What is persuasive copywriting?

Posted by on Aug 5, 2011 in Copywriting |

Persuasive copywriting is a technique used to convince people to buy your product or service and not somebody else’s. There is a lot of online marketing happening and many websites selling the same products or services and many of them are saying the same things. The goal of persuasive copywriting is to set your product or service apart from the rest and make it seem exclusive. Copywriting is not simply writing about a product or service. It is used to sell a product or service using only words, which is a specialised skill. Good copywriters know how to write for a selected target audience and take into account the emotional needs of that group when choosing the appropriate wording and language. Persuasive copywriting techniques It is not an easy task to market your product or service in a unique and different way. Below are a few persuasive copywriting techniques you can make use of. Give your readers an offer they cannot refuse: You can be certain that there are many other websites selling the same product or service. Give your readers compelling reasons why they should purchase from you and not somebody else. Over-deliver on your offer: This is achieved by offering value added bonuses together with your product or service. This increases the overall value of your product or service thus making it more attractive than your competition’s. Create a strong urgency in your copy: People hate missing out on opportunities to get their hands on something exclusive. Copywriting that includes a message that makes your product seem scarce and exclusive is a great way to trigger these emotions in people. Be careful: Remember to stick to the facts as much as possible. People can pick up when you’re being...

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Using trigger words in your content

Posted by on Jan 24, 2011 in Copywriting |

Certain words have been proven to work better in persuasive copywriting. There’s nothing mysterious about using trigger words to get your reader to click on the Buy Now button. Here are the words that can help give the website user a much-needed nudge in the right direction: You As a copywriter, you’re writing for the masses, but each reader should feel that you are writing for him or her. Instead of saying “many people suffer from insomnia”, write “you’re tired, overworked and overstressed – getting the sleep you need could change your life”. Make the article a personal conversation with the reader, not an objective piece for your client. Safe / Secure People aren’t inclined to take risks (especially when it comes to buying something over the internet). If you’re writing about a beauty product, say that it is 100% safe and has been tested. If you’re trying to get people to use an e-commerce website, say that the site is 100% secure and has unique encryption features to keep their personal details safe. Easy Try to make your offer seem like the most simple, obvious solution for the reader’s needs or wants. Say that the ordering process is easy and explain what to do (try to eliminate any questions or arguments that the reader will have by answering any potential question in your content). Excitement Build hype with using emotional words such as “exciting” and “excitement”. Make sure the reader knows that you are excited about being able to offer the product (and why the reader should be excited about buying it). Purchase Not that you should be throwing the word “purchase” all over the page, but “purchase” sounds much better than “buy”. Instead of saying “buy now”, tell the reader that they can “secure” their product or “purchase” the product. Find out The phrase “find out” immediately gets a reader curious. Avoid words like “learn” (this sounds too time-consuming and exhausting), rather tell a reader that they can find out what everyone else is talking about (not “learn about a new...

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The Four Ps of Persuasive Copywriting

Posted by on Oct 26, 2009 in Copywriting | 2 comments

In order to create persuasive, compelling copy you need to have a concrete structure. Disorganised writing inhibits understanding, and without understanding, you’re not going to get a positive reception when you ask for action. There are plenty of accepted writing structures. One is the inverted pyramid that some journalists favor, which is fine if your goal is to allow the reader to leave mid-story, but not so good if you want people to stick around while you make the case for your call to action. A popular copywriting structure is AIDA (Attention, Interest, Desire, Action), which dates back to the early days of mass media advertising. AIDA is a useful framework, but it leaves some with too little understanding of what each element is intended to include. The 4 P Approach to Persuasion The 4 Ps structure consists of Promise, Picture, Proof, and Push in place of the four elements of AIDA. The 4 Ps provide more expansive elements than AIDA, which is why it’s a favorite of many top copywriters. 1. Promise The promise you make is designed to catch attention, but here you’re told how to catch attention, unlike AIDA. I’m sure we’ve all seen attempts to catch attention that we’re easily immune to, because it’s something ridiculous instead of beneficial. That beneficial promise is made with the headline, perhaps elaborated in an initial subhead, and carried over into your opening. This is the most important part of the piece, because if the reader stops here, it’s game over. This promise is “what’s in it for them.” Yes you want their attention, but the promise is the only reason the reader is willing to give it to you. 2. Picture Instead of the vague notion of “interest,” here we paint a vivid picture for the reader. You’re fleshing out the promise and beneficial payoff using vibrant descriptive language. One way to do this is to get the reader to imagine themselves enjoying the benefit or desired outcome. Then you get very specific about how your proposed solution or idea makes that benefit happen. The Picture phase suggests using storytelling (testimonials) and descriptive imagery as a way to hold the reader’s emotional interest while you assist them down the path to decision-making. It also keeps you focused on communicating the benefits associated with the features or facts that you need to get across. 3. Proof In the preceding portion of your copy, you’ve communicated the foundational information you want readers to accept in a brain-friendly manner. Now you’ve got to back it up with supporting proof. Statistics, studies, graphs, charts, third-party facts, testimonials, a demonstration that the features of your product deliver the benefits you’ve promised—these are all...

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