Many content strategists believe that visual content is better than text. It's a medium that's ripe for sharing, and the right visuals can be used to connect with your audience faster. While the brain is hardwired to recognize visual information more efficiently, good written copy is still necessary to persuade your audience to take a specific action after you successfully catch their attention.
Writing irresistible sales copy is one of the most important skill you can learn. Even visual channels require compelling headlines catch an audience's attention. Honest, persuasive, and informative copy will also help people understand and trust your brand—giving them the notion that your product is the best choice.
To turn your online visitors into potential clients, use these tips to influence your audience through the power of your words:
Put important information first. First off, remember that clarity trumps persuasion for making sales. A simple statement on what you do can make your visitors understand the nature of your business, and can influence them to get more details as they read on. Avoid unnecessarily verbose or hyped-up sales spiels, but know when to use your adjectives.
Be conversational. People don’t buy from websites, they buy from people. If you want to influence your visitor, make your copy relevant, coherent, and friendly. Sure, you want them to ultimately buy your product, but you also want them to remember you and come back. Use a witty but cordial tone to keep your reader not just curious, but also entertained.
Use keywords. As much as you would want to sound fancy or special, avoid using phrases or words that will make your visitor think you’re being too pushy or “in-your-face”. Your audience is looking for familiar words—words that will tell them they’re in the right place. Discuss one key topic for each, and include links to relevant pages on your own website or to other websites.
Write for lazy people. Being online means you’re just one of the millions of other businesses trying to peddle their wares. It’s better to assume that visitor doesn’t want to make an effort to read your text. To keep their attention, make your copy easy to read by avoiding needless repetition, jargon, and the passive tense. Address your visitors directly.
Use sensory copy. If the quickest way to a man’s heart is through his stomach, this may well apply to your copy. Sensory metaphors work even when we don’t think of them as much. “Rough” in the context of a day’s experience doesn't bring to mind surfaces like sandpaper or gravel, but our minds still make that connection. Use a sensory metaphor that will work with your copy to entice your readers' nerves.
Ultimately, your sales copy should be as simple as possible. Don’t try to be everything to everybody. If your positioning is clear, it’s much easier to stand out and be discovered. Be clear. Be bold. Be specific.