by Jeff Newton
There may well be no more fundamental task for a content provider than to be persuasive with your copy. Sounds easy, right? Just up until you’ve tried it, perhaps. There is a reason top copywriters get paid the big bucks. Never fear yet. You needn’t break the budget to hire your nearby Shakespeare just yet. There are several basic aspects of copywriting with persuasion that can make a huge difference. Best of all, they can be learned!
4 Essential steps to persuasive copy
- Be sure it’s scannable – We hear constantly how nobody reads on the web anymore – they scan. This is however true. Since those are the cards we’ve been dealt, here are a few tips on how to ensure your copy is read by the scanning surfer set on leaving your page. Use lots of white space, bullet points, sub-headlines, bolding and color. Compelling images to reel them in and hold their interest.
- Write conversationally – No one wants to feel that they’re being lectured to. So even if you’re offerring ideas or a topic that you’re dead certain is either new or advanced, you need to speak as though you’re relating this to a good friend. Write just like you talk. It goes a long way toward creating the trust you need to build with your reader, particularly if you're hoping for them to complete an action in the near future.
- Structure for your end result – We all like to be told stories. You can use this to your advantage almost every time. We process information most efficiently when the content is offered in a narrative stream. Don’t be shy about telling your story! Use a beginning, middle and end, lead inexorably to a climax, which would be to get the reader to take whatever action you’re requesting.
- Be sure to use a call to action – Don’t be timid about using a strong call to action in your writing. Many times this element is either missing entirely or so fuzzy that it may as well be! In fact if this is the case, you’re likely disappointing and in all likelihood confusing the reader. Never write anything without having a strong call to action!