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Do you know how much time an average reader spends on a website? Less than a minute (54 seconds, to be precise).
This means your copy better be scannable and good. Otherwise, you are not going to generate any sales for your clients.
Here are some of the proven techniques to do just that:
1. Employ the AIDA model
Developed and popularized by the American advertising pioneer E. Elmo. St. Lewis in 1898, AIDA (Attention-Interest-Desire-Action) is perhaps one of the most widely used frameworks in copywriting.
Almost every copywriter I have encountered uses one or the other variations of this formula to grab the reader’s attention, build interest in the product or service they’re marketing, and eventually drive sales.
That is because AIDA aligns with the stages a customer goes through when making a purchase decision.
It acknowledges that potential customers first need to be aware of a product, then become interested in it, develop a desire, and only then can they be convinced to purchase.
Here’s how you can use the AIDA model to perfection:
- Attention (A): To solve the problems of information overload and shrinking attention spans, use compelling first sentences, eye-catching visuals, and thought-provoking headlines to engage the audience immediately.
- Interest (I): Have the reader’s attention right where you want? Now, you want to build interest. One of the best ways to do that is by using stats that reinforce the opening statement and are relevant to the target audience. This will keep the reader engaged in what comes next.
- Desire (D): How do you create a desire for the product or service you’re offering to the reader? By showcasing the product’s features or benefits in a way that resonates with the audience’s needs.
- Action (A): Once the reader is ready to take the final step, gently nudge them with a powerful call-to-action (CTA). The CTA should be clear, compelling, and easy for the reader to follow.
2. Write in a powerful language
Have you ever been compelled to make a purchase after reading an ad that left you uncertain about the benefits of the featured product or service?
Neither do I, which is why copywriters all over the world know that they have to use powerful language to grab attention, improve CRO, and generate sales.
Another benefit of using powerful language is that it motivates the reader to take action by conveying the leader in a clear and concise manner.
Also, when you use power words in your copy, it indicates to the audience that you’re confident about the product or service you’re marketing. This makes them more likely to trust the message being conveyed.
Here are a few ways to incorporate powerful language in your copy:
- Use vivid adjectives: Instead of saying, \”This Rolls Royce is super-quiet,\” why not try something like, \”At 60 miles an hour, the loudest noise in this Rolls Royce comes from the electric clock.\”
- Employ strong verbs: Don’t say, \”We offer 24/7 assistance\” when you can just write, \”We’re always here for you\”. Strong verbs let you say in a few words what would otherwise need entire paragraphs.
- Speak directly to the reader: One of the best pieces of advice I’ve ever come across when writing copy is writing to one reader. This helps create a personal connection that is hard to break.
- Employ rhetorical devices: If you could learn how to effectively incorporate metaphors, rhetorical questions, and hyperbole in your copy, it would be a game-changer in your career as a copywriter (see what I did there?!)
3. Use the PAS model
The PAS (Problem-Agitate-Solve) copywriting framework allows you to identify your reader’s problem, agitate it so much that they realize the full extent of the issue, and then offer a solution.
This framework is highly effective because it immediately taps into the audience’s pain points and needs. This is one of the surest ways to grab anyone’s attention, as we’re naturally drawn to writing that addresses our challenges.
Here’s how you can use the PAS framework to full effect:
- Problem: Assume for a moment that you’re writing copy to promote a weight loss program. If you’re following the PAS framework, the first paragraph may identify the struggles with stubborn body fat.
- Agitate: Now that you’ve identified the problem, agitate it by emphasizing the negative consequences of being obese. This may include a higher risk of blood pressure, low energy, and poor self-esteem levels.
- Solve: In the final part of your copy, the emphasis should be on presenting the solution – the weight loss program. You can promote it by highlighting what sets your program apart from many others.
4. Say more with less
According to a study by Microsoft Canada, the average attention span of a person has decreased from 12 seconds to 8 seconds over the past two decades.
This means that long gone are the days when people sifted through entire blog posts to find the information they were looking for.
Everyone (including myself) now wants the information presented to them on a plate, or else I’d bounce off a website as quickly as I came.
Even Google knows this, which is why it ranks those websites high that present important info above the fold, such as in the introduction.
What am I trying to tell you here?
Get to the point ASAP!
Unfortunately, you cannot do that in your first draft, which would inevitably be full of filler content, long sentences, and weak verbs that could put off a burnt-out reader to sleep.
So, how can you convey more with less?
After writing the first draft, write another (and another, and another) unless you have come up with the most concise and compelling sentences you can think of to encapsulate the theme of the entire piece.
5. Make your offers risk-free
Why do we always buy from the person we know (and trust) even though there are hundreds of others selling the same product?
Because we know that if anything goes wrong or if we’re unsatisfied with the purchase, we can hold that person to account.
Thus, if you want to boost the effectiveness of your copy and turn readers into customers, incorporate the concept of risk-free guarantee.
Here are a few solid ways to do just that:
- Highlight the guarantee early: Udemy is one of the most popular course-selling websites. Yet, when you buy any of their courses, the mention of a 30-day money-back guarantee is right there on the top.
- Emphasize easy returns or refunds: Communicate the process for getting a refund or returning the product. Make it sound hassle-free and easy. Use simple language so that customers don’t feel there’s a catch.
- Use persuasive language: When describing return or refund warranties, use phrases like \”Try it risk-free,\” \”No questions asked,\” or \”Hate it? Return it!\” to convince the reader to give your product or service a chance.
- Create a sense of urgency: Ever bought a course from Udemy? There’s always the timer going on, which says that the sale on the course is only valid for the next 24 hours. This is done to encourage immediate action.
6. Incorporate storytelling in your copy
Humans love stories, not just because they understand them, but also because good stories let you relate with them.
Also, when you present dry, factual information in a narrative form, it becomes easier for your readers to remember and recall.
Another way stories can help brands is by helping them come across as more human and authentic, instead of another logo on their screen.
Here are some of the best ways to incorporate storytelling in your copy:
- Include problem-solution narratives: Frame your copy around a common problem or pain point you know your audience faces. Next, come up with a story as to how your product or service provides the solution.
- Use case studies or customer testimonials: Tell your (potential) customers how your product or service has positively impacted the lives of your current clients. Give proof to build social trust.
- Incorporate metaphors and analogies: You should definitely do this if your product or service involves complex features. Using analogies will simplify the message, making it easier for readers to understand it.
- Create a fictional narrative: What makes good fiction? It can grab and hold a reader’s attention, something which copywriters also aim for. That’s why you might want to incorporate a fictional narrative in your copy.
7. Create FOMO
Why do tech companies offer exclusive pre-order discounts when a new product is launched?
Why do event organizers highlight early-bird discounts or limited VIP experiences when promoting a function?
Why do e-commerce platforms run time-limited promotions (like Black Friday)?
Because all of them know that creating FOMO (fear of missing out) can generate interest, drive engagement, and boost sales.
When people feel like they might miss out on an exclusive opportunity, they’re more likely to take action right away.
Also, by helping people feel that they are subscribing to something exclusive, FOMO can help you build stronger relationships with your audience.
Sold out on the power of FOMO? Here’s how to use it in your copywriting:
- Use words that convey a sense of urgency: Phrases like \”limited time offer,\”, \”only a few spots left,\” and \”offer ends midnight\” are your best friends to encourage people to take immediate action.
- Use social proof: Show your audience that others are already taking advantage of your offer. This can be done by using testimonials, case studies, or social media posts.
- Incorporate visuals: If you’re writing copy for a website, show a visually striking timer indicating how much time is left. You can also use \”sold-out\” messages or grayed-out items to convey popularity.
