Wondering how to write persuasive online copywriting? Check out our latest blog written by Harry Fritsch!
Let’s face it, what’s the point of writing copy if it isn’t going to achieve the results you want it to? After all, persuading an audience of readers is what online copywriting is all about. So, whether you’re trying to sell a product or service, promote your brand, or just expressing who you are and what you’re about through thoughtful, targeted, and engaging written messaging, persuasive online copywriting makes all the difference.
There’s a lot that goes into understanding who your reader is, how involved they are with your brand, and how to plug into their emotions to convince them to trust what you’re talking about. If you want conversions, leads, clicks, site visitors and sales, then your copywriting skills needs to prove why you are the number one choice in your field. Words are powerful little things – symbols that convey information by making people look, think, and act – so why not harness their power to its full potential with these copywriting techniques.
Write for Your Audience
Just like how politicians cater their speeches depending on the crowd of people they are speaking to; the principles of persuasive copywriting is about shooting for a specific audience at all times. Understanding your audience is important in all aspects of business and trying to convince them with your writing is no different. Thankfully, we’ve already gone into detail about writing copy for your target audience, but here are a few quick tips to get you started.
Are you writing in a tone of voice that speaks directly to the people in your customer base – be it professional, casual, uplifting, emotional, earnest, sassy, tongue in cheek etc? Sharing your brand’s message is what copywriting is all about, so using the right words to connect with your desired target market is a vital piece of the puzzle.
Persuasive copy must focus on on the wants and needs of the potential customer. They won’t bother spending time on copy that is too broad with its message or is trying to reach an audience disconnected from the product. Of course, there’s nothing wrong with trying to cast a wider net to catch peripheral consumers, but there are always going to be limits to who you can sell to. You don’t see retirement villages trying to reach the 18-25 crowd or MacDonald’s marketing shooting for dieticians.
Picture your target market. Give them a personal profile:
- How old are they?
- What do they look like?
- Where do they work?
- What’s their income?
- What kind of friends do they have?
- What is going to entice them to buy?
From there, use words and phrases that’ll enrich any content created for that audience. This may be using words like ‘genuine’ or ‘positivity’ for a charity organisation. Meanwhile, an organic health store would favour words like ‘wellbeing’ and ‘sustainable’. Are you trying to write conversationally or professional? If your readers sense they’re being spoken to directly through your copywriting, you’ve made progress towards obtaining or maintaining them as a customer.
Stamp Your Authority
Prospects are always going to be looking for the best, and you know you’re the best, so don’t be afraid to tell them why you’re the best! Lean into your ethos! Write about your credibility, why you’re reliable, and why you are the leading authority in your area.
Of course, this doesn’t mean giving the appearance of arrogance, as that’s always going to be a turn off to prospective buyers. However, you also don’t want to appear second best, so write about why you’re going to offer the number one service or product for the customer.
This can be achieved in a number of ways. If you’re an established company with decades of history, it may be worth leveraging that history and experience to demonstrate why you’ve been a valued and trusted force in your industry for so long. Familiarity and longevity are two pillars that uphold consumer faith, so don’t be afraid to lean on them!
If you’re a highly qualified professional with degrees galore, then by all means flaunt them to the masses. This is especially true if you’re running a law firm, medical practice, or some form of tertiary level business. However, you don’t need a university degree to express your expertise. Showcasing your actual career achievements through your copywriting is just as impactful.
Don’t shy away from introducing yourself with all the appropriate titles and honourifics. And, present yourself with a quick-fire resume outlining your experience and credibility in just a handful of words. Writing “Renowned art connoisseur and respected critic Dr. Jennifer E. Hatfield” sounds a lot better than simply introducing her as “Jenny”. The same goes for how you present your business.
Be your own hype man! Stamp your authority!
Use Persuasive Writing Techniques
Although it may seem obvious, it’s still worth discussing persuasive copywriting techniques you can incorporate. We’re going to briefly touch on two of them: framing and repetition.
Framing is about the angles you choose to discuss and express your idea. This may be whether you frame your writing to be more optimistic or pessimistic. Or, if you’re angling your piece of content to be more educational or promotional. Framing impacts how the reader perceives the information given to them. So, eliciting the right emotions in a piece of focused copy will set you up for success.
If you want your message to stick, then you need to repeat it over and over again. Obviously, we’re not saying to spit the exact same piece of copy out in perpetuity. But there are creative methods you can use to say the same thing in different ways. Tell it in a blog post, social media post, video format, brochure, social proof etc.
There’s an old marketing rule that states, ‘customers need to see an a brand 7 times before they buy’. Exposure is key!
Looking for Persuasive Online Copywriting?
Then look no further. Here at BeKonstructive, we offer amazing copywriting services to help persuade your audience to believe in your idea as much as you do. Get in touch for a chat about how we can work together to transform your copy today!