What Makes Copy Persuasive?

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Persuasive copy can benefit your business in a number of contexts and situations. It can help you earn more conversions on your website’s landing page. It can make your direct mail campaign more effective. It can also help you recover a customer who is about to cancel their subscription.

So what exactly makes copies so compelling to an audience? And what efforts can you make to facilitate greater persuasion?

Persuasive copy goals

Persuasion is a complex field of study. Assuming that we are all perfectly rational and that we all think and experience the world in the same way, persuasion can be reduced to winning by a logical argument. But it should be quite clear by now that we are not rational creatures.

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Accordingly, if you want your copy to be convincing, you need to do three main things:

  • draw attention. First, you need to grab the attention of the people you want to impress. The world is a big and crowded place with advertisements. If you want any hope of impressing someone with a written letter, you need to stand out.
  • can be trusted. Would you be persuaded to buy a new car for $400? That’s a good deal, but something fishy – why would someone sell a new car so cheap? Before you can convince anyone of anything, you have to build trust and authority.
  • Convince the audience to act. This is arguably the biggest factor to consider in improving your conversion rate; You need to force your readers to take action. By attracting attention and trust, you may convince the reader that your product is really useful or practical. But if they don’t take the next step and buy it, your efforts will be in vain.

Let’s take a closer look at each of those.

draw attention

For starters, we have to pay attention.

We can do this by:

  • the fame. There are over 4.2 billion web pages on the Internet, with more being added every day. If you don’t make your copy clear, prominent and easy to read, it won’t be noticed.
  • Briefness. People do not have the time, patience, or attention span needed to read a comprehensive treatise on the subject. If you want your copy to be persuasive, it should be brief. That’s why bulleted lists and quick titles work so well.
  • authenticity. If you steal someone else’s marketing copy or write something lazy and cliched, users will notice. You should strive to write a fresh and original copy.
  • aesthetics. Aesthetics are also important, although it’s less about your core content and more about your presentation. Use a clean, easy-to-read font, and stay true to your brand image.
  • Entertainment / Humor. For some brands, it’s also helpful to have a copy with an entertainment factor, like a bit of humor you work with. It makes your copy instantly more noticeable and relatable.

Building confidence

It’s hard to build trust with copy alone, because a lot will depend on your current brand reputation. However, you can improve confidence by:

  • Sincerity / Authenticity. People crave originality. If you write like any other company, or if you use familiar and stressful phrases, people won’t take you seriously. Instead, inject your personality and be honest.
  • Power and knowledge. It will stimulate more confidence if you can demonstrate more authority and knowledge on the subject. What can you say to convince people that you know what you’re talking about, or that science is on your side?
  • Other trust signals. Small touches can be powerful signals of authority. It can help here to mention brands you’ve worked with in the past, describe your partners or point out the shared experience of your team.

Persuading the public to act

Finally, you will work to convince your audience to take action.

To do this, focus on:

  • Simplicity of work. Remember that people have short attention and limited patience. If you want them to do something, it should be fast and simple. Your forms should have a few fields and your requests should be immediately actionable.
  • Driving action words. You will get more conversions if you use strong words and work orders. For example, say “Save $500 by filling out this form” instead of “Did you know you could save $500? All you have to do is fill out this form.”
  • Logical benefits. Although most of us make irrational decisions regularly (and I don’t think you’re exempt), it can help explain the rationale benefits of taking action.
  • urgency. Fight the perpetual procrastinators by emphasizing the time-limited nature of the offer (or otherwise indicating urgency).

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Persuasion is not a perfect science. Even if you follow all the recommendations in this article and get all the compelling elements right, there is a chance that your copy will not be persuasive to your target audience. Continue to study the nuances of your target market and try new technologies; In the end, you will find the right balance.


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