Have you ever heard of copywriting techniques? This is an important tool to be used in marketing strategies and sales.
Read this text to understand how to create content that fully reaches your audience.
What is copywriting?
First of all, to understand what copywriting is, you need to know that it involves using weapons of persuasion in writing to convince your audience about the importance of the solution you are offering. With your content marketing, be it email marketing, posts, e-books, catalogs, sales letters, rich material, a newsletter, etc. Therefore, it has a commercial objective.
Copywriting techniques will trigger mental triggers that can generate more conversions and more sales. So, to write a good sales copy, you need to grab attention, generate interest and arouse emotions.
Following the elements indicated in the book “Influence: The Psychology of Persuasion”, by Robert Cialdini, the copy needs to be written in a way that generates reciprocity, affinity, authority, social approval, commitment and coherence, and a feeling of scarcity of what is being offered.
Show the lead's pain, the expansion of their problem, present the solution, give testimony and answers, and make an offer.
Furthermore, good copy should always encourage the reader to take action, whether it be a direct purchase of products or services, or another action such as continuing to another post on the website itself, subscribing to a newsletter or even downloading a resource. In general, there is always a CTA to encourage this action.
But it is worth noting that copywriting should not be a simple advertisement; good material should contain a lot of information for the target audience, in a way that generates value. Therefore, it is necessary to have a good text, convey credibility and not just talk about the benefits of a product or service.
Discover some surefire copywriting tips below:
1 – Know your audience
Knowing your audience will be essential to knowing how to communicate well with them. This is where we can trigger affinity/affection.
To do this, know who your persona is and where they are in the purchasing journey, to produce content that will be important at that moment.
This makes it easier to write copy that will clarify the persona’s doubts and encourage them to move forward in the sales funnel.
2 – Create attractive titles
The title is the first element that will attract and interest the reader in the content. Therefore, it is important to follow some rules:
- Arouse curiosity;
- Try to use numbers with eye-catching data and ask questions;
- Use up to 65 characters;
- Speak directly to the reader;
- Use adjectives that are attractive to your reader;
- An interesting formula is to use: Number + adjective + keyword + benefit.
3 – Make it easy to read
When the copy text is fluid, it is easier for your readers to reach the end of the content.
So, create short titles, subtitles and paragraphs of no more than 6 lines. This will give your persona a boost when reading.
4 – Tell a story naturally
Storytelling is an ancient technique for capturing attention, engaging and moving people, and is therefore among the most powerful copywriting techniques.
Write in simple words, without frills, as if you were talking to a person in person. You need to speak your buyer's language.
It is quite possible that you have already received material in this format, for example, a marketing email that speaks as if the sender were your friend.
Storytelling triggers something that resembles a mental movie, which, at times, even involves affective memory and the 5 senses. Therefore, a good copy needs to generate these mental images to stimulate your persona.

5 – Create a connection and offer something that generates interest
If you want to start or strengthen a relationship with your audience, offer something that will generate value. At this point, reciprocity is offered.
It is possible to use phrases or terms that will trigger the 8 biological desires that all human beings have: survival, having comfort, having social approval, enjoying life, not feeling fear, enjoying good food and drinks, being superior and having sexual companionship.
For example, a material that might generate a lot of interest might have questions like: “Do you want to succeed in life? Do you want to be admired by everyone? Do you want better health and well-being?
For example, offer educational and rich material on a topic that is compatible with the persona's purchasing moment, clarify their doubts and show solutions.
To generate this connection, the reader must be sure that the material was created with them in mind.
6 – Offer something that has a limited time or quantity
When you offer content, a product or a service as something unique and exclusive, with a limited time frame or quantities, you trigger the scarcity factor in your audience. This is an infallible copywriting technique.
But it is also important to offer a competitive advantage. For example: “The first 100 readers who download this material will get a 10% discount on course x”.
Additionally, use imperative verbs to trigger this sense of urgency, especially in headlines, subheadings, and CTA buttons.
7 – Make the lead agree with your copy
When a material generates empathy by demonstrating that it understands all the pain the lead is going through, because they haven't yet found the ideal solution for their problem, they can identify with it and will probably listen to what you have to say.
By revealing that yes, your business will have the solution that will alleviate the pain they are currently feeling, the lead will want to know what that solution is. At this point, it is possible to generate commitment and coherence.
So, ask questions in the copy that will generate positive responses from him, for example: “Do you want to find the solution that will take your revenue out of the red?” or “Do you want to have the body that will make you feel sexy and powerful?”
But remember: promise what you can deliver so as not to lose your brand's credibility!
8 – Prove what’s in your copy
To trigger social approval, credibility and authority, you need to present evidence of trust, such as serious statistics and testimonials from others who are already using and approving the solution offered by your business.
For example, a health product brand can also mention that it works with nutritionists, doctors and scientists with expertise to create reliable, innovative products with clinical research.
Also, remember to always present the source from which the information was extracted.

9 – Use repetition
Good sales copy always repeats the message it wants to convey throughout the content so that it stays in the reader's mind. You know those catchy songs?
But moderation is needed, according to the study “Effects of message repetition on Argument Processing, Recall, and Persuasion", de John T. Cacioppo & Richard E. Petty, repetition should be moderate, because if the message is repeated successively, it will generate boredom in the reader.
10 – Take responsibility
When a business communicates that it is willing to take any responsibility for any mistakes, it can establish a connection with its buyers and also act as a trigger for affinity.
Conclusion
Take advantage of these copywriting techniques to create killer content that will generate interest and emotion in your persona. This will give you a better chance of engaging, converting, and increasing your sales.
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