The Goal of Copywriting: Capture, Convince, and Convert

If you were to stumble onto a website page that displayed content with grammatical errors, weak advice, and lackluster headlines, you probably wouldn’t give the business much thought. Within 20 seconds, you’re clicking off the page. Or maybe you’re sending the content to a friend saying, “can you believe this is a real business?”. Either way, they’ve failed the goal of content writing.

As a business, the objective is to attract customers and keep them long enough to result in a conversion. Sure, attraction can be done with flashy graphics and bright colors, but the true convincing comes from persuasion in words. A well-written page will grab the reader and take them on a journey, holding their hand and presenting the painful problem and obvious solution, ultimately resulting in the visitor clicking on “purchase” or “schedule a consultation”.

Here we have the goal of web copy. It’s persuasive, powerful, and uniquely written in the brand’s voice. There are specific elements that give copy the extra kick you’re looking for though. You’re likely looking for well-crafted copy that completes the goal. Here’s how it’s done. Follow along and soon you’ll be able to identify and write exceptional content.

What is Copywriting? Understanding Persuasive Copy

Most of what you read on the internet is copy. Surprising, right? Persuasive copy can be found in the ads selling a product that’ll help you lose 10 pounds in a week, but it can also be more subtle. Even content articles that focus on an informational topic may have the underlying goal of building trust. Before you know it, the informational, relevant, and helpful article is sending you to a website.

At it’s core, persuasive copy aims to influence the reader’s thoughts, emotions, and ultimately, their actions. It’s about communicating value in a way that resonates with the audience, making them more likely to engage with your brand, product, or service. Copywriting is rooted in psychology and built on three core principles.

The Three Core Principles of Copywriting

Whether it’s signing up for a newsletter, scheduling an appointment, or making a purchase, copy motivates people to take action. It takes three elements to get to this result:

• Clarity: People won’t buy if the message is confusing. Clarity makes the copy easy to read and understand.
• Relevance: Relevance makes sure that the message speaks directly to the needs and desires of your target audience.
• Emotional appeal: Great copy taps into the feelings of your audience, creating a deeper connection and understanding.

With a combination of clarity, relevance, and emotional appeal, we get easy-to-understand writing that directly affects the audience emotionally. If you expect sales or a full appointment calendar, you need to make sure your copy checks off these boxes.

Psychological Triggers in Persuasive Copy

There are a few psychological triggers that drive human behavior. When businesses learn what they are, they can craft messages that resonate more deeply with their audience, encouraging them to take the desired action.

If you truly offer a product or service that satisfies your consumer’s needs, you’ll be presenting it in a way that convinces your audience that they’ll benefit. It’s a win-win!

Social Proof

Humans are inherently social, so we take cues from others on how to behave. Social proof can include customer testimonials, reviews, case studies, and endorsements from influencers. When potential customers see that others have had a positive experience, they’re more likely to trust the brand and make a purchase.

Emotional Appeal

Emotions are the key driver in decision-making. You may feel excited about the benefits a product can provide or perhaps fearful about the outcome of not making a change. Emotional appeal creates a stronger bond and will convince the reader to respond.

Scarcity and Urgency

This trigger plays on FOMO (fear of missing out), convincing the reader that the opportunity is limited in time or stock. Nobody wants to feel left out or like they’re missing out. Scarcity creates a sense of urgency, pushing potential customers to make a decision before the opportunity slips away.

Writing Persuasive Copy: Best Practices for Businesses to Drive Results

How can your business write copy that brings results? You may be staring at a blank page wondering where to begin. What will drive your audience to buy? Here are a few tips to turn plain into persuasive.

Know Your Audience

By knowing who you’re writing to, you can tap into their interests, desires, fears, and problems. Publishing content about anti-aging probably won’t do the trick for a 25-year-old. Tailoring your copy to speak to your audience will make it relevant and compelling.

Clear and Compelling Headlines

A great headline is clear, concise, and promises value. It should grab attention and encourage the visitor to read on. What sounds better: “Life coaching to improve your career” or “Make 3k more in 30 days with personalized life coaching”. If you’re asking me, show me where the money is.

Focus on Benefits, Not Features

It’s easy to get these terms mixed up. To put it simply, features are what the product offers while benefits are the rewards that come from the features. A feature may be “10-hour battery life”, which means the benefit is “stay connected all day without needing to recharge”. Be sure to focus on the benefits to convince your audience.

Strong Calls to Action (CTAs)

Your call to action should be clear, direct, and create a sense of urgency, guiding the reader toward the next step in their buyer journey. Whether it’s “Buy Now,” “Get Your Free Trial,” or “Join Our Newsletter Today,” the CTA should leave no doubt about what the reader should do next and why they should do it now.

By implementing these elements in your copy, you’re on your way to seeing results. It can be daunting to write web content though, especially if you don’t have experience, which makes it a good idea to consider professional help. A professional copywriter knows the ends and outs of copywriting, allowing you to reap the benefits.

Achieving Higher Conversions with Well-Crafted, Persuasive Copy

Persuasive copy is more than just an element of your marketing strategy – it’s the driving force behind how your audience perceives, engages with, and ultimately chooses your brand. As you improve your copywriting skills – or hire a professional copywriter to cover the nitty-gritty aspects of writing – you’ll find that the results speak for themselves.

If you’re ready to elevate your copy, now is the perfect time to improve those skills or find someone who can come alongside you. Finding a copywriter can reduce stress and add a spark of creativity and persuasion that your business needs. If you’re interested in professional copywriting services that make a difference, reach out to ava@writetypestudio.com.