Read this NOW: Persuade your audience with the help of these power words! [Tuesdays: “Write with the Pen of the Masters”]
Marketing strategist Gregory Ciotti believes that there are 3 important elements in persuasive copywriting: skills, experience, and a toolbox.
You might wonder…
“What does a random toolbox have to do with copywriting?”
Well, in relation to construction work, today’s article is all about words that will help make your copies WORK.
To promote your brand effectively, you must motivate your target market to act on a certain call-to-action (CTA). This could be in the form of buying your products or availing your service, signing up for a newsletter, liking and sharing your social media posts, etc.
Let’s take a look at these sentences below:
“Get this air fryer for yourself!”
“Avail this air fryer NOW and save money in the long run!”
In essence, both these statements have the same end goal: To sell.
Which one of these would you open if this was the preview or subject line of a brand or business’ marketing email?
We bet you’d choose the latter!
It’s because of two things: Efficiency and urgency.
The sense of urgency is reflected in the use of the uppercased word, “NOW”. It compels you to act promptly in availing the air fryer.
Meanwhile, efficiency is showcased through the offering of a perk: If you buy the air fryer, not only will you experience convenience in cooking meals but you will also save money in the long run.
These elements make the copy more persuasive!
In today’s article, we’ll talk about some words Ciotti recommends for effective and high-converting copies.
Let’s discuss them one by one!
- Instantly, Immediately, and Now.
These are words that call for action and signify urgency. They trigger a customer’s need for gratification by telling them they will obtain something as a result of a quick and guided action. Use our air fryer statements above as an example.
However, you must not use action words like this without aiming to actually give them good-quality products or services.
When you promise something, you must also deliver.
Let’s take a look at author Robert Cialdini’s example in his book, “Influence”:
“I have 5 pages. May I use the Xerox machine because I am in a rush?”
“Excuse me, I have 5 pages. May I use the Xerox machine because I have to make copies?”
According to Cialdini, when he used the first sentence, 94% of people let him immediately use the Xerox machine. When he used the second one, 93% let him do so.
Based on these results, Cialdini said,
“A well-known principle of human behavior says that when we ask someone to do us a favor, we will be more successful if we provide a reason.”
Let’s use this concept in the marketing perspective and analyze these sentences below:
“You don’t want to miss this limited-edition cutlery set because it contains 24 pieces of stainless steel knives, forks, and spoons and you only pay half the original price!”
“You don’t want to miss this limited-edition cutlery set!”
In this example, more consumers will be compelled to take action after reading the first sentence because it gives a strong reason on why they should avail the limited-edition cutlery set.
On the other hand, the second sentence lacks a motivating factor to make prospects want to buy the product.
The key takeaway from this?
Your target market wants good reasons for them to act on your CTA. Give them a good one.
Who doesn’t love free stuff?
We bet many of you love to receive something for free!
Think about this scenario:
If someone offers you a product for free, you’d be tempted to take it because why not? You have nothing to lose anyway. If the product isn’t as good as you thought it would be, you’d be satisfied—instead of dissatisfied—that you didn’t spend your money on such a product.
“If you buy our non-stick pan NOW, you’ll also get a 5-in-1 chopping board for FREE! If you don’t like the freebie, there’s no need for you to return it to us. We’ll consider your feedback as a form of payment so we can further improve our products.”
With this copy, you’re assuring your readers that they don’t have to shoulder any cost in case they don’t like your freebie. Additionally, you’re making a good impression by showing them that your brand is open to constructive criticism and feedback.
As a copywriter, make sure you make good use of the word “free” in your copies. This will attract your target market’s attention and compel them to give your offerings and freebies a try!
Personalization is important.
As a copywriter, you should make your target audience know and feel that your copy is directed to them.
Take a look at these statements below:
“This retractable tumbler is ideal for those who are always on the go and do not want to carry large and bulky tumblers in their bags.”
“If you’re always on the go and do not want to carry a large and bulky tumbler in your bag, then this retractable tumbler is for you! Say ‘bye’ to spills and bulky bags by availing this product NOW!”
Compared to the first sentence, the second one is more personal and engaging because of the word “you.” Using this pronoun makes readers feel like the headline or copy is talking directly to them.
As a result, the second copy is more convincing because it connects with consumers!
The focus of your content must not only be directed to your brand but also to your prospects and customers. This keeps them engaged with your copy. Apart from that, using second-person pronouns make it easier for your target audience to imagine how your offerings can help change their lives for the better.
According to Ciotti, when writing copies, you have your toolbox… and in that toolbox are words that hold power in your writing.
Using persuasive language is simple, but it must be specific enough to be as compelling as it can be!
Utilize words, particularly the words mentioned above, to make your copies effective and compelling.
Capture your target market’s attention through words that will make them trust your brand more.
With Ciotti’s tips above, you’ll write persuasively and create attention-grabbing and engaging copies that will compel your target market to act on your brand’s CTA!
About The Dynamic Marketing Communiqué’s
“Tuesdays: Write with the Pen of the Masters”
Who doesn’t find content writing to be a skill that requires a lot of practice and effort?
In fact, many people may even find copywriting very intimidating.
However, you can be a good writer as long as you have the right tools. You won’t always get things right the first time, but with enough time and practice, you’ll get the hang of it!
When you write a copy for any brand or for your company, your aim is to make an impact and…
…to get people to remember.
Getting people to remember means getting consumers to buy your product or to avail of your service.
And when you get your content to deliver the results you want, THAT is a great copy!
Every Tuesday, we publish content based on tips and insights from the masters of content writing, copywriting, and storytelling.
Become more familiar with ways to write great copy that helps you gain ROI from your efforts, drive profitability, and achieve your business goals.
Learn time-tested tactics that better capture the attention of your target audience, and maximize the benefits of great copywriting.
Hope you found this week’s insights interesting and helpful.
Stay tuned for next Tuesday’s “Write with the Pen of the Masters!”
Head of Marketing
Valens Dynamic Marketing Capabilities
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