The role of persuasive language in copywriting

Copywriting a science as well as an art. Great copywriters understand this which is what sets them apart from the average ones. It’s not necessary for you to need to be a word wizard in order to craft impactful ad copy. What you do need is to hit on a way to tap into your consumers’ internal motivators and then persuade them to respond to your ad.

It is vital to put the artist within you into hibernation and adopt more analytical as well as a scientific approach in order to be able to get into the psyche of a prospect. When you get to grips with your consumer’s psychology – and know their mental triggers – it becomes much simpler to get them to indulge themselves in your persuasion. Marketers, and copywriters specifically, who are aware of these mental triggers are able to activate them in order to influence a potential consumer. This often happens without the consumer even realising this.

The science of copywriting research 

By definition, the term ‘research’ refers to a systematic investigation as well as the study of material and sources in order to establish facts. This study assists with the gathering of information. Research is an integral part of the copywriting process as it helps the copywriter to understand them:

• Consumer
• Markets
• Product
• Competitors

Psychology is another branch of science that is important significance while writing effective copy. When writing a good ad copy, the idea is to get into the brains of your reader and then use their internal motivators in order to make them respond to your communication as well as push them to take action.

Copywriting is not about using fancy language in order to communicate to your consumer. It is more about writing that which the consumer would like to read. It is important for copywriters to adapt their language, tonality, and perspective in order to get across their clients’ message.

What makes a piece of copy persuasive?

A persuasive copy has one primary purpose – to make sure that people convert.  When the copy is gripping, it plays on a reader’s emotions enough in order to get them to take a given action such as it to click, download, make a purchase or to share.

To accomplish this, the copy must adhere to the following standards:

• Well-written – Persuasive copywriting is professional, free of mistakes as well as clear.
• Succinct – Copywriting that is too long or too jumbled loses its meaning very quickly. Owing to this reason, the most persuasive copywriting is short, sweet as well as to the point.
• Intelligent – No one will be persuaded by copywriting which doesn’t come off as intelligent. In order to be persuasive, copywriting must be smart, forward-thinking, and well-rounded.
• Relevant – What is persuasive to one audience will not necessarily be persuasive to another. Owing to this fact, persuasive copywriting in a given industry must be of interest to the organisation’s target audience.

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Want to learn more about copywriting? If you do then you should absolutely consider studying our National Diploma in Copywriting. For more information, please follow this link.