5 effective copywriting techniques to convert your audience

If you are a copywriter or want to become one, you absolutely must know that this writing method is an art! 

Many copywriters find themselves at an impasse when it comes to selling through copy. Literary skills are not enough to write impactful editorial content that will help achieve the objectives of visibility and commercial attractiveness. Writing to get a business off the ground is an art that you have to learn to master. 

And that’s where copywriting comes in! 

This writing technique involves using the power of words to sell. It's about playing on your readers' emotions to push them to act, according to the objective you have set for yourself. In other words, it is the art of convincing with words by writing impactful messages to promote your brand. 

Remember, any marketing campaign needs the following three elements: 

1. The market
2. The appropriate media
3. A clear message

This is indeed the message, the essential element of a marketing strategy. Indeed, this is what will allow you to connect directly to your audience! Demanding public, who expects answers to all their questions and objections. Your customers are constantly looking for solutions to solve their daily problems. This is the whole mission from the designer-editor : propose a response to a problem encountered by your target audience. 

The work then requires developing a message that highlights it, playing with words to interest your audience, encouraging them to subscribe to your values or to buy your product or service.

Use copywriting templates to work efficiently

When you're a copywriter, it's about working efficiently to ensure you send the right message and encourage your audience to action quickly. This is why it is essential to use models to write impactful texts, no matter what marketing campaign you are running! 

First, define which media outlet you are going to write for. This could be for a web page, for social media, an email campaign, a blog post, etc. Knowing precisely what type of medium you are writing for will help you develop appropriate messages and thus be persuasive. 

You can then organize your page by working on the essential elements of your writing such as:

• the titles 
• subtitles
• calls to action 
• graphic elements 

Once you have all these details worked out, 90% some work is already done! All you have to do is optimize your text by applying the principles of persuasion of copywriting to reach your audience and push them. Act. Action which can be very different depending on your objective and the type of support you are using. This could be commenting on a post on social networks, liking a page, sharing content, clicking on a link, filling out a form, purchasing a product, etc. 

Now that you know the purpose of copywriting and are familiar with the main elements of a marketing campaign, it's time to learn how to apply the main copywriting methods to write persuasive texts! 

1. The most effective method: AIDA

The Aida method was designed by Elmo Lexis around 1900 to help with advertising copywriting. This is the best known and oldest method in existence! It is both an effective copywriting method, but it is also used to help businesses establish their sales funnel. 

The Aida method is based on 4 principles:

Attract theAttention of its audience to generate'Interest of its audience with information that directly touches their emotions. All this while creating a Desire to push him to To act. 

Look at the example ofAskeed to see how to pique the curiosity of your audience and encourage them to action:

Or even that of Oidalis :

This method has proven itself well and has inspired many other variations such as: 

• ACCA (Attention – Understanding – Conviction – Action)
• AIDPPC (Attention – Interest – Description – Persuasion – Proof – Closure)
• IDCA (Interest – Desire – Conviction – Action)
• AAPPA (Attention – Advantage – Evidence – Persuasion – Action)

Thus, the AIDA method is ideal for creating persuasive texts on any marketing medium! 

2. NOT: the technique to be the copywriting superhero

This framework is a way to organize all your voice of customer research into marketing copy that drives sales. It means:

Issue – identify a problem 

Amplification – agitate the problem 

Solution - solve the problem

It's truly about exposing a problem that directly affects your customer and the biggest challenges they face. Then subtly bring him the solution that you are able to offer him. The key then is to truly put yourself in your audience's shoes, show empathy and make yourself their savior. 

In other words, press where it hurts. Pointing out a specific pain attracts even more attention than if you only present advantages. The power of the PAS method is immense, as consumers are constantly looking for a effective solution to resolve a conflict or overcome an obstacle. This is also why we consume: to respond to a difficulty and improve our daily life. 

Look at this example:

No need to write lengthy texts! Simply highlight a problem that concerns your target and present them with the solution on a platter. 

Why do you think you are still reading this article? Attention ! To apply this method, you must study your target in depth. 

2. CAB: the best method for online store copywriters

The CAB method is particularly aimed at online businesses. Many product descriptions are written focusing only on the characteristics and technical specifications of the product, worrying only about the benefit it will have for the company. But the truth is that your client is only interested in the benefits it will bring him, and has no interest in you. 

He cares about himself, which is why your sales texts must address him directly. Never forget this rule: the customer is the center of everything. The CAB method then includes 3 points: 

Features : that is to say what role your product or service fulfills, what it is intended for. 

Benefits : how useful it is to your target audience. 

Benefits: what it will really bring in the way of improvement in your client's life. 

The CAB method reminds you that you must always make your customer a priority. They are not interested in technical details or specifics, they want a concrete solution to their problem. They simply want to know what you offer them. 

To generate interest and desire for your product, you need to focus on the benefits you offer to your reader.

Recyclage-express.ch relied on this method to promote its offer: 

Characteristic : partner for clearance, removals, cleaning and recycling. 

Advantage : promote your items on the second-hand market 

Benefit:  successful sustainable development. 

4. The 4 Ps or how to sell with a story

The 4 Ps of this framework mean: Promise / Projection / Proof / Push

You already know that every copywriter must be knowledgeable about their targets. Objections, problems, desires, questions, goals, etc. Its role is to bring added value to the daily life of its audience. This is the only way to engage your audience and encourage them to act by responding to their problem. Ultimately, copywriting is about showing someone a brighter future. Thanks to the 4P technique, you will be able to increase desire in your readers: 

Promise: identify the problem they are facing and show them the solution by making sure they are already considering a positive outcome. 

Project: describe why they should take advantage of it by making them visualize the positive consequences it will bring them. Point out how painful it will be to not benefit from your solution. Try using terms like “imagine,” “think,” or phrases like “what if.”

Prove: Help yourself with customer testimonials, facts, speeches from authorities such as doctors or experts in the field of your profession or certification. In short, show that your solution has proven itself and has already changed the lives of as many people as possible. 

PUSH : you can add a call to action, make a great offer or emphasize the urgency of using your solution. You need to make sure your offer can be purchased and used quickly! 

This 4P method is ideal for striking a chord with your audience and convincing them that you are the cure to their problem. 

5. PASTOR or the copywriting of the protector 

In English, “Pastor means “Pastor”. Did you know that the original meaning of the word “pastor” is shepherd? Very good, but what does this have to do with copywriting methods, you ask me. Well, just like a shepherd, the role of the copywriter is to take care of his flock, his target. To protect and cherish her. And that’s totally what the PASTOR method can help you with. Here's what it means:

P – Person and problem: As with each method, you must isolate the problem to be solved. This is what will allow you to arouse the curiosity of your audience. Be as specific as possible so that the reader quickly feels involved. 

A – Amplification: press on the problem and highlight the negative repercussions it could have if your audience does not find a solution. 

S – Solution: propose your offer by presenting it as the essential solution to improve the daily lives of your customers. But for this technique, you are asked to tell a story. Describe how your product or service has helped you personally or create a whole story around your solution. Here again, it's about pointing out a particular problem through a story that directly touches the reader's emotions. 

T – Testimony / Transformation: remember, the customer is buying a change of life, a transformation and not material. So, highlight testimonials and reviews to prove that your offer is really used and that it solves the problem in question. This allows you to establish a certain confidence in your target who will then be more able to act quickly. 

O – Offer: This is the easiest step, because you already have all the elements. Then write down what you are selling, at what price, the guarantees and bonuses. In short, everything that builds the offer you propose. 

A – Result: remind yourself of the benefits that your solution will be able to bring to your audience and provide calls to action, according to the objective you have set for yourself. Don't forget to remind him of the consequences he will suffer if he doesn't act. 

Become a copywriting ace

As you will have understood, no matter what technique you use, you must speak directly to your target. You have to know her inside and out to successfully meet her needs in order to be able to solve her problem. To be effective, find what will make your audience react. 

In addition to writing, you must master more technical marketing methods to satisfy your customers. Now you have a toolbox of the most powerful and effective copywriting methods. 

You can also use these techniques for many things: 

• Securities 
• Email Subject Lines
• Introduction of blog posts
• Social media posts 
• Advertising campaigns on search engines, etc. 

These 5 copywriting techniques are effective tools to help you write impactful texts. Practicing is the best way to progress! It is also thanks to the application of these methods that Geekworkers has become an essential agency for Swiss companies wishing to increase their sales. 

So if you need the expertise of our web agency for your writing on  social networks, website or your marketing emails, contact us!