In this article you will learn some highly effective persuasion and communication techniques revealed by some of the world’s top copywriting experts. These little known copywriting secrets will undoubtedly transform your copywriting game and equip you with some extremely powerful persuasion techniques to write better copy.
These techniques have been used by some master copywriters nearly two decades ago and they are now being shared to help a lot of copywriters and entrepreneurs increase the results they get from their marketing.
Now here are some of the best persuasion techniques to level up your copywriting skill and boost your sales:
1. Use the “So what” Technique
If you want to write great sales copy, use the “so what” technique after writing a copy. Master copywriter Joan Damico once said that “after reviewing your copy and you think the target audience would just respond with ‘so what’, then keep rewriting until they’ll say something like, ‘That’s exactly what I’m looking for. How do I get it?’ ”
Kevin Finn added that “when a copy is being critiqued you should ask after each and every sentence, ‘So what?’. It’s a technique that can assist in changing copy to be more powerful.”
2. Hit Your Readers’ Emotions
Copywriters Bob Hacker and Axel Anderson advised that your copy should hit one or more of the following emotions in your readers’ mind: fear, greed, anger, passion, exclusivity and flattery. Denny Hatch reiterated how important this technique is by stating that “if your copy is not dripping with one or more of these, tear it up and start over.”
3. Communicate Trust
Expert copywriters establish credibility in their copy. Steve Slaunwhite said that “the number one key to persuasion is this: communicate trust. If you do this well, you at least have a chance at engaging and persuading the reader. If you don’t do it well, however, no amount of fancy copywriting techniques will save you.”
4. Write in a Conversational Style
The best copywriters use a conversational and natural style in their copy. “Write like you talk,” said Barnaby Kalan, “speak in language that is simple and easy to understand. Write the way your prospects talk.”
5. Know Your Audience
Another key secret of persuasive copywriting is to know your audience. This is the first and most important thing to do before writing any copy. You must know the fears, needs, desires, concerns, perception and deep seated worries of your target audience. You should have knowledge of their demographics such as their age, gender, location, occupation, title, companies they work for, where they hangout online etc. These will help you write better sales copy. Christian Boucke said “My way to being persuasive is to get in touch with the target group by inviting one or two to dinner for in-depth conversation. I also call 15 to 40 by phone to get multitude of testimonials and facts, and go to meetings or exhibitions where I can find them to get a first impression of their typical characteristics.”
6. Link News Events to Your Copy
Master Copywriter, Dan Kennedy advises you “pay very close attention to goings-on in the news that you can and should link to.” He went on to say that you should “jump on a timely topic and link to it in useful communication with present clients, in advertising for new clients, and in seeking media publicity.”
7. Write as If You Are Already Engaged in a Conversion with Your Target Audience
According to Bryan Honesty, “instead of writing your lead as if you are just starting to talk to the customer, write as if you were already engaged in a conversation with the customer and you are just responding to their last statement. Examples: ‘so why is it so hard for you to lose weight?’ ‘You can’t quit on your dream now.’ ‘You have the gift’”
8. Use the ‘Tremendous Whack’ Theory
According to Richard Perry, you just have to hit your point over and over again. “I employ Winston Churchill’s ‘tremendous whack’ theory, which says that if you have an important point to make, don’t try to be subtle or clever”, said Richard Perry. “Use a pile driver. Hit the point once. Then come back and hit it again. Then hit it a third time – – a tremendous whack”, he added.
9. Us the Drop-in-the-bucket Technique
If you want to command more results through your copy in a very short time, use the drop-in-the-bucket technique. According to Mike Pavlish, “you have to show that the price you are asking for your product is a ‘drop in the bucket’ compared to the value it delivers.” Fred Gleeck added that “if you really have a product that is so much more valuable than the price you’re charging, it becomes much easier to sell it hard.”
10. Lead with Your Strongest Point
To write high impact copy, expert copywriters advise you lead with your strongest point. “When I review my writing, or especially others’, I find they almost always leave the most potent point to the last line”, said John Shoemaker. “So I simply move it to the first line. Instant improvement”, he added.
There you go. Ten powerful copywriting techniques to help improve your copywriting skill and bring you tremendous results.
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