Solid, persuasive copywriting is essential to a successful business. Copywriting includes everything from the words on your website to your blog posts to the scripts for your videos. You need to be able to get your message across to your prospects in a way that is interesting, memorable, and motivational. Here are seven copywriting tips that improve your conversions.
1: Have a Hook
The first step in persuasive copywriting is to entice someone to read your message in the first place. You need something to catch their interest—to hook them, so you can reel them in. Your hook is usually your headline. But, a hook could also be an interesting image or graphic. Think about the headlines on the magazines by the newsstand. Magazines like Cosmopolitan and tabloids like the National Enquirer have mastered the art of the hook.
2: Understand the Role of Emotion and Reason in Buying
People do not buy if they do not feel good about the decision. They may later have buyer’s remorse, but that is a separate issue. In the moment, people buy things because they think they are making a good choice. Buying is emotional, not rational. Your copy needs to make people feel good about your brand, your offer, or the action you are asking them to take.
However, that doesn’t mean you ignore people’s rational side. Most people need to feel like they have satisfied their rational side. You need to provide facts and statistics in your copy to give people something to anchor their feelings to. Some groups need a lot more information and facts than others. For example when selling to lawyers or engineers you will need a lot of verifiable facts.
However, even these two groups, will ultimately make purchasing decisions that they feel good about in their gut.
3: Easy Reading Experience
People are busy. Most people don’t read anything all the way to the end. Instead they scan. Don’t try and fight this tendency. Embrace it. Make your copy easy to scan. Use short paragraphs.
Break complex topics up with several sub headings.
Write like your reader is multitasking—because they probably are.
The easier something is to read and scan, the more likely your message will be received.
4: Restate and Repeat
Humans naturally have short memories. You may have already forgotten what the first three tips in this post are (have a hook, understand the role of emotion and reason in buying, and easy reading experience).
This problem is compounded by the way we read. We are constantly distracted by email alters, Facebook updates, and texts. This means if you have a key point, you need to repeat and restate it throughout your copy.
People may need to be exposed to an idea as many as seven different times before they are able to retain it.
5: Exhibit Empathy
You cannot fake a connection to your customers. You need to demonstrate that you understand their pain. Copy is at its most persuasive when you people see their hopes and worries in your words. You need to put yourself in the shoes of your customers. When you have empathy with your customers they will trust. They will not only buy from you, but they will be grateful for the chance to give you their money. That is how powerful empathy is.
6: Remember Your Purpose
Don’t get lost in the weeds when you are copywriting. While the different elements are important, effective copy is more than just piecing together a good headline, a strong story, and a powerful call to action. You copy needs to have a goal and everything in your copy needs to be geared towards accomplishing that goal.
The purpose of your copy won’t always be to make a sale. Your purpose may be to collect an email address or to build trust. Make sure that you keep your purpose in mind as you write your copy. Anything that doesn’t move a prospect closer to that purpose should be eliminated.
7: End With an Invitation
Copywriting is most effective when it is interactive. Every piece of copy you write should invite the reader to take some action. When a reader takes action, even a small one, after reading your copy It bonds them to you and makes it easier to get them to take the next, bigger step. These invitations are typically called calls to action. But your customer should never feel like they are being ordered around. Instead, you want them to feel like they are being invited to do something that makes them happy or is beneficial to them.
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