How does copywriting convert?
It’s all about persuasion.
Copy is there to do the hard work whenever your audience has your content in front of them. It’s strategic communication to inspire them to take a desired action, such as making a purchase, signing up for a service, or clicking a link.
Here are 4 ways to persuade your audience.
Trust the expert
Show your audience that you truly are the expert at what you do. Your copy should tell your story with confidence and authority. Build up credibility by highlighting your success stories, case studies, numbers and expertise. It’s your time to spotlight the unique value and experience you bring.
Follow the crowd
People feel safer trying new things when they know it’s been tried and tested by others. Persuading a new customer is a whole lot simpler when you have your supporters to show them the way. Including compelling client testimonials to back up specific claims help to incentivise your audience.
Persuasion consists of four essential elements: establishing credibility, framing to find common ground, providing vivid evidence, and connecting emotionally. – (Conger, (n.d.), The Necessary Art of Persuasion)
Help solve a problem
When you focus on how your offering improves your audience’s life, rather than rattling an endless list of technical features, it shows that you understand their challenges. To resonate with them on a personal level, your copy needs to address their pain points. It's about listening to your customers and speaking directly to their needs.
Take action
Follow every offer with a clear and believable urgency to act. A call to action is the most important aspect of your copy. Empower your audience in their confidence to take the next step in facing their challenge.
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Reference:
Conger, J. (n.d.) The Necessary Art of Persuasion. Harvard Business Review. Retrieved December 2, 2024, from https://hbr.org/1998/05/the-necessary-art-of-persuasion