Become A Content Casanova: 7 Steps For Writing Seductive Copy
When you think of seduction, do you think of copywriting?
Not the stuff you would sneak away to read from in your Grandma's Harlequin Romance novel.
I'm talking about the content you see on a website, in an email...even on social media.
If you don't, you should!
Sales copy in particular depends on "The Art of Seduction." Think of your copy as a "dating" process with your customers. You need to persuade and give solid reasons to make them want to come back for another "date" with your brand. You're looking to form a long-term relationship.
Much like a potential suitor, your sales copy should be charming and persuasive. It should make others do a double take and entice them to find out more.
How does one write copy that is "irresistible" and seductive?
Let's break it down into 7 steps as if you were trying to land a "date" with your customer:
Start With An “Enticing” Headline
When you're hoping to score a date with someone, you have to have a great lead in.
Your headline is that opening to start the conversation.
According to a study done by Microsoft a few years back, humans have an 8 second attention span. That's 1 second less than that of a goldfish.
I'm not sure if it's an attention span problem or if it's a matter of having too many options to choose from.
Either way, you need to grab attention and do it quickly before they move on to someone or something else.
A few ways to make your headline stand out:
Add specific numbers or statistics
Ask a question
Solve a problem
Make it reflect the customers selfish wants or desires
Once you get your "foot in the door" with your headline, you can then work on building the relationship with your customer.
Write For Only One Person
Now that you've made your introduction, it's time to start talking.
But you aren't talking to a whole crowd of people; at least you shouldn't be if you're looking to connect.
The art of seductive copywriting revolves around talking to a single person. You want to write in such a way where it's personal and intimate...like you're talking to a close friend.
You are, in essence, having a one-on-one conversation with your potential customer.
If you're going to talk like a friend, you're going to have to get to know them. That means research.
Think about that one perfect person you are trying to appeal to. What are their personal traits? What are their interests?
Do they have hobbies? What sorts of things do they worry about? What other things do they spend their time (and their money) on?
Once you know more about that ideal customer, as an individual, then you can begin writing copy that truly speaks to them.
Now that you've gotten to know your perfect customer a little better, it's time to engage them in conversation.
This isn't where you try to impress them with big words or fancy jargon. You want to talk to them the same way they talk.
You wouldn’t speak in a formal way with friends and potential “love interests”. If you want your customer to “love” you, you need to speak the right “language.”
Keep it simple to understand. Write at a comprehension level of about 7th grade or under.
If you aren't sure if you're keeping things easy to read, use an application like Hemingway Editor.
Focus On Their Benefits Instead of Your Features
Ever had a first date where the other person only talks about themself? They spend the whole time telling you about all the things that make them so great.
Chances are there wasn't a second date.
It's the same way when a customer reads your copy.
Many times a business is so busy talking about the bells and whistles of their product or service that they forget about one important factor.
Potential customers care about what's in it for them. They want to know how it solves their problems. They care about how what you have makes their life better.
You want potential customers to "feel" the happiness, relief, pride, etc that they will get from what you're offering.
- Engage their senses by create tantalizing descriptions and stories.
- Present testimonials of others who are experiencing "the good life" thanks to your product or service.
- Create a sense of desire that your customer finds hard to resist.
But keep it honest! Just like in dating, if you make yourself out to be something you aren't, your customers will leave you.
It's easy to come up with reasons to NOT do something. Reasons why it won't work out. Why it isn't meant to be.
Don't let your customer have a reason to turn you down.
Think about what might be their reason for not buying from you or using your service.
"It's too expensive."
"There's not enough time."
"I can do it myself."
If you address the objection right away, you take away their reason to say no.
Let's use pricing as an example.
One way to address the objection would be to write about the value they are getting.
Another example would be to show what the cost would be WITHOUT your product or service. That cost doesn't have to be monetary. You could point out the cost of time or frustration. Maybe it's peace of mind.
Whatever the reason, you can stop rejection before it happens by pointing out the objection, and giving the solution in your copy.
Use Your Powers
No, not magical powers.
Well, I guess power words can have magical effects on getting customers to say yes to you.
What exactly is a power word?
They're words and phrases that can nudge a person to act a certain way. They have an emotional or psychological effect and can trigger a response.
Phrases like "Don't Miss Out" or "Get the Newest Version" are direct and confident. They encourage an action or response without being too pushy.
You'll find great use of power words in strong Call-To-Actions. "Buy Now", "Learn More", "Click Here" are all examples.
Ever start some small talk with a total stranger and they begin to tell you their entire life story?
The response of most people is to get away from the conversation as quickly as possible.
Your customer is that stranger you've begun chatting with.
They want to get a quick idea of what it is you have to offer, figure out if it's the right choice for them, and go about their day.
- Keep your copywriting short and to the point.
- Take out unnecessary words.
- Don't ramble on.
- Make your points.
- Tell your story in as succinct a way as possible, and get rid of the rest.
The longer you make your copy, the greater the chances of boring your customer, confusing them, or giving them a reason to say no.
There are books devoted to the fine art of seductive copywriting that list out countless ways to woo your customers. You could spend hours diving into various techniques. But if you follow the 7 steps above, you'll start seeing a difference in your customer conversion rates. And you might find you, too, can become a Content Casanova.