As a business owner or freelancer in the ever-growing internet age, you want to make sure that you stand out against all the competition the internet brings.
The pain of losing sales to competition, even though you know your product or service is better is extremely frustrating.
You may have great content, but if you are not encouraging action and detailing the next steps you are sure to miss out on conversion opportunities.
To stand out from the competition follow these persuasive fundamentals and hacks to improve the way your customers perceive you, build trust, get more conversions and ultimately close more sales.
1.Write to showcase your company's value not to brag about yourself:
Your company should always convey messages about how you can solve the problems of your ideal customers even when talking about what your company is all about.
Avoid coming off as narcissistic by focusing on the value and outcomes you deliver to your customers.
“To accelerate the world’s transition to sustainable energy.” - www.tesla.com
“Spread ideas.” - www.ted.com
For more brilliant mission statements that speak to value first visit fond.co
2. Always write from the perspective of your customers:
Understanding the stage of awareness of your audience is crucial in communicating the right message at the right time.
The stage of awareness is one thing, understanding their situation is more important. Once you know the reason why someone has arrived at your site.
You can tailor your message to better deliver the solution your visitor is looking for.
3. Begin writing with the end in mind:
The context you create with your message should always frame your product or service as the ideal solution to the problem that your audience is facing. Make sure to frame your solution in a way that invalidates other solutions for an added conversion boost!
The framing effect is all about how you get your prospects and customers to see your product. Take the simple example of yoghurt below. They are the same yoghurt but if you were to choose you would go with 80% fat free opposed to the 20% fat.
4. Never be boring, even when writing about complex topics:
The average human attention span is the average attention span is down from 12 seconds in the year 2000 to eight seconds now.
You're right. If you want to hold attention and get people to read/watch/listen to your message.
Always write compelling sentences that are concise.
Vary sentence length for rhythmic effect.
Use emotive language, paint pictures with your words and be genuinely excited to talk about your topic!
You need to be extremely attractive in the first few sentences of your copy.
(Hint, this is why top copywriters spend up to 50% of their time creating a headline)
Building intrigue, curiosity and desire early on will get more people to your CTA and improves the tolerance towards other parts of your copy that aren't as great!
(Keep your fish in the bowl with some interesting and exciting stories or better yet a mystery that keeps them hooked until its time for ACTION!)
5. Tell a story:
Wonder how stories survive thousands of years? Easy because our brains are wired for them. We can feel the hero's struggles and successes. When you create a story you are tapping into powerful persuasive mechanisms which is why some of the most influential people share advice and solutions to problems with stories. Stories are more memorable, influential and entertaining. Stories connect ideas and people. They build trust and credibility in your readers. To learn more about the persuasive power of stories start with this Harvard Business Review Article.
(Think about the impact of a single animated mouse created. Think about all the characters you adore on the big screen. The power of stories cannot be ignored in your copy.)
Use the psychological principle of *MIRRORING* by using your audience's language (found in your Voice of Customer Data) to reflect back their pain or problems and desired solution and outcomes to build trust and likeability is your persuasive messages.
Build YES MOMENTUM, get your audience nodding along to what you're saying, agreeing to your descriptions and saying yes to your closed questions. Ask deliberate questions that get your prospect nodding along yes as you read.
Take a look at this persuasive house from Florian Mueck that tells you how to connect with people using logos, ethos and pathos principles in your marketing and sales processes. Simply put:
Logos = Logical connection.
Ethos = Ethical resonance.
Pathos = Emotional connection.
(The persuasive house is built on three forms of communication, in order for your sales argument to resonate with prospects it must include all 3 forms. Pathos is what you should focus on when driving conversions as people act on emotion, not logic)
Now that we know the forms and fundamentals of a persuasive message onwards to some application!
How can we add persuasive mechanisms to the foundational PAS framework?
1.Start with logic:
Appeal with logic to get past any mental guarding against new ideas. Using logical facts, statistics and proof helps people open up to new possibilities.
To do this you want to describe the problem that your audience is facing in simple, easy to understand language. We will go deeper both emotionally and in detail in the agitation step.
(Depending on your audience sometimes you may need more logical facts, statistics and calculations before you can reach the emotional side of these LEFT-Brained audiences)
2.Why don't we start with the solution?
According to Amos Tversky and Daniel Kahneman's findings in this study. People are faster to move away from loss or pain than to acquire a benefit or solution.
We're naturally wired to move away from pain as fast as possible as it is a survival mechanism. So that is why we always talk about pain instead of pleasure when selling.
3.Draw your audiences' attention with a strong understanding of the problem they face.
You need to evoke curiosity, intrigue and other pulling emotions to get your reader to continue with your copy. The best way is to mirror their current problem state and stage of awareness in the beginning of your copy.
Agitation: (This is where you will focus on to move people to action)
1. Bring out powerful emotions in your agitation copy:
The more your audience feels the emotions linked to the specific problem in question. The more likely they are to move away from the pain and towards your solution. Use powerful emotional language to connect with the audience and make them feel the emotions that will drive them to action.