Here are our top persuasive copywriting techniques that lead to better engagement and more conversions. Let’s jump in:
Tell a story
Storytelling is a classic persuasive writing technique that’s WhatsApp Number List been used since the dawn of time – kind of. It’s captivating, mesmerising, and when really good, pretty damn memorable. We humans love to tell stories, and from around the campfire to the digital age, their effectiveness has never dwindled.
As consumers, we are exposed to thousands of brand messages every day, but we are only aware of about 86 of those that we see, and of that small proportion, only 12 will make a lasting impression. Storytelling helps brands stand out from the crowd; it makes your content 22 times more memorable and can boost conversion rates by 30%. Just how accurate those numbers are is somewhat beyond me – we’re writers not statisticians! – but the general idea is sound: storytelling works.
To tell a good story in your copywriting, you need to:
- Establish clear context and setting
- Introduce a relatable protagonist
- Present a conflict or challenge
- Show the journey and use emotional triggers
- Introduce the solution (which should be your product or services)
- Highlight the benefits
- End with a strong resolution
And for a brand that gets its storytelling right every time, take a look at Dove’s Self-Esteem Project.
Don’t ask, invite
We all like to belong to something. Whether it’s a sport, hobby The art of the inimitable or career, a label that shows we have interests or purpose makes us feel good. There’s no denying it. With this in mind, stop asking your audience to act. Instead, invite them to become part of an aspirational identity that would already do the thing you want them to do. For example:
- “For people who run” becomes “For runners”.
- “Support us” becomes “For change-makers like you”.
- “The shop for people who read books” becomes “A home for bookworms and readers”.
- Why does this work? It’s a great way to create a sense of belonging. To build a solid connection with your brand. We can be humble, but when we feel seen or understood, we are more likely to engage. And when working b2c fax towards a goal that feels pretty aspirational or impressive, being grouped in with the people we aspire to be like is a somewhat euphoric feeling.
Nike is a brand constantly hitting this persuasive copywriting technique out of the park, and their Born an Athlete campaign is a great example.