

That's a social norm in action, subtly nudging your behaviour without you even realizing it.

We are all too familiar with these types of signs.

The researchers conducted tests with various messages in different rooms and compared their conversion rates.

1. Standard environmental message

“HELP SAVE THE ENVIRONMENT”

This is a clear, though not very clever, appeal to the environmentalist in all of us.

It's truthful, it's a noble cause, and it's as dry as a sandpaper smoothie.

‘Isn’t saving the planet enough?’

Well, it should be. But we're more prone to save the planet if we're given a specific reason why.

The study began with this message because it doesn’t appeal to any social norm.

Let's see what happens when the message provides us with a group of people we can identify with."

2. Gender identity descriptive norm message:

“JOIN THE MEN AND WOMEN WHO ARE HELPING TO SAVE THE ENVIRONMENT.”

Honestly, this gender-focused message seemed a bit dated, given how recent the study is.

Could it be... a tad condescending?

Well, that's a conversation for another newsletter.

Without a doubt, gender gives us a strong sense of identity norm, especially in a bathroom. It performed better than the first message, no surprises there.

But in this setting, it feels somewhat generic.

Like an invitation to a potluck dinner.

Everyone's bringing a dish to share, so why not join the fun?

This is just my two cents (not on the study). I'm curious about how a more provocative message would have fared, something like:

“Join The Women Who Are Outperforming The Men in Helping to Save the Environment.”

With a spin like that, you're not just tossing 'gender identity' into the mix.

You're really leveraging its power.

3. Citizen identity descriptive norm message:

“JOIN YOUR FELLOW CITIZENS IN HELPING TO SAVE THE ENVIRONMENT.”

There's something about national pride that can get us to do almost anything, from rooting for a team in a sport we hardly understand to belting out the national anthem with unexplained gusto.

This particular message taps into that patriotic vibe.

I introduce myself as ‘Hi, I’m Khlauss, a Brazilian creative’

Much more often than ‘Hi, I’m Khlauss, a Hilton guest.’

This message, in essence, is saying:

"Hey, your fellow citizens are doing this. It's part of what makes us who we are. So, are you in?"

Unsurprisingly, this is where the study started seeing a substantial spike in results.

4. Guest identity descriptive norm message

“JOIN YOUR FELLOW GUESTS IN HELPING TO SAVE THE ENVIRONMENT.”

This message shares what other people usually do when faced with the same choice we are facing.

It doesn't matter if they're men, women, Tibetan, or Argentinian. From the moment we step into this hotel, we all identify within the same context.

And this is what other people have chosen to do.

It has the same effect as when you see messages like '9 out of 10 people choose this brand.'

It informs you how a group in society is making their decisions, so you have a basis for making your own.

Someone has been through what you're doing right now, and that's the decision they took.

So you can save your brain power and act accordingly, following the herd.

Our behaviours are shaped by the behaviours of others.

Up to this point, this was the best-performing message.

5. Same room identity descriptive norm message

“75% OF THE GUESTS WHO STAYED IN ROOM 313 HELPED TO SAVE THE ENVIRONMENT.”

Picture this: you're in a karaoke bar, and the host announces that the previous singer nailed "Bohemian Rhapsody."

You're up next. No pressure, right?

That's exactly what this message does.

It tells you that guests in this very room helped save the environment.

It's as if the room itself is challenging you to a duel:

"Can you out-green the previous occupant?"

The study found this light-hearted nudge to be the most effective, proving that a dash of friendly competition can go a long way.

The contextual commonality is the social norm with the strongest adherence.

Unsurprisingly, this approach had the highest conversion of them all.

Overview results of the 5 messages tested.

If you want to get into the nitty-gritty of the findings, I strongly recommend reading it in full.

'But I'm not sitting around writing copy for hotel towel hangers,' you say.

Yes, I can hear your thoughts.

Let’s bring these concepts closer to home.

Our trip is over; pack up.

And as the comedian Henny Youngman would say:

'The hotel towels were so big and fluffy that I could hardly close my suitcase.'

Now, let's take a look at how some of the big creators use social norms in their copy.

JUSTIN WELSH

Justin Welsh's copy makes use of a social norm strategy similar to the "Guest identity descriptive norm message" from the study.

It effectively says:

"Look, all these successful digital entrepreneurs are getting value from this.

You're a digital entrepreneur, too, aren't you?

You wouldn't want to miss out on something your peers benefit from.

MARK MANSON

Mark says two things simultaneously.

First, it creates a sense of urgency and anticipation: the idea that you could be the next one to have a breakthrough is exciting and encourages immediate action.

But to bring it to the context of our discussion, it's using the concept of "descriptive norms".

It implies that a considerable number of people (4381, to be exact) have already experienced benefits ("had breakthroughs") from subscribing to this newsletter.

This successful outcome is presented as the norm for subscribers, implying that you, as a potential subscriber, will likely enjoy the same benefits.

The use of a precise number also lends credibility and transparency, as it suggests a real, quantifiable impact.

Let’s wrap up with some actionable takeaways:

• Slide into Your Audience's Shoes

Remember, your readers are humans, not data points. And they've got identities they proudly wear.

We all respond better when the message resonates with our identity.

Charm them with a CTA that's finely tuned to who they are.

• Find their 'Room 313'

The study showed that the hotel room message was the most persuasive, not because it was flashy but because it hit close to home.

It was tangible, immediate, relatable.

Don't just write a CTA; write it for the person who is right there, in their 'Room 313.'

• Ride the Social Wave

Show your audience they're not the first to the party.

People like to follow the crowd. So, sprinkle some social proof into your copy, giving your readers a sense of comfort that they're joining a bustling crowd, not a ghost town.

• Show Them the Endgame

Your audience is more likely to act if they can visualize the impact.

Make the benefit of taking action crystal clear.

Show them the environment they're saving, the time they're reclaiming, and the smile they're bringing to someone's face.

• Harness the Herd Mentality: 

People are natural-born followers.

The study backs this up: we're likely to tow the line if we see others doing the same.

Use this in your CTA.

Show your readers that the path they're about to tread is well-worn, not an unexplored jungle trail.

Remember, your words have the power to spark behaviour change, one reader at a time.

So, write with purpose.

Write with passion.

And let the persuasive power of social norms do the heavy lifting.

P.S.: I'm currently developing a creative consultancy and copy review offering for personal brands and small business

As it's still in the early stages, I'm offering one-hour calls at an insane discount compared to my standard rate.

If that piques your interest, reply to this.