How to Write Persuasive Copy that Sells

Persuasion is something everyone considers when writing about their business.  You can apply persuasive copywriting tactics when creating high-CTR emails, writing compelling product descriptions, and generating trust around your brand. Here are 7 ways you can boost the persuasiveness of your copy in order to seal the deal on sales.

1.  Write like you talk.

Convincing is about connecting and people will connect with you if your tone is natural for a human. It is difficult for people to connect with cold-hearted personality-depleted text or corporate jargon.  So humanise your text in order to create the element of trust that is usually necessary to get people to buy from you.  If you want to convince your reader that your product or service is worth it, it is usually best to use a conversational tone that makes your reader feel like he/she knows you personally.

2.  Take it easy.

Be careful not to over-do it on selling. It is good to explicitly promote your product in your web copy, but readers will be very suspicious if your product descriptions are a cacophonous mush of calls to action and exclamation points. Genuine, informative content comes off as much more authentic (and will probably benefit your SEO). Again, you want to establish credibility and trust: if all of your content consists in wild claims and hand-waving about your product, people will be much less likely to trust your word.

3. Use analogies.

A good analogy is like a map – it takes a unfamiliar concept and shows you exactly where it fits in among things you already familiar with.

Analogies are frequently used as teaching techniques for this reason. And when you are describing your service/product, you are essentially teaching people that they should purchase it. If you can incorporate some kind of analogy into your product description, it helps your customers understand your product by showing them where it fits into the bigger picture of their life. Not to mention, they can add an element of interest. For example:

uk-apple

4.  Address objections

When you tell someone that they need something, they are likely to come up with objections about what you’re telling them they need. Think about common blocks that usually come between you and the sale, specify them, and answer them right then and there.  Of course, theres a balance between addressing objections and putting worries in people’s heads that wouldn’t otherwise be there – make sure you only address very common worries.

5. Use social proof.

Have you ever heard of that psychological principle called the Bystander Effect? It attempts to explain why criminal acts are far more likely to be reported when there are very few bystanders, as opposed to when there are dozens of bystanders. One of the main reasons for the Bystander Effect is that if people don’t see others reacting, they aren’t even aware that they are witnessing an emergency! The upshot is: a person’s perception is highly influenced by the actions of others in the community.

This is a really great lesson to apply to your copy: If you can provide proof that people in the community find value in your product, new customers will automatically assume that they should find value in it too.

6.   Explicitly explain “why”.

This is one of the best things you can do with the precious space on your website/email/blog/copy space. Why?

Because showing rather than telling gives people an experience and a memory of your product. When you make a claim, back it up through being specific and giving examples.

Which sentence sounds more convincing and memorable:

“Our company is an industry leader with commitment to giving back to the community.”

Or

“Our company demonstrates a commitment to protecting the environment, whether it be through our recently installed solar panels, or our cycle-to-work benefits program.”

7.   Be agreeable.

One effective tactic of copywriting is to write in a way that few people would be able to disagree with.  Start with an offer that people can’t refuse, and follow it with the call for action.

“Do you want to outshine your competitors, boost sales, and increase your social following dramatically?”

..Um..yes.

“If so, call us today.”

..Okay!

See how it works? You want to position your customer so that it is really easy to act favorably to whatever you want them to do.  Give “why” reasons that no one can disagree with and you might as well be printing money!

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