How persuasive is your copywriting?
Copy is a vital ingredient in your overall branding and marketing strategy. Poorly written content makes you look unprofessional, unpolished, unfinished… and all the other ‘uns’ that turn your customers off.
In concept, copy sounds like it should be easy to write. It’s just a description of your business and what you offer, isn’t it? That couldn’t be more wrong. Good copy isn’t about you at all; it’s about your customers.
You want to make more sales, right? Hook potential customers in with the written equivalent of jazz hands by applying these persuasive copywriting tips.
1. Consider how you can make yourself more trustworthy
Don’t be like the slimy secondhand car salesperson. The one who is so smooth you can’t shake the feeling they’re trying to rip you off. Persuasive copywriting uses words that speak the language your customers speak. Talk as if you know them like the back of your hand. This way you’ll come across as a friend and not a slimy sales rep. Learning to speak their language comes down to research. The deeper you go, the closer you’ll get to the language that will best connect to your audience.
2. Identify your customers’ challenges and concerns
Part of speaking your customers’ language is being able to clearly and logically explain their problems and how your product or service can solve them. Persuasive copywriting will nail their problem and provide a detailed solution. In doing so they’ll see you as the expert—and this helps to build trust. Back up your claims with social proof, research and testimonials to help smash through the wall of doubt that will be trying to talk them out of making a purchase.
3. Decide which core emotions to focus on
Persuasive copywriting is, at its core, all about connecting on an emotional level with your customers. Purchasing is an emotional experience. Your customers may not squeal with glee or ugly cry with excitement, but it is still feeling that clinches the deal. Consider how your customer feels about the challenge they’re facing and how they will feel once it has been resolved by your product or service. Use words in your copy that reflect these emotions.
