Feeling overwhelmed when writing copy?
You’re not by yourself.
Learning to write persuasive copy can be difficult.
And everyone has advice, recommendations, and copywriting tips.
Write concisely. Make use of catchy headlines. Include qualities and advantages. Don’t forget about the hook. Examine your grammar and punctuation. There is no jargon. No adverbs. Nope… whatever.
Trying to recall the advice causes your head to spin. Following the regulations saps the life force from your copy(and out of you, too).
However, generating persuasive copy does not have to be such a laborious, arduous, and agonizing process.
It can be straightforward.
The following are the five most important copywriting rules to follow.
Concentrate solely on these five basic criteria, and you’ll find yourself producing a rather persuasive copy. You’ll convert mediocre text into attractive copy and gain more clients.
Does that make sense?
Table of Contents
1. Start with the End in Mind
Are you staring at a blank page?
Are you tearing your hair out because you can’t think of a first sentence?
Professional copywriters do not start with the first sentence. They begin at the end.
Before you begin typing, answer the following simple question:
What is the aim of this copy?
For example, the goal of this blog post is to help you write more persuasive copy so you can get more clients. Each piece of material should serve a single purpose.
Once you’ve determined the aim of your content, ask yourself, “Am I getting off track and confusing readers, or is this sentence helping me reach my content goal?” with each sentence you write.
When you know what your content’s ultimate goal is, you can write faster and better.
2. Answer the So what? Question
Your copy is about your product, service, and business.
Right?
Not exactly.
Readers respond to persuasive copy. It explains why your product or service will make customers happier, wealthier, or more productive.
When you live and breathe your business, you want to convey your excitement, and it might be difficult to keep your readers in mind.
The So what? trick directs your attention to what you can do for your readers. This trick is applicable to any industry:
- Our cars have cruise control. So what? You don’t have to watch your speed all the time. So what? You can feel safe.
- We monitor your servers. So what? Your servers won’t go down. So what? Your staff can continue working, uninterrupted.
- I design high-converting websites. So what? You can convert more web visitors into leads and business.
Persuasive copy appeals to your customers’ desires, such as feeling safe, saving time and money, expanding your business, or becoming happier and healthier.
How do you make your clients’ lives easier? Which issues, flaws, and annoyances can you eliminate?
When you convey information about your service or product features, ask yourself, “So what?”
Also, consider why your reader should be interested.
3. Write with Your Ears
Eugene Schwartz, the legendary copywriter, once stated that he writes with his ears because he believed that the capacity to listen was one of a writer’s most valuable qualities.
Writing with your ears also saves you a significant amount of time.
Did you know that throughout the 1950s and 1960s, Schwartz was one of the top paid copywriters, although he only worked three hours a day?
He was able to complete tasks so quickly because he stole marketing messages from clients and prospects.
Rather than attempting to be innovative, he asked individuals what they were seeking and replicated their responses in his persuasive copy.
When you write in your readers’ language, your content becomes more engaging, and when you write about what matters to them, your content becomes more convincing.
Have you ever asked your clients why they enjoy working with you so much? Their responses may surprise you.
4. Avoid Marketing Jargon
Are you a fan of Pamela Wilson?
So I’m expecting you to be a little like her… sincere, helpful, and forthright
But is it possible that a dash of sales hype has crept into your text, turning off prospects? It occurs frequently. The internet is rife with marketing jargon.
You may prevent gobbledygook from creeping into your material by making your statements more specific. As an example:
Vague marketing jargon:
- Our world-class widgets help you increase email sign-ups
- We provide the quickest printing service in town
- Friendly customer service
More specific and more persuasive:
- 549,333 websites use our widgets to increase email sign-ups
- Get your brochures printed in 48 hours or receive a 25% discount
- We pick up the phone within 3 rings
Generic comments make you come across as a sleazy salesman. Specific assertions, on the other hand, quickly improve your credibility. They convert meaningless platitudes into persuasive arguments for purchasing your goods and services.
So, for each sentence you write, ask yourself, “Can I be more specific?” Can I create a more vivid mental image for the reader?
5. Remove Redundant Words
Copywriters commit the sin of wordiness.
Wordiness slows readers down and encourages them to scan your information rather than read it word for word.
Discipline is required to trim the fat from your writing. Try these methods:
- Ask a friend to read your copy and tell you when they’re getting bored
- Read your copy aloud and notice where you stumble
- Look for weak phrases you can either remove or replace with stronger words—phrases like very, actually, and just
- Replace complicated words with simple versions that are easier to understand
- Cut all sentences and paragraphs that don’t contribute to achieving your content goal
Write as quickly as you can on your initial draft since it will make your copy more enthusiastic.
However, while editing, take your time. Examine each sentence carefully. Examine each word. Make your copy as concise as possible.
What You Should Know About Persuasive Copy
It’s not about knowing which words convert the best when it comes to writing persuasive copy. It’s not about placing your commas correctly. It’s not even about impeccable grammar.
Persuasive copy is written with a particular audience in mind.
Determine your target audience. Crawl into their minds to learn about their dreams, motivations, wishes, and hidden wants. Understand the issues people are facing. Recognize their reservations and anxieties.
When you understand your clients, it is much easier to persuade them to buy from you.
Provide a service that they enjoy.
And explain why they’ll enjoy it.