| Hey, it's Charles. Today's email is a small taste of what you get in the copywriting course in Copyblogger Academy. I spent years being a mediocre writer because I listened to generic advice (benefits over features, appeal to emotion, etc). When I finally understood copywriting, my results absolutely exploded. Join now to get that course, 5 other courses, and a lot more. Here's your weekly essay...
How To Be Truly Persuasive People take action when doing so seems like a no-brainer. Here's what makes an offer a no-brainer (in order of importance): - You have overwhelming proof that it's effective.
- It's unique in a way that's appealing to customers.
- It starts with some kind of free value.
- They like you and/or the brand you represent.
- The price for value seems especially good.
- There's some kind of risk reduction built in.
- There's some kind of scarcity.
For products, it's often good to have all of those. For services, the first three are by far the most important, and the others are less relevant. But let's make this more clear with examples. We'll do cold outreach messages, which are a form of conversational copywriting. Generic emotion/benefits focus: "Are you tired of paying for clicks but not converting them into customers? My conversion rate optimization services get you more customers without having to spend any more money on ads. That raises the return on investment for all of your marketing efforts." Now, a much more persuasive example: "I just raised {company in niche}'s conversion rate from 1.1% to 1.7%. Want me to do a free audit of your site's homepage? It'll just be helpful suggestions. No strings attached or required upsells." The first one agitated a pain point and highlighted benefits, but it would barely get answered because it isn't actually persuasive. The second one builds trust with a result, then offers something free to get started. If I were sending that, I could also have uniqueness highlighted on my profile, which most people seeing the outreach message would also see. Next time you're writing copy, think less about benefits and emotions. Think more about the things that make you truly persuasive. - Charles P.S. Whenever you're ready, Copyblogger can help you in 3 ways: - Copyblogger Academy - 6 courses, Q&A, and a lot more for just $149. That's less than most educators charge for 1 mediocre product.
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