Good online copywriting does more than just fill up the page, or offer fodder to the search engine algorithms. It also persuades. It encourages the reader to travel further down the sales path, either signing up for an email list, buying a product, or picking up the phone.
Or at least, that’s the way it should happen. We all know that much online copy just doesn’t move the dial; it doesn’t motivate the reader; and it certainly doesn’t improve the bottom line. That’s because it fails to persuade, often because it’s too steeped in tired, clichéd used-car-salesman tactics, or else bogged down in generalities.
So how can you make your copy not only pristine, but persuasive? Here are four steps to take right now.
Cut Meaningless Phrases
Consider this copywriting example: Our company produces world-class products that are bound to delight.
What does world class mean in this sentence? If your copywriting includes words or phrases you can’t readily explain, then it’s just not very good copy.
Specificity should always be your goal. Consider this rewrite:
Our products empower customers to increase their lead generation by 200 percent, representing the highest return on investment of any company in our industry.
Now that means something to your customers—and it’s better copy, because of it.
Our second tip once again hinges on the idea of specificity. Simply put, using numbers and statistics is almost always more persuasive than speaking in generalities.
So, rather than saying that countless customers love your product, say something like, more than 200 businesses have trusted us with their email marketing needs, and we maintain an average 4.7-star rating among our clients.
Again, the specificity is eye-catching. It’s meaningful. It’s persuasive.
Get to the Point
A good rule of thumb with calls to action: Be direct, and tell your customer what to do next.
Consider these two variants:
If you’re interested in learning more, we encourage you to contact us at your convenience.
Call us now to start improving your lead generation by as much as 200 percent.
Which is more direct? And, which is more persuasive? The second, we’ll contend, is the option that conveys the most urgency and the most value.
Focus on Value
Your copy isn’t really about you. It’s about your customers, and the benefits they can gain from choosing your product or your brand.
Focusing on those benefits is the best way to persuade. Again, consider two variant CTAs:
Contact us today to learn more!
Contact us to empower your sales team and start capturing more leads.
Only the second option lays out a reason for your reader to take action—and that makes it by far the more persuasive of the two.