The following copywriting techniques come from copywriting expert Bond Halbert and his book “The Halbert Copywriting Method Part III” . These 5 proven methods will improve your power of persuasion.
1. Make text easy to read
One of the objectives of Copywriting is to encourage your prospects to read each word of your ad, e-mail or message on social media. However, if you write an email of 500 words divided into two major paragraphs with little or no formatting, it becomes difficult to read . And if so, most people will not read it.
The author refers to a concept he calls “providing eye relief .” He believes, “without this, you’ll lose everyone who doesn’t have OCD .” Make the text exciting and easy to read, rather than boring and long.
The reader must not think he is reading. The idea is to ensure that it is so captivated by your content that it does not realize what it does that when it has already won the phone to call you.
2. Write as if your prospect is in a hurry to go
Everyone is busy and in a hurry. Therefore, according to Bond, “once readers think they know everything they need to know, they start looking for a good place to stop reading” or listening.
This is the reason why the author recommends writing (or speaking) as if your reader needed to pee . This will help you eliminate all the fadas prospect 's interest or distract it from your message.
“Every word must deserve its place.”
3. Surge your content
Don't make paragraphs too long, sentences too complicated, or words too heavy. Instead of using words like "beneficial," for example, use simpler words like "useful ." As soon as you use a word that someone doesn't understand or that is difficult to read, they are likely to skip your content.
You must also ensure that your text is exciting and full of enthusiasm .
“Give readers the same level of emphasis in print as you do when you speak to them.”
This energy will be transferred to the reader and will influence it towards the objective of your message . Maintain enthusiasm by ensuring that your paragraphs are short. Long paragraphs tend to take more time to bring value. The more time it takes to deliver your message, the less people will react .
4. Give the fear of not knowing
As soon as the reader receives a file, they begin looking for a place to stop reading or listening . In the author's words, “they will continue reading if they think there might be information coming that will make their lives better.”
In copywriting, it is important to make sure that the prospect never has the opportunity to withdraw from the conversation . He must have the impression that he cannot stop reading or paying attention, for fear of missing something that will be beneficial to him.
“Never give them the opportunity to feel safe if they stop reading.”
For example, mention the advantages of listening or reading more , before revealing what you offer them. There will thus be more likely that your prospect is hung until the end .
5. Show empathy
You need to understand what your prospects want most and why in order to persuade them. According to the expert, “great copywriters understand people .” Effective copywriters and prospectors are those who know what attracts and repels prospects . So, you need to choose your words carefully.
For example, the words “teach” and “learn” sound like work. These are words people secretly hate. The average person doesn't want to read something that requires teaching. These words can sound unappealing and turn off prospects .
“We humans prefer simple tasks to learning professional techniques, and we prefer having a quick solution to a plan of attack.”
Engage your prospect with compelling content rather than pushing them away with a seemingly difficult process. For example, “let me tell you a secret…” is better than “I’ll teach you how to…” .
“You want the reader to be so caught up in the reading that they forget everything that is going on around them.”
Now that you know what a persuasive content is and you know six new ways to immediately increase your results, what are you waiting for? Go ahead and put these tips to the test! You will be satisfied with your results.
With Magileads , you will have the opportunity to put all these good copywriting practices in action through your BtoB prospecting campaigns.
