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Consistency

Persuasion Principles To Write Converting Copy

How To Use Persuasion Principles To Write Converting Copy

There is a lot noise in the world. 

And it can be deafening. 

That’s why you as a business owner need to be more persuasive and more engaging in your conversations with your target audience to rise above the noise. 

How do you go about doing that? 

You use persuasion principles to write converting copy. 

What Are The Persuasion Principles?

Robert B. Cialdini, author of Influence: The Psychology of Persuasion, developed these persuasion strategies to influence people to do, think, or say certain things. They’re easy strategies to use in your business writing that help customers understand exactly how valuable your services are. With the right persuasion tactics, you can give your potential leads clear vision for how you can improve their lives. 

Before you get into a mindset of persuasion is simply manipulation, I want to reframe that thought. 

With your copy, I don’t want you to force anyone or manipulate anyone to purchase your offering if it isn’t solving a real problem (whatever that problem will be). For example, we offer copywriting services. However, if a person is dead set on not producing any copy (for whatever reason), I am not going to manipulate or force them into something they are not interested in. That’s sleazy and is not the intent of this article. Instead, we’re just using these principles to frame your work in the best possible light.

Reciprocity

Reciprocity is one of my favorite persuasion principles. Maybe it’s my people-pleasing tendencies, but I love giving something back if someone has given me something. Reciprocity is “a relation of mutual dependence or action or influence” (WordHippo).

BNI is a referral networking organization that exemplifies this persuasion principle really well. They rely on the principle of “Giver’s Gain”. In other words, if I give you referrals, I will receive referrals in return. In my personal experience with BNI, this rings true every single time I pass qualified referrals to another member. 

Commitment & Consistency

This may top reciprocity as my favorite principle. From an early age, I remember being frustrated when people would say “yes” and then say “no” when a better option came along. As a result, I developed a mentality that my “yeses” will be 100%. There is no turning back. No returns or takebacks. When you commit and remain consistent, you build credibility with the other party. 

In simple terms, this is best displayed when you make your vows to your spouse to love them through sickness and health. But it could also show in your public pursuit of a conspiracy theory (even if the evidence stacks against it). 

Social Proof

Social proof might sound like a foreign concept, but we all know it by a more familiar term – peer pressure. When you employ social proof in your writing, you’re using the age old tactic of “C’mon! Everyone else is doing it!” 

While we’ve all heard we shouldn’t jump off a cliff (even if all our friends are doing it), social proof is surprisingly effective. 

Likability

You know what they say… It’s critical to build your know, like, and trust factor with your audience. And that’s because people buy from people they know, like, and trust. 

Recently, I talked with a salesperson who retired from a company after 30 years. His clients stuck with him over decades not because he had the best product or even the best price. It was because if there was ever an issue or if they ever had a question, they could pick up the phone and talk with my friend. 

 After my friend retired, the company’s relationship with the client strayed. It got to a point where the client called my friend directly to help solve the problem. Turns out, the new salesmen at the company approached the relationship as a transactional one. 

If you can, approach every client relationship (prospective or otherwise) with a relational perspective. Be likable. Get to know them. Build a friendship. 

Authority

Let’s say you don’t have a likable personality, don’t have social proof, don’t want to give back, and lack consistency. Even then, we have a persuasion principle for you!

Establishing authority is a great persuasion tool for all business models. Even if your business was founded this year, you have one employee on staff, and you’ve never made a large sale, you can still establish your authority in your industry. It might not be easy, but it’s possible!

It’s like resume building right out of college. You’re not going to lie, but you’re going to focus on your business’s strengths.

Scarcity

We’ve all done it. We’ve all been at a super sale of our favorite stores and bought something we shouldn’t have. What drove each of us to temporarily go insane and ignore our carefully constructed budgets? Was it the “Don’t miss out! This sale is ending soonsigns that elevated your heart rate? Perhaps seeing that thing you wanted so badly sitting on an empty shelf put you in a panic. 

We’ve all bought into the idea of scarcity. The thought might have crossed your mind that if you didn’t grab it right that second, you might never find such a good deal again. Finding a way to frame your own products or services in this mindset will create an urgency for clients to take action and will ultimately close deals.

Persuasion Principles Applied In Copywriting 

So now that you know about the persuasion principles, how do you actually go about applying them in your copywriting? 

Reciprocity in Copywriting

“So, what’s it in for me?”

Buyers today expect to receive something in return for their business. It isn’t a case of giving payment and receiving what you asked for anymore. You, as a business, must do more. Think, “How can I reward loyal customers? How can I show clients that our partnership will be mutually beneficial?” 

The easiest way to do this is to create some sort of high-value offer like a guide, template, or cheatsheet. Something that your audience will find valuable without requiring even more from them. 

For example, we created a bunch of resources over the last year. One, in particular, has been really effective for us in giving value away for free. It’s our How To Answer The 6 Most Important Questions On Your Home Page Guide. If you look further down this page, you’ll find what you can discover inside the guide without having to fill out your contact information. 

Here are a couple more ideas for how to write out this reciprocity principle. 

Commitment & Consistency in Copywriting

At FocusCopy, we exist to build up and support female entrepreneurs. Now, we don’t exclusively work with female entrepreneurs; however, we want to find opportunities to help those women, create custom offerings to grow their businesses, and generally cheer them on as they grow their ventures. 

We are committed to our mission, and we make that commitment known in our writing. If you read any of our blogs or even just peruse our website, this mission is consistently visible. Make your commitments known to your audience!

You can demonstrate your consistency through helpful statistics. Do you know how much money you save your clients in the long term? Do you have 100% customer satisfaction? If there is solid evidence that your business can achieve a consistent result, let your customers know. 

Social Proof in Copywriting

No one likes to feel like an outsider – especially when being an insider has so many benefits! Call out all the ways your potential customers would “miss out” if they didn’t decide to work with you or buy your product. More importantly, highlight all the benefits that are waiting for them if they decide to say yes. 

Show off glowing reviews from favorite past customers, highlight impressive brands you’ve worked with, and lean on the tangible data that proves just how good you are at solving your customers’ problems. Social proof is all about making a customer wish they had worked with you sooner. 

Likability in Copywriting

You can be more likable in your writing by being more personal and vulnerable. The About Page on your website is an awesome place to tell your story and build connections with potential customers. But you can be personal in any and all of your business copy. 

If you’re worried this might make your copy seem unprofessional or too touchy-feely, try looking at it another way. You’re just a human being talking to another human being. You want to help solve your customers’ problems and make their lives easier. Being professional does not mean acting like a corporate robot, so don’t be afraid to show a little bit of who you are in your writing.

Authority in Copywriting

If you have credentials – whether those are awards, certifications, etc. – list those. For example, you may boast that you’ve worked with over 75 brands across 4 countries, are endorsed by some hotshot celebrity, or have completed your Ph.D. Maybe your product is super high quality and blows your competition out of the water in every demo. Before you start writing, create an outline that puts your greatest strengths front and center.

Scarcity in Copywriting

When you put pressure on your target audience through limited time offers, deadlines, or limited availability, you increase the value of your products or services in the minds of your customers. That’s why we saw a shortage of toilet paper at the beginning of the COVID pandemic. People thought they wouldn’t be able to get toilet paper, so they cleared the shelves of every grocery store. 

If you’re selling services, you only have a finite amount of your time to sell. Remind your customers that your time is limited and valuable. 

Learn How We Persuade Your Potential Clients

If you don’t have time or struggle to write your own copy, we’re here to help. Whether you need a persuasive website, newsletter, or blog, we can turn your copy into a powerful sales tool for your business.

Contact us today for a free discovery call and get back to running your business.

Focus Your Copy On Conversation & Conversion

Let’s Grab A Virtual Coffee With Us To Discover How To Boost Your Words
Consistency In Your Copywriting

The Key To Consistency In Your Copywriting

The key to good copywriting is consistency. But how do you guarantee consistency in your copywriting when multiple people write for a business?

All copy should follow your brand’s messaging, keep a strong brand voice, and speak to your target audience.

How To Write Consistent Copy That Converts

Many CEOs and founders of small businesses start off writing their company’s branding material. However, as your business grows, new responsibilities might pull you in all sorts of directions. As more tasks are added to your already busy schedule, writing tends to be the first thing to go out the window. But without writing copy, you’re doing your business and all the hard work you’ve put into it a disservice. Bottom line? Most businesses cannot rely on one writer for all their needs. And that is especially true for growing businesses who can’t afford to lose momentum.

You’re left with two options:

  1. Continue writing all of your business’s copy. Feel overwhelmed, behind, and frustrated with the quality of work produced under pressure.
  2. Hire someone else to take on your writing responsibilities. Feel relieved, ahead of the game, and excited to do the work that matters most to you.

We get it – letting someone else speak on behalf of your company is stressful. But, you can ensure your copy stays consistent by providing your team with the following tools and strategies. After all, how do you think we write copy for several different businesses across various industries daily?

Create Your Brand Messaging

Your brand messaging is the underlying message your company is always sending to your audience. It’s the obvious (or not so obvious) reasons your product or service will improve your customers’ lives. 

In your brand messaging, you want to communicate:

  • Why your business is different
  • What your business does
  • What sets your business apart from the competition
  • How you will improve your customers’ lives
  • What the customer will accomplish because of this product or service

Your Core Message

At FocusCopy, we use our brand messaging to keep a consistent voice in all our writing. Our brand messaging can be broken down into one core message:

Whether you don’t have time to write or hate writing, FocusCopy records your brand voice and creates copy that speaks to your target audience’s needs with your voice. 

If you’re hiring copywriters to take over your company’s copywriting, work together to create consistent brand messaging. Your writers can use this brand messaging throughout your business copy. Get as specific as you can! Having a core message statement they can reference will help your copywriters “stay in character” when they’re writing for your brand. You can even develop a longer brand messaging guide that explores your brand messaging in detail.

Ready to make a move towards consistent content? Schedule a meeting with FocusCopy today.

Define Your Brand Voice

Your brand voice is the personality that shines through your business’s copy. Maybe your brand voice is synonymous with your voice. You, after all, know your business better than anyone. Maybe you’re a very casual writer, and you appeal to your target audience through humor. Or, maybe a serious tone is more appropriate for your industry. 

Regardless, you don’t want your copy to jump from humorous to sardonic to serious to irreverent. You want your audience to recognize your tone as a part of your brand. 

Think about Coca-Cola. While they’ve developed their brand, their voice has largely stayed positive, friendly, and down-to-earth. This consistency in your copywriting creates a familiarity with the brand, and customers know what to expect from Coca-Cola and their products.

Think about the adjectives you want people to use when they describe your business. Trustworthy? Compassionate? Cutting edge? What do you want your customers to feel when they interact with you and your business? 

When working with copywriters, it’s important to communicate the voice you want to convey. Maybe there are some statements you love (or hate) to use in your copy – let your team know!  Start brainstorming, and think of strategies. These strategies will help you effectively communicate the voice you are looking to capture. 

Identify Your Target Audience

While appealing to an audience of all ages and backgrounds sounds profitable, a broad audience will only make your business copy sound more generic and bland. 

Ultimately, trying to engage everyone means your business will engage no one. Narrowing your target audience allows your business to focus on the people that would be best served by your products or services. Your business will also have the opportunity to show some of your values and personality.

It’s vital that your copywriting team understands the customer base you want to reach. Knowing a brand’s target audience affects how a copywriter structures an entire blog, website, or newsletter. Communicate with your copywriters and discuss your ideal target audience.

Are you having trouble finding the time to write copy? We understand, and we’re ready to help. Contact FocusCopy today to start producing high-converting copy.

Customer Profiles

One way you can identify your target audience is by creating customer profiles. These profiles will help you and your copywriting team. You’ll understand who those target customers are, their motivations, and how to position an offer to them. 

Customer profiles can get incredibly specific and might include a variety of characteristics. This can include age, gender, marital status, location, stage of life, occupation, job title, income, and personality. You might also brainstorm your customers’ goals and values or what objections they might have to making a purchase.

One customer profile might symbolize your most common type of customer. But, you don’t have to feel limited by your current customer base. Are you interested in working with a particular type of customer? What does your dream client look like? Creating customer profiles is an opportunity to reevaluate your marketing and branding strategies. These profiles will allow you to brainstorm methods for reaching your ideal customers. 

Create Your Full Package With FocusCopy

At FocusCopy, we understand that your business is your pride and joy. Through consistent and customer-converting copy, we want to help you reach your target audience. 

No matter your time or budget, we have “Done With You”, “Done For You”, and “Do It Yourself” plans that will revamp your business and copy. With professional, consistent copywriters, you can be sure your business copy will still sound like you. Pass on your business writing responsibilities, refocus, and get back to running your business. Schedule a call to discuss your copywriting needs and goals over a cozy cup of coffee. We can’t wait to meet you!

Focus Your Copy On Conversation & Conversion

Let’s Grab A Virtual Coffee With Us To Discover How To Boost Your Words