One way to look at copywriting is as the art of creating motivation using the written word. The written word carries profound power to persuade. How do you use this powerful tool to create motivation? By mastering and implementing these five principles.
==> Principle #1: Benefit Driven Language
Most business owners focus a lot of attention on telling consumers why their company or product is the best. Yet at the end of the day, that’s not what consumers care about.
Consumers care about what you can do for them. They don’t care that you have the biggest company, but they do care that you’ll always have their product in stock. They don’t care that you’ve been in business longer than anyone else, but they do care about reliable service.
Translate statements from “about me” to “about what we can do for you.”
==> Principle #2: Use Power Words
Power words or action words are words that pack an emotional punch. Instead of saying your product saves energy, say it “slashes your energy bills by 40%.” Instead of saying your product helps bring in leads, say “new leads will be flooding in your inbox.”
Power words create mental imagery and have an emotional tone that helps sell your product.
==> Principle #3: Proof, Proof, Proof
Prove every claim you make. People today are extremely skeptical – and rightly so. There are so many people making bold claims that promising a benefit simply isn’t enough anymore.
Prove what you’re promising, then prove it again and throw some proof on top. It’s much better to solidly prove that you can help someone lose 15 pounds than it is to loudly proclaim that you can help them lose 40 pounds without proof.
People won’t feel motivated unless you can prove that you’re the real deal.
==> Principle #4: Removal of Risk
Doing business with a company for the first time is very risky for consumers. They don’t know if you’ll fulfill your claims, they don’t know if your product is good, they don’t know how good your service is – they really don’t know much at all about you.
That’s why risk removal is such a powerful way to get people to act on their motivation.
Risk removal doesn’t actually create motivation. Instead, what it does is remove barriers to getting people to act on their desire for your product.
Add a powerful money back guarantee to your product to reduce and remove risk.
==> Principle #5: Urgency
When people think they’re going to miss out if they don’t act, that’s a powerful motivator. It’s called the “Fear of Missing Out” or FOMO for short.
Learn to leverage FOMO in your copywriting and you’ll be able to motivate and generate real action. Use it to take people from wanting your product to actually buying it.