GOT AN ISSUE WITH COPY ON YOUR SALES PAGE, WEBSITE OR LANDING PAGE AND NOT SURE WHAT COULD BE WRONG? HERE ARE SOME VITAL QUESTIONS YOU SHOULD BE ASKING…
4.) Is there a clear emotional hook and a logical appeal?
Following the AIDA formula mentioned in the previous post you should look to build desire in your reader. One of the best ways to do this is to engage their imagination through the use of story-telling. Stories hook in our senses and put us into a more suggestible state of mind.
Even ‘boring’ software/ electrical appliance products often use the power of story to evoke emotion by talking about things like the years of struggle and heartache the chief engineers had in developing the perfect product and the brilliance of finally cracking the code and seeing their creation finally working.
Another thing stories can do is to present personality and build relationships. If you are a professional ‘expert’ you probably will have an ‘expert story.’ This will bond you with the reader by talking about the struggle they are experiencing and saying that you experienced it too and then paint a picture of the desired future the reader is looking for by talking about how you overcame the problem and how they can too.
The popular formula for a story like this is Before -> After -> Journey.
- What was like life before you had the solution?
- What was life like after you had the solution?
- What are the key points between the two?
Another popular formula for copywriting and for storytelling is Problem-> Agitate-> Solution.
- What is the problem the reader is facing?
- How bad is the problem really or how bad could it get if left unsolved?
- What is the solution and how can they get it?
Some of the great phrases to use when creating persuasion stories are:
- Imagine the situation…
- I remember…
- What would it be life if…
- If you were to…
Make sure that you add some logical data to your copy like statistics or iron-clad facts because even though emotion will build the desire people will use the facts to justify the decision to buy or move into action.
People love stories, and one of the really good ways to relate to your prospect is to tell a story. (…) a story can be invaluable and creates an emotional relationship of bond that keeps your prospect riveted and listening.- Joe Sugarman
5.) Can anything be removed?
The last piece of the puzzle when all the other pieces have been laid down is to look at the overall impression and see if anything can be taken out.
The above quote on stories came from legendary copywriter joe Sugarman. He also said that a good piece of copy should be like a slide at a playground covered in grease. Readers should step on and immediately and quickly slide straight to the bottom.
Every sentence should follow on logically from the next. Read every sentence and ask yourself “so what?” If it doesn’t add anything then take it out.
“So the writer who breeds more words than he needs is making a chore for the reader who reads.”
Make sure it is written conversationally. Some people will record their top salesperson talking about the product and simply transcribe it because passion translates from the spoken to the written word very easily. Don’t forget that good copy is like a salesperson who never needs to sleep, eat or get paid commission 🙂
There is a true art and science to good copywriting so the best thing you could do is to build up a folder of the best examples that you discover on and offline.
If you want to do some further reading then these are the books I recommend…
- Write to Sell by Andy Maslen
- The Adweek Copywriting Handbook by Joseph Sugarman
- Ogilvy on Advertising by David Ogilvy
- Words that Sell by Richard Bayan
- The Ultimate Salesletter by Dan Kennedy
WHAT ARE THE BEST EXAMPLES OF CAPTIVATING COPY HAVE YOU SEEN? LET US KNOW BELOW!
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