Bucket brigades work because:
- They provide a natural break in the text
- They create a conversational tone
- They offer a little direction to readers
- They improve the flow of the content
Use bucket brigades on their own line for an easy-to-read copy. And, to make sure it sounds natural, we suggest reading your copy out loud.
To see bucket brigades in use by a brand that hits the nail on the head, you only need to read a handful of Buzzfeed articles and you’ll spot things like ‘here’s the kicker’ and ‘needless to say’.
Break the fourth wall
In theatre or film, breaking the fourth wall is when a special database character steps out of the fictional world to directly address the audience. And in copywriting, it works in a pretty similar way.
When David Abbott (one of advertising’s greatest copywriters) was alive he used to break the fourth wall often in his memorable ads.
- Volvo ‘If the welding isn’t strong enough…’ad (1983): In this ad, David took breaking the wall to the extreme. To prove a point that the Volvo 740 was safe, he put his “body where his mouth is”. Yes, you’re seeing that correctly, that’s David right there beneath the car in the ad.
- Chivas Regal’s ‘Father’s Day’ ad (1980): This ad was a Father’s Day message from David to his father. The message is deeply moving because it’s personable and honest and because of that, it ends up becoming universally appealing to audience members who relate to what David has to say. Those who feel a lot like David will want to buy a bottle of Chivas Regal.
To break the fourth wall in your persuasive writing, you can:
- Ask question
- Use second-person pronouns
- Acknowledge the reader’s thoughts or feelings
- Share secrets, tips or insider information.
Urgency through scarcity
Have you ever felt the fear of missing out? FOMO is real, and a pretty persuasive what is email marketing? see its importance in the age of social media copywriting technique that many brands use to entice users to spend their money. By implying that a product or offer is limited in quantity or time, you can encourage hesitant readers to act quickly before they lose the opportunity. This works because:
- It creates a sense of exclusivity
- It prompts immediate action
- It increases the perceived value
- It encourages commitment
For example, turn “Buy now” into “Limited edition release – once it’s gone, it’s gone for good”.
Or
“Subscribe to our newsletter” into “Join our waitlist for early access to our newest product launch”.
Amazon is a prime example (no pun intended) that effectively uses this persuasive copywriting technique in its sales copy. The e-commerce giant frequently employs tactics such as limited-time lightning deals, countdown timers, and b2c fax low-stock alerts to drive immediate action from customers. For example:
- “Only 5 left in stock – order now to secure yours!”
- “Deal of the Day – ends in 12 hours!”
- “Limited-time offer: 30% off select items – shop now!”