Persuasive copy is copy that is more likely to convert. Being persuasive with your copy works because it triggers predictable patterns related to how people feel, think, and ultimately, make decisions.

It lowers resistance and action (i.e. a conversion) for a lot more naturally. So, it’s understandable that everyone wants to make their copy as persuasive as possible. But what exactly is involved when it comes to persuasive copy creation? 

I break down some of the key aspects to consider when creating persuasive copy:

Relevance Grabs Attention

Before you can even think about trying to persuade someone, they need a reason to care. So, relevance is your friend. If a user doesn’t see the relevance between their problem and your copy, they will move on to the next business. When a user sees their situation reflected in your messaging, a connection is built as the foundation for next steps.

Clarity For Confidence

It’s important to be as clear as possible, because confusing (or even misleading) copy tends to create hesitation. If a user is struggling to understand what you offer (and how it can help them), they’ll likely disengage. Ensure your offer is easy to understand, as this reduces friction from the decision-making process.

Be Specific (Without Being Boring)

I find there is a fine line between being specific, but not getting too much into the nitty-gritty that might end up boring your target audience. Avoid general claims or statements; rather, focus on specific claims that can be supported by data or statistics. It is also advisable to steer clear of overexaggerated claims (especially if there aren’t measurable results).

Emotional Connections are Key

The majority of purchase decisions begin with emotion. These could be feelings of excitement, curiosity, relief, etc., and they tend to drive the initial impulse. When creating persuasive copy, it should highlight how your brand can change someone’s experience. If people can see the emotional outcome, it can help them get across the line.

Authority Builds Trust

Trust is very important in business. There are lots of ways you can build trust with your target audience, but there are also plenty of ways you can destroy it as well. It’s safe to say that people tend to trust brands more if they can demonstrate their experience (not just talk about it on a basic level). Aspects like credentials, proven results, and more can build trust.

Social Proof Establishes Reassurance

People want to feel like they are a part of something, and we usually look to others when making decisions. Seeing first-hand evidence that others have benefited from your brand creates reassurance. So, when creating copy, look to include aspects like testimonials, case studies, and even more in-depth user stories.

Simplicity Encourages Commitment

People have to make a lot of different decisions every day, and complex decisions can feel overwhelming. So, you should strive to create copy that is as simple as possible. You can reduce complexity by focusing on clear steps and the outcomes from them. It’s all about making the decision-making process feel easy.

If you think your copy isn’t as persuasive as possible, I can help out! There are plenty of tweaks that can be made to existing copy, or even a fresh start. Reach out to get the ball rolling 🎉