The copywriting or persuasive writing is at the
core of all marketing strategies. Words convey the essence of the
brand to us, make us imagine a new world within our reach and, ultimately, encourage
us to buy.
Writing
sales-generating texts is part science and part art, and like any other skill going rate for children's book
illustrators, it can be learned by practicing the basics. We tell you
the keys to copywriting that converts.
12 keys to
generating sales with copywriting
1) Know the
product and the customer
Good copywriting should
always start from good research.
In order to
adequately present the virtues of a product or a brand, we have to know in
depth how it works and what needs it solves. In the same way, we also have
to know perfectly who we are addressing, what is the problem that it seeks to
solve and what are the common objections to our product or service.
2) Find the right length
Writing texts of the appropriate length is
another key to seducing and convincing . Sometimes a
single sentence is enough, while at other times we will have to write many
pages. We cannot make the reader think that they are wasting their time,
but neither can we fail to give them the information they need to convince
themselves.
As a general rule,
you have to think about whether we are addressing a client who needs a solution
NOW and who can act more or less impulsively (in which case a short text is
more appropriate) or if, on the contrary, they are not in a hurry and want to
Compare several options before buying (a longer text would be better
here).
3) Write for the medium you are targeting
Writing a script for
a television spot is not the same as writing a podcast or blog
post .
In general, if we
go to the internet, we have to take into account two fundamental aspects:
·
The SEO . It does not make
sense to fill a text with keywords without rhyme or reason, but we should be
clear for which terms we are looking to position and include them at least in
the titles and subtitles.
·
The structure . Most Internet
users scan the texts instead of reading them in depth, so it is necessary to
divide them into sections and use resources such as bold and bullet points or
bullet points.
4) Talk about the
benefits
The classic
example: "1GB of storage" sounds a lot less impressive than
"1000 songs in your pocket." The reader-client does not want us
to talk to them about the technical specifications of the product, but
about the ways in which it can improve their life .
5) Think about the emotions you want to provoke
The copywriting is not limited to
present rational arguments to buy a product, but seeks to connect at a
deeper level and encourage the reader to perform a certain action.
Therefore, when
you are considering writing texts to generate sales, first think
about what emotion you want to provoke : inspire the
reader to give the best of himself? Make him smile? Make him decide to solve an
annoying problem of Once for all?
6) Include a clear CTA
The fundamental objective of copywriting is persuasion,
that is, to convince the reader to do something. To have a chance of
success, we must clearly state what that "something" is
through a call to action : "Sign up now",
"Follow us on Twitter", "Talk to our X experts". The
reader cannot read your mind and needs you to make things as clear as possible
so ask and it will be granted!
7) Transmits closeness
The copywriting seeks
to generate a connection to the potential
customer, make him feel that headed directly to him. Therefore, our words
have to convey that proximity.
A simple but very
effective resource to generate closeness is the use of
"you". Talking face-to-face establishes a direct connection with
readers and encourages dialogue between both parties.
Another way to get closer to the audience is
through storytelling . When you tell a story, you make the
reader identify with the protagonist and feel part of your brand.
8) Do A / B tests
Copywriting, like
everything else in marketing, is capable of being optimized through
data. If you want to know if something works, you have to try it! For
example, you can send two newsletters with two different copies to different
user groups and see which one gets the most clicks. Dare to try daring
ideas and analyze the results.
9) be honest
Users are more
than used to consuming advertising and they know perfectly well when they are
being deceived. And even if you do achieve your goal, promising more than
you can deliver is always counterproductive. As David Ogilvy said, you
have to write as if the reader were your partner, since you would never want to
cheat on her.
10) Use more verbs and fewer adjectives
One of the most
annoying "vices" of copywriting is the abuse of adjectives:
everything is unique, great, exclusive and wonderful. But this type of resource
ends up tiring the reader and producing the opposite effect as desired.
Instead, try
writing texts focused on action verbs , such as
"discover" or "you will learn." The result will be
more credible and effective copies.
11) Include testimonials
Testimonials
bring the power of social proof and get readers to picture
themselves using your products. Simply put, you are more likely to
generate sales when potential customers can see that other people have already
tried that product and liked it.
12) Check before posting
Writing texts
requires a lot of work and effort, so don't ever mess it up with a
mistake! The last key to good copywriting is to thoroughly review
the final text before publishing.
Ideally, you
should entrust this work to a professional proofreader, but if that is not
possible, at least make sure to let the text rest for a long time before
reviewing it. This way you will see it with different eyes and it will be
easier for you to detect faults.
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