When you are writing copy for your website, your whole mission should be to convince people to do something you want them to do – in many cases, for e-commerce and online retailers to get your readers to buy something. Writing persuasive copy is not a talent everyone possesses naturally but it is a skill that can be crafted with practice and a certain amount of experimentation.
In a guest post back in July of 2002, noted copywriter Michel Fortin deftly outlined the unique challenges with copywriting in the online world:
Most designers, webmasters and writers develop content for their websites in a way to educate their visitors. They also write it with the notion that “content is king,” “content raises search engine rankings,” “content makes a website sticky” and so on.
In my estimation, web content fails when it strives only at informing the reader, and lacks important elements that take the reader “by the hand” and compels them to do something — anything, including the simple act of reading.
In other words, while some may compel our attention, many sites fail to propel our actions, too. And their owners often scream, “Why is my site not producing any sales,” “why is it so heavily trafficked but getting such a poor response” or “why are people leaving so quickly (or after they got what they came for)?”
Well, if content was king, copy should be the castle.
Truer words could not be spoken. There are a few tried and true guidelines to live by when writing copy that will lead to action – more sales and more profit for your business. Writing effective persuasive copy can make ALL the difference in your sales results.
Here is our list of the top 8 tips that can help you to write more effective, persuasive copy that should generate more sales from your website:
- Get Early Agreement – You want to build your credibility early by getting agreement from the user early on with an inarguable or generally understood fact right up front. Cite an instance or a circumstance that would be difficult for anyone to disagree with and only then start to make your case.
- Focus on the Benefits – Something that all sales and business copywriters should rely heavily upon is how your product or service will benefit the user. Typically, poor copywriting spends far too much time on the features of the product or service rather than the benefits to the end user. Address your reader right away in your headline and opening paragraph copy by making a compelling promise early on that tells the reader precisely what’s in it for them. Focus on laying out the benefits that your reader will get when they take the action you’re looking for, whatever that might be. Never allow your readers to ask the question – what the heck am I doing here? When you want people to do something, tell them specifically how they will benefit from taking that action. Be very specific about the benefits (not the features) of your service and why they should be spending their money on your product.
- Ask for the Action. Strategic repetition is a cornerstone of persuasive copywriting. You want the reader to be absolutely clear about the action they need to take so it’s vital that you strategically reinforce the action you desire in various ways. Be direct and use real-life stories, quotes and testimonials from current customers to positively reinforce the behavior that you’re looking for. Be careful though – there is a line you can cross by being too repetitive. Ask them to take action and spell out clearly how that would greatly benefit them.
- Credibility Counts - You’ll also need to demonstrate credibility, using statistics, expert references and testimonials as appropriate, providing evidence to back up your initial statement then circling back to the initial point where you got early agreement. Providing readers with testimonials regarding your product or service can be a powerful force in their decision making process and can make a huge difference in your copy’s ability to convert readers into buyers.
- Paint a Picture – When writing persuasively-oriented copy, using metaphors and similes is a must. Using analogies is also a good way to help people relate to your message and visualize the intended outcome. Using comparisons in your writing can make a difference to the reader as well. Another part of persuasive copyingwriting is painting a picture of what the future for them will hold if they take the desired action. If you have identified the problem and provided the solution, present what the future might look like and present your offer. Your ability to paint a picture of them after taking the desired action and giving the reader a visual imprint of what will happen when the buy it is important for success.
- Scratch That Itch – When writing your copy, point out the problem or “itch” that needs to be scratched. Qualify that itch, getting to the root of it, making them really feel it, until it becomes so uncomfortable that they just have to scratch it. Then, you just lay out the solution that will help them scratch the itch. By showing empathy to a certain problem, it lets the reader know you understand the problem and are ready with the solution because you’ve had your own personal experience with that very same problem. Your own experience and empathy for the discomfort of that “itch” will help your readers identify with you more readily.
- Anticipate Their Questions and Concerns – People will always have questions about your products or services. At every stage of your copywriting you may be able to obtain subtle agreement from the reader, but it will typically be followed by a “but…” If you don’t consistently respond to those “buts” in your copy and the questions readers are already asking in their own minds, you’ll lose the battle for that customer. Interestingly enough, most sales copy is long. There’s a reason for that – not so much to make the reader read all that is written but to make the reader read enough to take action. It can be difficult as the writer/creator to see some of the obvious questions or concerns that may arise but you have to be able to think like the reader and anticipate when writing. You have to be in tune with what the reader wants to know and anticipate those questions/concerns before the reader leaves to seek information elsewhere.
- Tell a Great Story – Being able to tell a great story is an essential part of persuasive copywriting. Effective story telling in copywriting works and it works well. Stories invite people in and provide another way for people to relate to your product or service.
Additional Resources on Copywriting for the Web:
- Copywriting 101: An Introduction to Copywriting
- WebSiteConversionExpert.com
- Copywriting and Marketing Tips by Copywriter Michel Fortin
- Copywriting at About.com
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