49% of marketers report that increasing customer acquisition is their top priority. Therefore, you need a competitive advantage. In this article, we list 9 persuasive copywriting techniques that engage leads and convert them.
- Write conversationally
When you write conversationally, you’re talking to your prospect, giving a more personable touch. Use words like “I” and “you”, as well as simple words and sentences to create a light atmosphere. Always make your copy easy to read.
- “What’s in it for me?”
It’s an undeniable fact: readers don’t particularly care about you or your company. They care about what you can do for them. Show your readers how you meet their needs and the benefits they get by purchasing from you.
- Highlight a unique selling point (USP)
Your USPs are what you have to offer above your competitors. They are your edge. If your offer is unique, it stands out. It should be highlighted and promoted in your marketing to boost conversion.
- Provide social proof
People care about other’s opinions, which is why testimonials are so persuasive. The more you can cite customers and anybody else who uses your business, the more compelling your copy will be. Words from a customer’s mouth are much more trustworthy.
- Identify with the reader and target emotions
When it comes to making a purchase, people are heavily influenced by their emotions. Speak directly with the reader’s problem, struggle, or pushback. Show you understand their hurt, apathy, confusion, or other emotion. The more rapport you build with the reader, and the more you explain the emotional appeal of your product, the more desirable and persuasive you’ll be – they’ll think “They get me!”
- Raise objections
Readers are looking for an excuse to click off your page or move your email into their spam. Raise their objections before they do. Show readers both sides of the coin: the handful of weaknesses to your argument and how you address them. Studies show that two-sided arguments are more persuasive to readers than one-sided.
- Be as specific as possible
It’s easy to make general claims about your business, but specific proof is much more effective. General numbers and claims are too perfect to be believable – “double or triple” is an estimate that’s easy to make up. Be as specific as possible, by telling people that your service has increased conversion rates for a customer by 67%, or saves your customers an average of £492 per year. Those numbers are way more effective than making general claims.
- Create a feeling of exclusivity
The goal is to make prospects feel special by being a part of something exclusive. This is one reason why words like “secrets” work well. We’re sucked in because we like to feel like we’re on the inside, getting offers and information that others aren’t.
- Offer a guarantee
By offering a guarantee, you convince the reader to step across the line and use their hard-earned money to buy your product or service. A guarantee can be one of the most powerful tools in your copywriting arsenal.