Writing powerful, high-converting copy means understanding exactly how to trigger just the right emotions to induce someone to want to buy your product. Although traditional copywriting formulas such as the AIDA formula can help in the process, what will make the difference is learning to write emotionally to the prospect, rather than just logically.
Here are a few effective strategies to trigger the right emotions in your readers:
Relate to the Problem
If you are going to help them, they first need to know that you understand the pain they are going through. Unless they feel that you “get” them, they probably won’t believe that whatever solution you have will work.
Describe the problem in detail. Describe it with emotional words. Stories can often make a huge difference. Tell your own story of experiencing the problem firsthand, or tell someone else’s story in detail. The more they feel as though you “get” them, the more they will trust you. Also, the more you can get them to relive the pain as they read your sales letter, the more powerful their desire for a solution.
Pile On Hard-to-Refute Proof
It’s not the big claims and benefits that get someone excited. In a very powerful piece of copy, it is the proof that gets people’s imaginations running. You could tell someone that they will lose twenty pounds with your system, but more likely than not, they will just gloss over your claim. It’s only when you start piling on scientific studies, real world results and other proof elements that people start to believe it is possible.
The real skill in demonstrating a product in copy form comes in getting someone to believe that you can follow through on your claim. Do this by piling proof on top of proof on top of proof. When you get to the point where the reader can’t refute your claim anymore, both consciously and subconsciously, then you have won the sale.
Master Urgency Techniques
The call to action is one of the most important aspects of your copy. It’s what pushes someone over the line, from being excited about a product to being a customer of a product.
The secret to a powerful call to action is urgency. If you can get someone to believe that they can’t act later, but have to pull out their credit card now, then your call to action has done its job. Two of the most powerful techniques to do this are the time-sensitive offer and the limited amount offer. Either one of these two techniques has been proven again and again to yield high conversions.
These are three effective copywriting techniques that have been used for decades by master copywriters. Relate to their problems emotionally, pile on the proof for your claims and make sure you end your sales letters with a bang by instilling a driving sense of urgency.
