Here are some tried and tested copywriting strategies that will give your readers convincing reasons to buy your products
Give me ten reasons why I should buy your products or services.
Easy you say. I love talking about what I do.
And therein lies the problem.
Admit it. Did you list what your products do rather than what they can do for your customers?
So what would motivate people to buy your products?
Legendary Harvard Business School professor Theodore Levitt said: ““People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!”
Do you see the difference? More importantly, do you want to know how this strategy works?
Then I’ll walk you through the simple process of convincing your audience to buy your products.
1. Listen to your audience’s questions
In a recent podcast interview, top copywriter Sean D’Souza said: “I don’t write any copy. I never have. I just go with a recorder, and I record customers’ problems. The copy then writes itself.”
His point. Don’t try and second-guess your customers’ problems. Talk to them. Then present their questions and answers in language that they understand.
People are not interested in businesses. They’re interested in how you can solve their problems.
Next, think about your customers’ likely buying behaviour. By this I mean the decision-making process they follow when they buy your products:
- Recognition of a need
- Information search
- Evaluation of the alternatives
- Purchase decision
Ask yourself, where does my communication fit into this process?
2. Provide convincing answers
Ultimately the goal of your copy is to prompt clicks that lead to enquiries and sales. Your goal is to get your reader to say: “Yes, this is exactly what I need!”
Here’s a handy copywriting framework to ensure your copy is persuasive:
First off your goal is to answer the question what’s in it for me. Go back a step and review your customer focus prep work. Here you should have identified your promise.
Then paint a picture of what life would be like if your customer were enjoying your products and services. Use emotive language.
Provide your reader with evidence, you can do what you say you can do. Use testimonials and case studies.
3. Remember to include a clear call-to-action
You’ve addressed your reader’s problem. You’ve convinced your reader that your product/service is the one for you.
Your final step is to compel your reader to buy your product. Don’t just say ‘Buy now.” Take the risk out of their purchase decision. At the same time:
- Clear and concise
- Make it clear exactly what’s going to happen when your reader clicks.
- Be helpful
- Be direct
For example: ‘Start your no obligation 30-day free trial. No credit card required.’
You want to make your reader feel comfortable he/she has made the right decision.
4. Re-read everything you’ve written and edit… Ruthlessly
Whatever your communication, you need to answer your reader’s questions in a crystal clear and concise way.
Research tells us we don’t have time to make a good impression.
According to website usability expert, Jakob Nielson people rarely read web pages word by word. Instead, they scan pages, picking out individual words and sentences.
So once you have written your copy, go through it again:
- Check that points are relevant
- Use plain English
- Edit out words that are not important
At the same time make sure your copy quickly answers the questions:
To sum up
To convince people to buy your products/services, you need to understand their motive for purchase.
Beyond that, you need to communicate to them in a customer focused manner.
And remember to include a call to action.
Finally, make sure your copy is easy to read. You only have a few seconds to capture attention. So make every word count.
About Claire Hawes
Claire Hawes is a marketing communications copywriter. She enjoys writing engaging copy that helps businesses to get noticed and attract enquiries. Claire’s experience mainly lies in the business to business sector. Her clients include both businesses and digital marketing agencies.