Persuasive Copywriting

As people, we are complex beings. As business owners, we are even more complicated.

Copywriters, like ourselves, find that we spend much time 'in our head.’ We consider the inconsiderable and think of ways to express a message that shares meaning and doesn’t aim to sound superfluous using industry jargon only understood by a few.

We understand that a business is a conglomerate of people working together to achieve a central goal. Success.

Just as it is people running a business, it is also people who use a business, and yet we find that companies still use industry jargon that shares little meaning with those they wish to engage with.

A website aims to give your user a taste of what they can experience when they use your product or service. Using the correct words to describe products, how a service works, and what your business aims to do for your consumer takes careful consideration, and a partner who understands the psychology of your audience and the words they use in their everyday language. Writing the way you speak is the key to being more persuasive.

Suitable copywriting uses words your audience would use and crafts a message that taps into an unresolved tension in your customer’s mind.

When you understand your customer’s problem, you’ll be more equipped to explain how your product or service can help solve that problem in no time.

Three key points to touch on when writing copy for your customers are:

• What do you want to make your customers think of?

• How do you want to make them feel?

• What action do you want them to take?

The universal law of copywriting is to make it about them, not you. So, for example, L'Oréal doesn’t use, “We believe that you are worth it”; they say, “Because you’re worth it.”

Always write copy for the person who is reading it. Not for the person writing it or the company that needs it.