We’ve all come across internet copy that is good — and web copy that is not so good.
So what’s the difference?
While a great deal of it comes down to skill (talented copywriters turn out better content than less skilled professionals), the big difference between outstanding and poor is a level of persuasiveness.
Sound complex?
It is.
Persuasiveness boils down to many things.
It’s about human psychology, the herd mentality, and emotions, to name just a few things.
If you’ve ever wondered how you can create persuasive copywriting, this guide is for you. Read on to learn more.
Learn all about #persuasivecopywriting and how to weave elements of psychology into your online copy, in our guide. Click To Tweet
What Makes Copy Persuasive?
Persuasive copy has a primary purpose: to get people to convert.
When the copy is compelling, it plays on a reader’s emotions enough to get them to take a given action, be it to click, download, purchase, or share.
To do this, copy must match the following standards:
- Well-written. Persuasive copywriting is professional-grade, free of errors, and clear.
- Succinct. Copywriting that is too long or too jumbled loses the meaning very quickly. Because of this, the most persuasive copywriting is short, sweet, and to the point.
- Intelligent. Nobody is going to be persuaded by copywriting that doesn’t come off as intelligent. To be persuasive, copywriting must be smart, forward-thinking, and well-rounded.
- Relevant. What is persuasive to one audience won’t necessarily be persuasive to another. Because of this, persuasive copywriting in a given industry must be of interest to the company’s target audience.
How to Create Persuasive Copywriting: 5 Keys of Success
Crafting persuasive copy is truly an art form. While it’s one thing to be a good copywriter, it’s entirely another to be a persuasive copywriter.
Writing persuasive copy takes a unique set of skills and a fair bit of expertise.
Luckily, it’s not out of reach for anyone who wants to dedicate the time and effort to learn it.
If you’re dying to craft more persuasive copy for your site, follow these key tips:
1. Focus on the benefits of whatever you’re offering
Think about the television commercials of today. Very few of them just list a litany of features before cutting out. Instead, nearly every successful commercial on tv emphasizes the benefits of its product.
Consider something as simple as one of Buick’s most recent ads, which shows a happy couple leaving a beautiful wedding venue and climbing into their sleek Buick commercial. As this happens, one groomsman says to the other, “Didn’t I tell you to decorate their Buick?” “You did, but that’s not a Buick,” the other replies. The camera cuts to an image of the pastor’s old station wagon, draped in “just married” signs.
The point: a Buick will make you seem sexy, high-class, and sleek. The ad communicates this without ever mentioning any of the specific features of the Cascada.
Case in point? Making your content more persuasive means focusing on benefits rather than features. When you can sell your customers a lifestyle, you’re in business.
How do you create #persuasivecopywriting? Tip #1: Focus on the benefits rather than the features of your product or service. Know more about @JuliaEMcCoy's 5 keys to successful persuasive copywriting. Click To Tweet2. Get specific
Persuasive content doesn’t use generalities.
Why, you ask?
Because people don’t connect with generalities. Instead of hearing that “a lot” of people subscribe to a blog (so you should, too), people want to hear that millions of individuals have already signed up.
For an example of someone who does this well, consider Tim Ferris and his “7 Reasons to Subscribe” post.
Instead of saying “I have tons of monthly readers,” he says, “1,000,000+ monthly readers means something – the content works.”
Are you sold? I am.
This is incredibly precise, and it works because of that.
The takeaway? Be as specific as you possibly can in your content – in everything from the statistics you use (What percentage of people do X? Where did the statistic come from? What year was the study you’re referencing conducted?) to the words you use. Generalities and vague pronoun references get you nowhere – specificity is essential.
'Be as specific as you possibly can in your content – in everything from the statistics you use to the words you use. Generalities and vague pronoun references will get you nowhere.' - @JuliaEMcCoy on persuasive copywriting. Click To Tweet3. Appeal to reader emotions
Persuasive content is emotive content. When readers, viewers, or fans connect emotionally to a piece, they’re much more likely to remember it, even after the advertisement, blog post, or video has disappeared from their screen. Consider the Airbnb “Belong Anywhere” campaign, which showcases various Airbnb hosts welcoming guests to properties around the world.
If you didn’t tear up a bit, your heart might be made of cardboard. If you did tear up, you might be thinking, “Over an ad for vacation rentals??” Heck yes. And why? Because this ad appeals to your emotions – it appeals to the foundational human desire to be a part of something big, expansive, and loving, and Airbnb is using those emotions to position itself as a platform that can provide that feeling, in abundance, for anyone who wants it.
If there’s anything to be learned from this ad and others like it, it’s that appealing to viewer emotions is a very powerful thing. In addition to making a connection that outlasts the ad itself, appealing to human emotions also makes your content much more persuasive.
'Persuasive content is emotive content. When readers, viewers, or fans connect emotionally to a piece, they’re much more likely to remember it...' - @JuliaEMcCoy on persuasive copywriting. Click To Tweet4. Use word of mouth
According to Bright Local, 91% of 18-34-year-olds trust online testimonials exactly as much as they trust a personal recommendation from a valued friend. With that in mind, one of the easiest things you can do to make your content more persuasive is to add plenty of previous customer testimonials.
This does two crucial things: first of all, it boosts consumer trust in your brand and product. When people see that dozens or even hundreds of other people have left positive reviews, they’re much more likely to believe you themselves. Secondly, it helps you present yourself as a competent, professional, experienced company, which is awesome for upping the persuasiveness factor.
'According to Bright Local, 91% of 18-34-year-olds trust online testimonials... one of the easiest things you can do to make your content more persuasive is to add plenty of previous customer testimonials.' - @JuliaEMcCoy Click To Tweet5. Feel it yourself
If you don’t buy what you’re selling, your customers won’t either. Because of this, it’s essential to be as passionate as you claim to be about the material you’re writing on. Unless you feel an authentic level of excitement about and belief in a topic, it’s going to come across as stale and phony.
Because of this, the most persuasive copywriting is penned by writers that truly care about their topics. If you’ve found your excitement to be lacking lately, try stepping out of your viewpoint and into your customers’. What is it about this product or service that’s life-changing? What sets it apart from all the rest? By taking a moment to reconnect with these things, you equip yourself with the authentic passion needed to create persuasive copywriting for your readers.
If you find that you can’t step outside of yourself enough to get that truly authentic voice, consider hiring a professional writer to do it for you. Because professional writers are third parties, it’s easy for them to create passionate, excited content that accurately describes the benefits, perks, and unique aspects of your product, good, or service.
'If you don’t buy what you’re selling, your customers won’t either. Because of this, it’s essential to be as passionate as you claim to be about the material you’re writing on.' - @JuliaEMcCoy on persuasive copywriting. Click To Tweet
Persuasive Copywriting Starts Here
The web is lousy with copywriting, but persuasive copywriting stands out a head above the rest. Because persuasive copywriting requires real skill and real emotion, it’s the material that customers are most likely to remember, and it’s the type of writing that will ultimately benefit a company the most.
Without a doubt, you’ve come across persuasive copywriting before. It’s the content that makes you sit up in your chair and think twice about what you’re reading. It’s the content that makes you excited, makes you happy, makes you feel an urgent need to do something. If you’ve never created persuasive copywriting before, though, now is your time.
This is one of those things that’s made rather than born. As long as you know how to write copy, you can write persuasive copy, and this guide tells you how. By ensuring that your copy is specific, focused on benefits rather than features, emotive, chock full of testimony, and written from a place of authentic feeling and emotion, it’s easy to encourage readers to connect with it.
While persuasive copywriting does many things, its primary purpose is to drive conversions.
There’s no better platform for conversions than a base of users that is engaged, connected, and enthralled by your content.
And it’s one of the best ways to ensure the health and wellbeing of your company in the long-run, from Google rankings to conversion-oriented words on your website.
Need great writers to help you create persuasive content? Contact our expert copywriting team today!
