Over the years I have written copy for just about every niche that you imagine; from bio-fuels to baby strollers and everything in-between! Today I am writing about several different things that you can do to make the copy that you write more powerful. Over the years I have used these copywriting techniques to help me to effectively write some of my most persuasive sales copy.
To become the “SEO Expert” about a particular subject it takes many hours of research. In order to be able to write to the hearts and minds of the reader you have to spend time figuring out what makes the target market tick. Luckily stereotypes are very fitting for a lot of people and you can rely on these basic stereotypes to help guide you through the copy that you write.
Most people are self-indulging creatures and they want to know what’s in it for them, so give it to them!
I begin by figuring out what the features of the product or services are. I first list out all of the features then I write down the benefits that each feature offers. The focus of effective sales copy has to be geared towards the benefits of the product or service, not necessarily the features. You see, most people are very self-indulging creatures and they want to know what’s in it for them, so give it to them!
Defining the benefits within the copy that you write will appeal to the readers primal emotions. Most people do not make buy decisions based on logic, but rather they are driven by unconscious emotions. Whether its fear, envy, lust or greed, it’s up to you as the copywriter to conjure up emotions within the copy that you write.
Another important copywriting tip to consider is writing the copy in such a fashion that makes the copy scannable. Take Wikipedia for example; Wikipedia offers all of the most important words written in blue links to other topics within their online encyclopedia. This allows for quick scanning of their pages and makes speed-reading much more efficient. This same scannable effect can be created by making all of the most important words in your salescopy bold or highlighted. The words that you choose to make bold or highlighted should be the same words that you also want to use to manipulate or to program into the subconscious of the reader. NLP copywriters do this to ease the reader into taking action and to guide the reader into feeling the way that they want them to feel.
Appeal to the readers pains and then remedy their pains with the emotions that they will gain from purchasing your products.
In order to meet the emotional needs of the reader you need to write to them directly on a personal level, as if you are speaking to them from across the restaurant table. Write the copy in a one-on-one tone like you would if you were speaking with a good friend. Appeal to the readers pains and then remedy their pains with the emotions that they will gain from purchasing your products or services.
While the value of a particular product or service is an important factor, time is much more valuable than money. Within the salescopy that you write you will want to express how much time that the reader will save by purchasing your product or service, another very important benefit to consider.
To really “get into the mind of the market” you must CAPITALIZE on the target markets fears, frustrations, desires, wants and passions. The better that you can define the target markets stereotypes, emotions and mindset the more persuasive that the salescopy that you write is going to be.
Buy now, feel better and improve your life!
Within the salescopy be sure to address the readers concerns head-on by playing devils advocate. Educate them and answer all of their questions, then tell them exactly what to do; “Buy now, feel better and improve your life”!
At the end of the copy, for the call-to-action, you must be clear on exactly what you want them to do and you must ultimately formulate a vision in the readers mind of what their life is going to be like once they start using your product or service.
Formulate the reality for your reader, or else risk them formulating their own reality of your product or service.
Writing persuasive salescopy is much like adding the ingredients to a formula. Each ingredient must be precisely added. You must precisely formulate the reality for your reader, or else risk them formulating their own reality. Start by grabbing their attention, adding a twist of emotion, solve their problems, then ask for the sale. Easy as 1-2-3!
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