How to Write Copy Persuasively

Top copywriters in the marketing business earn lots of money. If you have ever clicked through to one of those “Make Money in a Minute” ads, you are confronted by garish colors, large fonts and short sharp sentences. Horrible you may think, but they work.  Within those short sharp sentences are words that trigger responses, designed to get people to buy, and buy immediately!

The first principle to learn when writing anything to promote a product is the AIDA system.

AIDA stands for:

Attention
Interest
Desire
Action

A short example is this:

Are your power bills killing you? Would you like to find out a way of reducing your power bills by over 50%? Wouldn’t you prefer to spend that money on a vacation or a new car? If you are tired of working for the power company, contact us for a free estimate.

An easy progression of steps that is irresistible! You lead the prospect by the hand, down the page and by offering something free at the final step, you can guarantee a huge response.

DEAR FRIEND

Always write your sales copy and emails as if you are writing to someone you know, picture your best friend as you write. If you wanted to sell something to her, how would you go about it? Can you imagine her objections are reasons for not buying the product? Address them in your copy, so you kill the objection before it arises. “It’s too expensive” can be responded with “Our product is far superior to other similar products on the market and is built to last. It may appear more expensive than those other inferior products, but ours will last 10 times longer.”

Always use personal pronouns, such as I and you. This used to be wrong when writing business letters, a business was always “we”, but successful marketing has discovered that people like to be addressed in a conversational tone, rather than being talked down to.

A WRITTEN CONVERSATION

This follows on from the point above. Conversational correspondence contains “it’s” and “won’t” – shortening of words and abbreviations, to make it a quick read rather than a grammatically correct English essay.

Nobody wants to read a long boring lecture, your emails and letters should be short and friendly and designed to pique interest and build desire, so when you talk about your product be conversational.

DESCRIBE THE BENEFITS

If someone wants to buy a new dryer, they probably don’t want to know the wattage, what size it is, where the company that produces it is based and technical information. Once a prospect is interested then you can give them the fine details.

You should first start out by grabbing their attention (as in the AIDA method above) by telling them what this dryer will do for them. “The SuperTurboPower clothes dryer will cut drying time by over 50%, and save you money on your power bills.”

PRESS THEIR HOT BUTTONS

Everyone likes to spend money, but they always want to appear to be in control of their decisions. With a pre-qualified buyer you already know what a prospect’s wants and needs are, now the tricky part is to turn their needs into a sale without them feeling like they have been “sold.”  Closing is an art and there are lots of persuasive words and phrases you can use, and just as many you should avoid.

Most purchases are emotionally-driven. The purchaser will then try to mentally justify their decision. Focus on your prospects’ needs and desires and then you can push their emotional hot buttons.

PROVIDE PROOF AND BELIEVABILITY

Amazon.com has got this down to a fine art. Millions of people check Amazon’s review section to find out what others have said about it.

You should follow their example and provide genuine testimonials from people. Be careful with names and addresses, edit them to a first name and a town and do not include email addresses, for security.

Add any additional facts from authority sources where possible. Include pictures of happy customers and if the product has received any awards. These are all great selling points.

A good return policy is a great selling point. By offering free return ship “if not completely satisfied” shows you have confidence in your product.

If it is a limited offer and ends on Tuesday, end it on Tuesday – offers that are continually extended give the idea that nobody is buying, – this is not a “hot” product.

UNIQUE SELLING POINTS

Superlatives are the order of the day with ISPs – “the best”, “exclusive”, “superior” are all words that a prospective buyer wants to see, but these claims should be backed up, as in the above Proof and Reliability section.

PERSUASIVE HEADLINES

When you send an email, the first thing the recipient sees is a title and the sender’s email address. Make the recipient want to open the email by using your headline or title like a hook. Use superlatives and ask a question, as questions always beg for a response!

If you’re going to make a single change to boost your response rate, then focus on your writing at its best!

Gabriele Cramer-Knebel
Network Marketing Made E-Z!

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