404,000 results in 0.52 seconds.
That’s what Google finds for me when I type in “Persuasive Copywriting” in the search bar.
And if you’re an online entrepreneur then you’ll have no doubt read a good few thousand of those results (or at least it feels that way).
But before you strut off to write the best sales page that the world has ever seen, you might wanna check out some of the things that aren’t widely spoken about. I’m not promising anything, but spending a few minutes to read this could save you some editing hours down the line…
Speak to people’s emotions and they’ll hand over their money in a blink of an eye.
I don’t know whether anybody has actually said this in as many words, but it’s definitely implied in a few places.
And to be fair, there’s reason to think like that.
Peter Noel Murray Ph.D. of “Inside the Consumer Mind” writes about various studies that show how emotions affect buying behaviour. According to one article;
“Advertising research reveals that emotional response to an ad has far greater influence on a consumer’s reported intent to buy a product than does the ad’s content – by a factor of 3-to-1 for television commercials and 2-to-1 for print ads.”
But you don’t have to be a psychologist to figure out why that is. You only have to think back to a time where you bought something you didn’t really mean to because you got swept up ‘in the moment’.
And I’m not just talking about the time you went to look for printer ink and came back with a new camera…
And a lot of that is down to great, emotive copywriting that pixelates a picture of a better future to strive for – or a dismal present to escape from.
So I guess we should all just stick to those angst-packed stories on our sales pages, right?
And here’s why:
Impulse buys can be cool. But when somebody is actively looking for the service you offer, it means:
Emotion is a great way to get people excited and invested to learn more about what you do. But without appealing to the logical side of your ideal clients grey matter – you run the risk of attracting the wrong people to your business.
Grip them with emotion, follow through with facts and logic.
If you’ve ever tried arguing explaining your point carefully and patiently to a child in this age bracket, you will probably have experienced the following reactions from them:
Trying to keep children interested in anything you say is a hard task. And while your ideal client is likely to be more educated than a young child, their attention span can be somewhat similar.
Harsh but true.
Your audience cares about you. But not in the way that you think.
They care about:
Ever heard of the Know, Like, Trust Factor?
In case you haven’t, it’s what needs to happen before most people will buy into something. Especially services or informational products. Even more so for high ticket products.
Your copy isn’t a jumbled mixture of power phrases and trigger words.
It’s the way you explain a solution to somebody.
A human being.
And that human being doesn’t need a rundown of why you’re better than anybody else. They need to know that they can trust you to give them what they need.
Don’t be the person who constantly talks about themselves without any thought for the rest of the world. In a relationship, it’s a turn off. In business, it’s a good way to go bankrupt.
I’ll be talking about persuasive copywriting techniques in more detail at the “Influence” NorthWest Marketing Conference on June 16th along with 5 other amazing speakers. Click here for the details.
Out of the three dirty little secrets, which do you think you could work on right now to improve your copy?
Let me know in the comments.
Thanks for reading!