How to write authentic copy that makes skyrocket sales runs into two parts. This is part 2.
In how to write authentic copy that makes skyrocket sales – part 1, we talked your copywriting needs to influence the emotions of a buyer to change the way he perceives your product and thereby motivate him to buy. Emotions play a significant role in decision making.
Respect readers’ emotions
To tap readers’ emotions while respecting them, you can use some techniques. The trick is making your efforts unknown to the reader once you’ve figured out how to use them.
Do you expect your readers to act and perceive something they didn’t plan on acting or to perceive that something before you wrote your copy for them? Particularly, you do not know who your readers are. You do not know how readers receive your copy. They may feel why they should care to read your copy in the first place. Your challenge is much deeper than simply answering that veiled question. Why? Because you will ruin your chances before you’ve even finished half of your opening sentence unless you answer that deeper, veiled question. The issue goes to the core of persuasive writing. It is important to persuade your reader to read your writing before you ask them for anything.
Why are readers generally not interested in reading?
In today’s world of much information, readers simply scan or have a cursory look to find if it interests them, if not, they skip reading it. First, readers are not dumb. Second, they are not obligated to read your writing, much less to continue reading it after they have started. Third, they need to attend to other work and care for other things.
It holds true with anybody’s writing and any website. If your writing is dull and plain bald, chances are that the reader goes away to visit hundreds of other sites, as they have that choice. So, if you want to persuade your reader to read your work, you need two things to do. Make your writing engaging, persuasive, and enjoyable to read.
What do you mean by engaging, persuasive, and enjoyable to read?
That is to say, they feel it connects with their brains and satisfies their basic human need for a wonderful narrative. The piece should be indistinct but enticing so the readers can’t resist reading on.
A reader knows when he buys a novel that its reading will be appealing and interesting to him. But for your reading, that awareness of knowing your reading and appeal misses. Once the reader is aware of reading a mail, an advertisement, or business writing, he loses interest in the pitch.
Novelists have willing readers, but not in your case. The reader knows that your writing is for selling something, even though they get information. Nevertheless, you have to induce the reader to do the reading.
It transforms apathy into zeal by appealing to your prospect’s desire to be engaged, connected, respected, valued, and satisfied. It tends to work by gradually engaging your prospect’s emotions, without them realising it.
One thing is clear. Your readers know your copy is for selling before they read it. They recognise ads in print media, on the web, on the bus shelters, or on billboards. They know your copy is trying to sell something. You have to give them the reason why they should read it. A grand idea catches their eye. Your sales pitch should have a great idea of what you want to sell.
Now getting their attention is the second step. Tempt the prospect to read your copy. How? Try to connect with his emotions deep enough. Here comes the trick of the headline: a single sentence such as a limited time offer’ can be an attention grabber. Surely, such a type of headline grabs the attention of the prospect and his curiosity to read on with an attractive eye-catching picture below the headline. Then what connects the prospect’s emotions? Mention something related that makes him happy, or surprising, or excited.
Let us take an example. You’re writing copy for a fridge sale. You can say ‘a limited time sales’ with some promotional price. Let us say the original price is 10,000, and the offer is for 7,000, say, for a period of 15 days. The headline tempts the prospect to read on. The offer can surprise him. He can be excited to see an attractive photo of a fridge with all its attributes and qualities, such as his favourite color choices. So your copy is tempting him, calls for action lest he may miss it, and connects with his psyche. That is emotional curiosity.
Your copy can still have more room to tempt and connect with the prospect. You can say “we offer free delivery”, or say “we offer an exchange bonus for your old fridge”. Now you have subtly started influencing the prospect’s emotions. This way you have connected to the prospect’s desire to be engaged, valued with the offer, and tempted not to miss such an attractive offer, a call for action. Note that many people may read this copy, some of them may not yet come to buy but some will. You have also talked about the benefits of buying a fridge with attractive offers. How well your storytelling is with all these ingredients matters much. By making an exchange bonus in place of the old fridge, you are trying to change the prospect’s behaviour to the point of exchanging his old fridge for a new one, an emotional engagement again.
How to close the sale?
Retell your story from the start. The benefits they get remind them why they choose to read. Making the right decision is reassuring them. It makes them purchase, relieving their excitement.
You explained why it was a good idea and addressed any doubts they might have. What else is there to say but to buy? You have taken the horse to the pond to drink. Now it is the choice of a horse to drink or not.
Write copy with ease
Now the focus is on how to write copy with ease. It is about the emotions of the prospect and themselves that matter for sales. Therefore, understanding what the world looks like from your customer’s point of view is important. You need the vocabulary to mine for the right word for the right description. But keep your language as simple as you can. It is an art to be gained. Flashy language does not work out for engaging prospects’ emotions. For good communication with your prospect, you need to have understanding, and resonate with, them to sense and speak in an ordinary tone.