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The Art and Skill of Persuasive Copywriting
What is copywriting?
Copywriting is a term that refers to the process of writing marketing and promotional texts (also called sales “copy”), in an effort to publicize and promote a product or service in a way that will entice the reader to buy. Persuasive writing contains the elements needed to draw the reader in and keep them wanting to read on. This is the main goal of good copywriting – to keep the reader hooked and want to keep reading.
Each statement in persuasive copywriting is intended to keep the reader wanting to read the next statement. This seamless chain of statements is written in a way that creates excitement by adding colorful words and psychological cues – designed to influence thinking and prompt responses. A copywriter’s job is to speak to the reader’s mind and heart and give her what she’s looking for. This starts with knowing what she wants; then, promising to fulfill those wishes (then taking care of the delivery… of course!).
The headline is probably the most important part of any sales copy. That’s because if there’s no interest after reading the headline, then you’ve lost the reader – and therefore the potential sale. The goal of the headline is to whet the reader’s appetite and make them want more. You want them to compete in the proverbial, to hear what you are about to discover.
One way I often like to test my headlines is to imagine the late, great Don “Thunderthroat” LaFontaine (the guy who did the voiceover for thousands of movie trailers) reading my headline. While that voice will make more sense to any title, it really helps me put things into perspective. Think about how many movies have been made with that style of ravishing speech pattern. In short, every word needs to be important.
Whether short titles are better than longer ones is debatable, as it really depends on the product or service being presented. On the other hand, the general rule of thumb for typical business sales copy is that “less is best.” It is suggested to draw the initial attention of the readers with as few words as possible.
Some examples of captivating headlines are:
– Here’s a secret your doctor doesn’t want you to know…
– 7 things you should NEVER do during a sales pitch
– How to Make $5,000 in 60 Days from Home… No Selling
– Discover this celebrity trainer’s #1 weight loss secret
– Triple your monthly online sales instantly
The above headings are clear and specific; however, they do not provide enough information to tell the reader any of the details. This is how you entice the reader to want to see your offer. Note that there are no exclamation marks and that’s only because a good title doesn’t require any exclamation marks.
Some proven headline concepts include those that:
– Appear to reveal secrets
– Start with the “how”
– Highlight a numbered list of things
– Mention making “$k,kkkk/mo”
– Refers to doing something in a much shorter period of time than usual
Starting with the title and continuing through the text, there is a subliminal promise that must be conveyed to the reader. Even in the title “7 Things You Should Never Do During a Sales Presentation,” it promises to arm the reader with knowledge, using a list of things that will ruin the opportunity for a successful sales presentation. Stay focused on your promise as you write your copy and don’t give up on the key point.
If you’re not well-known in your field or want to add credibility to your copywriting, there’s nothing that builds trust between you and your reader like stating cold, hard facts. You’ll notice I didn’t make sweeping statements or generalizations. If your example fact is, “Most women like KSIZ,” then you have a lot to learn about statistics. Something like: “In a 2007 interview with Sean Amirati, Udi Manber – Google’s VP of Engineering, admitted that 20 to 25% of the searches they see per day have never been seen before; makes for strong verifiable statistics.
Your reader should be able to identify the details of your statistics and then be able to go and find those statistics (in most cases). In our Google statistics, we see that the “who” and “when” are established early, allowing anyone to find these statistics if they want verification. The date (2007) is important in this statistic, as today this number may not be accurate, and the reader can take that into account.
The man who has been called the “father of spin” was named Edward Bernays. This guy literally wrote the book on propaganda (Bernais wrote a book titled “Propaganda” in 1928), and learned much of what he practiced from his uncle, and used his persuasive skills to promote his uncle whose theories would become more popular in the US than in Austria, where his uncle is from. His uncle was Sigmund Freud, and he is internationally known for his theories on psychology.
Bernays was the architect of such controversial propaganda campaigns as the campaign to make it acceptable for women to smoke – at a time when it was considered disgusting, and the campaign to brand beer as a “temperance drink”. Praised by many in the PR industry for his persuasive skills and loathed by others for his use of propaganda to sway public opinion, Bernays will take his place in history as the father of consumer psychology as we know it today. What can we learn from his controversial and often sinister approach?
Bernays knew how to make people listen and even more, he knew how to make them respond. The first big question he asked “big tobacco” was: “Why don’t women smoke?” Once he was able to determine the answer to this question, he was able to create a campaign to change society’s perspective on this issue. He was also able to put beer in the light of a better alternative to hard liquor for those who want to be more responsible. This same psychology was used in the “other white meat” commercial campaign for the National Pork Board back in the late 1980s (although pork is not considered white meat by the USDA).
Start by asking yourself why your reader should care and what they will get out of your offer. Use the answers to these questions as guidelines for your copy. Sell the benefits and only the benefits. And seal the deal by reducing or eliminating risk for the reader with a guarantee.
Guarantees can take many forms. The most commonly used guarantee is the unconditional money back guarantee. This warranty can range from 30, 60, to 90 days or more. The longer the warranty period, the better. If you have an offer worth buying, there’s no need to worry about too many customers asking for refunds. If the warranty offer wasn’t effective, marketing firms would have eliminated the practice in their sales copy long ago. Stand by your product with a strong warranty. This will take the pressure off your reader and convince them to buy – if they are interested in your product.
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