3 Copywriting Tips - How To Edit For Mass Appeal!
Web copy that's intended to sell or generate leads needs to quickly reach out and grab attention and build rapport with a target audience. You can connect with your audience more effectively if you understand something about how people process information, and how they think.
Every one of us is constantly sorting, distorting, and generalizing what we perceive, just to stay sane.
As a result, different people see the world differently. You probably want to appeal to as many of them within your target market as possible. Here are three simple tips you can use when it comes to editing your web copy.
1 - An idea can be made to appeal to more people if it is expressed in both a positive (moving toward), and a negative (moving away from) fashion.
Look how it's done in this famous lead..."TWO YEARS FROM NOW, your business could easily be worth 2.5 to 25 times what it's worth today...Or you could fall into the list of business also-rans... " Some people are motivated by the desire for gain, and others by the fear of loss. With a statement like this, it doesn't matter which, you're speaking their language either way.
Another great example of this is in the life insurance industry. Rather than try to force a square peg into a round whole, the insurance companies came up with the idea of "cash value". Now the sales pitch could be reframed to appeal to both types of people. Those that moved toward pleasure could be sold on the idea of early retirement, and those that moved away from pain could be sold on the more traditional idea of income protection.
2 - The second idea is internal versus external frame of reference. Some people do things because they see others doing them. Some people want to relate things to their own experience. The former is impressed by testimonials and success stories, while the latter is moved by deductive reasoning, analogy, and metaphor. You can see this requires two very different kinds of selling.
Here's another way to look at internal versus external orientation. The internally directed person values a sense of achievement while the externally directed person values recognition. Two sides to the same coin.
So you might say in your copy, "Picture the smiles of appreciation your family will reward you with when they begin to enjoy the new lifestyle this knowledge can afford you. Imagine the sense of achievement, and how confident you'll become!"
The first sentence appeals to an external bias, while the second one targets an internal bias.
3 - And the third tip is to use phrases that appeal to multiple modes of perception in your copy. Like everyone else, you perceive the world with a bias toward seeing (visual), hearing (auditory), or feeling (kinesthetic). Naturally your copy will reflect this bias. By going back through it and editing it to include all three biases, you will connect with more readers.
I am a very visual person, so I might write something like, " You've got a clear view of it in your mind's eye now, don't you? Suddenly, it appears you'll make your decision." I might go back and edit this passage to include a mix of the modalities. Perhaps..."This is really resonating (auditory) with you now isn't it? You've grasped (kinesthetic) all of the important points and you can see (visual) your choice."
By understanding people's patterns of perception, and how they view the world, you can make more of them feel comfortable when they arrive at your website. Your sales message will click with more buyers, and you'll see more sales!
". . . anywhere is the center of the world." Black Elk, Sioux Medicine Man
Copyright 2005 Daniel Levis
Daniel Levis is a top marketing consultant & direct response copywriter based in Toronto Canada. Recently, Daniel & world-renowned publicist & copywriter Joe Vitale teamed up to co author "Million Dollar Online Advertising Strategies ? From The Greatest Letter Writer Of The 20th Century!", a tribute to the late, great Robert Collier.
Let the legendary Robert Collier show you how to write words that sell... Visit the below site & get 3 FREE Chapters!
Prevent Procrastination With Positive Pressure
My wife and I recently bought a house.It's currently being built and moving day is slated for December. So we decided to buy some furniture in order to fill some of the "extra space." (Our new home is double the size of our current one.)Now, something really interesting happened.The story is a little long, and almost unbelievable, but let me cut to the heart of the matter. (I'll tell you the whole story some other time. You'll cringe!)After shopping around a few stores, ...(related: Copywriting)
Is Your Web Copy Plain Talk?
It's true, we were all taught in school to express ourselves differently on paper, than the way we speak. To follow rules of grammar, and inject an artificial air of formality.Forgetting about this training when you write web copy is one of the best thing you can pos...(related: Copywriting)
Professional Writing: Six Great Reasons To Hire A Writer
Most people can write. Some can even write well. But only a few individuals can write as quickly and persuasively as a professional writer. Effective communication requires a well-crafted message that is interesting to your audience. Anything less is a waste of your time and money.Professional writers can develop a wide variety of documents including proposals, advertising and design copy, content for websites, sales letters, strategic plans, brochures, and newsletters. An organization looking for the best value should consider the following benefits of hiring a professional writer:1. Save time: Your time is valuable. ...(related: Copywriting)
Four Simple Steps To Improve Your Sales Copy
You know what it's like, you're reading the sales material about a product you're considering buying, but, as you read, all these questions seem to pop into your mind, but there's no-one there to answer them, so you shelve your plans to purchase.If it happens to you, you can guarantee it also happens to your customers when they read your sales copy. So, what's the answer?You don't have to practise mind-reading, just good-old fas...(related: Copywriting)
Copywriter Rates, Getting The Facts Beforehand
Have you ever had the experience of hiring a freelance copy writer only to find that the project takes longer than expected, or that the fees they offered are 'flexible' in the wrong way for you to benefit. There is no doubt that copywriter rates differ greatly from one to another. There is very little in the way of a standard rate especially when you are dealing with clients through the Internet. To ensure you don't get taken for a ride, you need to get...(related: Copywriting)
Want A Sticky Site That Sells? Forget Content!
An interesting debate is currently raging among copywriters, web designers and content developers about the differences, if any, between writing copy for the web versus writing content.According to prolific copywriter Nick Usborne of...(related: Copywriting)
Making A Living As A Copywriter; Freelancing Versus Agency
So You Want To be A Copywriter?Wannabe copywriters often check out my site for information relating to my services and fees. And quite right too! I still give my competitor's websites a 'gander' every now and then, in case they're doing...(related: Copywriting)
7 Powerful Sales Copy Writing Techniques!
Your sales letter is the most important component in yourweb site or marketing campaign. It will introduces yourproducts or services to your visitors and how people react(buy, bookmark, leave) is 80% entirely depends on yoursales letter.Below, I will show you how to make you sales letter aCompelling, Non-stop, 24/7 cash generating machine!1. Tell a good story in your sales letter.Every body loves a good absorbing story, with a good storyyou will create empathy with them.Give story that relates to your reader's situation, T...(related: Copywriting)