Converting copy must address the logical AND emotional sides of buying.
Hard-selling is hard—modern sales copy focuses on providing value to your reader and solving problems without being pushy.
Don’t forget your CTA! Readers who don’t know what to do, won’t do anything!
Copy that doesn’t sell is a complete waste of space.
But that’s exactly what most corporate copywriting is—meaningless, dead, unable to connect with readers.
Look at us! Look at this thing! Buy it???
How do we stop creating copy that sucks, and start creating copy that works? There must be some sort of method behind the madness, right?
You know it.
Let’s start with your prospect’s state of mind.
First we must understand the simple realities of our decision-making process:
Buyers always want to make the best decision possible.
That’s it! People want to make good buying decisions! It’s very simple. By “best,” I simply mean that, with every purchase there are several things on the line—money and pride are the major ones.
Logic and emotion.
That goes for everyone, you and me included. Every buying decision you and I have made and will make is based on wanting to get the best bang for our buck, and to ultimately feel vindicated for making the right decision (avoiding buyer’s remorse).
If your copywriting makes a prospect know AND feel they’re making the best decision, you win their business.
Fail to show them, fail to make them feel, and you lose.
There are 3 very simple objectives your copywriting needs to accomplish—that includes blog posts, banners, videos, landing pages, everything:
Again, pretty simple right?
The process for accomplishing these 3 objectives is exactly the same every single time for every kind of business.
As we’ve seen, selling requires destroying the logical and emotional barriers in your prospect’s brain. Demolishing those roadblocks also hinges on your ability to grab and maintain attention. Here’s how:
1. Interrupt your prospect without interrupting them.
This is first accomplished with a great headline. But in order to successfully interrupt someone, you must clearly understand their buying motivations. We call these hot buttons. What does your prospect want to gain? What do they want to avoid?
If you know these things with precision, you’ll be able to create headlines that demand attention. Our goal, then, is to create an interruption that your prospect won’t view as an interruption, but rather a natural progression as they attempt to solve their problem.
2. Engage with your prospect and help them realize that what you’re offering is highly relevant to their interests.
You’ve successfully interrupted them and they’ve given you their (very brief) attention. Don’t blow it! Now it’s time to lead your prospects through a narrative of your own creation—one that promises to give them what they need. Depending on the circumstance, sub-headlines or the first few sentences of your copy can accomplish this objective.
3. Educate your prospect around relevant issues that pertain to your offer.
You’ve interrupted them, you’ve engaged with them, now it’s time to help them. When you know what your prospects want to gain, avoid, and what they value, it becomes easy to talk about issues that matter.
This is accomplished in the meat of your copy. Your goal is to raise issues prospects care about, then demonstrate how you solve those issues.
4. Provide an offer/call to action that gets prospects to do something.
This could mean a free download, signing up for a webinar, or even a sales call. It all depends on where they are in the buying process. The goal here is to provide prospects a low-risk way to take the a next step.
The main goal of most web copy, of course, is to generate leads or direct sales—and your CTA is the only way to seal the deal.
So there you have it. The next time you set out to craft persuasive copy, you have a starting point, a method, and a new awareness of what you’re actually trying to accomplish.
Copywriting sounds like a boring necessity to most companies, but it gets a whole lot more fun when you see the results. You’ll find that once you get inside your customers’ heads, the number of ways you can offer to help them (and make money) is nearly limitless.
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