The biggest difference between regular writing and copywriting is that copywriting has one very specific task in mind: convincing the reader to buy.
It’s a very special concoction of words that’ll take a visitor from merely reading your page to engaging with it enough so that they eventually click on that buy button.
Great copywriting is one part science and one part creativity with a big ol’ scoop of magic.
And fortunately for the non-professional copywriter, there are a ton of tricks and tips that can make your writing become truly irresistible.
A big piece of that is simply choosing the right word for the job.
(And yeah that means not all words are created equal!)
You need your words to have major impact!
And when it comes to making sales, who wants to take any chances?
Which is why today I’m sharing one of the top-secret tools of the trade:
Copywriting Hack: The 5 Most Persuasive Words
Asking a total stranger to do something for you has an (unsurprisingly) low success rate. But when you pair that request with the reason behind it you might actually get results. Meaning people are a lot more likely to help you out with a request if only you tell them why.
The trick here? The reason doesn’t even have to be a good one! People naturally wired to want to help out and any old excuse is good enough to do the trick.
So if you want your readers to share your post tell them why! You don’t have to state your specific goals. Try saying something like “share this because it will really help me out” and see what kind of magic you can make.
Think of how your ears perk up when you hear (or think you hear!) your name being called on the street. You respond without evening thinking about it! And weirdly enough, the same concept also applies to the word you. It evokes that immediate sense of identification, which causes people to pay attention. And getting people to pay attention to you online is a powerful thing!
But another key benefit is that when you write using the word you, you’re also automatically focusing on exactly the right thing: your customer.
Copywriting is all about the sale – and that means you’ve gotta focus on telling your audience what you can do for them, not rambling on endlessly about your own features. (There’s a big difference!)
Want proof that this works? Go check out the sales page for any Apple product. Just like how the Apple stores create desire by literally putting devices into the hands of the public, their copywriting creates desire by inserting customers into the Apple world through use of language – a great trick to add to your copywriting box of tricks.
It’s one of the few things you can count on to make people happy: free stuff. Everyone loves a bargain so it only makes sense that the best bargain of all really brings in those clicks. That’s why giving away a bonus is such a great list-building strategy: it naturally gets people’s attention.
So even if you think it’s obvious that what you’re offering is free, make sure you actually use the word “free” itself! It’s all too easy to miss important cues sometimes, especially when you’re skimming a website quickly – which is exactly how we all do it!
However, there is one huge caveat when it comes to using the word free. Not everything that glitters is gold! While free might attract more people to snag up your offer, some of them are going to be all about that free deal only. Some might claim your offer and unsubscribe from your list immediately after getting the goods. Should that dissuade you? I certainly don’t think so! It’s just a good fact to be aware of.
Instant gratification is a total win for your marketing. Who wants to wait when they can have something right away? Playing on this desire hooks your readers in while they’re on your site.
Delayed gratification makes people go a little crazy. Think of those download sites that want you to wait one minute or sign up for membership. (Not that I ever use downloading sites…shhhh!) So if delayed gratification is used as a deterrent, it only makes sense that instant gratification can be used as a huge bonus.
But again, this is kind of a funny topic. With most digital downloads, instant access is just a given – so much so that you might not think it’s even worth mentioning outright! But that’s a mistake. Sometimes we have to point out the obvious to our reader. So if automatic membership or automatic downloads are part of your sales package, try adding the word instant to your copy and see what a difference it can make for your bottom line.
People have a natural desire to possess the newest, the latest, the shiniest. We looooove to be on the cutting edge; it makes us feel cool and smart. (Just think about any one of your friends happily bragging about their latest Apple gadget!)
So take advantage of this! When you have something new to share with the world, make that message impossible to miss. Your audience might just be the exact kind of people who want to get out there and try something new before their competition (or neighbors!) get the chance. Which could also result in a big sales win for you.
A Final Tip
Whenever you write your copy, the most important thing is to sound genuine. My advice? Put all this aside and go write your rough drafts of whatever you’re working on first. Then when you swing back around to do your editing, figure out where you can place a few extra you’s, new’s or because’s. You always want to make sure the final version still sounds like you, not weirdly robotic.
I hope this tidbit of copywriting advice takes your work to the next level! Please help me out by sharing this article if you learned something! See you again next week.