10 Tips On How to Craft Persuasive Writing That Sells
When it comes to making money online, there are a number of different things you need to consider. But no matter what strategy you are using overall, if you plan on selling something, then eventually your success is going to come down to your ability to persuade.
That means writing a sales script that will work like a salesman to convince your readers that what you’re offering is a great deal and they should part with their hard earned cash.
As you can imagine, this isn’t always easy.
So how do you go about writing an effective sales script? Let’s take a look…
The first thing you need to do is to grab attention. This means you’re fighting the natural inclination we all have to move on to the next thing and you’re trying to stand out during someone’s busy routine.
One way to achieve this is to use a narrative structure. That means structuring your sales pitch like a story, which in turn often means that you’re going to tell your story of how the product you are selling helped you.
People naturally love stories and when we see something laid out like a story, we find it very hard to switch off. It’s a great way to get more sales!
To further help retain your visitors, you should make sure that your script is ‘skimmable’, meaning that it should be split into lots of smaller paragraphs and sections.
2.Build Authority and Trust
The next thing you need to do, is to build authority and trust. This means making sure that the people reading your site believe what you’re saying. You can do that by appealing to stats and figures, by appealing to authority and thought leaders, or by using social proof.
3.Sell the Dream
The next thing you need to do is to sell your dream. That means selling your ‘value proposition’ and making your product out to be something that can genuinely help with people’s lives. What is most important of all here though, is that you focus on the emotion and make sure that people are actually dreaming about how your product is going to make their lives better.
4.Add Scarcity and Urgency
Finally, you need to ensure that your visitors act on that emotion. That means you can’t give them time to go away and think about the product you’re offering – so make sure that you introduce a limited supply or a short term special offer so that they feel compelled to click buy right then and there!
5.Attract your readers with copies that are benefits-oriented
This is always the very first tip that I always give to friends and clients and yet, it is also the most common mistake that I see online, sadly.
Someone only looks for a product or service, because there’s a problem he/she is facing, and needs a solution to that problem. If you think about it, what you sell have (at least) a positive impact in your clients’ lives. That’s what you should explicitly tell your potential clients with your copy.
When your clients needs match the benefits of what you’re selling, the chances of selling will increase dramatically.
6.Get your readers’ questions answered.
Do you realize that whenever we’re buying something, we will most often have a series of questions in our minds?
You need to be sure of answering them all in your copy. This way, your potential clients won’t have any ‘excuse’ not to buy your product.
OK, let me share with you 2 personal strategies to come up with questions that my potential clients may have:
- Visit any online forum related to what you’re selling. Look for any questions that people are asking. Pay special attention to repeated questions, as they’d be the most common and problematic ones, and also look out for the answers to these questions and see if that applies to your products.
- Check out your competitors’ websites. Sometime they include a FAQ section. Go through them and see if any of them applies to your product. Again, maybe the answers can help you craft the perfect solution to those questions.
7.What’s your promise’s added value?
Every product or service must be accompanied by a promise.
OK, try completing this sentence:
My [insert your product or service] is aimed at [insert promise]. It’s different from my competitors’ because [insert added value].
This added value is what you need to focus on through your sales copy. It must be the core of your message. What’s the difference between buying from you and buying from your competitors?
If you can’t answer this question, you need to spend some time now thinking about it.
8.Justify using superlatives
Superlatives sound insincere unless you clearly prove why your product is the best, the easiest, or the most advanced. If your product is really the best, provide specific proof why this is the case. Otherwise, tone your copy down or quote a customer who says your product is the most wonderful they’ve ever used.
9.Seduce with sensory words
Restaurants have known it for a long time: sensory words increase sales, because they engage more brain processing power.
Adjectives are tricky words. Often they don’t add meaning to your sentences, and you’re better off deleting them. However, sensory adjectives are power words because they make your reader experience your copy while reading.
Dazzle your readers with vivid product descriptions. Think about words likevelvety, smooth, crisp, and bright.
10.Endowed Progress Effect
The Endowed Progress Effect is simply informing your readers that by buying from you, they’ll be making a progress to achieve a final goal.
Imagine that you’re selling baking courses. Three in total. Your promise is that after taking these three courses, your clients will be ready to bake the best looking high quality cakes, but you sell these three courses separately, so people can chose if they need to take only one or the three of them.
Well, then if you tell your clients who took the first course that they’re two steps behind being able to bake the best cakes, you’ll have more chances to make them buy the second one.
You’re encouraging your clients to keep progressing towards a final goal.
With these 10 persuasive methods, you’ll be able to increase the sales of your business and increase the conversion rates of your landing pages. Have you already used any of them? Did they work for you? I’d love to hear from you.
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Ari Tumijo is a full-time Brand Consulting Practice Executive as well as Head of its Digital Strategies with Rayan Daniyal Consulting (RDC) brand practice. He possesses 5 years of digital marketing experience and this website is the result of his continuous seeking and sharing of knowledge. With RDC, he is responsible for developing the solutions for clients seeking to improve their digital presence and brand equity in the social media space. In addition to account servicing role, Ari is also involved in business development for Brand Capital, a subsidiary brand of RDC. He has a Diploma in Mechatronics Engineering and spent his early career years in F&B Management and Semi-conductor industry.