You’re writing your web copy.
Polishing your words. Replacing a comma by a period.
You’re unsure, pulling out your hair.
What’s wrong?
Does your copy lack a little je-ne-sais-quoi? Perhaps a dash of seductiveness?
You browse around the web for inspiration, stumbling upon Apple’s website. Your product is not as seductive as the new iPhone 6. You don’t have an army of raving fans.
But wouldn’t it be fantastic if you could write sales copy as smooth, as rhythmic, and as persuasive as Apple’s website?
You may think it’s an impossible task. But it’s not so hard. You need to understand a few simple writing tactics for seducing your readers.
In today’s slide deck, you’ll learn 5 persuasive writing techniques–proven by science. And I’ll explain exactly how to use these techniques to make your copy seductive, so you can turn more web visitors into clients.
Sound good?
Links to the articles mentioned in the presentation:
- The Effect of Mere Touch on Perceived Ownership
- Persuade with Silky Smooth Copy
- Why Stories Sell: Transportation Leads to Persuasion
- Sounds True to Me
- How Repetition Enchants the Brain and the Psychology of Why We Love It in Music
Writing persuasive copy is both science and art
You need to understand what makes your readers tick.
Appeal to their desires. Their wishes. Their dreams.
And write silky-smooth copy. Seductive. Mesmerizing.
Be a psychologist.
And a poet.
Recommended reading on persuasive writing:
Can you triple your persuasive powers with this humble writing technique?
3 ways to use the persuasive power of emotion
How to write heroic bullet points that sell
Hi Henneke,
I have been reading your articles here since last year. I may sometimes go off but I usually come back to your topics here when I have the time. So, one thing I noticed is that you’ve improved your site, in particular, when I click on the links it now opens to another browser. This is actually great and I appreciate it. 🙂
More power!
Gem
Thank you so much, Gemma. I’m glad you’re enjoying my site. Thank you for stopping by! 🙂
Thanks for exploring this really fantastic stuff. It all went silky smooth because your words had all the playfulness. And pretty nice use of slides made an outstanding show.
Thank you so much Henneke. I’ll rather call you as Prof. Henneke. Because your work has been guiding me a lot. And my writing skills are getting polished.
Regards
Just Henneke is fine 🙂
Thank you for your enthusiastic comment, Akshay. Happy writing!
Henneke, I love your posts about copywriting so much that i cant really express it. 🙂
Anyway, I stumbled upon you on KISSmetrics, when i was reading the “How to write seductive sales copy like apple” article. It was amazing. Then i saw, who had written that article. Since then, i follow your stuff. I like it so much.
I would really appreciate if you wrote another new post like “that Apple article”.
I mean a post like a Case Study. I am rather interested in learning the skills of writing a mindblowing, converting Sales Copy, Sales Letter.
What ‘already’ written articles, blogposts would you recommend to me? (It can be yours of course, but i would be grateful for telling me any resources you recommend and worth a reading.)
Keep this very good work up!
Zsolt (from Hungary)
Thank you for your kind words, Zolt.
I’m not sure what to recommend. I’ve written another post about Apple’s copy for KISSmetrics that you might like: https://blog.kissmetrics.com/persuasive-web-content/
But I’ve not done any other case studies about one particular brand. I can’t remember having seen a similar post by someone else either.
Thank you Henneke.
Since then i saved all of yours “author pages”.
I mean this: http://blog.crazyegg.com/author/henneke-duistermaat/
This: http://boostblogtraffic.com/author/henneke/ ….. ETC.
I have been translating your Sales Copy E-book for 2 days.
And i am going to read (almost) all of your articles.
Wishes the best,
Zsolt
Hi Henneke,
Loved the slideshare presentation. Very creative and fun. If I could create presentations like that, I’d be very happy. I like point #2. Use compelling power words because. There are alot of power words out there and if used correctly, they can work very well to arouse curiosity in the reader. I know this is something I need to do more of.
By the way, who would have thought the word “because” would be so powerful. I’ve heard that before but can’t remember from where but I may need to try that out for myself. Would you suggest it’s ok to use that in a headline?
Also, mini-stories is something I need to work on. I understand the power of a story but my problem is coming up with one that works with what I’m writing. But this is something to definitely work on.
Excellent post and slideshare presentation, Henneke.
Will be sharing this shortly. Hope you have an awesome rest of the week.
– Andrew
Glad you like it, Andrew 🙂
I’m not sure how “because” would work in a headline. It might work, but my feeling is that it would make a headline unnecessary long. E.g. rather than “How to Mesmerize Your Readers Because You Gain More Business” I’d write “How to Mesmerize Your Readers (and Win More Business!)”. But I might be wrong…
Mini-stories aren’t as difficult as you may think. I’ve written a short guide for bloggers here: https://www.enchantingmarketing.com/how-to-tell-stories/; and I’ve also written one for business sites here: https://blog.kissmetrics.com/power-of-mini-stories/
Hope this helps! And thank you for stopping by again (and for sharing). I appreciate it 🙂
Hi Henneke,
Thanks for those resources. I’ll be sure to check them out because telling stories is something I REALLY want to improve upon.
Also, I think you’re right about the “because” in headlines. It would make them unnecessarily long. I played around with a couple headlines and it just didn’t work. Anyway, thank for the resources once again.
Have a great weekend.
Great insight and very inspirational. Relief!!
Par
Glad you enjoyed it, Par 🙂
Nice use of examples! Definitely sticks with me better than just copy. And I love the drawings – and Sandy’s comment. 🙂
Read it initially on my (not-i) phone and it was readable, but it’s much better on my computer screen.
My site is currently not mobile responsive, but that’ll change very soon. Embedded SlideShares don’t seem to be mobile-friendly. I’m not sure whether there’s anything I can do about that. I’ll have to investigate!
Thank you for stopping by, Kay. Glad you enjoyed the examples 🙂
I loved this post, Henneke! The step by step visual examples and commentary via the slideshow really made it stand out for me. And I am a sucker for a bit of science, so that was also a lure. I am subscribing to your newsletter, too… the snackable writing course sounds very worthwhile. Thanks for the time that clearly went in to creating the Slideshare and made this blog post so memorable 🙂
Thank you, Alison. You’re absolutely right – it is quite time consuming to create a presentation like this. I set myself a time limit, otherwise I would spend a whole week polishing and never be ready. 🙂
The snacks are tasty. I hope you’ll enjoy them!
So helpful, as always, Henneke!
Not everyone does things your way, but I love the wisdom you share and hope to make good use of this post. I agree wit Stan, above, too, that your drawings force us to love you. <3
You were one of the people encouraging me to draw when I was nervous at the start of this year (gosh that feels like an eternity ago!). Thank you for your support.
Glad you found the post useful, Katharine – always good to see you 🙂
This may sound like “sucking up” but I don’t care…because…yes, BECAUSE I just love your drawings. They’re dear, they’re engaging and they always add the right touch to your copy. Oh, and their sensory and help to tell the story.
You’re a quick learner, Stan, because… you instantly used the word “because” in your comment 😉
Thank you for your kind words!
I love the “because I have to make some copies” (p.23). Brings back memories of boring corporate meetings, when it gets so stupid that you get trapped in nonsense. Great post again. Thank you.
Yes, I found that one amazing, too. Somehow that nonsensical statement is persuasive 😉
And yep, I know exactly what you mean about boring corporate meetings that go on and on without getting anywhere. So glad to have escaped!
Thank you for stopping by again, Véronique 🙂
I don’t have time to comment right now, I’m heading over to the Apple store to buy an Iphone.
Thanks anyway,
Sandy
Are you buying me a present? 😉
Great Post as usual Henneke. Wonder if you might go into process of crafting your message on slideshare sometime.?
Looks easy but I know there has to be some sort of strategy. Appreciate the post. Very well done.
Joe
Thank you, Joe. I still feel a little like I’m figuring out how SlideShare works, but this is definitely a topic I’d like to write about in a few months. Stay tuned 🙂
Thanks for stopping by again!
What a brilliant post. Thank you so much for creating this, it really hits home to me that with just a few edits here and there, how dramatically more powerful the text becomes.
You make perfect copywriting seem so simple. Every small business owner who is writing their own copy should be devouring your posts and tips.
The illustrations are perfect for the slides and make it all really interesting and fun. I just wish that my English teacher could have had one tiny crumb off your full table of enthusiasm.
Thank you so much, John 🙂
What I remember from my Dutch teachers in school, is that they were mainly interested in grammar. Topics like persuasion and decision making were non-existent when I went to school – and these are so unbelievably important in life. Even learning skills were hardly taught! I’ve had to discover these all myself.
And yep, a few simple edits can make a huge difference.
Hello Henneke,
I liked the slide deck presentation, it was very easy to follow and the drawings helped me retain the information. I applied these and other tips you recommended in one of my articles and must say it really works. I liked the scientific approach you did this time too and I have some interesting readings on my list. Great research on your side!
Take care,
Virginia
I imagine you’re a visual learner as an architect. I can’t quite remember the figures, but I think about half of us are visual learners.
I find it much easier to retain ideas when I have a clear image in my head. I notice the same thing with my blogging course – some students tell me they remember my advice because they can still picture my drawings.
The combination of words and pictures can be so powerful… probably another opportunity for a blog post some time.
Glad the tips are working for you! Always appreciate it when you stop by, Virginia 🙂