persuasive copywriting - what really persuades?
Persuasive copywriting begins with a headline. Well, no. Actually, persuasive copywriting begins a little before that. It begins with a phone call to your client, a number of searching questions and a very good understanding of precisely who your audience is. Half a kilo of Mini Eggs later and you’re ready to write your persuasive headline.
Persuasive headlines
Let’s assume your persuasive copywriting is going on the Web. Your page headlines should be no more than about seven words. Maybe your lovely, persuasive body copy is 700 words, but you should still spend 80% of your effort on your headline. Why? Because it’s the only element that’s sure to be read. If your reader then believes you’re talking to him, and that you have something valid to say, he’ll carry on reading.
Persuasive copywriting should also be emotional - and that applies as much to the headline as to the body. If your copywriting doesn’t deal with fun, fear, wealth, vanity or freedom, then it’s probably not persuasive.
Persuasive triggers
Yes, to be truly persuasive, copywriting must feed off certain triggers. I’d like to say they’re deep within the human psyche, and that an in-depth understanding of cognitive psychology is necessary. This would probably mean I could charge more for my services. However, persuasive copywriting just isn’t that clever.
Now, the body copy. Obviously, your persuasive headline has to follow through into the rest of your copywriting. So what really persuades?
Well, for starters, keep it brief. Persuasive copywriting persuades because people have the time to read it. That’s brief as in total length, but it’s also brief as in short sentences, short words. The average reading age in the UK is six. Well, I made that up, but you get the point.
For the Web, use subheadings as signposts, but make them meaningful and positive. Deal with the real world, too. Use real words that people can identify with, not abstract concepts.
Copy formula
Persuasive copywriting is also often built around a nice little formula called Problem-Agitate-Solve. You can use this in copy for the Web or in print. If you give the reader something uncomfortable to identify with in the headline, then stir it a bit in the opening paras, you’ll be onto a winner. Consider the following:
Do your office carpets look dirty again soon after cleaning?
It’s something probably everyone who’s ever engaged office cleaners can identify with. It strikes a chord. So it’s persuasive - it’s copywriting that at least makes you want to read on. Especially if you have mucky carpets.
Finally - well, nearly finally - we have the USP. Persuasive copywriting is not persuasive copywriting without this little gem. What is it? It’s your Unique Selling Point. The thing that makes you different in the marketplace. Work it into your headline; thread it into your copy.
Copywriting USPs
Believe me, even if you don’t have a USP, you can create one. Consider the classic urban legend of the cannery trying to sell a lorryload of pale, unattractive salmon. What did they put on their labels? ‘Guaranteed not to turn pink in the can’. Now that’s persuasive copywriting.
Finally - really - don’t forget your Call to Action. Keep it brief and make it as specific as possible: ‘Interested, Phil? Great. Call me on 0800 123456 free of charge immediately after Coronation Street on Monday evening for a short chat about how we can shave £297 off your postage costs to New Zealand in the next financial year’.
See how easy persuasive copywriting can be? Now, go try it out and tell me how you get on.
If you can't handle all this yourself, Mightier Than can. So, contact us to find out more.
t: Nigel,
+44 (0)1772 435827
m: 07745 092037
e: nigel@mightier-than.com