Following on from part 1, here’s Oxygen’s final three tips to make your copy entice and excite.
Seductive sales copy tip #4 – use objections to sell features
Inevitably your customers will have initial objections. And you’ve usually got very little space in which to overcome them and a list of features to include which the client wants you to sell too. But you can boost the value of these features exponentially AND get your reader to imagine themselves enjoying your product over its competitor products by presenting features as answers to their likely objections.
It’s also crucial to include features and technical specifications as a way of building credibility, otherwise your customer may feel that what you’re claiming your product will do is simply too good to be true e.g. ‘Kindle Paperwhite has a matte screen that reflects light like ordinary paper so you can read as easily in bright sunlight as in your living room with no glare’. That point is something that the customer might miss or not understand when simply looking at an image.
Seductive sales copy tip #5 – steal a few techniques from the poets
Poets have always known how to seduce. They understand all about imagination, metaphor, readability and how to make readers savour words. For a start they use short sentences and break them up in unusual ways to emphasise certain words. Copywriters do this too. Sometimes a single word sentence can convey the conviction of whole paragraphs e.g. ‘And do we work tirelessly to make sure our customers are completely delighted with our service? Always.’
“Sometimes a single word sentence can convey the conviction of whole paragraphs.”
Alliteration, repetition, rhyme and onomatopoeia (vowel rhymes) are particularly effective ways to make your copy more appealing and memorable. e.g. ‘The fruit, the whole fruit and nothing but the fruit’ or ‘Add a bit of class to your glass’. Or ‘Strawberries for pretending to be posh’ and ‘A series of inspirational evenings tailor-made for Innocent’.
Poets use emotional and vivid language. It doesn’t have to be high-flown but it does have to grab the reader emotionally. Your copy should do the same. So try to write your first draft without censoring so that your passion and enthusiasm come through. You can always edit and refine it later.
Seductive sales copy tip #6 − start a conversation by asking a question
You want to start a mental conversation between your reader and your brand. Human beings are both curious, opinionated and polite so a question is very hard to ignore. Your reader will answer it subconsciously before they can stop themselves which means you’ve already got them involved. If you have room to do it, asking a question is a great way to overcome an objection or to show the reader that you understand their problems. It also works far better than blandly stating a benefit.
Seductive sales copy tip #7 − make sure your headlines placed end-to-end convey a complete message
Most readers of sales copy will scan before they decide to read. What they’ll scan first is your sub-heads and captions. So one way to make sure you’ve got your message across is to make sure your headlines and sub-heads form a complete message, including a call-to-action, that encourages them to buy. It works on a subliminal level too because it’s acceptable for the tone of sub-heads to be punchy and commanding. When those are highlighted they keep acting on the subconscious and reminding the consumer to purchase.
Still stumped when trying to make your copy sparkle? Give Oxygen a call today on 0845 2606 255.