6 Copywriting Secrets to Sell More
Do you want to sell more product and make more money so you can buy a nicer house, take more vacations, and impress your friends?!
Then keep reading to learn how to do just that!
Sounds a bit forward, doesn’t it?
And yet, something about those two sentences may have struck an abashed chord with you.
Here’s the deal: Copywriting, at its core, is the most fundamental medium used in persuasion.
Businesses that master copywriting will vastly outsell those that don’t. No business has ever gained a customer without the help of copywriting, and, curiously, it’s often one of the last tactics examined in a marketing strategy.
The most successful marketers understand that customer relationships are akin to those of romantic relationships.
I’m not sure about you, but the words I used in the early stages of my relationship with my now-wife were rather important to my mission of marrying her. Had I come out of the gate with an oversized head and aggressive language, she would have been immediately turned off. Our relationship may have never seen daylight.
On the converse, if I came across as dull and timid, her disinterest in me would slowly steer the relationship toward its sure death.
No business has ever gained a customer without the help of copywriting...
Copywriting is no different, being that it facilitates these relational transactions. The language the merchant uses is crucial to:
Stand out from the crowd;
Spark the customer’s curiosity to explore further, and;
Enlighten them enough to commit to a transaction.
As I walk you through six copywriting secrets to help you sell more, I encourage you to harken back to this dating-customer relationship concept.
Everything will make sense in light of it.
So, let’s begin. The first secret is to...
1. Get to the heart of the problem.
Every worthwhile story has a conflict.
Imagine reading Harry Potter without Lord Voldemort, or the Lord of the Rings without Sauron. Meaningless.
Conflict is a part of humanity. Everyone experiences it to varying degrees, and consequently there exists a natural desire for resolution.
Your business is actively resolving a conflict for its customers. (If it’s not, may I humbly suggest closing up shop?)
It may sound extreme to suggest that your business’s product or service is helping your customers survive, but I assure you that that is exactly what’s occurring.
The most effective copywriting articulates the heart of its readers’ problems.
Most consumers cannot verbalize every problem they’re solving through a business transaction, but they feel them. If you can articulate these problems with your prospective customers, you will undoubtedly catch their attention.
Let’s go back to the question I posed at the beginning of this article. Do you want to sell more of your product/service?
In the case of this article’s readership (er, you), the conflict facing marketers and owners is not selling enough to sustain their businesses and lives.
We can go deeper, though. This is only the superficial conflict. Why do you want to sell more? What’s in it for you, the one who decides whether or not to read this article?
In regards to marketers, their ultimate conflict in failing to sell is losing bonuses, opportunities for promotion, employment, or some combination thereof.
In regards to owners, their ultimate conflict in failing to sell is losing profits or the business altogether.
Now, I did not directly address these conflicts in the initial question, but they were somewhat inherent. There is a risk that you do not sell enough — mastering these copywriting secrets will help you avoid that pain.
I didn’t take the time to address your ultimate conflict, but I articulated the ultimate value. Do not be so quick to assume that the conflict is inherent or even understood.
Find your customer’s ultimate conflict and speak to it.
2. Be clear on your solution.
By getting to the heart of your customer’s problem, you have opened the curiosity door — the first stage of the relationship.
Now it’s time to enlighten them as to how you can solve said problem.
The customer (or, at this point in the relationship, prospect) is open to hearing more from you, but they don’t have a lot of time.
It’s useless and deceptive to pretend that you don’t want something from them. Consumers know there is something in it for the other side, too, but they’re willing to transact if they see the value.
In the simplest of terms, define what you’re offering. A fuel-efficient vehicle? A wholesome cupcake? A family-oriented dentistry service?
The sooner you can communicate your offering, the quicker you will build trust with your prospects. Clarity sells. Confusion about what you offer moves prospects to a vulnerable state — one they will quickly try to migrate from.
Donald Miller notes in Marketing Made Simple that “marketing is an exercise in memorization.” Redundancy is more friend than foe when seeking clarity of communication.
And a final note before moving to point #3: Don’t confuse a clear and early definition of your offering with an immediate ask to buy.
Just as I may have been subliminally offering my now-wife a lifetime of intimate companionship during our first dates, I did not immediately ask her to marry me. (This would have been especially aggressive since we were 15 at the time.)
3. Stay true.
Honesty is attractive.
Sometimes marketers think that consumers are more ignorant than they actually are.
Slimy, exaggerated language is widely recognized for what it is.
In his book, Scientific Advertising, Claude Hopkins writes, “Superlatives… suggest looseness of expression… They lead readers to discount all the statements that you make.”
Avoid words and phrases like “world’s best” and “everyone’s favorite.” Even if these superlatives were true, your audience is unlikely to believe them if they’re coming from you. In response, find positive quotes from existing customers or industry experts who may feel so strongly about your product or service.
Also, don’t feel like you’re selling yourself short if you promote less-than-perfect statements or statistics. An advertisement promoting 8/10 customer recommendations is often more persuasive than the one promoting 10/10.
4. Don’t be cute.
Flowery language is another opponent of believability.
The most effective way to do this is to cut the adjectives and adverbs. Here’s an example.
Cuteness also detracts from Secret #2 — clarity of offer.
We all know people who talk in circles without saying much. Our perception in these instances is that the communicator is either insecure or uncertain.
The best orators throughout history have had a remarkable ability to clearly express their thoughts.
Copywriters can draw from that success by abandoning the flowery language and adopting succinct and direct speech.
5. Use fewer words.
There’s a famous quote disputably attributed to Mark Twain, whereby he writes to a friend, “I didn’t have time to write a short letter, so I wrote a long one instead.”
Long-winded writing is lazy.
Succinctness is particularly important in disruptive formats like advertising copywriting. The reader isn’t going to give you much time, so you better get your point across quickly.
Add periods. Delete commas.
A highly effective practice is to cut 10-20% of your first draft’s word count while maintaining its central argument.
Long-winded writing is lazy.
6. Find your tone.
Finally, the best copywriters adopt a tone that suits their audience.
It’s a common tendency among marketers to tailor their speech to fit the masses. Find the balance between professional and youthful. Between casual and formal. Elementary and advanced.
Balance, in this case, is nonsense. Identify your customer avatar and speak directly to them. Otherwise, you’ll end up only half-communicating to a larger audience.
You may have to battle your personal style with your brand’s tone. They are rarely the same, though hopefully your industry aligns somewhat with your personality and interests.
The advent of social media has afforded brands the ability to run with a casual tone. Take advantage of this if it’s appropriate.
Ultimately, focus on your customer’s behavior and their relationship with your company, and the tone will solidify over time.
We have covered what to say to your customers and how to say it for a higher rate of conversion.
Executing on these 6 copywriting secrets will further persuade your prospects that your product or service will help them survive and thrive.
Once you convince them of such, they’ll be ready to purchase.
Copywriting matters.
How are you going to respond?
