The Triple Threat of Copywriting

December 18th 2014       Sally Ormond       copywriting, education, engagement, engaging copywriting, Marketing, persuasive writing, triple threat copywriting

 

Triple threat

 

You’ve heard of triple threat in the entertainment world, right?

If you haven’t it relates to a performer that excels in all three skills of acting, singing and dancing.

So what is the triple threat in the sphere of copywriting?

Basically, if you want to excel at copywriting your writing must:

  • Engage
  • Educate
  • Persuade

Engage

A lot’s been written about creating copy that engages.

It’s not one of the easiest things in the world to pull off, just ask any one of the millions of failed authors out there.

If you want people to read your stuff you must engage with them. Just as a top flight author will adopt a style that draws you in, defining their characters in such a way as to make you care about what happens to them, it’s your job to write about the product or service you’re trying to sell in a way that makes the reader think “wow, how have I gone my entire life without this?”

You see it’s not enough just to outline what you’re trying to sell.

Your writing has to go a lot further than that. It must create a story around the product or service, demonstrating its strengths and benefits.

Granted, this is marketing copy we’re talking about so your reader is unlikely to be left hanging on your every word, but it must still resonate with them and make them stop and think.

Did you notice I used the word story? Storytelling remains one of the most powerful sales tools a copywriter has. From an early age your reader has been exposed to stories; it’s a format that engages, so use it to your advantage.

Make your copy interesting; use a tone of voice that engages; create a story that draws your reader in and highlights the benefits of the product or service you’re selling.

Education

I’m not talking about lecturing.

No one wants to be talked down to.

Education in your marketing copy is about showing your reader how your product or service will help make their life better.

Too many people focus on the features of what they’re selling in the misguided belief that that’s what will do the selling.

Wrong.

The colour, shape and size of a product are not going to cement a buying decision.

Whether it will save money, time or make you look more successful will.

This is where storytelling comes into its own again. Just like fables are told to young children to persuade them about the benefits of good behaviour, storytelling in marketing illustrates what could happen if a buyer acts in a certain way.

Persuasion

Even the greatest storytellers in the world will need a helping hand, which is where persuasion comes in.

Look at the language you’re using in your copy.

Creating writing that persuades is quite an art. You need to employ several techniques to make your writing as powerful as possible, such as:

  • Rhetorical questions
  • Repetition
  • Emotive language
  • Facts and statistics
  • Alliteration

And of course, it should always be written in the second person – i.e. “you” not “we”.

Life would be a whole lot easier it you could just tell someone your widget is the best ever to make him or her buy it, but it doesn’t work that way.

Before you can get your reader to part with their hard earned cash, you have to persuade them that not only is your product or service right for them, but that you are a reputable company they should be doing business with.

On top of the devices listed above, your copy should also include testimonials, evidence of your facts and figures and a guarantee to give extra peace of mind.

Only when you offer all three – engagement, education and persuasion – will your copywriting bring in the sales.

 

 

Tags: copywriting, education, engagement, engaging copywriting, Marketing, persuasive writing, triple threat copywriting
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