Copywriting is not an easy profession, but anyone can become capable of doing enough dedication and practice.
Over time, writers learn the outs and ins of branding, tone, and attention-grabbing, resulting in some of the most persuasive writing you've ever seen—all without being gimmicky or pushy.
That explains why fancy wording is not usually idolized in copywriting. Veteran writers understand that it's not about how intellectual you sound, so much as it is about being transparent, direct, and compelling.
Those just starting might take the assistance of a thesaurus to get them by, but their more established counterparts will understand that fancy language can muddle the point being made.
So, how do you efficiently get your point across? What kinds of tactics can you employ in your writing to become more persuasive without bordering on sleazy?
Let's look at the top 7 advanced persuasive copywriting strategies most experts swear by.
1. AICPBSAWN (phew!)
Attention – Greatest benefit, biggest problem you can solve
Interest – Reason why they must be interested in what you have to say
Credibility – Reason why they must believe you
Prove – Prove what you are saying is true
Benefits – List them all (use bullets)
Scarcity – Create scarcity
Action – Tell them specifically what to do
Warn – What will happen if they do not take action
Now – Encourage them to take action now
I am not sure if this one was meant to be an acronym or not. It is pretty long! Nevertheless, there are several good bits in here, starting with the first. A unique selling proposal could probably be a copywriting post on its own. It's a big idea, and figuring out the unique angle to pitch your product/service/idea is critical.
2. String of Pearls
String together a series of compelling stories.
What does this formula mean for you? Listicles. List posts have their foundation in this copywriting formula. Suppose listicles don't fit your marketing strategy. In that case, you can go in a different direction by bringing together benefits or testimonials or any stand-alone elements that, when combined, create an overwhelmingly persuasive pitch.
3. The Fan Dancer
Be precise without actually explaining anything.
It took me some time to understand this one. What is a "fan dancer"? Well, it's nothing. But it did pique my interest! And that is the point. The Fan Dancer formula uses precise details to create curiosity while never revealing any actual information about tantalizing. To find out more, someone will need to click or keep reading.
4. The Approach Formula
Arrive at the problem
Propose a solution
Persuade the customer why your solution will work
Reassure that your answer and you can be trusted
Orchestrate a suitable opportunity to sell
Ask for the order (or response)
You may recognize parts of this formula if you have ever had a visit from a door-to-door salesman or a call from a telemarketer. It is a soft sell. The procedure takes its time to reach the "Ask" part, creating trust along the way and looking for the best opportunity to make the final step toward the sale. Slow pitches like these may involve a couple of actions through the marketing funnel or perhaps a piece of long-form content with various ways for the reader to act.
5. Bob Stone's Gem
Begin with your most substantial benefit
Expand on the most vital benefit
Explain exactly and in detail what they are going to get, including all the features and benefits.
Back up your statements with some supporting copy
Tell them what they will lose if they do not act
Sum up all the essential benefits
Make your call to action. Ask them to "reply now" and give a good, reasonable explanation why they should.
6. Always Use Testimonials
Everyone understands that testimonials are convincing, but many people do not recognize just how effective they can be.
All copywriting is tainted because the writer will always have some bias towards what they are writing about. Due to this, many customers will take anything you say, no matter how objective it is, with a grain of salt.
Testimonials help circle around this by showing proven results and being much more believable. Of course, knowing where and how to use them is what will set you apart from the competition.
For instance, you should always use a testimonial when you want to say something that you cannot, like something that's absurdly self-promotional, e.g., "You won't find better service anywhere in the U.S.!"
A business cannot say that what a customer is saying provides at least some believability because of the bias involved.
Also, sometimes the content of the testimonial will matter less than the source of the testimonial. Someone working at Google will be valued much more than a random no-name developer, regardless of the content or subject of the testimonial.
Do this to your best judgment, and when in doubt, remember this checklist:
Is this testimonial helpful and insightful to others who may be interested in converting?
Does it address valid points that I did not think to write about?
Does it flatter my brand in a way that I cannot?
Is it written by someone super important, inspirational, or otherwise famous?
Does it display the various locations of established customers?
Does it provide an identity to an otherwise faceless business?
In the same vein, does the identity offered further help to build the brand's established identity? For instance, if you run a sleek California brand, do the people writing these reviews look like they follow their lifestyle?
Does the review help to resolve objections?
Is there an element of emotion involved?
Is there a trend trigger? Is the testimonial saying that everyone should try it?
7. Keep Your Writing Focused On The Customer
Like many entrepreneurs, when you finally sit down to write about your business, you will most likely focus on yourself. You will write about "what we do," and "where we are located," and "how good our services are," but fail to mention "you" anywhere.
But customers do not care about your business. They care about what the company can do for them. Instead of writing from a first-person perspective and basically putting your business first, emphasize your customers.
What do they like, and what can they expect? Why should anyone do business with you? Descriptions of the company alone are uninteresting, but customers will listen to all of the benefits they could be getting.
Need tips and tricks you can use to keep focused on the customer? Here's a list:
Replace some instances of "we" with "you."
Write about the effects of your product or service instead of the features
Stress upon how essential your product or service is; motivate the customer to convert
Keep your copywriting easy-to-read and to the point
Ask questions and immediately answer them
Use sources of information like pictures and videos
Avoid using industry lingo
Once you begin writing copy, you don't have to become a grammar genius, but you need to improve your writing to connect with your audience and write compelling copy.
By following these rules, you'll become a better writer and be better prepared to write a persuasive copy and compel your customers to take action.
A few of these tips might seem like common sense, but you might find yourself falling into the fallacies mentioned here when you're copywriting. It is obvious information, but the amount of professional writers making these mistakes is alarming.
Additionally, while we may recognize that something could have been better in theory, we will end up doing something else because of the ease of writing or some other reason. Thus the copywriting suffers as a result.
As long as you are keeping a checklist of sorts and keeping these strategies in mind while writing, you are already one step ahead of most copywriters and will have better writing as a result.
Check out this video on our YouTube channel for five more Advanced Copywriting Strategies! (insert link here)