Attract, Convince, and Convert – Hallmarks of Effective Copywriting

No business can succeed without an effective marketing plan and strategy. When a business does this right, visitors are attracted, convinced, and then converted into revenue generating customers. Any bricks and mortar shop owner likes it when someone stops by their window displays, and then comes in to ask questions and make a purchase. The same is true for a cyber-store. Cyber-sellers need individuals to browse their website, go through the FAQ section to ask questions, and then finally make a purchase.

Just as a retailer on a shopping street uses attractive windows to bring a customer inside their store, a cyber-business must use good copy to bring traffic to its site. Good copy and effective use of keywords will bring traffic to a site and then encourage shoppers to browse and make a purchase. Persuasive copy is the key here. Persuasive copy gently, but firmly, goes through the whole process – attract, convince, and convert.

How does this happen?

Copywriters – the good ones are masters at evoking the desired emotions in the potential purchaser. Because emotion is such a powerful and important factor in deciding on a purchase, copywriters are not afraid to use it. A good copywriter knows how to choose those words and phrases that will draw out emotions and generate the right response.

How do copywriters do this?

First, their writing avoids hard sell or pushy approaches. If a potential customer feels that they are being coerced into a purchase, they will leave the website. A customer has to be gently persuaded to make the decision to purchase.

Next, the copywriter must be precise in giving directions and familiar with all aspects of a website. Nothing will turn a potential customer away faster than an error in directions that leads them down a blind alley. If the website is not correct, how can the customer be sure what is being said about the product is correct?

The copywriter must be able to provide descriptions and instructions that are accurate and informative. A customer looking for information on a product has to be able to locate the details concerning the goods and services without running a gauntlet of questions or roadblocks.

Whether you call it persuasive or effective copywriting, it does not matter. It is the results that count. In any case, the copywriter will provide copy that attracts potential customers, convinces them of the difference having the product or service in their life will mean, and then converts them into purchasers.

Look for a freelance copywriter or a copywriting company that can do these things for you. Find someone who can provide samples of writing that meet the standards outlined above. To grow your business, use a professional copywriter.

H-O-P Your Way through Direct Response Writing

There are a lot of direct response mailings out today. All of them are examples, for better or for worse, of direct response copywriting. This writing takes different forms, depending how the product or services are being presented. It appears primarily as direct mail campaigns and also as ads. In this article, we will look at H-O-P, what it means, how to use it, and how to learn more about the art and science of direct response copywriting.

One of the leaders in direct response copywriting is Dan Kennedy. His experience and expertise are covered in the many books he has written on this subject. If you are interested in learning about copywriting in general, along with specializing in direct response copywriting, Kennedy’s books are a must read.

The field of direct response advertising is crowded and highly competitive. Every copywriter thinks that they have the answer. In order for you to compete, you are going to have to develop an arsenal of weapons – ways to make your writing, your advertising, and your ideas stand out. When you are developing a piece, you need develop it as if you were communicating with a friend instead of a business prospect. The tone should be more conversational, not formal or stilted. It is not important to count the number of words. What is important, however, is that your writing includes those points that need to be stressed.

There is an established formula for direct response copywriting. You can learn more about it as you research the subject. The formula is a simple idea. If you utilize it and its principles, you will avoid reinventing the wheel and spending endless hours writing, rewriting, and testing the effectiveness of a campaign. The concept is simply H-O-P. The most effective pieces contain a Headline, an Offer, and a Postscript.

The theory of HOP requires that you use the headline as the “grabber”. It is essential to have an exciting headline to get the reader’s attention. If you do not, the letter is going to end up in the wastebasket or recycling bin, never having been read. Next is the offer. You have to be able to explain the offer in terms that are simple and compelling. Letting the reader know exactly what the offer is and what they can expect. The postscript follows. Here, the customer has one more chance to answer your call to action. The postscript generally includes an additional incentive for the customer to act.

This blog post contains a lot for you to think about and incorporate into your copywriting. The goal, you recall, is to get someone to accept the offer that has been presented to them. There is a formula to copywriting that works. This H-O-P way of structuring the writing offers the greatest possibility for a positive success rate. Do not stop learning or researching direct response copywriting.  Research what works and what does not work. Read every piece of material you receive in the mail or come across in a newspaper or magazine. Look for the good ideas. That way, you will find your success rate, and that of your clients, climbing.