While many of us are taught never to assume in day-to-day scenarios, in marketing, the advice couldn’t be more opposite. To write an effective piece of persuasive copy, you need to make assumptions. Less if and might, more when and will. Which one is more effective?
“Do you want to start working out more? Our app can help.”
Or:
You want to get fit and with our app, you will
While the former is rather prim and proper, the latter gets straight to the point. It recognises its target customers and provides them with a quick-fix solution that will help. It doesn’t need to ask if working out is on your telegram number list3eDD mind – you read their copy, so it assumes it already is. By implying something your readers are already thinking about, they are more likely to find relief in your solution.
Estrid uses this technique well on their ‘How it Works’ page.
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Use power words
Power words work because they tap into the human psyche, relate Off Page seo: learn how to optimize your website to our desires or fears, and make us feel something. They’re an effective tool that can:
- Trigger emotions with words like love, hate, fear and hope.
- Create urgency with words like now, limited, exclusive or urgent.
- Highlight benefits with words like free, instant, guaranteed and proven.
- Built trust with words like expert, tested, reliable, and trusted.
To incorporate power words into your copy effectively, consider placing them in:
- Your headlines
- Your calls to action
- Your product descriptions
- Your social proof
Apple is a brand that does this really well. Their product descriptions and landing page copy are filled to the brim with aspirational power words like “smarter”, “brighter”, “mightier”, and “innovative”. And for a list of over 700 power words to use, we really like this one by OptinMonster.
Use bucket brigades
A pretty old-school content marketing technique, but one that is b2c fax still really effective, nonetheless. Bucket brigades are short, transitional sentences or questions used to reengage a reader or emphasise a point:
- So, what’s the verdict?
- The best part?
- Here’s the deal…
- You’re probably wondering…
- Why’s that important?
- But wait, there’s more.
- But that’s not all…