The best copywriting strategy to make your audience listen
“You cannot sell a man who isn’t listening,” that’s what Bill Bernbach once said. That is how a copy will come in handy.
Not only that, but the art of copywriting is also like two-way communication. You also have to listen to them, so you both can understand each other. This aims to develop certain feelings because emotion can influence the audience’s responses. Here are 6 easy copywriting strategies to make your audience listen to you.
6 copywriting strategies to follow
1. Use the FOMO technique
Jim Sliwa on American Journal Association stated that fear-based appeals are effective to change customers’ behaviors and attitudes. This is the outcome of meta-analysis on researching articles between 1962 to 2004. With this approach, you’ll intensify the potential danger that will hit individuals if they do not follow your recommendations.
You can apply this fact as your copywriting strategy using the Fear of Missing Out (FOMO) technique. Based on Strategy Online, more than 50 percent of millennials show positive reactions due to this technique. They will immediately buy something because they do not want to miss out.
Some brands also incorporate this method. One of them is Booking.com. They enlighten the competitive spirit between the users. Booking.com does not only inform the available rooms, but they tell how many people have booked the room for the same day within one hour. This will make the users feel the rush to book it.
2. Include promise and emotions
According to the history of copywriting, emotions have driven customer buying habits since long ago. And, it has always worked. Take a look at this promising copywriting example.
It is from Lola, an app to help you arrange a trip with live traveling consultants. In the headline, they already promise you to create easy and smooth travel, so does the body copy. It supports the headline that they will assist you 24/7 and find a schedule that fits your business schedule.
Dropbox is well-known for its creativity in copywriting. First, they know people’s problems, so they write it, in the beginning, to make them relate to the situation.
“Even if your computer has a meltdown or your phone goes for a swim, your stuff is always safe in Dropbox and can be restored in a snap.”
It drives people’s emotions when they picture of important data disappears when the gadget is broken. Then, Dropbox offers a promise to restore it.
3. Touch their logic
You can drive people’s desire to buy your products using emotions. But, people’s purchase intention is driven by logic. Hence, twist their logic with facts to emphasize why they must choose you or your products. Apply statistics, facts, or your list of accomplishments to show the logical reason to buy your products.
Virayo, an SEO service company, uses numbers in testimonials to promote their success. A testimonial from Spotio states that it got more than 50 percent of the growth in organic traffic after being handled by Virayo. Virayo also provides each testimonial with a case study to support the number.
4. Integrate storytelling strategy
Buffer has experimented with this copywriting strategy. They made two versions of content, one has a narrative intro and the other goes directly to the “meat”. It resulted in the one who has storytelling since it gained 300 percent more people scroll to the bottom of the page. The average time also increases by five times higher!
There is a scientific explanation behind this fascinating approach. When people look at mere information, they only turn on the brain part for processing language. Meanwhile, the brain awakens neurons to feel when people read stories. It is stronger than content or copy without a story.
Recent Apple’s ad can be a great example of this tactic. In their YouTube channel, Apple tells 4 employees working from home. There, they have to finish a big project in only 5 days and from their home. You can see Apple products’ features used by them during the 6-minute video. Even, it has been watched by 19 million people!
5. Make your audience contribute
This is a powerful way to engage with your audiences. You can ask them to share photos on social media by using certain hashtags and poses.
Kenneth Cole, a fashion brand from America, creates a “competition” to make people post their selfies on Instagram with a certain message strip. They can win a pair of shoes they want from Kenneth Cole. It is easy and personal since the participants can gain followers and likes too.
Another attempt to make your audience contribute is sending them emails to answer the survey. Then, you can post your statistics or facts based on their real replies. This is similar to what Rolandia Travel does. They ask readers to send them a short story about Christmas, then they will publish it on the blog.
6. Emphasize the benefits rather than the features
David Ogilvy said, “Consumers do not buy products. They buy product benefits.” There is no doubt in that statement.
Imagine you sell a laptop, then you explain that it has 16 GB of RAM, the newest processor, or the backlit keyboard. It may sound promising, but how about people who do not know what RAM is?
Thus, highlight the benefits they will get. For example, the feature has 16 GB RAM, so the users can do multitasking and use apps without loading. You can also show the potential harm if people do not own higher RAM in the computer such as slower in transferring data and blurry images during playing games.
Toggl can be a perfect example of this copywriting strategy. It mentions the features and has benefits to support. On their website, they mention a feature “Tracking reminders” and not everyone knows that. Hence, below the phrase, Toggl tells the benefits in the form of questions and answers. A grammar genius does not always solve your problem in promoting your brand. Yet, a flawless copywriting strategy can skyrocket your revenue and get results you expect.