If sign language is the best way to communicate with your prospects and customers, you’d need to learn sign language. If a unique code system is the best way to communicate, you’d need to learn the code system. Luckily, our communication process is simpler – or is it?
If you meet your prospects face-to-face, you can customize your sales pitch based on the physical signs your prospect gives you. Facial expressions and body language can tell you if you’re going in the right direction.
If you meet your prospects over the phone, you’ll have less to work with. Your sales pitch will depend on verbal queues. You’ll hear your prospect’s words and the tone of their voice.
Copywriters don’t have either of these advantages when communicating with prospects. Our only communication is written words. How you communicate with written words is the key to successful copywriting online and offline. Make your words convincing and powerful.
Getting someone to read your sales pitch depends on your headline. Your headline is your introduction, so chose your words carefully. If your headline doesn’t grab your prospect’s attention in two seconds, you’ve lost your opportunity to communicate with them.
Sub-headings are another important part of your message. Your sub-headings should keep your prospects interested. Your prospect will scan your message before they decide if they’re going to read more.
Your words should really shine in your body copy. Use words to describe and explain the key benefits and features of your product or service.
Use sensory words in your copy. Sensory words describe how we experience the world. We touch, see, smell, taste, and listen every day, so we trust our senses. Words like “bright”, “fluffy”, “tingly”, “squeaky”, and “zesty” are sensory words. Sensory words are more descriptive than bland words like “nice”, “good”, and “bad.”
If you combine sensory words with emotional trigger words, you can create powerful copy. Words like “you”, “because”, and “imagine” are emotional trigger words.
The words you use are important. A single word can make or break your message, so don’t underestimate the power of words.
“He who wants to persuade should put his trust not in the right argument, but in the right word.” – Joseph Conrad