5 Ways to Get More Eyes on Your Copy
Great copywriters constantly test out the latest, most creative ways to keep their readers and subscribers engaged with their writing. Some writers have thrown out the copywriting rule books completely, and others use never-before-tested techniques, but often times copywriters forget that it’s the simpler tricks that really grab an audience and improve their copy.
The classic, tried-and-true copywriting rules still apply in the 21st century, and recent studies have shown that many are actually proven to psychologically attract more readers and “trick” the mind into being drawn to certain copy.
Sure, these might not be the most creative ways to write copy (they’re actually very simple) but they really do give your writing the traffic it deserves. Here are a few proven ways to improve your copywriting and get more eyes on your copy.
Use numbers and quantify.
When writing copy, include numbers, percentages, and exact quantities to help your readers’ brains comprehend what you’re trying to say. This is especially important when writing about benefits, results, or outcomes that your readers will receive. Our brains actually don’t have enough time to comprehend lots of words on a page, so numbers not only break up the copy, but they actually help us quickly understand exactly what the writer is saying.
For example, when explaining results include copy like “X number of people earned 6 figures or more” or “95 percent of clients lowered their cholesterol.” If you’re going to reveal tips or strategies, say “the 3 ways to get exactly what you want” or “7 habits that will get you clients now.”
Use numbers for emphasis, and make sure you’re exact when quantifying. The more explicit you are with precisely what your readers will gain or what the desired outcome will be, the clearer it is in the reader’s mind, and the more invested they become in your content.
Dangle a proverbial carrot in front of your readers.
Always leave your readers wanting more from you. To keep them coming back, make sure you’re writing just enough so that your readers are satisfied, but don’t write the definitive book on the subject for them. For example, if you’re writing an article about losing weight, provide a few quick start tips to get them started on a healthy routine, but make them work a little bit for your expertise.
If you’re writing copy for webinars, free calls, or new programs; outline exactly what the reader can expect by attending, reading on, joining, etc. Paint them a picture of what they’ll learn—like “the 4 keys that will immediately unlock your potential and bring you a steady stream of clients”–but don’t actually reveal what you’re going to share yet.
You need to keep people engaged, but you shouldn’t give away the whole enchilada. If that means requiring people to sign up, register now, or continue to follow your content in order to get more, then have them do that. They’ll be begging for that carrot in no time.
Lose the adjectives. Use your verbs!
Adjectives are fluff. They take up space in your copy and they actually don’t do much for your open and click-through rates, either! Studies have shown that the mind goes into action mode the moment it sees an action verb. Makes sense, right? Verbs help the reader make decisions.
Go through your copy and eliminate any fluffy adjectives that don’t add to your content, and sprinkle in purposeful, thoughtful action verbs to your sentences. Verbs are considered “power words” because the reader will already be taking control of his own actions and will step into his power. Use strong verbs in your subject lines, calls to action, headlines, and wherever you need the reader to pay close attention.
Make readers feel that they’ll miss out.
Psychologists say that one of the biggest reasons why people take action is because they’re afraid of missing out on something. If they don’t read on, open your email, or join your webinar, they won’t receive what everyone else gets by saying “yes.” Add scarcity to your copy and your readers won’t be able to resist taking that next step with you.
If you’re selling a product, make sure you quantify how few items are left for purchase. If you’re offering a bonus in your current offer, put a time limit on it—and stress that it has an expiration date—so that people jump into decision mode. In your articles, make your readers afraid that if they don’t read your entire article today, that they won’t see the results they really want.
Be sure that you’re not only creating scarcity for shock value, but that you’re actually delivering on your promises. Ease their worries and fears and provide them with exactly what you told them they’d receive, gain, or win.
Storytelling always works.
Storytelling is the most powerful way to share information and insight with your readers. Don’t just reveal what you want to say right from the start—make it a story. People want to know exactly how things came about. They want all of the details, the cliffhangers, the twists and turns, and an exciting ending.
Psychologists recommend helping your readers visualize the tale you’re telling. Think about the stories you read as a kid, or even the thrilling novels you read today: What makes them special? They transport readers to another place. They put them in the “character’s” shoes. The reader can see a beginning, middle, and an end to the story. Start writing like a storyteller.
Whether you’re creating copy for a self-help article, a sales page, or an entire website—it doesn’t matter what you’re writing, rather it matters how you present that writing to the reader. Hook your audience, keep them on the edge of their seats, and don’t forget to share your story in your own voice and style.
