Copywriting And Persuasive Writing Basics
The idea of persuasive writing is to take someone on a journey from never having heard of your product, to absolutely having to own it.
This process is often described with the acronym ‘AIDA’ which stands for ‘Attention, Interest, Desire, Action’.
In other words, the first and most important thing you need to do is to grab attention by using a bold opening statement and getting straight to the point. Remember that people are bombarded with marketing messages all the time and are generally in a big hurry most of the time. Your goal then is to get your text to leap out at them and really intrigue them so that they feel almost incapable of leaving without reading on.
To get the interest and desire working, you need to make sure that you focus on your value proposition. We’ve discussed this briefly before but it bears repeating. The point here is that you need to sell not just your product, but what your product can do for the person. A saying is that: ‘you don’t sell hats, you sell warm heads’. In other words, paint a picture for your reader and try to get them to really imagine how you are going to help them and where they could be if they bought your product.
You can even look at this from a neurochemical point of view. The idea here is to stimulate the production of serotonin – the desire hormone – as well as cortisol and norepinephrine – which regulate anxiety. Anxiety is important because it will encourage an impulsive action and get them to buy now instead of going away to ‘think about it’. Warn your buyers then about what could happen if they don’t buy your product (they’ll fail to make money/get into shape) and tell them that your product is limited to only 100 copies. This will create urgency.
One good way to do all this is with a narrative. By writing in the form of a story, you can get your readers to emotionally invest in what you’re saying and this will help you to really sell the idea that your product can have an impact on their lives. If you’re unsure of all this, you can of course outsource this job to a professional writer as well.