Copywriting Tips: Words of Persuasion
Our team fields a lot of website copy questions from business owners, so we thought it’s about high time we wrote a post with copywriting tips that show you how to craft a message that inspires action.
Professional copywriters judge the quality of their work by whether or not it convert. And conversions happen when the message persuades in a powerful way.
When it comes to persuading your prospects, here are 3 copywriting tips (and blunders to avoid) that make your message more seductive.
Persuasion Word #1: You/First Name
Your reader is the main character of your copy. Even when you’re writing a personal story to identify, the message should consistently refer back to your prospect’s needs.
That’s why you is such a powerful pronoun in marketing copy. But what’s even better is a person’s first name. (The keychain industry is a booming business in part because people like to see their name.)
If you use a CRM tool such as Infusionsoft, it’s easy to plug your reader’s first name into marketing emails.
Think of it this way: your marketing message needs to create a visualization effect for the reader. When prospects can see themselves in your message, that’s when they’re 10 times more likely to convert.
Persuasion Exercise: Go back to an email you’ve written. Use a placeholder for the recipient’s name throughout.
The Risk: It’s overkill it if the name appears more than twice. While you complete this exercise, make sure you place the name where it looks and sounds conversational.
Persuasion Word #2: Because
According to Aristotle’s Rhetorical Triangle, the writer must appeal logically to the reader. In marketing copy, this means giving readers compelling reasons to buy.
When you use the first name technique, reinforce it with the persuasive word because. This word answers the question of “What’s in it for me?”
Create a clear incentive for customers to take action with results-based examples that highlight a clear reason.
For example, the following marketing copy is ineffective because it fails to answer the question of why…
Our freezers are the coolest!
While the play on words is clever, that appeal won’t resonate. To answer the why question, use logical evidence that supports the claim.
Our freezers make food ice cold in moments. That’s why they’re the coolest freezers on the market.
Persuasion Exercise: Look closely at a sales page you’ve written. Circle every instance where you made a claim. Rework that page with a variable of because to give your readers a reason to buy.
The Risk: Literally using the word because repetitively will make your copy redundant. Make a point to switch it up with different verbiage choices that provide concrete examples.
Persuasion Word #3: Instant
When it comes to human nature, most of us want something yesterday. That’s why words such as instant, now, fast, and immediate resonate so powerfully.
Especially in business-to-business or coaching industries, you’ve got a leg-up with these persuasion words. Often you can provide prospects with instant access to audio programs, videos, and eBooks with the click of a mouse.
Long story short: most of us really like instant gratification.
Persuasion Exercise: Find or think of one product that you can give a prospect instant access to. Write an email to your list that literally allows them to get it with a few mouse clicks. You can even pick something from your product graveyard, and revitalize a previously shelved offering.
The Risk: The golden rule applies to copywriting as well as in real life. You wouldn’t like it if someone offered you something, and then failed to deliver. With the persuasive technique of fast access, you have to deliver on your promises every time.
For a persuasive message for your business, check out our copywriting services.