A psychologist asks questions to get through to their patient. Interestingly, they often already know what the answer is going to be, before they hear it. But they ask anyway, to demonstrate a point. This helps things sink into the subconscious of the patient.
A landing page copywriter does something very similar.
They plan content on a deeper level. They don’t just think about what a reader may want to learn; they plan out a way to be in control of the reader. If their content is persuasive, and well written, they can convert simple attention and interest into a purchase.
Sales Copy and Neuro-Linguistic Programming
The psychological factors of copywriting mean that it’s much more than just some words on a page. This is why many make the connection between neuro linguistic programming (NLP) and contemporary content writing.
The basis of NLP is an analysis of the data processing methods of the brain. This can be for the purposes of personal development, psychotherapy, or communication.
NLP takes on the factors of communication processing. This means that an NLP-savvy copywriter will be able to get into their readers’ heads and predict what they’ll be thinking about. If they understand the NLP nuances, correctly, a particularly successful content writer can can target the readers’ emotions and impulses simply through their words.
A lot of this has to do with the placement of website content. For instance, the headline is your big attention-grabber; it’s your one chance to take control of the readers mind.
But you can also use images to stimulate the reader’s memory or imagination.
Using the Right Language
You can say the same thing a million times, but it’s how you say it that really matters. Sometimes this means keeping things short and sweet, this makes it easy to avoid deterring facts. It also allows you to keep the reader focused on the main subject.
To ensure that the appropriate language is used, the writer must identify with the personality/profile of his or her reader. This allows them to speak in a way that the audience is comfortable with. For example, adopting the tone and vernacular of a motivational speaker, or a personal trainer, will work well if a copywriter is working on an workout tips article.
Do A Complete 360 – Sell the Customer, Not the Product!
Surprisingly, some of the best website copy barely says anything about the product being sold. Good copy writing focuses on the reader, their problems, and tries to connect with them on a deeper level.
Instead of kicking off with information about the great product or offer you have, build a rapport with the reader. Find a problem and relate to it or understand it in some way. This opens the doors to presenting a solution once that initial trust is built; suddenly you’re not a salesperson trying to force a product down the reader’s throat; you’re a friend with some advice.
The easiest way to evoke action is to evoke emotion. Emotion is what triggers impulse. If you website content is ‘dressed’ the right way, using NLP and proper language, then it can achieve a great conversion rate.
Of course, this can only be accomplished with quality presentation…
Drawing the Reader In
Think of your target audience, pick out a specific person from the crowd. Imagine this same person walking down a busy street, taking in all of the billboards, shop fronts and advertisements. Each one of them speaks to the person in a different way and, in turn, elicits a different response. Suddenly, they spy your advert – it resonate with them, they become excited… The rest is history.
It’s your job to make this dream a reality. To convert a reader into a customer, you first have to draw them in, which means your website copy will need to:
- Be short and “punchy”.
- Elicit some emotion from your reader.
- Interest your audience till the very end.
- Solve a problem that the reader has.
- Incite the reader to act.
- Stand out as something unique or superior in quality.
It really is important to take that extra step. Don’t just produce content that meets a word count and contains some relevant information – that’s fine if you’re writing an essay, not if you’re trying to sell a product – instead, make it pop out from a visual standpoint, too. Make it something that somebody wants to read, and above all, something that they want to read to the end (where you’re call-to-action will be placed).
In reality, website content should be left in the hands of professionals. There are too many dynamics involved, and one little error or poor word choice can completely destroy the atmosphere of a good piece, and limit your conversion success.