Persuasive copywriting is a contentious term, because if isn’t persuasive to begin with, then it isn’t really copywriting. Therefore, discussing it is vital to ensure businesses get the most return on their investment.
What is Persuasive Copywriting?
For the sake of this piece, persuasive copywriting is effective and achieves the desired result that is greater than (or equal to) the industry average. The result could be to generate sales, attract sign-ups, or get prospects to make a call or donation.
Different industries have different rates of conversion success. However, some average conversion rates have been watered down by poor copy. However, using the services of a competent copywriter, the same copy could easily obtain twice the average conversion rate in the same industry.
For businesses that measure data with which to compare the effectiveness of copy, a persuasive copy (for them) might be one that equals or beats the conversion rate of their current control. This simply goes to show that the benchmark of what is a persuasive copy differs across industries and brands.
What it takes to Write Persuasive Copy
Persuasive copywriting isn’t easy. It takes skill, talent and experience. However, the process is more a science than an art. While the creativity put into each process may differ – and separate the very best from the rest – following this method can enable anyone to write brilliant, persuasive copy.
Start by carrying out thorough research of the target audience and product. You need to know your target audience as intimately as possible: what motivates them, their challenges, their pain-points, their goals and desires. You also need to find out their objections to similar products or services, why they change brands and why they stick to certain other brands. If they have any complaints, note them.
Communicate in a Language the Prospect Can Relate to
It’s also vital to understand how your prospect communicates. Note the adjectives and vocabulary that seem part of their everyday conversation. Since you’ll be speaking to them, you’d want to converse in a language they understand. It makes the copy more personable and relatable (in turn the brand as well).
If a prospect senses you like them, you will sell more products. This is one of the reasons you don’t want the sales letter to be overly formal or include industry jargon, unless of course you are addresssing a technical audience.
Understanding the Product
Another focus of your research should be on the product and brand. You need to know as much about the service or product as possible. You need to be aware of the brand’s comparative advantage or find something it does uniquely, that sets it apart from the rest and makes a difference for the customer.
Making the Offer
The next logical step is to come up with a unique selling proposition (USP). A good USP is very important and is what the prospect will see at first. You need just a sentence or two to prove to them that you are worth their time. Most copies either excel or fail at this stage. This your big chance to be truly persuasive and the research you have conducted will help you get it right.
Most products or services won’t be reinventing the wheel. It is most likely that there are lots of businesses offering the same products or services, but that doesn’t mean you can’t stand apart from the rest. Perhaps you offer a ‘same day service’ or you ‘100% refund’ if the customer isn’t happy. You may even offer extra verification or a benefit that no one is talking about. The options available for you to stand out – even in an overcrowded industry – are only limited by your creativity and knowledge of what your prospects fear or care about.
Remind the Prospect of the Pain
After introducing the USP, the next step is for you to ‘turn the screw’ and make the prospect remember and feel the pain your product or service can take care of. Remind them of the disappointments, struggle and pain. Let them know you understand how they feel (and you should if you’ve researched properly). Don’t just say it, but describe it like someone who has experienced the same. It’s the little anecdotes that make the prospect feel you truly understand that makes a difference.
Offer a Solution
Now is the time to present your product or service as the solution. Speak to their heart and engage their emotions. Tell them how the product will make them gain more respect, be stronger, confident and how everyone will envy them. Understand that people buy for emotional reasons and identify the right emotions to target. If you’re in doubt, go for fear, as it is more motivating than any other emotion. For example, instead of stating that your product or service could help them have a healthier heart, say instead that it will ensure they are protected from a sudden heart attack. Instead of saying they will they will have a healthier relationship, say they won’t have to worry about divorce or a broken home.
After they have been sold emotionally, you need to justify the sale. You need to present evidence that your product will do just what you promised. You need to show, not tell. Present social proofs and testimonials too, as well as industry certifications and approvals.
Back it up with guarantees and tell them what will happen if they don’t like the products or services. Confront their objections and try to prove that they won’t be disappointed or fall foul of what has failed them in the past.
In persuasive copy, each sentence has a purpose. It’s either showing benefits, confronting objections or showing proofs.
Persuasive copywriting can be difficult to get right, but it’s not impossible. It will take some practice and experience to get it right, but it can be done effectively and consistently. The copywriter needs to immerse themselves and understand the psychology of sales. In time, they will perfect this science.
Daily Posts Can Help
For brands or businesses that can’t afford to get it wrong, outsourcing their persuasive copywriting task is advisable. Daily Posts copywriters have a track record of writing copies that turn prospects into customers and sceptics into advocates. Call us today to get started.