Digital marketing has taken a noticeable pivot in the direction of visual content this past year. There’s an increased emphasis on video, graphics, and high-resolution images that are aimed at visually stimulating readers and moving them to action. And while all of this is good and well, you can’t afford to push copywriting to the backburner. Nothing sells quite like persuasive copy and it’s up to you to strategically use the space you have.
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There’s sales copy and then there’s persuasive sales copy. The former involves a handful of words effortlessly strung together and pasted into a web page. The latter involves a strategic combination of carefully chosen words that are intended to persuade a very specific target persona.
If you want to write more persuasive copy for your landing pages, then you need to know what goes into the process. Here are some tips and suggestions.
People want to feel a connection with your product and brand. If they feel like you’re using corporate jargon and technical terminology just to sound smart, they’ll be turned off. A persuasive copy is conversational in the sense that you need to write how you would talk if someone were to walk into your store and inquire about a product.
The problem most brands encounter is that it’s actually really difficult to write like you talk. That’s why we’ve included a handful of other tips in this article to give you a strong foundation to build on.
Technical jargon should be thrown out, but that doesn’t mean you have to speak in a boring way. You need to use what we’ll call “delicious” language. To show you what this means, let’s check out an example.
Here’s an actual quote from an Expedia landing page on parasailing:
Even the most mild-mannered landlubber can soar to the heavens effortlessly and float hundreds of feet above the water, enjoying the kind of views and serenity that was once the domain of seagulls and eagles.
That’s some pretty compelling copy, huh? They could have simply said something like, “Parasailing lets you go where few humans are ever able to go,” but it wouldn’t have been nearly as persuasive. Notice the strong verbs and sensational adjectives. This is what we call delicious language.
One major fault of sales pages is that they don’t always clearly provide direction for the reader. This is a shame, as the call-to-action is arguably the single most important aspect of a landing page.
In order to write persuasive copy, you have to finish with a clear command.
The reader needs to know specifically what to do next. Don’t just put a link in; tell her to click here, tell (don’t ask) the reader what to do right this minute to move forward with the sale. Be specific and painstakingly clear.
Says Sonia Simone of Copyblogger.
There’s a reason people have five senses. We experience the world differently through each one. When one is missing, the experiences we have are less powerful. And while you may not think you can engage all five senses through copywriting, you can by including sensory details.
Consider this example from a Firebox product page:
Keeping warm is no mean feat when the merciless chills of winter start creeping in. You can clutch onto a smelly hot water bottle that'll be cold in less than an hour; shuffle round in a pair of slippers, layer on a multitude of hats and scarves or just give up and crawl back into bed.
How many sensory words are there in this piece of copy? Some of the words that stand out are warm, chills, smelly, hot, and cold. Do you see how all of these seemingly small words work together to create a compelling message?
Every landing page includes some combination of benefits and features. Unfortunately, the proper order of these two elements is often confused. Benefits should come first and features should follow next. The reason is that people want to know why they should purchase something more than they care about how something works.
You can technically sell a product without ever discussing features, so long as your benefits section is persuasive enough to draw people in. It’s virtually impossible to do the reverse, though. The features of your product are worthless if customers don’t see the benefits.
Copywriting can’t be something that you throw together last minute and then paste into your landing pages in between visuals and subscription forms. Copywriting serves as the framework for the entire page and should be one of your top priorities. If you’re going to spend time and money on anything, make sure you’re paying for highly effective, persuasive copy that resonates with your audience.
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