When I joined a copywriting agency, the first thing we did was learn how to use trigger words in our copy. Our first project was writing product copies for a UK voucher website. One of the products was a sex toy. I had to write a copy that encouraged the target audience to buy “sex toys for couples.”
I stumbled on Neil Patel’s blog while doing research on how to write a seductive copy. It was like eating Coldstone’s Oreo Overload. Ice cream that tastes so good, you don’t want it to finish.
That’s how I feel every time I come across one of Neil Patel’s blog posts. His content is informative and comprehensive.
That’s what engaging copy should look like. So good that readers never want to leave your site.
For the sex toy copy, I read tens of online review for the product. Thankfully, the product I was writing only had good reviews. I used the words of the readers to sell the copy. It was a massive hit. (A trick I learned from Joanna Wiebe, one of the best conversion copywriters I know).
What is an engaging copy?
I like to think of an engaging copy as one that naturally balances the intent of your reader with keyword research and emotions. An engaging copy turns your product descriptions from ordinary to attractive. It grabs the reader’s attention, entices with powerful phrases, leads with seductive words, and compels the reader to take action.
Yes. Everyone wants a copy like this, but most have no clue on how to write it. We’ve created this post to help you understand how your buyer thinks. How to get past their guilt and turn visitors into repeat customers.
Understand what your buyers’ want
“What is the buyer thinking?” I was taught to anticipate the buyer’s need before writing a copy. You won’t convert visitors if you write without thinking of the end user.
Your copy must be based on search intent. What problems are your readers facing? Does your product or service solve this problem? How can you position your product as the solution?
The best businesses put their customer’s needs first. Your reader wants to feel like you care when they read your copy. If your copy helps to reduce the noise in their head and the fight in their heart, you’ve completed half the job.
Pay attention to the human ego
The human ego has often taken the driver seat where decision making is concerned. While we crave deeper connections and love, the ego needs safety and security. Before satisfying the heart, you must soothe the ego.
When you soothe the ego’s need for security, you can show the heart why it should take your call to action.
According to Mark Silver, here are the three things the ego needs
Empathy – The reader should feel like you understand their pain. Acknowledge their pain and you have their attention.
Identity – Your audience wants to know that you share the same values and ideas with them.
Hope – The ego wants to know that you’re not talking about a short-term solution but a lasting one.
Find your big idea
The headline is the most important part of a landing page, sales copy, email and other types of content. A good headline highlights the big idea and the most important benefit. Think of the message you want to communicate to your audience.
Alternatively, tell them the benefit of your product in the headline. It’s a great way to entice the reader to open the email or read your sales letter.
Help them imagine the solution
You know their deepest problems, the thoughts that keep them up at night and where it hurts the most. You’ve stroked their ego and shown them the big idea. But they need more to convert.
Unlike a brick-and-mortar store, your reader cannot hold the product or see the solution in real-time. You have to paint an imaginative picture that describes how your product works as the ideal solution.
Simple, short and sweet
Both Leonardo da Vinci and Steve Jobs agree that simplicity is the ultimate sophistication. An article in Harvard Business Review states that simplicity is the single biggest driver of a consumer’s likelihood to make a repeat purchase and recommend it to others.
Good copywriting must simplify complex ideas into text that is comprehensible. In a world where content creators are releasing millions of podcasts, videos and blogs every day, brevity is a necessity. It is the only way to engage your audience and drive them to take your call to action.
Tips for writing a simple copy
- One copy, one goal. It requires the discipline to communicate one message with a single call to action.
- A singularity of audience. Qualify your audience into the smallest group most likely to convert.
- Turn your copy into a conversation. Communicating naturally means using simple and informal words. Avoid complex sentences that muddle up the message. If you can’t afford an editor, get a friend to read it out loud. You’re looking for sentences that do not sound like what real people would say to each other in a conversation.
Speak to one person
Ben Carson’s “Think Big” was one of the books that fueled my desire to write. His stories were relatable. The key message I took from his book was “If Ben Carson can, I can too.” He sold me on this message by using “You” and “Your” throughout his book.
No matter your audience or the type of content you’re writing, always write to one person. It helps me to attach details such as a name and a face to my buyer persona. I keep them front and centre in my mind when I write.
It makes it easier to recognise their pain, frustrations and desires. The reader feels like you understand them and your product will work. Leading to a sale.
Avoid copywriting mistakes
Depending on your audience, you might have to ignore some grammar rules. Subsequently, use spellchecks to ensure you’re not making obvious grammar mistakes. The key to bending grammar rules is to understand the basics. An editor can provide feedback if grammar is not your strong point.
Use Grammarly to check your copies for spelling mistakes and other copy errors you may have missed.
Tap into the power of storytelling
The fastest way to grab your reader’s attention and hold them spell-bound is to tell a story. Stories are memorable, powerful and insightful. They help you describe the reader’s problem and paint a picture of a working solution. It makes the reader feel.
For your sales copy or product copy, take them behind the scenes. They don’t expect perfection so tell them about the trials you’ve been through. Where did you get the idea for the product? How did you overcome challenges? What are your future plans?
Research by Origin revealed that consumers are willing to pay 5%-11% more for a product if the description is in a story format.
Benefits over features
Where the focus is on improving brand awareness and marketing your products or services, talking about yourself isn’t good enough. There are thousands of existing companies already walking that route.
Make your product or service stand apart from the crowd by showing your audience the benefits. Tell them what they gain by using your product. Anticipate questions. Know their pain points and be very specific in your answers.
Conversely, do not forget about the features. A creative copywriter will weave both benefits and features seamlessly into your copy. It satisfies the buyer’s need to justify the purchase.
Get your audience to act
Never write a copy without a call to action. You’ve massaged the ego, empathised with the reader and connected with them on a personal level. You convinced them that your product or service works. Now what?
What do you want your audience to do at the end of the copy? Do you want them to click the “add to cart” button? Perhaps you want them to sign up for your newsletter, download a whitepaper or e-book.
11 tips to help you create a persuasive CTA
- Offer a solution to a specific problem
- Begin with a strong command verb
- Use persuasive words that provoke an emotion
- Keep your CTA clear and short. Confusion reduces conversion
- Be unique
- Where possible, use numbers
- Don’t be afraid to break grammar rules or use crappy language
- Include a sense of urgency. The fear of missing out makes people act quickly.
- Make it personal
- Never use a friction word
- Test buttons
There is no one-size fit for every target audience. However, just as everyone loves ice cream, your audience will gobble up your copy if you connect with them on an emotional level. Remember to keep your sentences short, use power words and give them a reason to convert.
If you need help writing high-quality content for your blog, sales copy, emails and landing pages, send an email or give us a call today and we’ll be happy to help.