Today we look at a particular writing technique, persuasive copywriting, a variety of content that if done well can prove to be an excellent marketing strategy.
To begin to understand, we need to think about how many times a lot of content created for the Web is really good, but doesn’t get the hoped-for traffic or fails to turn readers into consumers. The underlying cause may be a lack of good persuasive copywriting.
In fact, describing something even if in great detail and precision is not enough, just as schematic writing is not functional, because the reader will easily get bored and soon abandon your page.
What does persuasive copywriting consist of? It is a method of writing that attracts the readers’ attention by making the product or service we are describing more attractive. The ultimate goal as you can guess is to push the reader to action, thus to purchase the product or service being analyzed.
So let us see together why persuasive copy is so important and what it must contain to be effective.
The importance of persuasive text
Thus, persuasive copy is nothing more than text that can be very short, for example, an advertisement, or very long, an actual article that succeeds in persuading the reading audience.
Beware, however, to persuade does not mean to manipulate. In fact, the word ‘persuasion’ is often used with a negative meaning, much like manipulation. In reality, to persuade means to convince someone to do something by emphasizing the benefits that a specific product or service can bring and always telling only the truth!
Conversely, to manipulate means to influence a subject’s behaviors and perceptions by using deceptive patterns, thus making one believe something that is not true or only partially true.
Simply put, persuasive writing is important because it succeeds in:
- initially attract the reader’s attention: through the tag i.e., the title and meta description, i.e., short sentences for each search result that give a preview of what the content of the page will be;
- increase the reader’s interest: by highlighting the positive aspects, thus the advantages of the subject of the speech, and in this way keep the attention;
- Push the customer to action: through direct invitations to buy a product, read insights, or make a call for more information.
Persuasive copywriting for content marketing
Is persuasive copy part of content marketing? There is actually a subtle difference:
- content marketing is content that attracts readers with the aim of converting them from potential customers to loyal, repeat consumers;
- persuasive copywriting induces the reader to take a certain action, such as buying a product, but also making a call to receive information, or even signing up for a newsletter.
Concretely, content marketing is for example a blog, persuasive copy is a sales page, but are they really two different things?
In fact, the similarities between these two types of content are really many, in both cases you always have to grab the reader’s attention. But what is even more important is theintent of these two pieces of content-the ultimate goal is to increase sales.
So why not, persuasive copywriting is so useful that it can obviously be used to generate content marketing as well.
What are the techniques of persuasive copy?
In truth, there are no perfect formulas for persuasive copywriting, but theexperience and skills of the copywriter, the one who writes these particular texts, certainly help. And unlike how it may seem, there are not a few skills he or she must possess, not only at the level of language and communication, but also at the level of knowledge of the language of the web.
To learn more about who copywriters are and what they do, read the article â–º Seo copywriter what is it.
However, there are elements you need to pay attention to and tricks to succeed in making an effective persuasive text:
- The title: the title is critical to attract the reader. You need to come up with something original that highlights your topic to convince your customer that they need to stop and read what you have to say.
- Leverage emotions: describe a situation or problem that readers could identify with. In this way you create empathy, and the reader reading will agree with what you write and want to continue reading to find the solution to their problem.
- Always tell the truth: describe your product or service by emphasizing the advantages and benefits it could bring to the person buying it; in this way you are proposing the solution to his or her problem. Highlight the real qualities of the product and the fact that it could solve a particular discomfort, but never say false things. Lies have short legs on the Internet and could result in serious damage to your business.
- Be concrete: when you propose the solution to the problem you are promising something to your customer. Always promise what you can deliver, without increasing the reality. Above all, don’t over-promise; you may create too high an expectation in your reader and he or she may be disappointed.
- Be consistent: when you create a Google Ads ad you have to say things that are reflected on the landing page, otherwise they will not be evaluated positively by the customer, not having found what you announced. Just as an image in a post must be consistent with the content of the blog.
- Know your target audience: before you propose a particular piece of content, you should know the target audience you are addressing. Also, you need to be able to guess why the reader is looking for that particular content.
- Invite action: with direct messages to the customer you can incite them to call a particular number or click a link that takes them to another page.
Examples of persuasive copywriting
In the previous section, we explained the basic aspects to consider in order to achieve good persuasive copy. Now let’s look at two effective templates for crafting persuasive advertising messages for web audiences.
1st model
- Describe a problem, for example with a question to the reader:
Are you tired of being dependent on someone? Do you feel the need to be free and completely change your life? - Contextualize the problem:
Millions of people are in the same situation as you, but they can’t take that step that would succeed in giving them the breakthrough they desire - Propose the solution:
However, there is A simple and safe way that can make you happy. Many people have already succeeded, here’s how to do it….
As you can see, by starting with the description of a problem the reader can identify with it and therefore you are appealing to his or her emotions; by contextualizing the problem the reader continues to identify, understands that he or she is not the only one who has already faced that situation and that there is a solution.
This model certainly involves a very good understanding of the target audience and exactly why the reader is reading your article.
2nd Model
- Identify the opportunity and empathize with the reader:
Content on the web is very useful for getting new customers, so why don’t many business owners have a web marketing strategy? - Promise a benefit:
Perhaps it is because people think that large investments are needed to achieve results. In this article we explain how to implement content marketing for the web without necessarily having a large budget. - Convey serenity and confidence:
If you don’t know where to start, if you think you don’t have the skills, don’t panic, now we’ll tell you how .
This second model also allows you to always appeal to the reader’s emotions, plus you make a promise, that is, the reader reading the whole article will have the solution to the problem and in addition will get information that will be a benefit to him. Finally, reassure the reader, try to let him know that you really know how to help him. Obviously, to instill confidence in the reader you have to provide true information.
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