Most marketers settle for a 2-3% conversion rate, which leaves a lot of money on the table. Most of their marketing efforts end up wasted because you don’t know how to write persuasive copy that effectively converts visitors into loyal customers.
But first, what really is persuasive marketing copy?
Persuasive marketing copy is a type of writing that aims to convince the reader to take an action, usually buying a product or becoming a lead that eventually buys a product.
This type of writing is used in everything from blogs and landing pages, to sales letters and email marketing campaigns. The purpose of persuasive copywriting? It’s pretty simple really, it’s job is to influence your audience’s behavior by teaching them how your product or service effectively solves their problems, and making it clear why they need to take action sooner rather than later.
Why should you care about persuasive marketing copy?
If you are an entrepreneur, then you know the importance of persuasion. In fact, it is one of the most important things that entrepreneurs should consider when they are creating their content. Ask yourself, what bits of the writing are informative vs. persuasive? Do I have enough persuasive messaging in my copy?
Still, many people still do not understand why it is so important to use persuasive marketing copy instead of just using basic “informative” content. This post is designed to help you turn boring boilerplate content into dynamic persuasive content that drives conversions.
By learning how to write persuasive copy, you will learn how to use words as a tool for influencing behavior – which inevitably leads to more conversions. You will also learn about psychology; why people do what they do and how we can influence them by using language effectively. This knowledge is invaluable when writing content for websites or landing pages for either yourself or for clients.
Step 1: Know your audience & the basics of persuasion.
When writing persuasively, you need to understand your target audience. This means that you need to know who they are and what their values are in order for your argument to be persuasive. You also have to consider the time factor as well, since people’s attention spans vary depending on which medium they’re using.
For example, if you’re trying to reach a large group of people through social media posts, then it would make sense for each post to be brief and concise so that readers will see them in their newsfeeds without scrolling too far down. However, if you were composing an email or letter with a long-term goal of changing someone’s opinion about something then it would make more sense to give as much context as needed so that the reader can be thoroughly informed.
This includes understanding what arguments will appeal to them and how they are persuaded by leveraging various elements of persuasion like logos (logic & reason), ethos (authority), and pathos (emotions).
One effective way of persuasion is through an exploration of the opposite side’s argument. Show that you are open to other points of view but have put in the time and effort to establish that your view is correct. This builds your argument and builds trust with your reader. It’s always good to try and use an analogy which explains a complex concept in easy terms for readers to better understand it, if you “clear the fog” on a subject for them you’ll increase both your authority and their trust in you / your business.
Step 2: Capture their attention with the right “hook”.
Headlines are one of the most important parts of any article, book, or email. They must capture attention and make the reader want to read more. Here are some tips for writing a headline that will catch (and hold) your readers’ attention.
They are the first thing people see when they visit your website. If it is not catchy, they will likely leave without reading any of the content and you want to make sure that does not happen. A good headline should be short and concise, but still have a captivating quality about it.
Key 1: Keep it short and to the point.
Key 2: Use action verbs and emotional language – use strong nouns as well as adjectives to create an image in your readers’ minds when they see the headline…
This means using words like “dramatic,” “exciting,” or even “shocking” when describing what someone might expect from reading your article – but make sure not to use these words too often as they may become overused and lose their effectiveness! You should also avoid cliches such as “amazing” or “unbelievable.” The second key is having a strong point of view – which means stating clearly what position you take on the subject matter at hand.
Step 3: Use powerful words, phrases, and language to convince them of the benefits of your product or service
Powerful words, phrases, and rhetoric help drive home the benefits of what you’re selling. Marketers should be aware of the power in their writing and how it can affect customers’ decision-making process.
A few examples of these persuasive techniques include metaphors, alliteration, repetition, and personification.
Metaphors can be used to describe a product in new or unexpected ways that will pique the reader’s interest. For example: “The car is like a sleek machine.”
Alliteration (Peter Piper picked a peck of pickled peppers) is when two or more words begin with the same letter; this technique can help grab the reader’s attention by making them think about how each word sounds together. This is often used in brand names – Paypal, Coca Cola, Krispy Kreme, Gold’s Gym, Dunkin Donuts.
Repetition is another powerful tool for persuasion because it helps emphasize important points by repeating them over again in different contexts. “…we shall fight on the beaches, we shall fight on the landing grounds, we shall fight in the fields and in the streets, we shall fight in the hills…” – Winston Churchill
Finally, personification refers to giving non-human things human characteristics; this technique makes readers feel an emotional connection with what they’re reading because they see themselves as part of the story being told; or personified products can be better remembered.
Personification in Advertising – Scientific Figure on ResearchGate. Available from: https://www.researchgate.net/figure/a-Description-of-the-experimental-ads-Used-in-Study-2_tbl1_261589953 [accessed 26 Apr, 2021]
Remember, it’s not about “you” the writer, it’s about “you” the reader… Words like “you” and “your” can be used to personalize a message for the reader. Phrases such as “the most important thing you should know about this,” or “here’s why it matters to you,” provide an opening that will grab their attention and make it clear that this is for them. Claims such as, “You’ll never want another cereal again after tasting our new crunchy granola bars!” create urgency in the reader by promising them something they won’t find anywhere else.
As you can see there are many elements of language that appeal to the reader’s emotions and help them to get excited about a particular product or service.
Step 4: “Here’s what happened, here’s how it made me feel.” Create an emotional connection with the reader by telling stories.
A time tested & powerful way to create an emotional connection with the reader is by sharing stories. Stories are a great way of connecting on an emotional level because they allow readers to empathize with characters and put themselves in their shoes. This technique can be used by sharing personal anecdotes, creating fictional analogies, or sharing customer testimonials… all have been proven to make people feel more connected with one other.
Stories have a beginning, middle, and end and should be told in chronological order so the reader feels like they’re being led through the events of your story by someone who knows what’s going on (you). Sharing personal anecdotes can make for some compelling reading since people naturally enjoy getting a glimpse into other people’s lives.
Here’s what happened, here’s how it made me feel. Remember, when you tell a story, it’s not just about what happened, but how it made you feel. The more emotion that can be injected into your writing, the better chance of getting readers to connect with your message or take action on your call-to-action.
Stories can be told in different formats, like anecdotes or vignettes. In an anecdote, the person shares a short story about something that happened to them personally. A vignette is similar but it’s more of a snapshot than a complete story. The author doesn’t need to reveal everything about themselves and instead they focus on one aspect of their life which creates an emotional connection with the reader because they feel like they know the author better after reading it and are able to relate due to similarities between their lives and what was shared in the vignette or anecdote.
Step 5: Edit, edit. Edit!
There are many reasons why you should make sure your grammar is correct when writing. For one, it will help you to convey your message more clearly and effectively. You also want to avoid confusing the reader with improper usage of words or punctuation.
Furthermore, if a reader sees glaring grammatical errors or typos, they may stop reading because the author appears sloppy and unprofessional. It can also be difficult for them to understand what you are trying to communicate if there are mistakes in your sentence structure or spelling.
A good way to edit your writing is by reading through your text out loud and listening for awkward sentences or words that sound weird together so you can fix them on paper with pen or pencil as needed. You can also ask someone else who knows how to write well to review your work when possible.
There are two different types of editing: structural editing which deals with organizational aspects such as ordering paragraphs into a coherent narrative or changing how they’re ordered; and copyediting which deals with things like correcting spelling mistakes or improving sentence structure by adding commas where needed for clarity.
You should also be looking for opportunities to add more detail or rephrase a sentence so it flows better, while also removing bloated content. Once you’ve finished reading through once, go back and fix any issues you noticed on your first pass. Then, repeat this process until you feel satisfied with what you have written.
It doesn’t have to be perfect, in fact marketing copy is often closer to the ‘spoken word’ than the ‘written word’ since it is our intent to have a persuasive conversation. As such, bending the rules from time to time to be more human is reasonable.
Putting it All Together
As you can see, the benefits of learning persuasive writing for your business are simple… You will be able to influence people and get them on board with your big ideas, you build connections and trust, while convincing them to take action. It helps you get into someone’s head and understand what they want or need when it comes to the products you offer. This type of writing can also give you a leg up over other competitors who aren’t making as good a case for their products as you.