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The Psychology of Content – How to write GOOD copy and make video ads that SELL

By Evan Bryce 18 June, 2024, 5 mins read

Making beautiful content is one thing.

Writing insightful copy is another.

But no matter how sexy your ads or how smart your copy, if you don’t understand your customer, good creative goes to waste.

That’s where Matt Duigan, Creative Leads at Megaphone, thrives.

Understanding the impact of psychology in marketing, Matt knows what it takes to make content that actually drives sales.

In the video above, he sits down with Evan (another content nerd) to jam out about all things creative, exploring topics like video production, TikTok ads, direct-response copywriting and the power of relatable, authentic storytelling.

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With snacks and coconut water on hand, they dive into Matt’s journey through the world of digital and traditional media agencies, exploring his creative process and marketing strategies.

The interview is full of useful tips and interesting stories, making it a must-read for anyone curious about creativity and business.

Yet to watch the interview? Keep reading for a quick recap of what Evan and Matt get up to.

So, who is Matt? And why should we listen to him?

Matt’s career has taken him from digital agencies to traditional above-the-line agencies, and now back to digital. Still in his first year at Megaphone, Matt has already taken the Content service to another level, bringing in some seriously sizzling results for clients (with many more to come, no doubt).

But no matter where he’s found himself – big agencies, small agencies, or working on individual brands – there’s been one theme that has always been relevant: The power of a simple creative idea, which can be scaled for any business, no matter the size.

The Importance of Simplicity and Efficiency

A principle as old as time: Keep it simple, stupid.

Matt has found that the key to success lies in identifying where brands should position themselves to be more efficient and agile. He points out the inefficiencies often found in larger companies that invest heavily in more expensive channels, which might not be the best use of their budgets.

“Often the bigger marketing budgets you have, the less care you put into it. You don’t throw money around for the sake of it,” he explains​​.

His approach focuses on understanding consumer psychology and the logical side of marketing. Matt believes that a good creative idea should be simple enough to resonate across different scales of business.

This philosophy guides his work at Megaphone, where he aims to help brands invest in the right channels and create content that truly connects with their audience.

Just take a look at the work he’s done for brands like Hard Yakka or Deja Marc and you’ll see what we mean.

Merging Creativity and Consumer Psychology

Matt’s background in copywriting has significantly influenced his approach to creative direction.

“At its core, copywriting is about talking in the tone of voice of your target audience”

Early in his career, he wrote SEO copy for startups, which required him to quickly adapt to various industries and audiences. This experience honed his ability to craft messages that speak directly to different customer segments​​. This has etched one very important lesson deep into Matt’s creative mind: uinderstanding where a customer is in their buyer journey is crucial.

Whether they’re just researching or have a clear idea of their problem, the copy must bridge the gap between solving a client’s need and making money for a business. This blend of creative flair and strategic thinking defines Matt’s – and Megaphone’s – approach to content creation and marketing.

Learning and Staying Inspired (a Megaphone passion)

Like so many of the Megaphone leaders, Matt is an avid reader and writer, always consuming articles, blogs, podcasts (like MegaMinds, Social Media Marketing and B2B Content Callout) and books to stay ahead in his field. He specifically mentions Moz as a favourite source of inspiration, particularly for their SEO and conversion-focused content. Moz’s ability to produce genuine thought leader content that challenges the status quo resonates with Matt’s own approach to creativity​​.

But with SO much information out there, it’s not exactly easy to know what is and isn’t reliable.

So what does Matt do?

He recommends going directly to the source when learning new tools or platforms. For instance, he turns to Adobe for learning about video editing or Meta for understanding their ad systems. These platforms provide extensive resources aimed at encouraging users to become proficient with their products, making them invaluable learning hubs for marketers and creatives alike​​.

With Meta specifically, they want you to create good ads because you’ll spend more on advertising — this makes following their examples and blueprints a no-brainer.

The Power of Relatability and User-Generated Content

What if we told you there was a shortcut to getting more eyeballs on your content?

It’s not more expensive cameras.

It’s not high-paid actors either.

It’s understanding the platform you’re using, and adapting your content so it seems natural.

Matt highlights the importance of relatability in content creation, citing the popularity of user-generated content (UGC) as a prime example. “Relatability is a massive, massive point,” he asserts. Seeing someone relatable using a product can significantly influence consumer behaviour, making them more likely to engage with the brand.

This principle extends to all forms of content, whether it’s written copy or video. Relatability and authenticity help bridge the gap between the brand and the consumer, fostering a connection that goes beyond mere transactions.

Okay, now what do we do?

Alright, let’s talk about practical application.

For brands looking to apply these insights, Matt suggests starting with a thorough analysis of current marketing efforts.

Identify what works and what doesn’t, focusing on simplifying the creative concepts and ensuring they are relatable and engaging. Invest time in learning about new tools and platforms, and don’t be afraid to experiment with different channels to find the most effective mix.

Evan agrees, emphasising the importance of being adaptable and open to trying new strategies to find what resonates best with your audience.

Matt’s journey and insights are gold for brands navigating the complex world of sales-focused content creation.

His emphasis on simplicity, efficiency, and relatability provides a clear roadmap for creating content that resonates and drives success.

Whether you’re a medium-sized eCom brand or a multinational company, Matt’s tips can help you turn your content into profit.

So, what changes will you be making?