10 copywriting techniques that will increase your number of conversions – WAU
How to optimize your content to generate more conversions within an Inbound Marketing strategy? Check out 9 copywriting techniques that will help you leverage your results!
Every day a new technique seems to emerge that promises to bring more results to your business, doesn’t it?
And although we know that there is no magic when it comes to generate results with consistency, the truth is that many actions can enhance the actions that are already carried out or even open new opportunities gaps.
An example of this is copywriting techniques. When the subject is Content Marketing, this technique is essential to optimize your posts and rich materials, in addition to guiding the prospect through the sales funnel and generating more conversion opportunities.
In this article, we bring you 9 valuable copywriting techniques for you to start applying right now. But before we start, let’s remember the concept of copywriting.
What is copywriting and how can it help me with sales?
Copywriting is a technique widely used in marketing strategies. Through optimizations in content, the objective is to persuade the reader toward conversion.
These optimizations range from the structure of the text to the choice of words, through the elaboration of attractive points of attention, strategic conversion points and the language style used.
You may ask yourself: but how does this help increase sales? Well, it’s simple! In an inbound marketing strategy, we know that the power of persuasion and good engagement work cannot be underestimated. The idea is not to push the product to the potential customer, but to help them identify a demand and supply it.
That is why approach and relationship with this potential customer is essential. Within a strategy of blog, email marketing, social media and several other digital channels, develop that relationship must be a priority for companies.
In this context, copywriting contributes both to create this relationship and to generate optimized points of conversion within the content.
What are the main copywriting techniques?
Now, check out 9 copywriting techniques that will help you establish a relationship with the reader, optimize your texts and create more conversion points.
1. Make compelling headlines
In most cases, the title is the first contact the reader will have with your content. For this reason, ensure that your title draws attention and arouses interest in consuming the content as a whole.
This does not mean that you need to use beautiful words or giant headlines. Making an attractive title is simpler than it looks: the secret is to be clear, to be objective and to make a promise that you will keep in the content.
See the example of this post: the title is “9 copywriting techniques to increase sales”. If you got here through this title, your interest is probably in knowing what these techniques are and / or how to increase your sales. And these two pieces of information will be delivered here!
Remember: never make a promise that you can’t keep, especially when selling an idea or product. Make sure your headlines convey the reality of the content.
2. Know your persona
This is a tip that applies to all Digital Marketing strategies: know exactly who you communicate with!
Knowing your persona well, understanding your pains, demands and demands, knowing what your expectations are, what platforms she accesses etc., is essential for a more accurate communication.
In the case of copywriting, understanding the persona is important to define the language you will use, which communication preferences and which triggers work for him.
3. Create a connection with the reader
From the moment you follow step 2, it becomes much easier to create a connection with those who read your content.
In this way, you can approach themes that match your persona, make a choice of words appropriate to the universe to which it belongs, and even bring triggers and figures of speech with which it identifies.
Imagine that your persona is a Senior Human Resources Analyst in a large company, that consumes content about innovation and entrepreneurship and that likes to attend lectures online, like TEDx.
In your content, you can bring a phrase from some TED Talk innovation talk to create a relationship, or make a choice of words geared towards the universe of digital transformation.
4. Do not go over the use of “the moment” terms
“Disruptive”, “innovative” and “feeling of ownership” are interesting and relevant terms to use in the content, but only if they make sense for the reality of your business and translate the reality behind the writing context.
Don’t use a word just because it is “in fashion” or because it sounds cool. In doing so, you run the risk of looking pedantic, which may alienate skeptical readers. Also, avoid overusing any term: look for synonyms and variations for create a more interesting read.
5. Develop unique style and tone
Do you know when we see a photo and we know who took it? Or when we recognize a song as belonging to a band before it even reaches the end? This is because these artists have created their own identity for what they do.
You can – and should – do the same with your texts. By adopting a unique style and tone, you can differentiate yourself from the competition and create an audience that recognizes your brand. In addition, you create your own positioning and can add value to your content through language.
Remember: when you do this, you may not please everyone, but you will have a loyal group that, for sure, will be more predisposed to consume your content and, in the future, convert.
6. Tell a story
The power of storytelling is undeniable: when telling a story, you engage the reader from the first moment and create a path for them to follow through your content until they discover the end of that narrative.
It may seem easy, but storytelling requires planning and practice. After all, an inspiring story, with purpose and that still helps to fulfill a conversion goal doesn’t come out of nowhere, does it?
For this, it is best to read content and understand what types of stories your persona likes. Does she prefer motivating or fanciful content? Does she like sports or action movies? Does it make sense to use a hero character? All of these questions can be answered based on your persona.
After this research, it’s ideal to structure your story and understand where you can create conversion opportunities, as well as how you will relate this to your product. The story will guide the reader and make them feel interested in continuing the reading journey.
7. Use metaphors and comparisons
Metaphors and comparisons are language resources that, in addition to drawing attention, make text comprehension easier. This causes the reader to capture the message and be better able to make decisions, including decisions about your product.
Always try to make metaphors and comparisons that are part of the universe of the persona, as in the case of storytelling.
8. Avoid long paragraphs
We are exposed to a gigantic volume of information, especially when it comes to the digital environment.
The structuring of information makes all the difference in this context. When we access a disorganized website, with an unpleasant layout and an unstructured menu, for example, we are unlikely to stay long there.
It is also possible to structure your content in a better way, which makes the reader better understand the information from the first “eye catch”.
One of the best strategies for this is the shortest paragraphs, with two to five lines. Paragraphs should also not occupy the entire screen: ideally, the layout of the site “compresses” this information.
9. Use heading tags
Another essential point is the use of heading tags: they are essential for both SEO and copywriting.
The heading tags help to structure the content, guiding the reading and making the information more easily assimilated. In this way, the user can better search for what he is looking for and understand if his text is useful for him or not.
They increase the time spent on the page and help the reader to reach the end. Have you thought about conversion opportunities can you create throughout your text?
Keep in mind a key point: to generate more sales with content, you do not (and should not) over-mention your product or service, trying to push it at any cost to the reader. It is also not necessary to continually quote your brand.
The biggest secret is to create interesting content, with consistent copywriting techniques and that has strategic conversion points.
Do you want to further deepen your knowledge in copywriting? So, check out our complete guide on the subject and become a master in the art of persuading through words!