8 Rules for More Effective Copywriting

Updated on November 27, 2019
Michael-Duncan profile image

Michael is an online affiliate marketer and blogger who also works for a global e-commerce company.

1. Create a Captivating Headline

Experts claim that an exceptional headline can bring in 8-10 times more sales than a regular one.

Your sales letter needs to have several headings. Each of these should be formulated in such a way that they captivate attention as soon as the reader lands on the page.

Avoid typing out the headlines you have in your mind immediately even though they may seem to be really suitable for the content. Don't put down anything straight away.

Instead, spend some time reviewing periodicals, magazines and other popular publications. Check the featured advertising headlines and how they are worded. This is how you gain both insight and inspiration.

Don't seek to push people into making a decision. Inspire and motivate them into action instead.

2. Build an Emotional Connection

In your message, don't seek to push people into making a decision. Instead, work toward inspiring and motivating them into action. Seek to connect with them deeply on an emotional level by showing concern and empathy.

This will enable them engage with you and your message such that doubts are dispelled and they begin to develop trust. If your message is emotionally compelling, you stand a better chance at having an impact with your target audience.

3. Ask Questions

Instead of making this a one-way monologue, provide an intellectual opportunity for your readers to participate by asking questions. You do not need to overdo this as it will only make your communication out of balance.

Your questions need to be few, but strategic and well thought of in advance. Asking the right kind of questions will draw your readers in. They will become involved in the flow of thoughts.

The key is to only ask the questions that you know have an affirmative answer. If they have gone through your message and have responded "yes" to all the questions, they will already be in an affirmative mood by the time you bring up the sales pitch or the offer of sale. This is advantageous.

Inspiring words positively predispose your audience to your message.

4. Make it Personal

Refrain from generalising your message by using terms such as "the public" or "they". Instead, seek to address yourself to a single individual with the word you.

This will enable you to build a personal relationship with your audience. People tend to purchase from those with whom they feel a sense of connection.

5. Mind your Language

Inspiring words positively predispose your audience to your message. You do not need to be verbose or exaggerate your use of vocabulary.

However, words like "breakthrough, happy, yes, wonderful, amazing, incredible, discover" can give your writing an edge. Remember to keep your language so simple that an eighth-grader will be able to understand.

Each testimonial should address a specific objection or concern.

6. Include Testimonials

A potential customer who meets you for the first time may feel that your own personal account of using the product or service you are promoting is fabricated. This is because people are by nature skeptical and would rather "err on the side of caution".

However, a true tragedy-to-triumph story from a satisfied customer can really help to alleviate any fears or doubts they may have. The best way to use testimonials is to make sure that each one targets a specific objection or addresses a particular concern.

This may be a concern about the product's features, functions, capabilities, benefits, durability, reliability and so on. Bear in mind that video testimonials should be short and straight to the point when addressing the above. Written testimonials should not be more than 4-6 sentences long.

7. Offer a Guarantee

There is a fear among entrepreneurs when it comes to offering people guarantees because they feel that they will be easily taken advantage of.

The opposite is true.

If you have a good, solid guarantee, you will effectively gain more business as contrasted to losses incurred from returned products. Remember to keep the terms of your guarantee as simple as possible for the reader.

It has been stated that the longer the time provided for in your guarantee, the less the probability that a customer will ask for their money back.

Usher the reader through the four levels of the purchasing process.

8. Guide Readers Progressively

Ideally, your copy should take the reader through the four levels of the purchasing process, one step at a time. These levels are as follows:

Attention ------- Interest ------- Desire ------- Action

Despite the fact that there are advantages in brevity, your message needs to include all the statements and content required to take them through each one of these stages in sequence.

Do some research and anticipate the kind of questions your readers are likely to have and then respond to these questions with solid answers in your marketing message. In this way, you will be able to bring them progressively through the entire process from the initial phase of attention to the final phase of action.

For more details on excelling in copywriting, check out the following articles:


Questions & Answers

    Comments

      0 of 8192 characters used
      Post Comment

      No comments yet.

      working

      This website uses cookies

      As a user in the EEA, your approval is needed on a few things. To provide a better website experience, toughnickel.com uses cookies (and other similar technologies) and may collect, process, and share personal data. Please choose which areas of our service you consent to our doing so.

      For more information on managing or withdrawing consents and how we handle data, visit our Privacy Policy at: https://toughnickel.com/privacy-policy#gdpr

      Show Details
      Necessary
      HubPages Device IDThis is used to identify particular browsers or devices when the access the service, and is used for security reasons.
      LoginThis is necessary to sign in to the HubPages Service.
      Google RecaptchaThis is used to prevent bots and spam. (Privacy Policy)
      AkismetThis is used to detect comment spam. (Privacy Policy)
      HubPages Google AnalyticsThis is used to provide data on traffic to our website, all personally identifyable data is anonymized. (Privacy Policy)
      HubPages Traffic PixelThis is used to collect data on traffic to articles and other pages on our site. Unless you are signed in to a HubPages account, all personally identifiable information is anonymized.
      Amazon Web ServicesThis is a cloud services platform that we used to host our service. (Privacy Policy)
      CloudflareThis is a cloud CDN service that we use to efficiently deliver files required for our service to operate such as javascript, cascading style sheets, images, and videos. (Privacy Policy)
      Google Hosted LibrariesJavascript software libraries such as jQuery are loaded at endpoints on the googleapis.com or gstatic.com domains, for performance and efficiency reasons. (Privacy Policy)
      Features
      Google Custom SearchThis is feature allows you to search the site. (Privacy Policy)
      Google MapsSome articles have Google Maps embedded in them. (Privacy Policy)
      Google ChartsThis is used to display charts and graphs on articles and the author center. (Privacy Policy)
      Google AdSense Host APIThis service allows you to sign up for or associate a Google AdSense account with HubPages, so that you can earn money from ads on your articles. No data is shared unless you engage with this feature. (Privacy Policy)
      Google YouTubeSome articles have YouTube videos embedded in them. (Privacy Policy)
      VimeoSome articles have Vimeo videos embedded in them. (Privacy Policy)
      PaypalThis is used for a registered author who enrolls in the HubPages Earnings program and requests to be paid via PayPal. No data is shared with Paypal unless you engage with this feature. (Privacy Policy)
      Facebook LoginYou can use this to streamline signing up for, or signing in to your Hubpages account. No data is shared with Facebook unless you engage with this feature. (Privacy Policy)
      MavenThis supports the Maven widget and search functionality. (Privacy Policy)
      Marketing
      Google AdSenseThis is an ad network. (Privacy Policy)
      Google DoubleClickGoogle provides ad serving technology and runs an ad network. (Privacy Policy)
      Index ExchangeThis is an ad network. (Privacy Policy)
      SovrnThis is an ad network. (Privacy Policy)
      Facebook AdsThis is an ad network. (Privacy Policy)
      Amazon Unified Ad MarketplaceThis is an ad network. (Privacy Policy)
      AppNexusThis is an ad network. (Privacy Policy)
      OpenxThis is an ad network. (Privacy Policy)
      Rubicon ProjectThis is an ad network. (Privacy Policy)
      TripleLiftThis is an ad network. (Privacy Policy)
      Say MediaWe partner with Say Media to deliver ad campaigns on our sites. (Privacy Policy)
      Remarketing PixelsWe may use remarketing pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to advertise the HubPages Service to people that have visited our sites.
      Conversion Tracking PixelsWe may use conversion tracking pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to identify when an advertisement has successfully resulted in the desired action, such as signing up for the HubPages Service or publishing an article on the HubPages Service.
      Statistics
      Author Google AnalyticsThis is used to provide traffic data and reports to the authors of articles on the HubPages Service. (Privacy Policy)
      ComscoreComScore is a media measurement and analytics company providing marketing data and analytics to enterprises, media and advertising agencies, and publishers. Non-consent will result in ComScore only processing obfuscated personal data. (Privacy Policy)
      Amazon Tracking PixelSome articles display amazon products as part of the Amazon Affiliate program, this pixel provides traffic statistics for those products (Privacy Policy)
      ClickscoThis is a data management platform studying reader behavior (Privacy Policy)