In sales copywriting, there is only one determinant of good text: its effectiveness. How to achieve it?
It’s best to use methods that have proven themselves many times. Of course, you can rely on momentary inspiration, dazzle or a rush of ingenuity, but if you want to achieve consistently good results, bet on what just works.
Persuasion in sales copywriting boils down to the use of proven principles. Copywriters who are convincing know how to appeal to specific human desires and needs. Their understanding and ability to use this in the texts will allow you to increase the effectiveness of your messages, i.e. the strength of their persuasion. But what are the rules of knowledge? Let me explain!
People value what is not enough
This rule says that people are more willing to buy a product that is (or will be soon) short of. This means that the value of a given item increases as its availability decreases. Some products are bought because of their usability, appearance or capabilities, and others because of their uniqueness.
Sales copywriting uses this dependence for a long time and in various forms. See how you can increase the value of your product or service in the eyes of customers, guided by the principle of shortage.
“Limited Edition”, “Collector’s Edition” – these are messages whose limitation refers to quantity. They work great in B2C sales. It is used by footwear and clothing brands, producing children’s toys and many others.
“Only 200 pairs of limited edition XYZ fluorescent shoes will go on sale on Friday!”
In the context of this limit, products are sold within a specified time frame. This can be seen great on the online course market. The authors, long before opening sales, intensively promote their product, then opening its sale for only a few days or a week. Time pressure makes people make purchasing decisions faster – they are aware that the offer is not eternal.
What do these messages look like? Maybe you associate
“Last 2 hours! We are closing the sale of the XYZ course in a moment ”
If you do not take specific action, the existing privilege or convenience will disappear. This method may be associated with a shortage of time, but here it is about permanently depriving the recipient of a specific opportunity – this is the basis of the message, not the deadline. See:
“The plan to close the local confectionery factory is due to the low number of visitors. So take your toddler there or lose this opportunity! “
The product or service is directed to a selected, specific group of customers. These may be people who have previously bought a specific item and now you would like to sell them something else. It is worth pointing out that the offer is only available to them because, for example, they have fulfilled certain conditions.
“How is your new coffee machine working? Because as one of the few customers you bought it online from us, you can get coffee capsules 50% cheaper! “
The service is available only to people who will be invited, e.g. by one of the current users. This not only builds the impression of inaccessibility and exclusivity, but also increases curiosity.
“Our new functionality is currently only available in beta. You must receive an invitation with a link to access it. “
From a psychological point of view, the shortage principle used in sales copywriting is effective because it is based on the loss of some opportunity and fear of regret.
If a product is available all the time, the customer feels confident and at ease – he knows that he can buy it at any time. He has the freedom to choose whether he will do it now or in a week. However, when you suddenly limit its availability, the customer loses this opportunity and reacts against this change by buying a product.
At the same time, people have a strong fear of regret, that is, they are afraid that if they do not buy the product now, when they have the opportunity, then they will regret it. If this fear is strong enough, it is easier for them to spend money – they treat this investment as a form of security.
When using the principle of shortage in your copywriting, remember to do it properly. If you want it to work in favor of your offer, you must use it in a thoughtful way. Below are three basic rules that you need to keep in mind.
– Deficiency should not be the main advantage / value of the offer – it’s
just an add-on that strengthens the basic message,
– If you produce something massively and at the same time try to support sales, e.g. with the slogan “limited collection”, do not count on spectacular effects. Similarly with discounts: if the same “Last sale days” banners have been hanging from store display cabinets for several weeks, people will quickly stop believing in this sale. Your message must be consistent with what you really do,
– Not every product / service can or should be promoted with the support of the shortage principle. The sales model for everyone, without any quantitative or temporal restrictions is also appropriate. Which path you choose depends on the overall brand strategy and the campaign.
Sales copywriting often raises sympathy
We buy more willingly than those we like. Among other things, this is why well-known actors, singers and popular Youtubers appear so often in commercials. People are more likely to follow the directions of the people they identify with, who are familiar, have similar views or are a role model or authority for them.
How can a copywriter use the crush principle as a form of persuasion? After all, he does not meet his recipients face to face. Only words are available. Or maybe a word?
Usually, sales texts focus immediately on the benefits of purchasing a given product or service. However, if you want to arouse sympathy at the beginning, you can start the content with a skillfully written compliment. See an example:
“If you work remotely, you know perfectly well that it doesn’t mean all day in bed with a laptop on your lap. If you work effectively, you probably already have a great time management or avoid distractions. To make 100% remote work you need to solve only one problem … “
Such an introduction shows that you understand the situation of the recipient, identify with him and at the same time appreciate how much he has achieved on his own. In this way, as a copywriter, you will find a common language with the reader from the very beginning, thanks to which he will be more eager to find out what you have to say to him.
The principle of sympathy, like any technique, must be used skillfully. Its foundation is proper knowledge of the recipient – his needs, everyday life and expectations. It will be difficult for you to create an effective text if you set too broad a target group. The narrower it gets, the easier it will be to personalize your message.
Write also about the disadvantages
Copywriters very often focus only on the benefits and benefits of the products or services they describe. They try to show them in superlatives, which often creates a seemingly unreal image of the offer. Because are there ideal things? They may exist, but people rarely believe in them – especially when they have to buy something.
Much faster and easier you will gain the trust of the recipient and arouse credibility when you also write about the disadvantages of your product or service. In this way you can also position it for specific clients.
Someone is looking for the cheapest solution and you offer it, but at the same time there is a doubt about quality? Explain to the customer what the lower price is for.
“Our product is cheaper because we gave up several functions almost unused by customers, and instead we focused on refining key functionalities. Thanks to this we have obtained optimal quality in relation to the price. “
Why is such a description more effective? Because it contains a logical explanation and at the same time an assurance that the basic functionalities (i.e., most likely the reason why the customer wants to buy it when it comes to the bottom price shelf) will work flawlessly.
Show the specifics
By accessing websites you can find many terms saying:
“You will achieve
success with us”
“We respond quickly to any requests”
Do you know what connects them? That they actually say nothing and do not inform about anything. Because what does “success” or “quickly ” mean? Probably something different for everyone. General statements and assurances do not sound credible and poorly sell, because the recipient does not see in them specific values for themselves and their business.
By adding specific information, you can easily increase the persuasive power of your messages:
“With us you will
increase your revenue by up to 30% in 6 months”
“We respond to all requests within 24 hours”
Do you see the difference? Which message would inspire your trust faster? Similarly with the customer – specific information increases the credibility of the content.
Rely on authority
Do you remember that people are more eager to buy from the ones they like? But not only from them. They value and are ready to succumb to the suggestions of those whom they consider to be experts in a given industry.
Therefore, use authority as an argument. Include in your texts expert statements (e.g. scientists in a given field), links to research or statistics. Make sure that the information you provide is well-founded.
Remember that the authority you refer to is to be an authority primarily for the recipients, it does not necessarily have to be for you. Ads very often use images of teenage stars to promote cosmetics for young girls. Of course, actresses usually have no idea if the compositions of these products are good and they themselves, e.g. pleasant to use, because they do not use them.
However, the involvement of female fans is so great that it is enough to remove their pretty face with a given cosmetic and a short description to convince the girls to buy. This is an excellent way to show how persuasive authority can be, even unjustified.
The above techniques will help you relatively easily increase the effectiveness of your sales copywriting. You don’t have to use all of them – at first, get to know your target group well, then think about which methods will be most effective in your case. Often more is not better.