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A Simple Strategy for Persuasive Copywriting
One thing I am a huge proponent of is simplicity and that’s exactly the way I approach persuasive copywriting. It really doesn’t matter whether you are writing for a PPC ad, landing page, organic content or any other form of writing, does it? If people are going to engage your writing there is always the need for persuasion. When it comes to simple structure and keyword trigger order will make or break reader retention.
Here are 4 basic rules I adhere to before composing any article.
- Reverse rolls before you write. Put yourself in the reader’s situation.
- Who is your reader? Have you researched your targeted readers?
- Once #1 and #2 are completed, start persuasive writing.
- Remember/ research many of the sore spots or pain points while composing your content.
- What words catch your eye and trigger you when you read on your writing topic? Can they form topics for persuasive in your writing?
Visitors that are coming to your website are scan readers and look for trigger words. With the correct trail of trigger words you can increase visitor experience and conversion with good persuasive topics. The way we do this is understanding the power of mind controlling trigger words. They require logistical planning when a visitor is moving through goal fulfillment (conversion) on your site.
Finding and Using Trigger Words
Using
We must remember 2 basic fundamentals when we want to trigger the human mind to take the desired actions we have in our mind:
- The page has the desirable content the visitor is interested in.
- Has a way to get to the content they are looking for.
So, when we lose sight of these 2 simple basics… is when your visitor stops clicking the right buttons! It’s time to change your persuasive techniques.
Finding
There are several ways to find good triggers:
- Pay per click: Look in all PPC accounts for high CTR and conversion phrases.
- Internal Search: Use a search engine on your site and study queries entered.
- Tags and Tag Clouds: Watch for the most popular tags in social networks.
Here is a PDF dictionary of trigger words that you can start with then you can start incorporating them into your sales copy. They can often transform into persuasive topics.
Experiment with Calls to Action and Value 
Propositions
Don’t chase your tail like a lost puppy dog!
Ask yourself why would you buy the offer? This is a natural process that is not difficult to implement without thinking about it, do it! If your value packed punch is "Newest Free Movie Download Trailers" make sure that when your visitor lands on the page it says "Newest Free Movie Download Trailers". It must be a simple trail of triggering words to follow. The link is visible, gets clicked and choices are available to "download now". No muss, no fuss with the most popular movies in the top fold. Use Google Optimizer to conduct A/B- Multivariet testing and determine the best performing combination.
Persuasive Copywriting Dos and Dont’s
Avoid using phrases "Click this link", "click here", learn more" in all persuasive articles. You really have got to think creatively. Remember what you are writing about and what makes it special. Instead of "click here" try using the primary (descriptive) keyword "Free Movie Download Trailers" in bold face. You can also test fonts, colors and roll over effects.
Which Text Link Below Draws Your Eye (Please Vote)?
Style 1
Free Movie Download Trailers
Style 2
Free Movie Download Trailers
Style 3
Free Movie Download Trailers
Style 4
Free Movie Download Trailers
The Value of Writing Copy
When you develop or possess the ability of recognizing what makes people respond emotionally the value becomes quickly evident. But I want to think for a moment, yah, let’s think about the psychology of what occurs. Once your convincing writings have moved your visitor exactly the way you planned through your goal funnel, we cannot stop there. We have made a great first impression and we must not disappoint your new, potentially long term relationship.
Continue your great writing now through the entire goal process, followed up with a short, sweet acknowledgement email. The more we can learn about each and every visitor to our site, the more in-tune we will be with what they want. It’s really that simple. Relationship>Trust> Mutual Benefit!
Parting Persuasive Copywriting Tips
- Have a Long tail Strategy
- Get Landing Page Optimization
- Established Testing Methods and Work Em
Copy writing should always be aimed at the end user.WIIFM (What is in it for me) should be the guiding principle behind every successful text copy. The user should feel this is the product I am looking for. Besides, one should keep the sales copy plain and simple. And, remember what Google says in its website content guidelines the simpler the better.
Sometimes quite simply, you have to just TELL your visitors what you want them to do.. sounds easy and common sense.
But rarely is it done.
Most times web owners assume the visitor will do what they want them to do.
Right you are C-Note.
Everybody is stupid! Assume that and your written content will make more sense to the masses.
It is a fundamental marketing rule that so easily gets misplaced over and over.
By making this assumption “everybody” understands your message…an article, proposal, ad or anything left to interpretation.
It is so easy to get tangled up in your own web.
**Offense to everybody**
Your relation formula shows that there is symbiotic relation between the user and the advertiser, and persuasion takes a keyrole in the marketer-user relationship. What the real challenge is making our content catchy and at the same time user scannable. Trigger keywords can enhance the visitors better when they are in the conversion funnel. Visitors are often too sensitive and can be easily distracted seeing ‘shabby’ content.
A majority of website visitors are scan readers. According to Jakob Nielson a visitor takes only 7- 8 seconds to scan a site and make up his mind. If he finds it useful he will remain on the website or else he just leaves the site. Making the visitor navigate further and initiate the call to action process is the measure of a good, effective and successful text copy.
Hi Robert,
Adcopy’s baiting power is miraculous, people get enamoured by it. To get it done, the simplest strategy is follow what you said, put on the reader’s shoes!!!
Several surveys have revealed that on average, 8 out of 10 people will read headlines and 2 out of 10 will read the rest. Every successful text copy then should also have a Killer Headline that creates an awareness and interest in a customer. The reader should find answer to (WIIFM) query in the headline itself. It’s a visitor’s starting point. It’s what converts a browser in to a reader. After all, well begun is half done
Hi Robert, A very good article!
Message copy from marketers needs to be so appealing so the audience actually requests and demands the message. I think this evolutionary process is already underway as “push marketing” has given way to “pull marketing” a situation where our consumers can catch us. So we are forced to create this pull copy content where audience automatically spots the advertiser in a natural way. Your tips lead to this simple yet evolutionary idea.
Good work Robert. Your article is good especially priceless for beginners. Sales copy needs to pierce the market via consumers, and the only way to grab a consumer is by having catchy copy. This will make them respond emotionally. PDF dictionary for trigger words is a useful guide as well. Thanks for the post.
Hi Robert, your headline says it all.
Content is king, though it seems as a cliche phrase, it is the king in SEO, PPC and other alleys of internet marketing.
According to studies well written web content (right keywords) can increase sales up to 30%, there lies the power of keyword enriched content (KEC).
Fiona
Robert nice post!
Interesting and very useful information! An emotionally riding copy, both to marketer and user.
Whether ppc, ads, or any campaign the very purpose of copy is to arouse the attention of visitors, the first step in the AIDA formula (Attention, Interest, Desire and Action).
Steve
I think it is important that we understand why writing content for the webs is and art. It is a special skill set that only a few really possess.
What’s so Special About it?
In the year 2000 there were only a handful of sites, comparatively speaking. People had time to read. Today people are looking for the “Reader’s Digest Version”.
The web searcher enters a phrase and subconsciously or consciously says, “answer me straight and skip the romance”.
This is important to note for the entire industry because it effects content, page structure, Keyword in title placement, etc. When someone searches for a phrase, which result gets the click and why?
Hi Robert,
Exactly! Search trends have changed over the times. And now people only want to go straight then taking anyother way. The most interesting part is users will directly search with query in short sentences for it they want results.
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