The great Joe Sugarman made an important observation in his book Advertising Secrets of the Written Word, a groundbreaking resource on how to write powerful advertising copy. And it went like this:
“Copywriting is a mental process… the successful execution of which reflects the sum total of all your experiences, your specific knowledge and your ability to mentally process that information and transfer it to a sheet of paper for the purpose of selling a product or service.”
Let’s break that down a bit: copywriting is a “mental process … for the purpose of selling”.
Let’s make it even shorter: copywriting is “mental … selling”.
So one of the ultimate copywriting hacks is that you have to get inside people’s heads to write powerful copy. You have to use proven mental hacks to engage your readers, motivate them and ultimately compel them to act.
In this post, I’ll explain how to use the art of neuro copywriting to get results.
Headlines
The most valuable real estate in copywriting, headlines need to grab your reader’s attention immediately. They need to pique curiosity, prompt clicks, and convert potential customers into actual customers.
Content marketers who know how to use headlines right are the ones at the top of their game. Here are two of the easiest copywriting hacks for writing irresistible headlines:
Hack #1. Use numbers
You’ve probably heard this one before. Each and every guide to creating compelling headlines recommends using number as follows:
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This trick works… but to take it to the next level, use numbers twice in one headline. For example:
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There aren’t really any rules regarding which numbers work best, but typically people respond better to odd numbers than even numbers.
Hack #2. Include beneficial adjectives
The universal question for customers everywhere is “why should I care?” Your headline should succinctly answer this question using adjectives which describe the benefits of your copy for consumers.
Beneficial adjectives include, but are not limited to, words such as new, quick, useful, cost-effective, pleasant and affordable. The problem is, most of these words get overused. So to take this hack to the next level, combine two emotionally charged or rarely matched beneficial adjectives in your headlines.
Take a look at the examples below.
Always make sure both adjectives are beneficial in relation to a noun.
Subheadings
Most people don’t read, but scan content on the internet to quickly ascertain whether or not it’s worth spending time on. With that in mind, you should pay attention to the subheadings you use in your marketing copy.
Here are two of the quickest copywriting hacks for writing effective subheadings:
Hack #3. Ask questions
When scanning your content, a reader tries to understand if your website or blog solves their problem, provides the information they require, or answer any questions they might have. Make it easier for your target audience to see what answers they will get from your content by using questions in subheadings.
Check out the examples below to see this in action:
Hack #4. Add quotes
Take a sentence from your copy and format it as a quote in subheadings. Quotation marks make content look more solid, giving the impression of serious business with professionals ready to help. Alternatively, you can use quotes from famous people if they fit the context, as below.
Always mix your subheadings up – avoid making them all only questions or only quotes.
Body copy
The body of your copy is where the true magic happens, and readers make their final decision about whether or not they choose to go on a journey with you. The words you use can help persuade them to do what you want them to do.
Here are three of the simplest copywriting hacks for writing compelling body copy:
Hack #5. Support with data
People will take your copy more seriously if it’s backed up by relevant links, research data or testimonials from supporters.
As well as incorporating data, another technique to try is the so-called modern version of the Socratic method: instead of giving readers three questions to stimulate critical thinking and affirmative response, give them three statements they will agree with.To some extent, this scheme echoes Brian Dean’s APP method of writing introductions. Check out these examples of it in action below.
Hack #6. Use active verbs
To influence readers with your copywriting and make them click and buy, use power words. These mean active verbs, not weak adverbs. Verbs are the engine of your copy, as they indicate, explain and add action to your writing, making it strong, compelling and engaging.
Check out the example below.
Hack #7. Use negative meta language
While this may sound like a trick, negative language can help you win an audience. Fear is a writer’s best friend and makes people keep reading: as the human dominant motivator, it triggers people into action.Appealing to fear of failure, fear of loss, or fear of missing something worthy (your offer, for example) is a great copywriting technique.
It’s the exact same tactic that Smart Blogger often use in their content, as seen below.
In conclusion
Neuro copywriting is applying the patterns of persuasive language to your marketing copy, making it brain-friendly.
Writing your copy with human psychology in mind, will help you engage and motivate consumers, as well as win their trust and make them choose you in the market.
Really, it’s a win-win situation. So jump inside your audience’s head today, and let me know your thoughts on the above tips and hacks in the comments section!
Guest Author: Lesley Vos is a content evangelist, guest blogger and ghostwriter. She specializes in data research, content creation and distribution. Follow her on @LesleyVos to read more work of hers.