The more it's forbidden, the more you want it. Learning from cooking: How to choose words that maximize customer enthusiasm

In my experience working on numerous website projects, I've found that a single line of text can sometimes influence user clicks more than a beautiful design. Why do we react to certain words? As I delved into the answer, I realized that, surprisingly, there are hints in the world of food.

Good evening. I'm Kazumi Koda.

That feeling when you look at a menu and intuitively think, "I absolutely have to eat this!" Actually, there are meticulously calculated psychological tricks hidden there. This time, let's unravel how to create copy that makes your mouth water and captures hearts, never letting them go.

Why do I choose to talk about
food rather than web topics

When talking about copy that sells or words that move people, it's easy to end up listing theories, data, and technical jargon. However, isn't the moment someone feels "I want this" closer to a much simpler sensation?

For example, that feeling of thinking, "That looks delicious" or "Just imagining the aroma makes me want to eat it." That is precisely why using food as an example is so easy to understand when talking about copywriting. Dish names and descriptions actually hide many psychological triggers, and there is much to learn from them.

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For example, things like this

"Special," "rare," "a bit out of reach"—there are products and services that, for some reason, pique your interest just by including such words.
Actually, this is the power of copywriting tricks based on psychology.

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The Snob Effect
—The satisfaction of choosing the minority

The Snob Effect is the psychology of "feeling value in things that others don't have." For instance, in the culinary world, phrases like "Hokkaido spring lamb" or "limited to 10 servings per day" fall into this category.
Creating copy that aligns with this psychology makes it easier to get chosen.

✔ Examples of copywriting techniques

• "Available only to those referred by someone"

• "Consulting limited to ◯ people per month"

• "A plan delivered only to special members"

The satisfaction of choosing something different from others. This satisfaction becomes a strong ally for high-priced or high-value-added products and services.

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The Caligula Effect
—Prohibition stirs up desire

The psychology of "the more it's forbidden, the more you want to do it" is called the Caligula Effect.Please do not order this menu item. or If you are on a diet, please do not look—expressions like these. This draws people in, making them wonder, "What does it taste like?"

✔ Examples of copywriting techniques

• "Not recommended for beginners"

• "Only those who want to take on a challenge should read this"

• "Details are shared only with our contract holders"

Stimulating the psychology of wanting to stretch oneself a little increases the enthusiasm of prospective customers.

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The Zeigarnik Effect
──The mechanism of "I want to know what happens next!"

People pay strong attention to "things in progress" or "things whose outcome is unknown." This is the Zeigarnik effect.
For dish names, expressions like "A dish with a surprise in the final bite" or "A secret spice in the finishing touch" work well. It makes people want to know what comes next before they even eat it.

✔ Examples of copywriting techniques

• "Reading this one sentence will change your perspective"

• "Why so many people repeat—the reason is at the end"

• "What is the other option that no one knows about yet?"

Dare not to tell everything. Make them curious about what happens next, just a little. That can lead to clicks and sign-ups.

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Incorporating mechanisms into copy
creates value beyond "price"

Simply listing words like "high quality" or "peace of mind" may not always resonate.
On the other hand, copy that hides psychological triggers delivers an experiential value that exceeds price and specifications.

✔ Perspective for review

• Does the copy convey exclusivity or a special feeling?

• Does it dare to hint at a "challenge" or "hurdle"?

• Are there incomplete expressions that make the reader want to see the rest?

For any product or service, just by being conscious of this, the impression of your words will change significantly.

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The names and descriptions of food are packed with hints for copy that moves people's hearts.
The feeling of "that looks delicious" or "I want to try that" can be directly replaced with the feeling of "I want to use that" or "I want to sign up for that."

Even high-priced products and services, when wrapped in copy that uses psychological triggers, grow from being "chosen by price" to being "chosen as an experience." The power of words is truly mysterious, isn't it?

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Thank you for reading until the end.
I intend to verify what I have done and what I will do to get my notes read. If you are interested, please share this and stay tuned.