Copywriting, you’ve probably heard of it… It’s the famous Anglo-Saxon writing method that allows you to captivate the reader and succeed in selling better. In this article, we will discover 7 famous copywriting techniques that you need to know to create content that captivates…
Copywriting is used everywhere… Commercial emails, YouTube video scripts, Podcasts, blog posts, autoresponders… You name it, we’ve got it… and some of the best…
According to Martech advisor, the size of the content marketing industry would represent more than 400 billion in 2021 and continues to post double-digit growth.
You might as well say that if you produce written content and your goal is to sell an idea, a product or a service, you absolutely must know these few copywriting techniques…
Technique #1: Set a clear goal
Before writing any type of content, ask yourself these 2 questions:
- What is the purpose of the content I write? Trigger sales, get a response, attract traffic, expand your email list…
- Who is it for? Merchants, salespeople, graphic designers, bloggers, the more specific you are, the better your conversion rate will be.
Otherwise, your written content will not stand out.
Technique #2: Tell a story
I’m sure you already know this, but… we are generally much more receptive when we are told a story than when we follow a presentation.
Storytelling makes it easier to reach the emotional part of our brain.
Indeed, human beings buy more often out of emotion than out of reason. The SONCAS method allows you to identify the predominant psychological lever in your target in order to use the most appropriate words.
Technique #3: Call the player directly
- You can understand that…?
- Did you know that…?
- Imagine that…?
- You don’t want to do this stupid thing…
Or how I used it a little higher up:
This technique of copywriting “you” or “you” + a verb is very effective in winning the reader’s interest.
If you want to succeed in getting her interested, my best advice is Write first and foremost for him.
Technique #4: Learn how to create suspense
Do you know why Game of Thrones was so successful? Simply because the endings of the episodes only make you want to. Look at the next ones.
The script of this kind of film is mainly oriented to arouse your curiosity about what will happen next.
This famous copywriting technique is very simple to use…
This means delivering value-added information throughout your text and, of course, saving the best for last…
Another way is to indicate that there is a surprise or key information at a specific location.
As I did when I indicated that copywriting technique #5 is the most important.
Technique #5: Write Magnetic Titles
Even if the content of your email, blog post or sales page is concrete, you can be sure that you will never see its full potential if you neglect this very important step.
Which one? Write a punchy, magnetic title that makes you want to click faster than your shadow.
Yes, I know, it’s a strange way to put it, but never mind…
To write a title that makes a lasting impression, I invite you to use the 4U technique created by serial entrepreneur Michael Masterson :
Your title must be :
- and Ultra specific.
It must make a promise to the reader, arouse his interest and above all not disappoint him in the content.
Technique n°6: Take care of the visual
You’ve probably already heard about it: you need to space your texts, not to exceed 1-2 sentences per paragraph to make the content digestible.
Copywriting is somehow a technique of seduction in writing.
Your text must be sexy and invite the reader to discover it.
Sorry for the suggestive metaphor, but I’m trying to get the message into your brain…
Basically, avoid this type of text:
Use images, metaphors (maybe a little more elegant than the one above) to make your content pleasant to digest.
Technique n°7: Follow 1 or 2 KPIs to measure your progress
Key Performance Indicators or KPIs for intimates are the indicators you will set to measure the performance of your written content.
Here are a few examples:
- Sales ;
- New subscribers to his email list;
- Mail opening rate ;
- Rate of engagement/clicks on the mail ;
- Position in Google search.
It is essential not to have too many KPIs, otherwise you risk spreading yourself too thin, for example the objective of a prospecting mail.
To use the example of Mark Zuckerberg…
In the early days of Facebook, Zuckerberg knew that the main KPI to track was the number of users.
Everything else was noise.
Prior to each decision, the only issue that mattered to Facebook’s CEO was
Will this action increase the number of visitors?
If we do, we do it… if not, we eliminate.
Copywriting is a formidable weapon that can truly transform your written content and help you become a selling machine.
There are many copywriting techniques you can use, but these are the most famous for me. If you have others, don’t hesitate to comment on them!