Connecting With Readers Using Emotional Copywriting

When it comes to copywriting, understanding basic human nature goes a long way toward making sales. The headline on a sales copy should be the initial attention grabber. Headlines that are poorly crafted or weak will kill the effect of the overall piece. The three earmarks of a gripping headline are being clear to read, targeting a certain audience and being rich with the right keywords.
Of course, the sales letter’s body matters too. It is the meat of any copywriting piece. The body should be infused with powerful, active words that are short and to the point. The formatting is also important. Highlighting, tables and bullets should all be utilized in order to increase the visual appeal and readability of the piece. Remember, smaller chunks of information are always better than long paragraphs; long paragraphs overwhelm and bore the reader.
A call to action is essential to any sales copywriting letter. A call to action is a method used to ask the reader to purchase a product or service. The offer should be hard to pass up and the call to action should include some sort of deadline. Statistics show that 40 percent of potential customers will procrastinate on making a purchase.
Experts recommend that copywriters clearly state a money-back guarantee and a secure payment processing system to quell the reader’s fear of being ripped off or becoming a victim of identity theft. Approximately 70 percent of leads will come close to making a purchase but falter at the last minute. An excellent copywriting piece will make the reader feel good about buying the product or service.
A postscript, or P.S., should sum up the main point of the sales copy and what the reader needs to remember about the call to action. A lot of people simply scan a sales copy to get the key pieces of information; therefore, a P.S. is absolutely necessary. This is also the place to remind readers what makes the product or service unique and better than what is offered by competitors.
The right colour scheme also plays a vital role in getting the attention of readers. Colour harmony and contrast hits the reader on a subconscious level. Adequate white space is important because it gives the viewer’s eyes a break. And, women have a preference of flashy colours as opposed to ho-hum ones. Yellow is ideal for highlighting key words or phrases and red is an attention-grabbing accent colour.
Make sure you find the best and most experienced copywriters to make your website work its socks off for your business.