Copywriting is the only advertising element that can persuade a prospect into buying your product. If your words are not convincing, your campaigns will never generate high ROI.
There are three main elements of a persuasive copy:
- It is unique and creative
- It is simple
- It has selling functionality
An advertising giant, Leo Burnett, said:
Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.
A copy lacking even a single aspect is bound to fail because either it’s complete or incomplete; there is nothing in between.
In this article, we will discuss 5 techniques of copywriting that can help you skyrocket your conversion rate.
Follow The AIDA Model – Write A Seductive Copy Step By Step!
The AIDA model is used by marketers to come up with attention-grabbing campaigns, but it can also be used by copywriters. If you look at copywriting examples of well-known brands, you will find these five aspects:
- Action (CTA)
Without these elements, any ad copy would be incomplete and ineffective. For example, let’s assume you are writing an email to a client. First of all, you will make him aware of your service by telling him about your company, then you will build interest and desire by telling, what is in it for him. And finally, you will end your email with a strong call to action. A copywriter needs to understand that consumers don’t buy products, they buy benefits. Find that benefit and try to incorporate it in your copy, or else you are just wasting time.
Know Your Audience – Be Unique And Relevant!
A copywriting genius, George Griiben, once said:
A copywriter should have an understanding of people, an insight into them, a sympathy towards them.
You can’t make everyone happy, and honestly speaking, you don’t have to either. Your copy doesn’t need to have something for everyone, but it needs to have everything for a certain target audience.
Fill your copy with information relevant to your audience; it should appear as a solution that the consumer has been looking for. An informing copy is more persuasive than the one listing just the features of the product.
The greatest copywriter of the 20th-century, David Ogilvy, Said:
You cannot bore people into buying your product; you can only interest them in buying it.
Tell A Story – Unleash The Power Of storytelling
Be creative and express your imagination to the world!
A good story is the best tool to persuade someone to buy anything; be it a service, product, idea, or even perception.
You can’t be good copyright if you are unable to tell a heart-melting story. well, it is not a very difficult task, all you need to do is follow the following steps:
- Make the customer the leading character of the storyline
- Build your story by creating a problem that the customer has to face
- Now, in the climax, the customer will solve the problem with the help of your product
- And finally, the customer is satisfied with the product and lives happily ever after
It may sound vague and childish, but trust me, adapting this storytelling style will make your copy highly effective.
Simplicity Is The Key – Don’t Use Heavy Words, They Make Your Copy Hollow!
As Albert Einstein said:
If you can’t explain it to a six-year-old, you don’t understand it yourself.
Copywriters need to understand they are not playwrights; they need to write in simple English. Using complex jargon will only make their copy lifeless and ineffective.
Impress the audience with your message and not your vocabulary. Keeping the tone simple is the best way to build the consumer’s interest. Here is why:
- The attention span of an online consumer is extremely low. The digital audience lives a busy life. Therefore, your copy needs to be concise, simple, and short.
- People like to buy from people. Using technical jargon will make you sound like a robot and that’s not good for business.
- Don’t beat about the bush and come straight to the point. A complex copy may distract and confuse the consumer, who is looking for a quick solution.
Selling Functionality – Copy That Doesn’t Sell Is Just World Clutter!
If you’re a copywriter writing ad copies, then most likely you are being paid a handsome amount to write a line or two that is catchy, unique, and creative. What if that copy is ineffective and does not raise the sales graph? Do you think the client will hire you for the next gig? Absolutely not!
A copy needs to be creative, but most importantly, it needs to have a selling functionality, or else, it’s completely useless.
Now the question arises: how can you add selling functionality in your copy?
Sell the sizzle and not the steak!
Customers are always interested in the benefits, rather than the features of the product. If you sell them a mattress they might not buy it, but if you are offering a good night’s sleep, then there are many people with insomnia, who will be ready to pay top dollar for that comfort.
Wrapping It Up!
A copy is an instant solution to a consumer’s problem!
Remember, a customer is not interested in you; he is only interested in himself and how your brand can satisfy him. A copy should always be written for the consumer.
In other words, writing a seductive copy is not knowing about the words or the correct grammar; it is all about knowing the state of mind of the audience you are writing for. Always value the thought process of your target audience and never look down at them, as David Ogilvy said:
The consumer is not a moron; she is your wife.
In the end, I would recommend never seeing your copy as words, but imagine it as a message that has the power to shape perception; this is the only way you can write a copy that promises high ROI.
Author Bio: Saif Malik
Currently managing the digital content at Techxide, Saif Malik is a writer at heart who looks at every aspect of life as a story looking to be told.