Here are some ways to add persuasive force to your copy…
1. Simplicity.
I read too many ads, sales letters and promotions that clog a readers mind with $10-dollar words. Elsewhere in this blog I gave the following example of this…
“Next generation strategies to employ a single customer definition for improved multi-channel marketingâ€
There are two prime reasons for this. First, a desire to impress the client or reader. Second, as a smoke screen for weak ideas.
There is a better way: Instead of using bigger words - use bigger ideas. Then express them with simplicity. Impress your clients with results - not big words.
2. Concreteness.
Specifics sell. Abstractions confuse.
“This car is real fast” doesn’t carry the force of “This car does zero to 60 in 3.5 seconds.”
And “10x binoculars” doesn’t carry the force of “See a sparrow blink at 200ft.”
3. Originality.
To quote David Ogilvy, “You can’t bore people into buying”. Take a look at the standard appeals, benefits and expressions common to your market and competitors – then say something else!
In one of my client’s markets a common appeal was “be seen as a trusted advisor”. Everyone started using it. We changed it to “Command Respect!”.
4. Truthfulness.
It not only has to be true, it must sound true. If the reader doubts or questions what you write, you’re words carry no force.
There is a creative tension between making promises powerful enough to drive the reader to action, and copy subtle enough to sound truthful.
How to be original, exciting, forceful…and truthful? Specifics help. Killing adjectives helps. Concrete nouns and active verbs help. Admitting small flaws help. Proof helps. Testimonials are mandatory.
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