People don’t like being talked at or told what to do. Instead, we tell people on our copywriting course to lead readers to a decision by engaging with them,
How do you do that? Here are some tips, based on our online copywriting course materials.
- First, ask yourself: ‘What am I trying to persuade them to do?’ Be specific. Do you want them to ask for details? Make a purchase? Or what? Then focus all your content on that one thing. Don’t give them multiple options.
- Be personal. Adjust your writing style so it feels like you’re having a one-to-one chat with the reader. Be familiar and engaging, as if you were talking to a friend.
- Establish common ground – a common goal, experiences, frustrations. Reduce the gap between you and them, so they think you’re on your side, and that you know how they feel.
- Be passionate and emotional, but in an informative way. There’s no point is saying: ‘This gadget is sensational.’ Instead say: ‘This gadget is sensational – I managed to organise my files quickly and easily.’
- Use an emotional anecdote to create a reaction. Maybe a story of how the product or service helped someone in a difficult position or made their lives happier. People love stories about people – that’s why they watch soap operas.
- Use rhetorical questions, for example: ‘How would you like to be in his position?’
- Conclude with a friendly call to action, for example: ‘You’ve got nothing to lose, so just click the Enquire Now button, and we’ll be in touch.’
See our copywriting course