What a Professional Copywriter Knows About Turning Browsers into Buyers That Your English Teacher Would Slap You Silly for Doing

When writing web copy or web content, you have just eight seconds to rivet your visitors into place. Here’s how to put your web visitors on a slippery slope that carries them along to the destination you want them to reach and the decision you want them to make.

It’s a sad fact: when you attended school your teachers showed you how to write pleasantly and properly. Very few, if any, taught you how to write powerfully and persuasively.  

Most educators don’t know how to write powerfully or persuasively themselves—they aren’t copywriters, novelists or authors. Although they’re technically proficient, they simply aren’t (for the most part) artists or hypnotists.

This is why it’s important when choosing a copywriter, to find out what they know about their craft.  Your relatives and friends who got good grades in English and creative writing won’t cut the mustard, either, unless they can tell you what I’m about to tell you. If they can, they’ve read copywriting books and they just might work out for you.

The following is what you need to know about writing persuasive, powerful copy. In knowing these few facts, you’ll be able to choose a copywriter instead of a charlatan. Heck, you might even be able to write your own persuasive, powerful copy. (But read a few copywriting books before you try. You don’t want to shoot yourself in the foot. It’s costly to recover from a pathetic premiere!)

1. Every time your Ideal Clients reach the period at the end of every sentence in your copy, they have permission to leave. BUT!
2. If the next word after a period piques your visitors’ curiosity, they’ll stay put. If not, it’s sayonara, baby.
3. So, starting a small handful of subsequent sentences with and, but, or, so, unless, did you know, why, because or another intriguing cliffhanger-type word makes it next to impossible for your audience to disappear on you. Their minds will insist on continuing. Why? Because the human brain is insatiably curious; it hates being left in the lurch with unfinished business.
4. Using alliteration, cadence and rhythm, metaphors, similes and other stay-with-me techniques also help keep your audience enthralled. (Examples: You’ll wonder where the yellow went when you brush your teeth with Pepsodent. Double your pleasure, double your fun, with double good double good Doublemint gum. Turning browsers into buyers. Weaving words into wealth. Every Dr. Seuss book in existence.)
5. Use stories when you can. People love and remember stories a lot longer than they remember facts and figures or features and benefits.  
6. Make sure your copy addresses your target audience’s pain, problem or predicament—the one your product or service solves.

Focus like a laser on YOUR SINGLE, IDEAL CLIENT with your initial offerings, the persona most likely to whip out his or her wallet and buy from you. When you do this, their purchases will help fund additional outreach. Don’t be a flashlight simply shedding light; be a laser: etch a permanent, unforgettable memory into your target client’s mind and emotions.

About the author: Kristine M. Smith

Kristine M. Smith, professional copywriter and author, loves dancing with words and interacting with people. You can reach her at kris@wordwhisperer.net. Visit her websites at http://hireme.wordwhisperer.net and https://YellowBalloonPublications.com.

This article is adapted from an earlier piece first published by Kristine M. Smith