What is Persuasion Copywriting? I have asked myself this for a while!
If you were to Google “What is Persuasion Copywriting?” you might come up with several different sales landing pages, product pages, or explanations that only make sense if you’re a copywriter.
The goal of persuasion copywriting is to communicate persuasively what each course or product is about by providing you with details on the benefits and features.
Persuasion copy is about creating something more compelling and desirable than your competition.
A copywriter or writer, in general, uses persuasive copy to persuade the reader to do a thing.
You may not realize it, but you are exposed to persuasive copy every day online, via email marketing or newsletters, magazine ads, or silly posts on social media.
We are so overly saturated with persuasive copy that simply dumping information on you isn’t enough.
Audiences and customers want to feel as though it is customary to them. They also want to be emotionally connected and feel as though there is a story to which they can relate.
“I feel that way too!”
This brings me to my tips on how to create persuasion copywriting without being a sleazy used car salesman.
Creating Super Persuasion Copywriting
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Telling a story is not only how you make a connection with your ideal audience, but storytelling is also memorable.
If you create a meaningful story that really connects with the audience’s pain points, you will eventually convert them into a customer.
Now, I understand that not everyone is a wordsmith but trust me, with a little practice, you will be able to craft a compelling story.
Let’s take a look at a few examples.
First, I want you to think about a time when you were little. Perhaps this is a tale of your first day of third grade. Do you remember the butterflies and the sweaty palms?
Remember how nervous you felt about being in a big kid class? Oh, you remember last year when you envied the big kids, they got to do things by themselves, but now that you’re there, well, you feel small and unsure of yourself.
That was my story. I bet you have one very similar to that. Maybe not in the third grade, but definitely something similar.
Here is another example; this one is from the Copywriting Services page.
Remember when you first dreamed about having your own business?
The only thing you probably focused on was how much of a cool boss you were going to be, and how much fun you were going to have.
You probably also thought you’d have more freedom, and flexibility to be with your family.
However, when you began you probably stumbled into endless tasks, to-do lists, and more burnout than one persona should deal with.
Meaning: Having to create all your own content, blogs, emails, newsletters, marketing plans, and SEO!
All of these lessons are problems other people encounter on a daily basis, and are looking for creative solutions to those problems. When you tell your story, you are making a connection.
While helping others see the light at the end of the tunnel.
Using storytelling is how many clients get emotionally involved in a company.
You’d be surprised at how many consumers make the choice to connect with a business because of the emotion they create.
-Use emotion to illicit a strong CTA
We have to have a reason to purchase something. As humans, we are essentially about our own benefit. So, ask yourself how my product can benefit my ideal audience.
This is where your copywriting skills come into play.
Of course, you tell a story, but don’t make your audience “dig” for the answers. Tell them the benefits up close. You want them to see it almost instantly, either in the intro or a section of the page.
One of the best ways to do this is either a bulleted or numbered list.
Wait, benefits or features? What’s the difference?
Oh, there is a difference.
Benefits are what you will get out of purchasing a service or product and why it matters. For instance, if you buy an iPhone, a benefit is feeling good about your purchase, knowing that you’ll take incredible photos, and not worrying about your data.
Features are what you physically get from a purchase. Such as a downloadable workbook, tools, a logo, a website, or an eBook.
For example, you are interested in a new weight loss program, but it looks incredibly hard, and you are not sure you can commit to such a program. So, you look at the benefits.
-Guaranteed to lose 10lbs in a month
-24/7 Support Group
-Simple Healthy recipes anyone can cook
-Workout program that intensifies when you’re ready
These are the benefits of purchasing the weight loss program. So, you look at the features. When you study what you’re getting, for example:
-online access to live workout videos
-dumbbells, resistance bands
In the end, you buy this weight loss program because of the promised benefit it has to your life, and once you discover that it is not as complicated as you thought, you purchase it. The deliverables show us how we’ll get there.
If you really want to make an emotional connection, tap into your readers’ existing emotions, not just the surface emotions.
A great way to uncover your audience’s pain points or just to learn about your ideal audience is to create a customer survey.
->Learn how to create an audience survey to get you started.
Long Form Content Vs. Short Form Content
-Speak Directly to your Audience!
When we write an email to a dear friend we haven’t seen or talked to in a while, we usually ask them how they are doing. We talk to them because we know them.
This is the same concept with your audience.
Speak the way you would to an old friend.
Why? You want your reader to feel as though this is a personalized experience and that you really care about them and their issues. They want to feel as though you are talking to them, not at them.
Building a connection and then making them feel as though they are old friends will create trust and build brand loyalty. Building trust also builds your authority and expertise; now, all you have to do is deliver on your promise.
-Demonstrate authority and expertise
Ok, I’m very aware that I told you to talk to your audience and make it about them. However, you do have to talk a little about yourself.
Your audience or potential customers are looking for evidence that you know what you’re talking about and that you can help them with their unique problems.
This does not mean that you need to explain your work history or your education while biting your nails because you think no one will want to work with you because you attended a junior college and not a university.
(or you never went to college)
There are other ways to get your experience out there that are less nerve-racking and stress-inducing.
-Use your social media.
Should you have a large or moderate following, then share your testimonials.
Add your testimonials to your website, be proud of your accomplishments, and share it as much as you can!
Create a case study with graphics-but make sure you make it entertaining.
Read my article, What are White Papers?, to help you create stimulating studies.
Add logos from other businesses you’ve worked with, any training badges, or maybe you’ve gotten lucky and had your own spot on People Magazine!
And as long as you stay overwhelmed with the daily tasks of your business, plus the admin and other procedures (all while STILL squeezing quality time in for your family)…
Your business will become a nuisance. What was once a promise of a new life is now a rollercoaster you want to get off.
You don’t have time to run your business and create all the blog articles, newsletters, SEO changes, and more, and if you don’t have the time, your business will NEVER grow.
You’ll stay in the “Never enough” time + “Never enough” Money rut.
Until you quit.
In this example, you just watched your own dilemma being laid out before you, and a solution to that issue is just a click away.
Storytelling is incredibly effective not just in your copywriting but also on your website. Your about page is the most visited page on any site.
Keep in mind why you go into what you’re doing, and what is your true purpose.
Creating a schedule, learning your audience and how you can solve their problems will lessen your stress and work load to creating the best content you can!
Here is a reminder of what you should include when creating persuasive copy for your clients.
Step 1. What I’ve got for you
Step 2. Benefits for the reader/customer
Step 3. Be specific as possible
Step 4. Target Emotions
Step 5. Leverage Testimonials
Step 6 Don’t make it all about yourself