How to Write Effective Copywriting to Persuade Your Audience to Take Action
What is the Copywriting Voice to Persuade Your Audience?
There are a number of different ways to create high converting sales pages with copywriting to persuade your audience. One of these is the copywriting voice and you need to be clear about your audience. Getting into the mindset of your customer avatar is a critical component in being able to write compelling copy that truly speaks directly to potential buyers.
Trigger Emotions in Effective Copywriting
Great copy triggers three main emotions in potential buyers, including: Urgency, Worry and Excitement
Creating Urgency in Your Copywriting
Good copywriting will create a sense of urgency. It will make the reader feel like they need to react quickly, or to make a critical decision at that very moment.
Well-written copy will have the reader ready to respond even before they reach the end of the sales letter or copy that they’re reading. Copywriters will implement “emotional pulls” throughout the copy, to ensure that they are able to captivate readers who skim the sales page, and material.
Spend some time watching late night infomercials since infomercials are also some of the most expensive forms of marketing and the advertising tactics have been analyzed, tested and proven to work. It’s simply one of the best ways to garner ideas for your own copy by seeing what works (as well as what pulls your own strings, and activates emotional triggers based on your personal lifestyle).
Worry as an Emotional Trigger in Copywriting
Well-written copy evokes the idea that without the service or product being advertised, that the reader will somehow experience a negative “side effect” (such as failing, continuing to experience pain, causing their situation to become worse, etc). The reader may feel worried that without it, they are incomplete, bound to fail or be left behind.
Examples are advertisements focused on online businesses where competition is stiff and entrepreneurs are concerned about others gaining a foothold in their market. Compelling sales copy would address these situations and explain how without the information readily available to them, they stand a chance of letting their competition take control of their markets or push them out of their niches.
To purchase the product (course, training, newsletter, etc) and be part of an inner circle, ahead of the competition, gaining inside knowledge. If the reader feels that not having what is being sold in the copy is detrimental, he will be at a disadvantage.
Add Excitement a Trigger in Your Copywriting
Motivating a reader to look to the future and anticipate upcoming products or information is a very effective method used by copywriters online, especially those that are creating marketing material for recurring products (membership websites, newspapers, newsletters, etc).
The copy will enlighten the reader, and paint a clear picture of what is currently available as well as what is being created, just for them.
By focusing on showcasing their current situation and how it will improve with future material offered, copywriters have helped newspapers attain loyal subscribers, email marketers to build massive lists of active buyers, and websites to attract prospects interested in keeping a pulse on current developments and future launches.
Critical Copywriting Elements
Effective sales copy elicits response from the reader and gets him to make a decision based on what he has read. The sales copy is divided up into three sections: headline, body and conclusion.
The headline is the attention-grabbing portion of the text. This is where you will catch the reader’s eye and make him want to read more of the material. You only have a short window of opportunity here to connect with your reader so it’s important to make it compelling.
The body is the crux of the copy written material. This is where you will provide your succinct, detailed information and elaborate on the headline of your sales page. The body of the text will discuss and answer questions that the reader may have and enlighten him on more about the product or service.
The body of the sales page will need to be as detailed and well-researched as possible without being too lengthy as to lose the reader. Keep the copy on focus by discussing and detailing the topic in depth.
Attention and Interest in Copywriting
Copywriting entices your audience to buy your product or service. In order for you to provide well-written copy to entice them to buy, there are distinctive elements to a sales copy page that engage the reader, encouraging him to read more about your offer is. The principles are based on the AIDA (Attention, Interest, Desire, Action) concept and can be adapted to any copywriting experience.
The interest would include the title, the headline and the attention-grabbing portion of the sales copy. The headline should be written in a way that almost yells at your reader. Make it stand out and command attention. Make it noticeable.
Your copy’s goal here is to catch your reader’s attention and create interest. Your topic or point of interest must be compelling enough to bring him in, keep him there and create a desire for more.
Desire in Copywriting
The reader is interested, and now wants what you’re offering. The next piece of your focused copy page is to spark and stoke the embers that the interested reader has.
Here, you have the reader’s attention. You should write copy that will make them want more. That goal is the entire precept that the marketing page is structured behind. The sales page ends with a call to action, an order form for your clients.
Action in Copywriting
The call to action should be the most concentrated effort of your sales copy. Write towards the reader as if they’ve already decided that they do want the product or service. Write as if you’re thinking in past terms:
Don’t ask: Are you convinced yet that you need this XXX product? Is there anything more that we can say to you to convince you? If so, contact us at xxx-xxxx today!
Say: This product has the ability to enhance your life giving you more time and freedom to do the things you enjoy. Click here to order now and we’ll include an additional 30-day supply of this product just for placing your order on xx/xx/xxxx!
Effective Copywriting Online Requires SEO Keywords
There are four key factors for successful SEO copywriting:
1. Effective web content is engaging, relevant, and appropriate to your intended audience.
2. It also utilizes headings and subheads that are unique from one another and conceptually related to the content to help users scan web content quickly and easily down a page. Readers usually scan first to determine if the page is relevant for their information needs before reading the entire text.
3. To optimize reading comprehension, web content also needs fewer words in sentences and fewer sentences in paragraphs. That’s because it takes longer to read text online than in print. The length of copy should be around 300 words per page.
4. Finally as part of web content best practices, call-to-actions at the bottom of each page are necessary to drive your visitors to another page within the site that logically flows to where they would want to go next.
Top Five SEO Copywriting Tips
Effective web content also includes inserting SEO keywords into copywriting to attract targeted and relevant traffic to your site. The following are the top five SEO copywriting tips to consider for web content best practices:
1. Use only one to two keyword search terms per page. Each page must contain a unique set of keywords. That means you cannot mix up the keywords across different pages.
2. Utilize keywords into paragraph headers or subheads where possible.
3. Select the actual keywords that visitors actually search looking for products or services.
4. Incorporate targeted keywords into your web content to achieve between 3 to 5 percent keyword density. This is the total saturation of keywords on a page. To calculate, count the number of keyword usages on the webpage. Then divide that number by the total words on the page to get the keyword density percentage.
5. Although keywords are important for search engines and your overall web content best practices, write for a human reader. Web content should include the usual benefits-filled statements and other elements of effective copywriting. Your web content should help you sell your products or services to people and not to bots!