16 Copywriting Tips to Improve Your Marketing
ModCloth appeals directly to a specific buyer persona. All of their products are plays on words. The product descriptions are fun and clever while telling the story of what people will do while wearing their clothes. 4. Explain why customers should buy You have to address the concerns that will come to people's minds if you want them to get interested and to act. This means the copy has to be informative about why the product is important, why prospects should be interested and why they should buy from you.
This De Beers ad uses very few words to tap into an unexpected rationale for investing in a gift of diamonds. 5. Save time versus money Research from Stanford University has shown that asking customers to compare prices is a bad idea but that selling time savings is far more effective for most companies. This approach typically leads to more favorable attitudes and more purchases. Showing you value what customers hope to achieve is far more genuine and effective than trying to sell them on bottom-dollar prices.
6. Focus on the details Take the time to measure, improve and track the success of copy. The difference between "a $5 fee" and "a small $5 fee" was a 20% increase in sign-up rates (Carnegie Mellon University). Test small details and keep tabs on how they work to continually improve.
7. Use verbs rather than adjectives Verbs are harder to ignore than adjectives because they tend to be rarer in marketing copy. They get in the face of readers because most companies tend to fluff up copy with adjectives. As a result, you differentiate when you describe what you actually do. This action-oriented ad for ABC Daytime cuts through the clutter with active verbs! 8. Use power words The top 5 persuasive words are: