The masses no longer function in the media as they used to. People now prefer to be recognized by their name, by their characteristics, their tastes and personality.
To achieve this, the ideal is to learn from the user to the point that we can feel him close to us and we close to him.
Tricks like using the pronoun YOU and its verb conjugation make people feel attracted by giving the impression that you are speaking directly to them and not to anyone else.
Evocation of emotions
Persuasive communication adopts the malaysia telegram data primary emotions of human beings so that they respond to the call of the message.
- fear,
- nostalgia
- the controversy,
- the desire to be,
- inter alia.
Evoking these emotions means touching people’s fibers, also, it makes visible the material needs they have and even their social needs.
It may sound a bit frivolous to call it this way, but revealing the consumer’s problem is making them feel identified in order to show them the solution to their situation with the consumption of our ideas.
Truth and deception
The editorial team was born with the how to work with digital marketing? aim of capturing history, then it was adapted to record imagination and fiction.
Copywriting is still writing, but you have to be very careful because the line between telling the truth or telling a lie with our promises is very thin. And as interesting as it may sound, deception in commercial communication has very serious legal problems.
Therefore, we must always use words that attract people to the reality of what we can offer.
Example:
Here at Rock Content we work for the benefit of content marketing, which is, by the way, our product to offer. Therefore, we could tell our readers:
Using content marketing strategies improves audience engagement with a brand.
Now, using the concept of being direct with pronouns, it would be better to say:
You can improve your brand’s audience engagement in 3 months, using content marketing strategies.
While this message sounds a little better than the previous one, the other concepts can still be used:
75% of people are avoiding contact with traditional marketing communications. Are you willing to lose your audience’s engagement or would you rather gain more of their trust using content marketing?
Such a message could attract the interest of many people. However, ensuring its success is risky because it was prepared without prior research to support the figure mentioned and without analyzing what the public wants to know about it.
The conclusion of this is that copywriting seeks to find a way to take advantage of human psychology and the potential of communication, to attract people’s attention through texts and encourage them to take action.
Key principles of copywriting
Although copywriting is constantly g seo work being reinvented, there are many established assumptions that continue to be completely valid.
Below, you will learn 7 key principles when creating a copy, which are based on the compilation made by ciudadano2cero .
1. Relevance and engagement
It is worth reiterating that today it is the public who has the power and not the brands. That is why marketing has redirected its communication according to what its public wants to hear and the problems they want to solve, with the aim of generating engagement .
Taking care of the reader is essential and you must give them what they need and relevant information so that they do not find an excuse to run away and look for messages elsewhere.
To help keep the reader engaged, keep the reading light and do not digress from one topic to another. Instead, add value and flavor to your writing. And this can only be achieved when you know who you are writing for.
2. An attractive title
As cliché as the phrase “first impressions are what count” may be, it makes a lot of sense in reality. The title is the first contact the public has with a message and 80% of the success of the content lies within it.
According to the figures, the title is almost everything! It is the teaser, the initial promise, the one that incites the reader to read and invites the user to be part of the idea being spread.
Despite its importance, many people overlook the effort that a headline requires. And this is a mistake!
However, when you start making a headline, keep in mind that it must:
- be brief;
- to show the benefit that will be obtained from reading;
- promise what is actually in the text;
- avoid creating false expectations.
Learn more about how to make tentative titles here .
3. Brevity and clarity
Every writing manual has this advice: be brief and clear. However, brevity should not become a double-edged sword: do not overuse short writing.
Find balance.
However, becoming proficient in producing short, clear and concise sentences requires constant practice.
A good way to start is to draft your messages and then identify the phrases that can be simplified.
4. Use a close style
We have already covered this point in some ways.
There are writing techniques that can actually make the reader feel closer to you. In addition to the pronouns mentioned above, you can use warm tones in the narrative.
It works very well to convey closeness to users, using personal stories for example. Telling stories of cases but still being of interest to your reader and allowing them to identify their problem in what you tell them.
Learn more about how to create stories in your copies by reading about storytelling .
This point should perhaps top this list.
Keep in mind: the clearer you are about who your reader is, the better chance you have of capturing their attention. Don’t waste your time writing for someone who doesn’t benefit from your ideas.
On the contrary, invest time and resources in those who are interested, because in this way you will become a reference for users, who will seek you out whenever they require solutions.
6. Collections of terms
- Fast
- Easy
- Exclusive
There are words that always attract people’s attention, thanks to the power they have to awaken certain emotions and desires. However, there are others that, on the contrary, create distance between readers.
The recommendation here is to re-analyze who you are, what you have to offer, and who consumes your content. With this information, you will be able to determine which keywords to use in your messages and persuade the subconscious of your readers.
7. Ask and it shall be given unto you
No one is a wizard to know what you want, so be direct and ask users what you want them to do:
- If you want to know more about the topic, feel free to download our E-book
- Follow us on Instagram
- If you liked our video, subscribe to our channel!
- Talk to our consultants
- Leave us a comment
- Etc.
We know that the ultimate goal of copywriting is to sell, not just to get the reader to read. Although that’s also true. However, it is clear that copywriting leads the reader through a series of actions like those in the list, before converting them into a customer.