Copywriting is the basis for any content producer to develop thinking and writing that convince and convert admirers into customers. Understand persuasive writing and what are its main pillars.
Have you studied all the writing techniques for internet, know all the pitfalls of Portuguese, all about SEO, Inbound Marketing, but are you confused when you come across the term copywriting?
This article is for all professionals who are tired of mediocrity and want to create differentiated content. By learning persuasive writing you can earn as much as you wish in one go.
Continue reading this article will clarify everything you already know about persuasive writing and still guide you on the pillars that underpin any powerful content.
In the next few lines you will see a compilation with simple and practical tips that, if well applied, will yield increasingly powerful articles with high conversion rates.
In addition, you’ll get to know the stories of the world’s greatest copywriters and you’ll know that you can scale your income with persuasive writing.
What is persuasive writing?
Although it is fashionable, persuasive writing or copywriting is more traditional than you think. With the sudden growth of the right handbag in the late nineteenth century, the term copywriting was created to boost deliveries and increase the conversions of the ads of many companies of that era.
Today, persuasive writing is used by marketing professionals, advertisers and freelance copywriters as a key to converting and increasing a company’s customers through various digital channels such as: video scripts, presentations, blog post, landing sales letters pages, email marketing, social media and others.
In the midst of so many demands, only the most prepared professional will actually have results with their content. The basics will make you understand to apply the principles of convincing writing. You need to learn the pillars of real persuasive writing to sell your projects, make big bucks, and earn a recurring income.
If you are looking for one more trick to have the most persuasive writing, change the post this article is not for you. If you want something ready for after just adjusting to your audience, this article will also not solve your problem.
What you will read is totally different from miraculous teachings that teach endless templates and ready-to-copywriting formulas that never work, when the freelancer often gets burned with the project he delivers.
Understand that in this post you will not have templates and dozens of triggers to decorate, but the main basis that the copywriting is based and that in fact will increase your earnings as a freelance writer.
How to learn copywriting correctly?
Because of this, many professionals have emerged who call themselves copywriters and teach templates that do not work. You see, do you think that a template to convert a content agency serves to convert a tourism agency?
The tips that we will reveal, you find them in the book of Paulo Maccedo “Copywriting The Centennial Method of Writing More Cooped on the American Market”. This book is a watershed between the mediocre and the above average freelancer.
Understanding the template that guides copywriting has nothing to do with templates, but it is you to understand and follow the principles that underpin persuasive writing. In addition, for you to be a good copywriter you will need a lot of training: write, review, test and write. It is extremely important that you grasp the fundamentals and how everything should be built.
Understand the AIDA strategy
Now that you have understood what persuasive writing is and how to actually learn it, look at the AIDA model, a strategy for you to write based on the premises, that is, what your content must meet. Check out the requirements:
A: attraction connect with the reader through comparisons and deeply understand the pains and needs of the person;
I: arousing the interest for something that your persona does not know is a challenge. The good copywriter should arouse interest by presenting a different solution than he has ever seen;
D: The persona will begin to feel desire for that. As the writer goes on digging, he potentiates the desire in person for what is being offered;
A: The action is nothing more than the famous CTA (call-to-action) you already know. The difference is that it is more aggressive and inviting to close deals.
In the following paragraphs you will learn some of the biggest stories in copywriting and you will have access to the secrets principles that, if properly applied, guarantee powerful results.
Before writing your copy, the first step is to work with your mindset. In this book, Paulo Maccedo talks about the importance of the professional thinking copywriting and mastering the concepts at the root. He lists a list with the pillars of the mentality and a statement to be read aloud until you fix it in your mind and copywriting become part of you.
Among some approaches, the author mentions about the professional strengthening the mentality, breaking his own prejudice with sales, being willing to help people and never giving up ethics and honesty.
By the way, in 1959, David Ogilvy wrote the 607-word Roll-Royce sales letter, which led the company to make millions. He did not create something overnight. He thought copywriting and concretized the thought when he applied it in writing.
Being concerned about templates undermines your creativity by creating something distinctive and actually connecting your brand with your target audience.
Be honest and get rid of rotten tissues.
Being true is a principle that should be the mantra of your business. With the phrase “we have too many rotten tissues and things we want to get rid of” John Emory Powers wrote one of the most sincere and profitable ads for the Wanamaker company.
Do not restrict yourself to speaking only of qualities and trying to show perfection in your publications. Sincerity is something very valuable to captivate and spark interest in your target audience. By having a differentiated approach, you catch the reader’s attention.
Discover your voice
Seek self-knowledge and discover your voice within what you are accomplishing. So do not chase after templates. They make your communication superficial and without passion.
To discover your voice you need to respect the way you write and when you do it, the content will flow normally.
Question the offer and break objections
Research, study well the audience and the product you are going to present. In fact, it is impossible to create a copy that converts without knowing the pains of his person.
With this principle, Claude C. Hopkins was considered one of the greatest copywriters of the modern era. He said that the writer should research the products / services based on the “why”. By applying this, you will be clear and will break any objections that may arise along the way. Be straightforward and do not give up on the offer.
In addition, Hopkins emphasized that marketers and marketers should shy away from a robotic and corporate language, opting for a friendlier and closer to people’s reality.
Let the imagination roll loose
Have accuracy in numbers without overdoing or lying. Not always small thinking limits the scope of content. Many professionals believe that the copywriter should be exaggerated to the point of bordering on a magic show, but it’s the other way around.
The truer content gives the best results. We see in the case of Bill Bernbach that was considered the greatest creative advertising of his day. He was responsible for the resounding launch of the then-beetle (nickname he won for being ugly and bland) Volkswagen beetle.
In the midst of this scenario, Bill was hired by the Volkswagen company and wrote the Think Small sales letter to offer the fusca. Pasme: he managed to attract, instigate interest, stimulate desire, and take many people to action with an unconventional campaign with the following phrase: “the fusca was the ideal vehicle to be the second family car.” See, he put it the product itself as second and people recognized it.
Thus we have learned that the professional should have creative writing without going against what people already think about the product. Bill said fusca was a small, impractical car, but he still proved to be a good choice as the second family car.
Introduce the big idea and tell a good story
The great balcony of copywriting is the professional connect with the target audience and present the big idea. In kids, the big idea is an idea that only your product or service delivers. It can be associated with something that differentiates you and, for your client, an offer that is beyond reproach.
Gary Halbert was another creative copywriter who revolutionized writing with the Coat-of-Arms article. The professional used the specificity and aligned the social proof to a good storytelling. He wrote on behalf of his wife to sell family coats of arms to a specific audience.
These components can be inserted as the professional will think and write your text. Persuasive writing is nothing more than the daily construction of learning about the fundamentals and their application in the content that you already do.
Did you like the article on persuasive writing? Did you see that understanding the basics and how it all started is simpler than trying to decorate lists of triggers and templates? These fundamentals are just the tip of the iceberg of “Copywriting: The Centennial Method of Writing the American’s Grown-Up.” The teachings are sure to make your content more powerful and above average.