Copywriting is an art, because you need to craft the copy in such a way as to encourage or persuade the reader to do as you ask. You might want them to buy your products, subscribe to your newsletter, donate to your charity or sign up for a loan. Read on to find out more about how it’s done.
There are lots of ways to approach copywriting, but one strategy is to learn from behavioural psychology and then to apply these findings to the way your copy is written. Below is a list of interesting theories and research data that will provide a solid foundation for anyone who wants to turn their hand to copywriting.
- Evoke emotional responses: The easiest way to interest people is to push their emotional buttons. So focus your copy on something that is unusual, outrageous, hilarious, taboo, remarkable or is usually kept secret.
- Emphasise time not savings: Research has shown marketing focused on saving time or experiencing quality time is more effective than marketing focussed on saving money, in generating sales.
- Increase pleasure: The field of behavioural economics has shown that the buying process involves a balance between the pleasure of the purchase and the pain of paying for it.
- Be honest: Make sure to present both sides of an argument and address a customer’s pain points or concerns. By doing so, you appear more honest and authentic.
- Talk about the benefits: People respond better to verbs or ‘action words’ than they do to adjectives or simply describing something. So focus on the actual benefits; for example, it decreases your time, reduces your weight or heightens your awareness.
- Use power words: There are certain words that tend to sneak under the radar and persuade people to agree with you, to buy your product or to make a decision in your favour. These are known as power words and if you include them judiciously in your content, can be the difference between mediocre copy and great copy.
- Tell a story: Some of the best content is moulded around telling a story and sharing an experience with the reader. Story telling invokes imagery and suspense and engages the reader. People imagine themselves wearing that expensive watch, driving that brand new sports car or living in that new duplex. Story telling is a great way to persuade people to move forward with a buying decision.
These are only a few ideas for successful sales copy. It is a huge area that can take many years to master, but if you want to write your own sales copy, be sure to include at least some of the above ideas into your content and hopefully your business will grow accordingly.