In this guide I will show you the most important tips for truly effective persuasive copywriting. But, before getting into the concrete, let’s understand together what copywriting really is.
Copywriting is the ability to write persuasive texts, which aim to capture people’s attention, lead them into an exciting world, convince them to solve a problem and, finally, induce them to take action. Copywriting, therefore, persuades , a term that derives from the Latin persuadere , from per+suadere , or to advise , to convince . Here, copywriting advises in order to convince . And it is certainly no coincidence that the basis of copywriting activity is the method, the strategy, the creativity and the use of precise techniques.
To write a persuasive text, it is essential to have a thorough and detailed knowledge of the target audience and also the objective that the text must achieve, that is, the concrete action that the person must perform (download the manual, sign up for the newsletter, buy now, free trial, etc.).
Well, now you want to know how to write persuasive texts ? Here you will find 10 practical tips for copywriting that can lead the user straight to action.
Focus on the benefit, not the feature
A basic rule of persuasive copywriting is to draw attention to the benefit that the product or service offers to its target audience, rather than its features. Let me give you a concrete example. Think of selling irons, you would probably be led to describe their power, pressure capacity, boiler capacity. And instead, do you know what a good copywriter does ? Rather than focusing on the technical features of the product, he highlights the concrete benefit it brings to people: did you know that our iron allows you to easily iron shirts and trousers thanks to the high temperature it can reach? Or: tired of the usual heavy irons? Our XY iron weighs xxx less.
Focusing on the benefit has several important consequences in people’s minds:
explain what real and concrete benefit the product or service can offer them;
convinces them that that product or service can really solve their problem;
highlights the features that differentiate the product or service from the competition.
2. Persuasive Copywriting Motivates
To convince people to take action you have to remind them that they have a pressing problem to solve, but you also have to do something more: you have to motivate them to solve it. What does this mean? That you have to stimulate them to induce them to act, you have to tell them with conviction how their life can improve if they buy your product or service. An example: follow the webinar and immediately learn 5 tricks to optimize your Landing Pages .
Attention – Emotion – Reason: the activation steps
These are the steps that your Copywriting must activate to be persuasive. The first thing your text must do is attract the reader’s attention, a task that is even more difficult if you consider that today we are inundated with content of all kinds. Add to this the ease of the user in quickly scrolling through news feeds, in changing pages, in being attracted by other things. The second step, immediately consequent and sometimes contemporary to the first, consists in arousing emotions, in activating the emotional part of people, which is what pushes them to act. Finally, your Copywriting must bring reason into play, which has a fundamental task: to justify and consolidate the choices that emotion has made.
4. How to Attract Attention with Persuasive Copywriting
Attracting people’s attention is probably the most difficult task in an era where we are pervaded by stimuli and our time has become the most precious resource we have. That’s why, when you write, it is very important to immediately catch some bait. Any techniques that can help you capture people’s attention and interest?
Start the copy with a direct, clear, simple and specific question . Are you an engineer? or Do you have dry skin and want to solve your problem? or Is your dream a relaxing holiday by the sea? As you can see, in all three cases the questions are easy to understand, they address the user directly and explicitly and go into detail, immediately identifying.
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Another technique that can be used is numbers
start the sentence with a number, but first make sure it is true and real. Also, use the so-called decoy words (free, limited places, while supplies last, etc.) and, if necessary, write them in capital letters (without exaggerating, please).
5. How to Arouse Emotion with Persuasive Copywriting
Did you know that 80% of our daily choices are dictated by emotions, right? These are the ones that lead us to act. As Daniel Goleman claims in his Emotional Intelligence. What it is and why it can make us happy ,
All emotions are, essentially, impulses to act; in other words, action plans that evolution has equipped us with to manage life’s emergencies in real time. The very root of the word emotion is the Latin verb moveo , to move , with the addition of the prefix e- (movement from), to indicate that every emotion implies a tendency to act.
Emotions, therefore, prepare the body for an action and each of these has a different and very specific task. For example, fear draws our attention to the danger, to the threat, suggesting that we must do something to resolve it; happiness is a state of well-being that positively predisposes us to an action; surprise leads us to think quickly about as avaliações de desempenho estão desatualizadas? Como impulsionar sua equipe what the best reaction to that sudden event might be.
How Persuasive Copywriting Arouses Emotions
How can Copywriting arouse people’s emotions? Using different techniques. Storytelling plays a very important role , which is not only the art of telling an exciting story, but also does something much more important: it induces people to identify with that story, to feel like the protagonist of that adventure.
Equally important is the role of the levers of persuasion (in this regard I recommend you read the book by Robert Cialdini, The Weapons of Persuasion). These are stimuli that act at an unconscious level (this is where we make 95% of our decisions) and induce us to act.
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How to Stimulate Reason with Persuasive Copywriting
After attracting attention and activating emotion. Persuasive copywriting must stimulate reason because this has the fundamental task of confirming and consolidating. The choice that the user previously decided on an emotional level. This choice must now be confirmed by rational and concrete arguments . It must be witnessed by numbers and, if possible, by people. Namely testimonials , who by activating the mechanism of social proof have a very important role in convincing people. That theirs is the right choice (if maria, alberto, teresa chose x and had a great experience/solved. Their problem/realized their dream, then it will be the same for me).
7. Focus on the problem
Focusing on a person’s problem, reminding them how much they want to solve it and how important it is for them to find the right path, has two important implications:
activates fear , an emotion that pushes us to act to find the best escape route;
enhance the solution you will propose to the user and will induce him to take action.
The mechanism that guides the writing of a persuasive text is: you have this problem, you have to solve it to prevent it from determining consequence X (fear), so you have to find the right solution and you have to do it quickly. Here, this one that I am offering you is the best solution for you, to solve your specific problem.
Emphasize that you own the solution
When you write a persuasive text, in every word, thought and content, it must be very clear that the user has a problem that he wants and needs to solve and that you are the holder of the most suitable solution for him , the one that can really satisfy his desires, the one that can concretely solve his difficulties, the one that can be the key to access the universe of his dreams. You have the solution.
Be careful not to overdo it, though. Being the holder of the solution must not transform you into the absolute king of the kingdom: always maintain your proximity to the reader, be humble and discreet, do not be excessively self-referential and do not constantly point out that you are the best in the world.
Do you really want to sell your product or service?
It will be impossible for you to succeed if you have not first gained people’s trust. And, most importantly, you must do so with truth, honesty and transparency. Never fool a user or a customer, you can be sure that they will notice and you will not only have lost them but you will also have to deal with damage to your reputation and image that will be difficult to resolve. Remember, on the Internet, word of mouth (positive or negative) travels at the speed of light.
How to convince people to trust you? It won’t always (or rather almost never) be possible to do it on first contact.
The tools at your disposal to convince people are
What messages, positive or negative, precede you?Persuasive Copywriting Does Not Abuse
If you learn this rule you are already halfway there. Better yet, for that specific target of people. This is why a good Copywriter must be able to combine many skills, knowledge and abilities: writing, but also communication, psychology, marketing, analysis and often SEO. Specifically, in this case, we are talking about
