“The right marketing doesn’t feel like marketing.”
Writing marketing copy is an art. It makes you utilize your creative juices, while also getting inside the consumers’ heads, and convincing them to buy a product or service. Learning how to write in a persuasive manner can be very useful here. You need to try and lure in consumers by addressing their needs and pain points and educating them on how a product or service can solve their problem. How can you do this, though?
Let’s look at some of the ways you can write persuasive marketing copy that converts leads and traffic into loyal customers.
Step#1: Learn to Address Pain Points
The only reason why your customers come to you is that you have the solution to their problem. Therefore, to master the art of writing great marketing copy, you should first learn to address the pain points of your targeted audience. The following three-step method will help you do this effectively.
- The first thing you need to do is to make the audience realize they have a problem.
- Next comes agitation. This is where you stir the pot a little and make them believe that the problem will worsen with time, and they must act.
- The last stage is where you share the solution. This is where you tell them how your product or service can solve their problem.
A perfect example of this is Lusha.com’s latest YouTube ad campaign. In the first stage, they talk about how difficult it is to find ideal clients among 8 billion people. Next, the model gets hit by a globe showcasing how hectic and overwhelming lead generation can be. Finally, they share their product and explain how it can help you find the right clients.
Step#2: Be Specific and Detailed
When writing copy, it is very important to be specific and detailed. Such specificity of details paints a clear and vivid image in the minds of your target audience. As a result, they feel more connected to your brand.
A Rolls Royce ad, published in The New Yorker in 1958, offers a great example of this copywriting technique. It said, “At 60 miles an hour, the loudest noise in this new Rolls Royce comes from the electric clock.”
It’s a simple sentence yet it paints quite the picture in your mind. It also highlights a key feature by alluding to how quiet and smooth the Rolls Royce is.
Step#3: Be a Little Humorous
What’s the best way to get someone to pay attention to you? Make them laugh. The same applies to writing persuasive marketing copy.
One of the upsides of adding humor is that it helps you sound less salesy, which is a major turnoff for customers. Furthermore, it allows you to connect with the consumer on a human level, which also builds trust. By being humorous, you also allow yourself to step into the customer’s shoes.
A couple of years ago, Ricola did an ad campaign on its cough drops that promoted the product in a very amusing way. The ad had a simple yellow background, with a Ricola product in the bottom right corner. The ad said, “She’s (cough) just a friend.”
We have all been in situations where someone mistook our friends as our potential love interests. Ricola captured the same idea and used it to promote their product in a way that was both funny and relatable. Instead of writing stories about the efficacy of the product, they addressed an awkward moment that everyone can relate to.
Step#4: Spark Their Curiosity
Another thing that you need to master to write persuasive marketing copy is to spark curiosity. If you can pull this off, you are halfway to making the sale. Take Moz for example. Moz is one of the most popular SEO tools out there. Not too long ago, they came up with an ad that said, “There is a smarter way to do SEO.”
Their tagline is followed by a short sentence that contains their value proposition and a Call-to-Action button. As you can see, Moz’s ad copy is designed to make the audience wonder and then answer all their questions.
Step#5: Be Straightforward
It is great if you are creative with your copy. However, when you add too much jargon and an annoying number of adjectives, you could lose your customers.
What you should do instead is be as straightforward as possible. Consumers today are a lot smarter than some people think. They can sense a sales pitch from a mile away and it is your job to write a copy that is believable.
Take Hiut Denim’s copy for example. Their company is known for making denim products and they stick to that. Here are some of the straightforward yet effective catchphrases they use in their copy.
- Do one thing well.
- We make the best jeans we can. Not the Most Jeans we can.
- We make jeans, nothing else. That’s it.
If you pay close attention to all the tips mentioned above, you should be able to write persuasive marketing copy. If you are still having trouble, reach out to Edit911. We offer professional copy-editing services to fulfill your content marketing needs. Besides that, we also provide fiction and academic editing and proofreading services. For more information, visit our website today.