3 Quick Tips for More Persuasive Copywriting

For those already well into their copywriting career, these three persuasive copywriting tips may seem obvious. But what's obvious is not always second nature. In other words, what you're about to read you probably already know. Don't think I'm being condescending; I often have to remind myself of these tips when writing copy myself.

The point is, many copywriters forget the basics when they get deep into their copywriting routine--myself included. However, when I go back to edit my copy, I make sure that employs these three persuasive copywriting tips.

 

Persuasive Copywriting Tip #1: Write Visually

It's easy to explain. It's hard to show.

Copywriters need to show.

Compare the following lines for fictional copy for the videogame Morrowind:

Morrowind is a huge game with stunning visuals that will give you hours of gameplay. The terrain ranges from tall mountains and deep oceans to bustling towns and quaint villages.

vs.

After you create your character and step off the boat onto the land of Morrowind, you begin to realize just how vast the world is. From the glittering waters in the east to the titanic mountains in the west, you don't know where to start. As you gaze toward the town in front of you, you may even feel that you've bitten off more than you can chew.

Which one is more likely to pull you into the world? Which one is more generic (i.e., can be said about virtually any game)? Which is easier to visualize when read aloud?

Even today, too many copywriters simply tell instead of show. You must show!

 

Persuasive Copywriting Tip #2: Use Statistics

Pretty much any copywriting course you take is going to tell you some version of the following:

Don't list features; list benefits.

I agree that turning features to benefits helps persuade. However, listing benefits does not preclude you from listing features or statistics. In fact, you should be listing both!

As I briefly mention in my men's marketing whitepaper, most copywriting techniques are based on what works for women. This means that when you write copy for men, you have to change your style a bit. The same goes for persuasive copywriting for other demographics (e.g., high-IQ/low-IQ and high-income/low-income).

In many situations, forgoing the statistics for benefits or anecdotes will hurt your credibility in the eyes of many of your prospects. And this is especially true when you're writing for a product or service with competitors

Wooing me with fancy persuasive copywriting isn't going to do much more than make me excited. I still need to make the logical conclusion to justify my urge to buy. Statistics will help me do so, and thereby increase your overall conversions.

If you are writing for an MLM company and, for example, want people to sign up under you, give hard data as to why. Throwing out the example:

Imagine never having to go to the office again. By joining our group, you'll be having people working for you, under you. All in a matter of months! You'll never need to work again!

Sounds like a good life. But how am I going to convince myself to quit my job without some hard facts that make the risk look less... risky? Add statistics!

Upon joining, our average member has at least 5 people working under her within 3 months. That's 20 people per year. The average member with 20 people under her makes $50,000 a year. If you get 20 more signees every year, you'll be doubling your income every year. After being a member for 10 years, you would be making $500,000 a year.

This info, combined with the fact that the average person believes himself to be above-average, will help a lot of your prospects meet that "logical" part of the decision process to join.

Make sure to be more formal with your writing when presenting facts and statistics; the more credible you appear, the better.

Persuasive Copywriting Tip #3: Shorten Your Sentences

I like to believe that the average copywriter is well-educated and well-read. The problem with this belief, if true, is that the language copywriters use to think likely differs from the language the average prospect uses to think. Read: We copywriters tend to read, write, and think in "higher-level" (as in college-level) language.

In short, dumb it down. At least by a bit.

Shorter sentences not only lower the reading level but also improve the readability of your copy. Read that sentence again; that's how useful short sentences can be.

Verbose copy is the sign of a novice. Basic copy that looks as if it could have been written by anyone is the sign of an expert.

Of course, there are exceptions. When your demographic is of a high SES, you should write more formally. When you're writing B2B copy, you should write at a higher level.

But in general, shorten your sentences where possible. There's a difference between persuasive copywriting that's well-written and persuasive copywriting that leads to optimal sales.