Making it all about your reader is the fundamental aspect of persuasive copywriting. How else could they be convinced to do whatever it is to you want them to do, if they do not resonate? Unlike other forms of selling, you do more than just introduce a product or service; rather, you put your client in a position where they see, feel, and realize that they need your product and that without it, they will be missing out greatly.
If you are to look at the sales copy of Apple, you will see that they write in such a way that they make it all about their customers. This is why despite having a totally functional iPhone 6, millions of people around the globe pre-ordered an iPhone X.
So how exactly does Apple do it? Well, they make it a point to learn from their customers. And if you want to master the art of persuasive copywriting, you may want to follow suit. You can start with these tips:
- Captivate with one big idea.
You have to start with a headline that contains the main message that you want to convey. In this headline, you just have to focus on one thing. It may be the biggest benefit your readers will get from your product or a solution to a standing problem they are facing.
You need to go big on your opening headline because this is what’s going to catch the attention of your audience. In one sentence you have to lure them into your sales copy otherwise they won’t bother going through the rest of what you are saying. Remember, readers have a very short attention span, so it’s best to catch them at first glance.
- Make use of short sentences.
Readability is also fundamental in persuasive copywriting. This is not just because you have to feed your readers with info in chunks that they can easily digest, but because the brain only picks up info that interest it the most, and not a whole explanatory paragraph.
You need to sell your product in fragments to make your copy easier to digest for your readers. You may even want to use broken sentences (cliff-hanger forms) to trigger their curiosity and continue reading through your copy.
- Make your copy memorable with quotes.
It is also important to give your audience something to remember about your product. You can do this by writing quotes that best describe your product. You may also use bullet points of your product’s best qualities and close it with a one-liner summary of why your customers need it. Take for example how Apple introduces the iPhone XR:
“All-screen design. Longest battery life ever in an iPhone. Fastest performance. Water and splash-resistant. Studio quality photos and 4k video. More secure with Face ID. The new iPhone XR. It’s a brilliant upgrade.”
So who doesn’t want a brilliant phone upgrade now?
- Season with technical details.
Of course, you need to add technical details that make your offer credible. You may want to include figures and statistics, so long as they represent your product accordingly. With facts, people become more trusting, and the more they choose to do business with you.
- Highlight your readers’ problems.
People read because they look for solutions to their problems. So write about their problems and how your product solves them. Problems not only catch attention; they make people stay on your page until they realize it’s you that they need to put an end to these problems they’ve long been struggling to get rid of.