The Power of the Copywriter / Chapter 6

Chapter 6

Encouraging Action

And this is where that crucial last step – Action – comes in.

Now your audience knows what your product or service is all about, they understand the value you’re offering, and they are visualizing what life would be like if they had it.

The next step is to get them to act right now to buy the product.

The ‘right now’ part of that sentence is important by the way. In other words, it’s not enough to encourage your buyers to want the product – you have to get them to act right then and there on the spot in order to actually part with their cash.

This is important because most purchases are actually based on impulse and emotion, rather than reason and logic. We click ‘buy’ because we badly want something and we feel anxious that we might miss out if we wait. Often though, had we gone away to think about it, we would actually find that we didn’t need it at all.

Your objective then is to make sure that your readers don’t have time to go away to think. So you need to get them to act fast just when they are at a fever pitch and they really want your product.

And there are a few ways you can go about doing this…

Scarcity and Urgency

One of the easiest ways to make sure that people act quickly when they see your product, is to make them believe that they’ll risk missing out by waiting. And a common way to do that is to imply that you have limited supply. This is called ‘scarcity’ and it works particularly well because it has the secondary effect of making the product seem more desirable – it’s ‘limited edition’ and it’s something that not everyone can have (we always want what we can’t have!).

Of course when you use scarcity, you also limit the number of items you can sell. For this reason, there are other ways around the problem that let you kill both birds with one stone. The most obvious option? Have a limited-time bonus or discount.

This way, the thought process of your audience will be something like: “I know I definitely want this, but if I buy it now I get more for my money!”.

You can also use language carefully to create further urgency and scarcity. Use phrases like ‘act now’, ‘hurry while stocks last’ or ‘click to buy’ can all help you to en-courage a snap judgement; as can more subtly creating a sense of urgency through your vocabulary.

Removing the Barrier to Sale

At the same time as making the reader want to buy quickly, you can also approach this from the other side of the equation by thinking about what might be preventing them from buying. This could be a lack of trust, or the effort involved in making the transaction.

We can address that first issue with our copy in a number of ways. One is to address the readers’ concerns directly (this isn’t just another one of those ‘scams’), while an-other is to use social proof or statistics. You can also introduce guarantees, or talk about how your product is actually an investment – all of which will help make buying your product less of a risky proposition so that they’re more inclined to go ahead and click ‘buy’ on impulse. Trust is also something you can build up over time by repeatedly providing value and useful information in blog posts and articles.

Conclusions and Recap

As you can see then, language and writing can be incredibly powerful when it comes to creating a relationship with your audience, keeping them on your page, building trust and making sales.

This is a learning curve though. Don’t expect to get it right on day one – just keep practicing and keep developing those skills.

And to recap, good writing for your website should…

  • Have a clear and defined purpose
  • Achieve that goal in the most efficient manner possible
  • Fit the style and tone of the industry and goals
  • Engage the reader and draw them in
  • Get quickly to the point
  • Sell the value proposition
  • Create a sense of desire
  • Build trust
  • Push for the close

Once you learn to do all these things repeatedly, you’ll find that you can make almost any product or service sell. Eventually, it will all click into place and you’ll ‘crack the code’. Now you have the power to capture the hearts and minds of the internet… the only remaining question is what…

The Power of the Copywriter

Brief Introduction

Chapter 1

The Basics of Good Writing

Chapter 2

How to Get Rid of Typos and Errors Forever

Chapter 3

Grabbing and Holding Attention

Chapter 4

Getting to the Point Quickly for B2B

Chapter 5

The Value Proposition

Chapter 6

Encouraging Action

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