Convince your website visitors to make a purchase, to subscribe to your newsletter, or even just to follow you on social media: these are the goals of the persuasive copywriting.
State-of-the-art communication is essential for retaining your customers, making them feel part of your "family" and, ultimately, making them more willing to buy your company's products. In the following lines we will see five easy techniques to engage users.
Five persuasive copywriting techniques
The persuasive copywriting, unlike what many think, is not synonymous with "misleading advertising". It's not about convincing people through false or equivocal information, but, on the contrary, about emphasizing the positive aspects of your business, intercepting the needs and expectations of the public and involving them in your activities.
To do this, the copywriter borrows psychology studies and techniques to increase the persuasive potential of texts and marketing strategies in general. In particular, the most used and effective techniques are five.
The rhyme effect
Extremely effective for announcements, short slogans and advertising claims, the rhyme achieves two objectives simultaneously, from the point of view of persuasive copywriting. Firstly, a slogan is more easily remembered when conveyed in rhyme. Just think of some of the best-known advertising slogans, such as:
- Blonde aperitif, zero binding;
- Ava as lava;
- Rowenta, for those who are not satisfied.
Also, it is been demonstrated how a message conveyed in rhyme appears more believable to the perceiver than conventional slogans.
The Bizarre Effect
Another technique of persuasive copywriting What is very effective is what is called the bizarre effect. In short, it consists of using “strange” words mixed with common and easy to remember words. The union of these two apparently very different aspects will allow you to attract the attention of the public thanks to the bizarre word while conveying an easy to remember message.
Have you ever wondered why big companies make use of insistent and pounding advertising campaigns bordering on annoying? A concept is easier to memorize if it is repeated to you many times. An example above all: the advertisements of telephone companies that exploit the hit of the moment.
But be careful, to follow this strategy it is necessary to invest a considerable budget since the message must be conveyed many times and through different media. Which implies an extra dose of work to adapt the advertising to the different channels through which it will have to pass.
The truth effect
Redundancy is closely related to the so-called effect of the illusion of reality. The latter in fact claims that a message appears to us all the more true the more times it has been repeated. That you don't need a large brush, but a large brush is a fact that we take for granted, as if it were an absolute truth.
There are many tools that allow you to take advantage of this concept, from periodic newsletter sending, to social media, to remarketing strategies. The important thing is not to repeat the message in exactly the same words.
The fluidity of the message
A very important aspect of the cognitive copywriting it concerns the fluidity of the message, especially if it is a long text (or video, etc.).
Simply put, the text must be easily understood within seconds. The rule is that if a user takes more than 5 seconds to understand the message, he will lose interest in the product or service you offer him.
The secret is to be able to convey even the most difficult concepts in simple words, avoiding overly sophisticated or slang words, which can create confusion in the reader.
Finally, one last tip for a good persuasive copywriting it's about the graphic positioning of the message. In fact, people tend to remember more the first and last things they read and see.
This goes for everything from books, to movies, to advertisements. A correct positioning of your commercial message will therefore take this aspect into account.
Digife – Happy users
In the title of this paragraph we have tried to provide you with a (trivial) example of the advice above. In fact, the entire article is based on these same "rules" of persuasive copywriting.
In fact, we have left the concepts we wanted to convey at the beginning and at the end, we have tried to use simple and effective words and we have even made use of a rhyming claim. To this we also add the use of a structure by points, a technique which we have not discussed but which is effective in facilitating the understanding of the text.
What do you say? Was our communication effective? Contact us for more information on persuasive copywriting or to receive a quote!