If you want to sell anything to anyone on the web then it is vital that you figure out how to write persuasive content. Not tough you say? Perhaps until you've tried it once or twice. You then begin to realise why top copywriters get paid a lot of money. You don't need to give up just yet, however. There are basic elements of copywriting and persuasion that can help your copy do what you need it to, and best of all, they can be learned!
4 Essentials steps to write persuasive content
- Make it easy to scan – We all know that writing for the Web has become an exercise in who can make the most readable and scannable copy. Some ways to make sure that your copy is absorbed by the fast-wandering internet user are to use tactics like using lots of white space, bullet points, sub-headlines, bolding and color, and compelling images.
- Write conversationally – Write like you're chatting with a friend. No one wants a lecture. So regardless of the topic, and just how technical it can appear, make sure you write as you talk. It really helps with building the trust you are wanting to build with your reader, especially if you are hoping to get them to buy anything eventually.
- Structure to your conclusion – Humans usually process information best when offered in a narrative fashion, so be sure and tell your story! Beginning, middle and end, rising action to a climax. Strong headlines that reel in the reader. All resulting in a conclusion that compels the reader to take action in whatever form you are asking.
- Ask for what you want! – It's tough to imagine that we have to say this, but so often copy is lean on the asking side. It's as though they don't want to come off as too pushy in actually asking for the sale. The truth is that if you don't sell the ask with enthusiasm, you're in fact disappointing and probably confusing the reader. It's expected, so ask. Never write anything without a strong call to action!
