Attention spans are shorter than ever: The importance of crafting persuasive and engaging copy cannot be overstated.
Whether you’re a marketer, business owner, or content creator, persuasive copywriting is key to standing out and compelling readers to take action. On the latest episode of the Brands that Book podcast and in this blog post, we explore 11 proven copywriting tips that will help you make your copy more persuasive and effective in driving your desired conversion.
Note: Podcast resources can be found at the bottom of this page.
1. Back-up Every Claim with Social Proof
To make your copy more persuasive, provide evidence for your claims. This can be in the form of case studies, testimonials, or other forms of social proof. By showcasing real-life examples and experiences, you build authority and credibility. Remember, social proof doesn’t have to be polished; sometimes, raw and genuine testimonials are more effective than overly polished ones.
2. Stay Focused on the Result
When writing copy, always emphasize the benefits and results your customers care about. Identify your target audience’s desires, needs, and pain points, and use copywriting prompts to stay benefit-focused. Here are some examples (a big thanks to copywriter Jessica Jordana who shared a few of these with us during her Brands that Book interview):
- Do this _____ so that _____.
- “Since you this, then you wanna that.”
- “Because you’re here, I know you want to do this.”
There’s no reason to reinvent the wheel. There are some great copywriting resources out there that provide frameworks like this to help make your copywriting easier—and make it more persuasive!
3. Tell a Story
A well-told story can captivate your audience and make your message more memorable. When crafting a story, remember:
- The main character should be your customer, not you. You’re the guide.
- Start in the middle of the action to draw readers in.
Check out the podcast episode for more tips around storytelling.
Quick note: On sales pages, don’t forget to make it clear what you are offering towards the top of the page. If that’s not clear, there’s a good chance that people won’t continue scrolling the page.
4. Appeal to Emotions
To make your copy more persuasive, connect with your audience’s emotions. If you’re not sure where to start, familiarizing yourself with Maslow’s hierarchy of needs can be helpful as you try and identify your audience’s relevant desires and fears.
- What does your customer or client really desire? Health, wealth, reputation?
- What should they fear if they don’t take action?
- Do they want to belong to a community or feel a sense of place or purpose?
Dave Ramsey does a good job of emphasizing the peace that comes with being debt-free. For example, those who are debt-free no longer have to worry about financial emergencies or paying their bills, and they can start saving for vacations and retirement.
It should go without saying, but avoid being manipulative!
5. Establish Authority
Establish yourself as a guide or authority in your field by leveraging social proof, showcasing results, sharing valuable content, and highlighting your experience.
Have you been in the industry for a long time? Tell us!
Have you been able to get consistent results for your clients? Show us!
Are you a knowledgeable guide? Demonstrate it!
One of the best ways to establish authority is to create value-packed, free content. This is something anyone can do, regardless of how new they are to an industry (and one of the many reasons we’re big believers in content-creation!).
6. Think (and Write) in Soundbites
In today’s fast-paced world, scannable and skimmable content is key. Keep your paragraphs short and concise, and aim for memorable soundbites.
For example, who doesn’t remember these taglines…
- “You’re going to like the way you look, I guarantee it.” – Men’s Warehouse
- “Debt is dumb, cash is king, and the paid-off home mortgage has taken the place of the BMW as the status symbol of choice.” – Dave Ramsey
We should aim for just as much “memorable-ness” when writing headlines, headings, and hooks! Try to summarize paragraphs of information in memorable “soundbites.”
7. Make it Personal
Make your copy more persuasive by relating to real-life problems, challenges, or possibilities. Share personal anecdotes or examples to create a stronger connection with your audience.
For instance, I recently bought a car from CarMax. Two different Carmax “sales” associates tried to pitch me MaxCare, their warranty product. The first explained all the parts the warranty covered, how long the car would be covered, etc. Not interested.
The second guy told me about how his heated seats just went out and the part needed to make ‘em work again was $3500. Just a small thing he would have never expected to go out in his car—but that one issue made Maxcare worth it for him. Plus, since he had the warranty he didn’t have to stress about the vacation he was getting ready to go on.
The second guy made it personal (and also told a story while he was at it).
I almost bought the warranty. Almost. I probably would have bought the warranty had Krista not talked me out of it.
8. Eliminate Risk
Address potential concerns or objections by offering guarantees, money-back promises, built-in support, or showcasing your experience and track record.
Make a list of all the reasons someone might not buy, then brainstorm ways you can remove the risk. Make purchasing your product or service a “no-brainer.”
9. Overcome Objections with FAQs
That list of objections you just created in order to eliminate risk (see tip 8) can also be used to create killer FAQs. Marketing FAQs, in my opinion, are one of the most underrated sales tools.
FAQs can be a powerful when used correctly. Instead of answering logistical questions, use FAQs to enhance benefits or overcome objections by framing questions in a strategic way.
An example of a marketing FAQ would go something like: Why do you shoot on film?
That kind of question gives you an opportunity to discuss all of the benefits of film photography, highlighting reasons why someone should choose film over digital, and educating potential clients while you’re convincing them to book you.
DON’T include “logistical/technical” FAQs on your sales pages like: What kind of film do you shoot with?
10. Create a Sense of Urgency
Encourage readers to take action by explaining why the problem needs to be solved immediately.
Sure, you can use artificial deadlines like limited-time offers or countdown timers.
But you should also demonstrate the costs of inaction to create a sense of urgency. In other words, what does it cost someone not to solve their problems with your product or service.
For instance, if you’re selling a nutrition plan, highlight what it costs someone to continue eating their current diet: lack of energy, weight gain, etc.
What does it cost not to take action?
11. Make Every Heading (and Caption) a Hook
Conversion happens when you get people to the next step. Take email marketing as an example…
When someone receives an email, what influences whether they open it? The subject line and preview text.
When someone opens an email, what influences whether they read it? The hook, which is hopefully found in the first sentence of the email.
What influences whether someone clicks the link in the email? Whether or not you pique their interest in the body of the email.
When we focus on getting people to say “yes” along the way to the smaller actions we ask of them, the big ask for an email address or sale isn’t as difficult.
Choose 3 Tips to Implement During Your Next Copywriting Project
Now that you have these 11 powerful copywriting tips, you’re well on your way to creating more persuasive and compelling content.
Challenge yourself to implement at least three of these tips TODAY. Whether you’re writing a sales page, Instagram caption, or blog, choose three of these tips to level-up your copy.
By doing so, you’ll not only enhance the effectiveness of your copy but also deepen your connection with your audience, ultimately driving better results for your business.
Remember, the key to successful copywriting is in PRACTICE and repeated trial-and-error.
Find it quickly here (in the podcast):
3:01 11 copywriting tips to make your copy more persuasive
4:50 Tip #1 Back up every claim with social proof
6:39 Tip #2 Stay focused on the result
11:25 Tip #3 Tell a story and use good storytelling practices
12:52 Tip #4 Appeal to emotions
15:26 Tip #5 Establish authority
17:06 Tip #6 Think and write in soundbytes
19:00 Tip #7 Make it personal
21:44 Tip #8 Eliminate risk
23:29 Tip #9 Overcome objections with FAQs
25:58 Tip #10 Create a sense of urgency
27:49 Tip #11 Make every heading (and caption) a hook
Previous episodes about copywriting:
BTB Episode 188 – How to Show Up in Your Business
BTB Episode 184 – 4 Tips for Higher Converting Copy
BTB Episode 183 – Understanding Your Ideal Clients
BTB Episode 182 – Create a Stellar Ad Campaign on any Platform
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