So, you need some proven copywriting tips to increase conversions, sales, and revenue.
But you just can’t seem to get your performance metrics to meet your goals and expectations. Many of my clients come to me because of this exact problem. The good news? More often than not, a few simple tweaks to their copy or offer are usually all it takes to resolve this issue.
Keep reading to learn 7 copywriting tips that business owners can use to boost conversions.
1. Write In Simple Language
There’s an adage in the copywriting world: Confusion is the biggest conversion killer.
And one thing that will confuse your audience more than anything else is using tangled and complicated language. Remember: You’re writing to persuade people, not to impress them with a fancy vocabulary. For this reason, you should always strive for simplicity in your copy.
This concept will help your promotions by:
- Increasing comprehension
- Boosting engagement
- Reducing cognitive overload
- Building trust and credibility
- Appealing to a wider audience
What’s more, the research and literature on this topic are clear…
Simple language continually wins in every arena or field, from business and parenting to education and, yes, you guessed it, marketing and advertising. As a result, a good rule of thumb is to keep your advertising copy at the 4th to 6th grade reading level.
Try it now, and thank me later.
2. Use Short Sentences And Paragraphs
Use short sentences and paragraphs; this is one of the most universal copywriting tips.
And for good reason… No one wants to read giant walls of text when it comes to an ad. It’s too overwhelming, and it feels like work. Short sentences and broken-up paragraphs are easier to digest, and make it more likely that people will read your ad and act on your offer.
Imposing this kind of structure on your ad makes your ad look less imposing.
And this can create a ripple effect: A less imposing ad will increase readership. Increased readership will enhance engagement. And enhanced engagement will lead to more conversions, sales, and revenue. See how it all connects?
So, use short sentences and paragraphs to make your advertising message more reader-friendly.
3. Apply The Active Voice
The active voice is critical.
It’s a grammatical structure that creates a more powerful sense of emphasis, motivating and inspiring people to act. The passive, on the other hand, is lazier, kind of awkward sounding, and can almost feel like you outsourced your writing to someone with English as their second language.
Bad way to go if you’re trying to produce clear and effective copy. So, what’s the difference between the active and passive voice?
- The active voice example: “I threw the ball to Charlie.” The active voice is stronger, direct, and more succinct. As a result, it reads better and has a more streamlined flow.
- The passive voice example: “The ball was thrown by me to Charlie.” The passive voice is clunkier, kind of awkward sounding, and is unnecessarily wordy. And when it comes to advertising, you can’t afford to be too wordy.
So, when it comes to copywriting tips, this is a simple one you can run with immediately: Apply the active voice.
4. Overcome Objections
Any persuasive argument will naturally produce some skepticism.
These are what we refer to as objections, and they must be addressed tactfully if we want our persuasion attempt to be successful. This is more important than you may think. In fact, understanding the type of objections a particular market will have and knowing when and how to address them is what separates great copy from good copy.
Some common objections to look out for:
- It’s too expensive (Counter: Stack the value or do a cost-of-inaction comparison)
- I have to talk to my spouse (Counter: Add a sense of urgency, such as a limited-time offer)
- I’m not sure if I need this (Counter: Communicate value and benefits)
- Now’s not a good time (Counter: Emphasize pain by amplifying the cost of delaying)
- Sounds too good to be true (Counter: Risk reversal, ROI potential, social proof, and testimonials)
Ignoring objections is like ignoring your customer—bad way to go.
For this reason, one of the most critical copywriting tips you can receive is to learn how to handle and overcome these objections. Addressing your customers’ concerns shows empathy and understanding, which are key factors in persuasion.
Moreover, it also helps to sharpen your sales message and value proposition.
5. Sell the Sizzle And Not The Steak
Attention is fickle these days.
So, if your marketing doesn’t immediately grab people, it’s not doing the heavy lifting that it should. This is where the concept of “selling the sizzle, and not the steak” comes in. Here’s the deal. Advertisements need character as a means of attracting and maintaining attention.
If all you’re doing is hitting people over the head, saying, “Buy my stuff, buy my stuff,” eventually, they’re just going to get good at dodging those blows.
In other words, it becomes easy to tune out your marketing efforts.
The solution? Position your product with a more powerful presentation by selling the sizzle and not the steak. For example, don’t sell sunglasses, sell stylish UV-deflecting eye protectors. Don’t sell cars, sell the freedom and independence of being able to come and go as you please.
See the difference?
You’re not selling the product; you’re selling how the product makes people’s lives better. You’re positioning your offer as a unique and powerful solution that satisfies your market’s needs. It’s all about presentation. That’s the key to effective marketing campaigns—this is known as concept advertising.
You’re selling an idea (or concept) rather than a product; you’re selling the sizzle, not the steak.
6. Create A Sense Of Urgency
Humans are interesting…
We can want—even crave—something. However, if we feel we can have it at any moment, we often see it as less desirable. What does this mean for you? It means that one of the BEST and most PRACTICAL copywriting tips I can give is to create urgency around your offer.
The best way to do this is by using scarcity…
It can be a countdown timer (time scarcity), a limited-time offer (offer scarcity), or a scarce amount of inventory or seats (product scarcity). In short, anytime you invoke the use of scarcity, you’re pulling on a powerful lever of influence that has been proven time and again to drive people to action.
7. Add A Risk Reversal
I’m currently working with a client who sells a pretty expensive product.
It’s a revolutionary system that is truly a miracle device. The problem, however, is that an item with that kind of price tag can cause a lot of people to recoil. That is, unless they know their investment is protected. For this reason, I mentioned to this client that we need to give people a guarantee, a sense of security.
So, I mentioned a 30-day 100% money-back guarantee should the product not be what they expected.
This is called a risk reversal.
As a business owner, you have to be the one who takes on all the risk. I’m sure this is no surprise to you.
A huge component of creating the environment where people feel safe exchanging their hard-earned money for your product or service is eliminating risk.
And the best way to do that is through a risk reversal or guarantee.
Bonus Tip 8: Stay Within Your Brand Voice
Most companies skip developing any semblance of a distinct brand voice—this is a Chernobyl mistake.
Your brand voice is the representation of your unique sound and tone. It’s what your company would sound like if it were a real person, and it’s critical to standing out in today’s competitive market. But most brands and businesses never take the time to create a brand voice.
A signature voice produces trust, credibility, familiarity, and a sense of connection with an audience—all of which are critical when it comes time to ask your reader to hit that “Buy Now” button.
What’s Next? Supercharge Your Next Campaign Today
These are proven copywriting tips.
The best ads, campaigns, and promos use these techniques to power their persuasive punch. And you should, too. However, I get that learning and applying these copywriting tips can be time-consuming. This is especially as the busy business owner that you are.
That’s where I can help.
I’ve helped businesses around the world refine their messaging, and now I want to help you, too. If you’re ready to take your copy to the next level, contact me now for a free 20-minute discovery. We’ll go over your project and business goals.
And whether we work together or not, you’ll walk away with some valuable marketing strategies and copywriting tips to supercharge your messaging. Get in touch today.