Ever wonder why you get to the bottom of a email or social media post, and you think to yourself, wow, I need this product or service ASAP! The odds are there has been some clever copywriting used to drag you down into the rabbit hole. You have no choice but to buy NOW!
Smart copywriters use a variety of techniques that I am going to tell you about today. Now, I can’t tell you everything. You would have to book a one on one training with me for that. Wink, wink, nudge, nudge. But I will tell you the basics, and that should be enough to get started.
Who is reading?
When you consider who is reading your copy, you can direct your writing directly to them. To do that means you need to know who you are targeting. Who is your ideal client? If you aren’t sure, lucky for you, I wrote an entire post on the topic. You can read that here.
Solve your target audience’s problem
Every good piece of converting copy solves a problem. Let’s say you are writing a piece of copy directed at parents who are exhausted. You may write something like this:
Wouldn’t it be nice if your children went to bed on time AND stayed asleep? If you are awake enough to read this, let me tell you how you can instantly improve your child’s sleep routine for a better night’s sleep for everyone. The Sleepy Time 2000 is a marvel in technology. Simply plug it in, and your kids will doze off into dreamland. Want to start getting more sleep today? Learn more here.
The copy above mentions:
A PROBLEM – Children who aren’t sleeping
A SOLUTION – The Sleepy Time 2000
A CALL TO ACTION – Learn more, which can take potential clients to another article outlining more benefits and eventually an order now button.
These are the three main elements that need to be in your converting copy. Often people forget the call to action. Don’t write all those beautiful words and forget to ask for the sale. I hear a lot of clients tell me they don’t want to appear salesy, but the bottom line is that YOU ARE selling. It doesn’t have to be in your face, but you do have to mention the sale to get conversions.
The most powerful words in the English language
The words that invoke the most conversions based on several studies are:
YOU – This goes back to basic human psychology. “You,” is a powerful word because you are talking directly to someone rather than at someone. There is a big difference.
FREE – We all like to get something for free. Sometimes overused, it still is a powerful word. A note of caution, don’t overuse free as it can sometimes attract only budget shoppers.
BECAUSE – This is an interesting one. In 1978 Ellen Langer, a psychology professor from Harvard, conducted a now-famous study called The Copy Machine Study. She asked study subjects to use the word because and had exciting results. Giving people a reason, I need to use the machine because I need to make a copy, was powerful. So much so that the success rate jumped from 60% to 95%. You can read more about her study here.
NEW – This word builds on exclusivity. If you have something new, you have something that no one else does, and this appeals to us.
INSTANTLY – MRI scans show that when we get something right away or instantly, the happy centers of our brain light up.
These words are only the tip of the iceberg. There are many other converting words that copywriters use in their daily writing for clients.
Personalization is huge. Once again, this goes back to our ego. When someone talks to us directly rather than a group of people, we feel special. Look at Netflix, Spotify, and Amazon. These large companies use personalization like champs, and, when you look at their sales, it is working. Personalization could be a whole other post for another day. So stay tuned for that one!
When someone is reading your copy, what are they objecting too? Is it too time-consuming? Too pricey? Not enough explanation? If you can answer those objections in your writing, then you have a better chance of sealing the deal. A word of caution, don’t insert objections unless they are apparent. For example, a costly product. You don’t want to give your potential clients fuel for why NOT to buy it, especially if they hadn’t thought of the objection in the first place.
Testing, testing 123
What works one time might not work the next time. Finding the right mix is the frustrating part of copywriting and marketing in general. So, you have to test it out. Look at conversion rates. Or your social media analytics. What are people responding too? Is it the wording or just the time you are sending things out? If your copy isn’t working, think outside the box and be brave enough to try new things.
If you need help or more insights, you can book training with me here.
Or if you have gotten to the bottom of this post and thought, “Nah, I’ll just get you to write my copy. That is way too much work!” you can email me here.
I would love to hear your comments! What copy has worked in your business?