When it comes to selling online, there is a lot of focus on SEO. It’s a great day when you see your company’s name in the top-ranked spot of a Google search. And that is important. But, there’s another way to sell online and that is through great copywriting.
According to Copyblogger, “copywriting is the art and science of strategically delivering words that get people to take some form of action.”
That action is to make a sale.
Frequently, marketers try to make sales with facts. Their product is better, it has this whiz-bang feature that the competition lacks, or it’s less expensive.
But we don’t buy based on logic. We buy because something makes us feel good. Maybe we like how it looks. Or, we feel connected to the product or service provider. Perhaps, we love the color. Research shows that we make 95% of our buying decisions subconsciously.
We make decisions on an emotional level. So, your copywriting needs to appeal on an emotional level. You need to understand people and write for them (not search engines).
SEO fundamentals remain important. However, to increase sales and gain customers, you need to write to persuade and influence your reader. Below are some guidelines on how to do this.
1. Use Reciprocity
If people feel like they owe you something, they are more likely to agree with you. But don’t trick them into it. Add value. Position yourself as a valuable resource by giving them information like helpful tips, interesting articles, and more.
2. Use Social Proof
Show prospects how many customers you have and how many people like your products. You can also share testimonials about your services, product reviews, and cost savings. People want to know that they are buying something tried and true.
3. Be Likable
The best place to do this is on the About Page of your website. Here you can tell your story and share stories with your audience. Show your true self and don’t just recite resume items.
4. Use Scarcity
People want what they can’t have. Think Black Friday sales and mad rushes for limited edition dolls or sneakers. Scarcity is one of the most valuable tools in online copywriting. Use limited-time offers and special pricing. But the scarcity has to be real, or this will backfire.
5. Use Authority
People agree with and respect credible experts. Position yourself as skillful, experienced, and an industry expert. You will earn trust and will likely see higher conversions.
So, continue using SEO principles to gain traffic, likes, and subscribers. And, add value to your copy by writing directly to your audience. You will see a difference in your business.