Copywriting is, perhaps, a business owner’s best friend when it comes to compelling an audience to take determined action.
Simple: It can make or break your advertising efforts since a nice-looking ad will draw some attention…
But it’s your persuasive skills that will make your audience take action.
That means… Signing up for your free trials…
Buying your $7.00, 7-Day Challenge…
Or as simple as skimming through your website to learn more about your business.
Now… What happens if you’re not *that* good with words?
What if you’ve tried crafting some ads yourself, but can’t convince yourself to click on them?
What if you don’t have the budget to outsource your copywriting tasks to a seasoned professional?
Or, what if you just want to get better at copywriting, but don’t know where to start?
We’ll answer these and more relevant questions over the next few paragraphs
So sit tight, grab a coffee, and pay attention…
Because we’re about to dive deep into this unexplored copywriting ocean, starting NOW.
First of all, what’s copywriting?
According to Fiverr, copywriting can be defined as…
“…the process of writing persuasive words (known as copy) that inspire or motivate people to take a specific action.”
Now, there’s a lot to pick from this short statement.
Let’s go with the first element, which is writing persuasive words.
Don’t let it fool you — there’s an entire science behind persuasive writing.
It’s all over the place. It’s in that funny, viral tweet you read this morning that drove thousands of reactions, likes, and replies. It’s also in that hilarious ad you saw yesterday on YouTube. And it’s also on every magazine cover, newspaper, website, and blog (like this one *wink*) that has a purpose of promoting or selling something.
There’s a core element that needs to be unpacked.
This element is, perhaps, what separates rookie copywriters from true copywriting geniuses:
It’s their ability to persuade the masses.
And we’ll elaborate more on this just now.
Persuasion: Is it THAT important in your copywriting?
So… It’s safe to say that every writing effort that expects a natural action in return, includes some copywriting elements that were thoughtfully designed to provoke a response.
To achieve that, you need to dominate persuasion.
Liveabout defines this concept as…
“…convincing others to change their point of view, agree to a commitment, purchase a product or service, or take a course of action.”
That said, there are 6 core elements that rule the realm of persuasive writing (and persuasion, as a whole).
Robert Cialdini, Best-Seller and Ph.D. in Psychology, described these principles best in his book “Influence: The Psychology of Persuasion”.
- Social Proof
Let’s break each down shortly, shall we?
First rule of Persuasive Copywriting: Reciprocity
First, reciprocity is nothing more than an echo of something we’ve all experienced: The urge to give back.
Think about it… When someone does a favor to you, you feel in ‘debt’, wishing to pay it back in any way you can.
Same applies here — as human beings, we are wired to pay back our debts. That’s why providing discounts or concessions to others proves effective…
And that also explains the amount of Free Trainings you might have come across. Reciprocity, gotta love it.
Now, let’s go with consistency.
Second rule of Persuasive Copywriting: Consistency
This principle shows that we, human beings, value consistency because we often align commitment or consistency with our self-image.
Hence… That explains why when we say we’d do something, we end up doing it EVEN if it wasn’t in our original plans. Because we want to stay consistent with our actions.
A great example of this is when you grab a free bonus. You feel pushed, maybe without knowing it, to engage with this hypothetical business…
Because you see yourself as a customer. Even if you haven’t purchased anything yet.
Funny how it works, isn’t it?
In step number 3, we meet with social proof.
Third rule of Persuasive Copywriting: Social Proof
This is, in funny words, “monkey see, monkey do”.
This persuasion principle states that we end up doing what others do, because it seems like the safe thing to do.
That explains why we trust testimonials so much. It feels safe, even if that recommendation came from a total stranger in Wisconsin.
Fourth rule of Persuasive Copywriting: Authority
For some reason, we’re more likely to trust and follow advice if it comes from a reputed source. Think about it… People in uniform. People with fancy titles. People with fame.
Again… This principle relies on our need to feel “safe”.
Great example of this one right here is every celebrity ad campaign you see these days.
If Kim Kardashian validated a copywriting course, even if she’s not a copywriter, heck — everyone and their mom would click on that ad.
Why? Authority, baby.
Now, this also has to do with our fifth principle… Which is liking.
Fifth rule of Persuasive Copywriting: Liking
Cialdini says that this principle could be as complex as feeling related to a figure, a business, or an offer… Because it’s similar to us.
And as shallow as simply physical attraction. We find someone hot, therefore, we’re more likely to be persuaded by them.
Same example: If Kim Kardashian promoted a copywriting course… A significant percentage of the world’s population would suddenly love copywriting. It’s how it goes.
And finally… Scarcity. The king of persuasion.
Sixth rule of Persuasive Copywriting: Scarcity
Why? Because it’s based on a primal instinct… Fear.
Something ends up being more attractive when it’s scarce… Because we don’t want to miss the opportunity to have it. Even if you don’t really need it.
You see this all the time with e-Commerce and some unscrupulous ads selling online courses.
“Just 5 seats left!”
Yeah… 5. Add a zero.
Jokes aside, these principles are the foundation of persuasive writing… And therefore, come in handy when it comes to getting started with copywriting.
And you know what?
We’ll be more than happy to assist you if you’re in need of copywriting support for your ads, emails, scripts, landing pages, and the whole show.
“Now what, buddy?”
There, you’ll find information about what we do, what we don’t do, and how we can help you if you need to run ads with confidence, precision, and control.
But hey… Don’t feel rushed to it.
You can also follow us on Instagram, where we share valuable tips and tricks on advertising in general.
So you know what to do now, brother in arms.
— Israel Fernandez, Copywriter @ The Hemon Media Group