check out the main techniques and triggers to persuade and sell with words – WAU
Copywriting is a content production strategy focused on convincing the reader to take action. The copywriter must write the “copy” (text) thinking about its persuasive character, using triggers to arouse interest in the reader, in order to generate conversions and sales.
Are you able to convince your target audience through the strategic use of words? Can you delight and make the blog reader follow all the actions you indicate?
So you’ve probably mastered some of the skills needed to be an excellent copywriter. Know that your content can make a difference in a company’s Marketing strategy, increasing the number of conversions and your network of customers and potential customers.
Do you want to better understand what Copywriting is and how it can be the missing piece for your brand to achieve success? Then, this definitive guide is for you! Check out!
What is Copywriting?
Copywriting is a content production strategy focused on convincing the reader to take a specific action. The copywriter must write the “copy” (text) thinking about its persuasive character, using triggers to arouse interest in the reader, in order to generate conversions and sales.
But anyone who thinks that this concept is new is mistaken.
The rise of Copywriting
No, Copywriting is not a new term. The word copy was first defined in 1828 by Noah Webster and, contrary to its literal transposition – “copy”, the term referred to “something original that must be imitated in writing and printing”.
This definition fell out of favor in the literature, but remained among journalists and printers who, in the middle of 1870, began to define the copywriter as the professional who writes advertisements, to differentiate this activity from the traditional news writer.
The copywriters of the 20th century, therefore, were nothing more than copywriters, and the work of these professionals helped several brands to achieve fame and millions of dollars in season.
However, with the popularization of the internet and the rise of Digital Marketing, Copywriting was reformulated and started to distance itself more and more from advertising.
The difference between Copywriting and copywriting
Paul Hollingshead, one of the founders of AWAI, one of the largest associations of copywriters and copywriters in the world, differentiates the two areas as follows:
“Copywriting brings a strong CTA, that is, a strong call to action, while advertising copywriting is a‘ soft selling ad ’.”
From a more practical point of view, Copywriting is more appropriate for attraction strategies, such as Inbound Marketing, for example, where the sales process spans a long persuasive process. Advertising writing remains an instrument aimed at direct sales.
This does not mean that the two fields are perfectly distinct. Copywriting “was born” from advertising writing and a good part of its tools were incorporated by renowned advertisers from the past.
The two types of writing, therefore, are complementary and their approaches are always mixing.
The main objective of Copywriting
If the CTA is one of the main elements of a copy, it means that throughout the customer’s journey it will be necessary for the reader to take some action such as subscribing to a newsletter, downloading a rich material or just continue on the blog and read another post, according to the strategy that was established.
It is from this technique that the copywriter is able to convince and captivate the attention of a website or blog visitor and make him follow the instructions that are given.
This professional educates and trains the persona about a certain product or service to make it clear that their product is the best solution for their demands. This is done through the production of rich and quality materials such as posts, infographics, e-books, whitepapers, webinars and so on.
What is the relationship between Copywriting and Content Marketing?
Like Copywriting, Content Marketing is an old practice that has gained a new guise after the popularization of advertising strategies on the internet.
In the previous topics, when explaining the concept of Copywriting, it was said that it focuses on conversion. Because of this, you must keep in mind that it will have great relevance in the adoption of Content Marketing by a company.
What is Content Marketing
When Content Marketing is adopted in a company, the goal is to attract, captivate and educate the target audience through content that is relevant and rich for a specific audience.
By building a long-term relationship, it is possible to increase the network of customers and potential customers of the business, providing quality content that meets the interests of your audience.
In other words, Content Marketing leaves behind the old invasive advertising to turn companies into real educators.
In addition, this strategy is very important to make a company a reference in its market, as it increases its authority and benefits the brand image, which, consequently, attracts new customers and favors business.
The role of Copywriting in Content Marketing
As you can see, this “art of selling” cannot be summed up only in the act of marketing a final product, not least because the copywriter does not always aim to make a sale immediately.
The idea is to extend the consumer experience in a process, the sales funnel, and to lead your audience, step by step, through strategically prepared content to their final destination, which in this case is conversion.
If Content Marketing seeks to engage and attract the target audience through educational and quality content, Copywriting will be the differential for the strategy to be effective, as it encourages the reader to take action.
The big secret, both for Copywriting and for Content Marketing, is to know in depth who will consume the content. So, it is possible bring the reader and his universe into the narrative and solve his doubts in the best possible way.
How to develop a Copywriting strategy?
Writing well is essential, but not enough if you intend to turn your reader into a customer. There are 3 basic commandments that must be respected in the production of any content for Digital Marketing (be it a text, be a microtext, be a video, be a podcast, be an email):
- inspire the reader;
- create a relationship with the brand;
- motivate readers to take action on the service or product.
In addition to these principles, when planning a Copywriting strategy, some other elements must also be considered so that your content is beneficial to both you and your reader. Check out the main ones below!
A blog does not become a reference on a particular subject by accident. It will only achieve success if the content is incredible and really satisfies all the needs of the audience.
For that, it takes a lot of research and dedication, in order to produce the best possible content, that is, a material really relevant to the persona, capable of entertaining and educating him.
Do not think that the publication of posts should happen indiscriminately. Try to establish goals and a path for the customer within the sales funnel.
To assist you in this journey, a widely adopted practice is the editorial calendar. There, you will be able to strategically publish content and launch campaigns, including exploring holidays and anniversaries.
Remember that this data will also be important if your company hires a marketing automation service.
There is no point in producing more of the same. If your website or blog delivers only the same basic content that is easily found at other addresses in the segment in which you operate, it will never attract your persona’s attention.
To stand out and gain the trust of your reader, one of the essential elements of Copywriting is exclusivity.
Be creative, invest in research and ensure that your content is unique, with fresh and relevant information for your persona.
You will understand later the relationship between Copywriting and SEO (Search Engine Optimization).
For now, it is ideal that you already have in mind that SEO is very important to ensure that your website has a good position in Google search ranking – or any other search engine – and is found by users.
Just as the relationship with the customer does not end when a sale is closed, your work does not end when the post is published.
Keep a close eye on metrics, see if the content is working well, see which tactics should be leveraged and identify those that need to be avoided.
By analyzing your results, you will be more informed to make decisions and make your website or blog’s success possible.
What are the main Copywriting techniques?
Some techniques must be adopted to ensure that Copywriting is a successful strategy. Below, we list the main ones.
Know who your target audience is
Again: you must know who you are writing for or you will not have as many hits as you would like.
First, define your persona. She is a semi-skilled character who represents your ideal client from real data.
It is important to define age, sex, occupation, interests, hobbies and any other type of information that is relevant to understand the profile and behavior of these people.
In this way, it will be possible to produce content oriented to your potential customers, with style and approach that comes close to their reality, increasing the possibility of conversions.
Set the right tone and language
Speaking of approach, it is essential to establish the tone and language that will be adopted in its content.
After defining the persona, you will have made this task a lot easier.
Create killer headlines
The title is the first contact your reader has with your text and is also one of the most relevant elements for search engines.
There are several formats of titles: it can start with numbers, suggest a question, present the topic and then make a call, make a provocation, among many other ways.
The important thing is that it is straightforward – that is, that it makes it very clear what is the subject that the content addresses or what is the solution it delivers -, contain the keyword and do not exceed 55 characters, to ensure that it appears complete in the search ranking.
Create a connection with the reader
To establish a relationship of trust between you and your potential customer, you need to create a connection with them.
Thus, when planning certain text, list the strategies that should be adopted to make the reader feel that that content was written with him in mind.
You will not simply sell your content or service, but show your blog visitor, through educational and rich materials, that you offer exactly what he needs.
Bet on action verbs
How to provoke a sense of urgency in the reader? Or the feeling that if he doesn’t follow your lead, he is likely to miss an unparalleled opportunity?
Remember that the main goal of Copywriting is to make the visitor to your blog or website follow the action defined by you.
In order for him to understand the message and know what must be done, it is indicated that you use verbs in the imperative, mainly in the title, intertitles and CTA.
Check out some examples:
- title: Understand the importance of proper management of social networks;
- intertitle: Evaluate the metrics;
- CTA: Now that you have learned how to manage social networks optimally, download our ebook and clear all your doubts about how to gain more followers!
Humanity has used analogies and metaphors since ancient times to clarify ideas, and there are some reasons why this strategy works so well.
First, people are more receptive to family information. After all, the effort used to understand a totally new concept is much greater than necessary to understand something that is already known or implied.
In addition, our brain builds new memories from others, establishing connections between them. Therefore, if you can rescue a concept that is familiar to the reader and associate that information with the idea that you are transmitting, the chances of fixing the content in his mind are much greater.
However, it is good to avoid direct comparisons with the competition, especially if your speech diminishes the products or services of other companies. In addition to not being an ethical conduct, this type of attitude arouses distrust.
Use numbers and surveys
If you use numbers in the title, whoever is reading will already have a sense of how many tips will be given throughout the text. For example: “Know 9 important metrics for a Call Center”.
If your intention is to prove information that is being given, to give even more credibility to what you are saying, quote data and research – without forgetting to link the address where you got the information from.
We will talk about some common mistakes in the next topics, but we can already say that expressions like “according to the researchers …” give the feeling that the message is not true.
One of the main objectives of Copywriting is break objections, that is, those doubts that your follower or prospect has about your company or product.
These objections must be identified in advance during the research and creation of personas, but they can be improved and updated according to the behavior of your audience and, also, of your competitors.
Like a good salesperson, the copywriter needs to be ready to deal with any questions from the reader.
Work your persuasiveness
As persuasion is at the heart of a good Copywriting strategy, it is essential to know some psychological principles to increase your convincing power.
Robert Cialdini, in his bestseller “The Weapons of Persuasion”, clarifies that human behavior is guided by some fundamental laws. Check out each one of them below:
- reciprocity – by nature, human beings tend to respond to an action with another equivalent action, so if you want a consumer to do something for you, you will need to deliver something of value to him first;
- social proof – since people are influenced by others, testimonials and successful cases are powerful to increase the credibility of your content;
- affection – since we usually connect more easily and deeply with people who look like us, we tend to give more attention and respect to the salesperson who lives or has experienced a problem similar to ours;
- authority – this principle suggests that people tend to respect those who judge as “superiors” more, not in the literal sense of the word, but superior in a given subject, for example;
- coherence – when people publicly commit to something, they feel psychologically pressured to behave and deliver the announced result;
- scarcity – trigger “triggered” when we realize the possibility of losing something and sharpen our desire in order to get rid of the feeling of loss.
You probably have already come across many texts and ads that explore these principles and it is good to start working on their content too, but sparingly.
Once the indiscriminate use of these triggers has been identified, the effect is just the opposite. Therefore, use this knowledge only as a basis for your arguments, never explicitly presenting them.
One of the most interesting and effective ways to attract attention and engage an audience is by telling a compelling story. This strategy is known as Storytelling and its main objective is to create a strong connection with your audience.
Stories are one of the premises of communication. Because they are deeper and more sensitive, they evoke emotions and memories, in addition to showing empathy making people experience the information received.
Just be careful not to overdo it. After all, a persuasive story does not require the details and nuances of a literary work. In fact, Storytelling is just a tool to enrich your conversation with the reader and make this interaction more human, since there is nothing more human than storytelling, is it not?
Ask questions that will get positive answers
“In an advertising text, I’m going to throw a question here and there, but I’m often going to put it as a statement – you know, one of those statements that makes readers nod their heads in agreement.” (Parris Lampropoulos)
When asking a question, structure it so that it is also a statement. Thus, the reader will feel that by agreeing with what you are saying, you will be reinforcing an indisputable truth.
Write how you speak
Think carefully, if you write in a similar way to what you say, an interesting phenomenon happens: the text becomes much more natural, allows you to get closer to the reader, helps to tell stories and even makes reading easier.
Ah! Another important point is that, naturally, it doesn’t look like you are about to announce a sale, but rather that you are recommending something – like a friend yourself.
And this is a much more effective approach, don’t you think?
Emphasize the main topic of the text
“Get the subject right once. Then go back and hit him again. Then hit it a third time, giving it a ‘tremendous blow’. (Richard Perry)
Sports metaphors aside, what this phrase means is that every text has an introduction, the development of ideas and a conclusion. Therefore, reinforcing the main subject in all its content is very important.
Let’s say you need to talk about the health benefits of green tea. In this case, the ideal is that you introduce green tea in the introduction, develop throughout the text what are the health benefits of it and reinforce the importance of the product in the conclusion.
Sell the benefits and experience
More important than talking about the characteristics is to explain about the benefits and the experience that the customer is about to acquire.
Remember the sales rules we talked about right after we defined the concept of Copywriting? We don’t like the idea of being convinced to buy something, and when we do, it’s for emotional, not rational reasons.
By listing the characteristics of your product, content or material, you appeal only to the rational side.
However, focusing on describing the benefits and the experience, the connection is emotional and the next step becomes something more natural.
Is it possible to create a perfect copy?
One of the most prestigious Copywriting jobs goes back to the time when the term was still restricted to American copywriters.
David Ogilvy, considered by some authors as the father of modern advertising, created in 1957 the famous Rolls-Royce car campaign with a text of just 607 words and a breathtaking title chosen by half a dozen editors from his agency among 26 options created by him.
The ad entitled “At 60 miles an hour, the loudest noise from the new Rolls-Royce comes from the electric watch” raised the brand’s status and doubled the vehicle’s sales the following year.
Source: Manan Younas
Of course, Ogilvy’s proposal at the time was very different from the way corporate communication is handled these days, but the story helps to illustrate the importance of certain elements in an article, in this case the title, and the power that a well-written text represents.
If you are thinking about becoming a copywriter, below we list some skills that you should have or improve.
Stimulate your creativity
To become a copywriter, there is no other way: you need to be very creative. Keeping up to date on trends and news are ways to surprise the reader and keep your production always in line with what he expects.
Keep in mind that plagiarism is a crime and can have serious consequences. In addition, search engine robots, such as Google’s, are always visiting pages and checking whether the material provided is really original.
If they find any irregularities, you can be sure that your blog or website will be punished.
We have already talked about the importance of doing in-depth research and producing original and quality content, as these are essential factors to make you an expert on a topic.
In addition, they will be relevant to maintaining your authority and making you a reference in your niche.
Do not publish anything on your blog if you have doubts about the veracity of the information. It is also indicated that you always do a thorough analysis of your sources, in order to avoid spreading data or information that, because they are false, will affect your image.
It is not enough to be creative and have the authority to talk about a subject. To get someone to actually follow what you are talking about, persuasion is an attribute.
By improving this skill, you will be better able to convince and encourage visitors to your blog or website only through your content.
Have no doubts: if you go around and go around talking about a subject, surely the reader will look for another blog that can deliver what he is looking for more clearly and objectively.
Consider that each content has a different role to play and that 100-word texts will not have the same development and complexity as one with 3000 words, but in all cases, make sure that what you are talking about is really relevant to the reader.
11 most important elements and triggers in Copywriting
It is not necessary for everyone to be present in the text. To make this clear, let’s see how each of them works within the copy.
It is common for people to procrastinate a decision, unless it has to be made urgently. Therefore, a text should not only attract the visitor’s attention and involve him until the end, but also make him take a quick attitude that generates the conversion.
For that, some words and terms that cause the feeling of urgency may work. Here are some examples:
- Want to find out how to put together a marketing strategy? Check now the post we wrote on the subject.
- Do you want to become a successful freelancer today? Click here to learn more!
- Until today, nobody had told this secret of how to increase sales. Read the post and find out!
Some readers may feel distant from content producers, so using connection elements makes the two sides closer and this is essential in conversion-oriented copywriting.
In this way, the reader stops seeing you as someone who is trying to sell an idea or product to him, starting to see an ally for your success.
Some examples that show how the connection can be applied in the text are:
- You will discover in this post how to make amazing texts!
- See how ordinary people became successful freelancers!
- Check out this step by step to have a successful blog, even if you have never had one.
Another element of Copywriting focused on conversion is specificity. That is, it is necessary that the text calls define the deadline or the next steps that the visitor must take to execute the action. Some examples:
- Learn the 7 tips for you to write the perfect text!
- Discover the 13 techniques for text optimization for SEO!
- Learn more about the course that teaches you how to do Copywriting in up to 2 weeks!
What brought you to this article is the interest in knowing more about Copywriting and how to write texts that convert, right? The same is true of all people; when someone consumes content, they expect something to change after reading.
Therefore, the text needs to make clear from the title that it will cause a transformation in