22 Timeless Copywriting Techniques
Posted: Sat Dec 21, 2024 6:24 am
These advertising "tricks" are borrowed from rhetoric and fiction.
And they are truly immortal, like the terracotta army of the Chinese emperor.
1. Socrates' Rule
Before you state the essence of your proposal, give the consumer the opportunity to agree with you several times.
Scientific justification: when a person says "yes", he relaxes, and even happiness hormones - endorphins - are released into the blood. This creates a positive emotional background, which increases your chances of a successful sale.
2. Agree yourself
Anticipating a negative reaction from the consumer to the high cost/complexity of use/long wait for delivery of the product, take his side. Agree with him, and only then explain that the benefits of your offer outweigh all the inconveniences.
Example: "You are right, you need to think carefully before investing such a sum in SEO promotion . Check out our cases , reviews . Evaluate whether we are competent enough for this!"
Avoid starting a heated argument. Remember that the more times a consumer says “no,” the more norepinephrine will flow into their bloodstream. This sets them up to confront you, making it less likely that they will close the deal.
3. Homer's Rule
Arrange your arguments according to the following scheme:
strong argument - arguments of average strength - the strongest, ironclad argument.
A strong argument at the beginning of an advertising text is intended to arouse interest and build trust.
Average arguments have a cumulative effect.
A powerful argument at the end of an advertising message is effective because:
⦁ it is “closest” to the user making a final decision;
⦁ the last phrase is the most memorable.
The main thing is to avoid weak arguments. They do not help whatsapp number russia to "press" the potential client, but create a skeptical mood in him, which can be transferred to your advertising communication as a whole.
4. "Sugerman's Slippery Slide"
Make the first sentences of your advertising text as short and easy to understand as possible. It is even better if you can make them intriguing. This will help to involve the consumer in reading. The reader's gaze will slide into the depths of your text, like a sled down an icy hill.
Example:
Marketing Up has not had a single client in the last 7 years. Not a single one.
You might ask, where did we get our large portfolio and over 40 printed reviews from? Relax. In fact, not a single client has ever signed or even seen these reviews.
Because Marketing Up has never had and will never have faceless "clients" written with a small letter. All these recommendations are given by our Customers - people whom we sincerely respect and know by name! We have been working with them all these years.
And they are truly immortal, like the terracotta army of the Chinese emperor.
1. Socrates' Rule
Before you state the essence of your proposal, give the consumer the opportunity to agree with you several times.
Scientific justification: when a person says "yes", he relaxes, and even happiness hormones - endorphins - are released into the blood. This creates a positive emotional background, which increases your chances of a successful sale.
2. Agree yourself
Anticipating a negative reaction from the consumer to the high cost/complexity of use/long wait for delivery of the product, take his side. Agree with him, and only then explain that the benefits of your offer outweigh all the inconveniences.
Example: "You are right, you need to think carefully before investing such a sum in SEO promotion . Check out our cases , reviews . Evaluate whether we are competent enough for this!"
Avoid starting a heated argument. Remember that the more times a consumer says “no,” the more norepinephrine will flow into their bloodstream. This sets them up to confront you, making it less likely that they will close the deal.
3. Homer's Rule
Arrange your arguments according to the following scheme:
strong argument - arguments of average strength - the strongest, ironclad argument.
A strong argument at the beginning of an advertising text is intended to arouse interest and build trust.
Average arguments have a cumulative effect.
A powerful argument at the end of an advertising message is effective because:
⦁ it is “closest” to the user making a final decision;
⦁ the last phrase is the most memorable.
The main thing is to avoid weak arguments. They do not help whatsapp number russia to "press" the potential client, but create a skeptical mood in him, which can be transferred to your advertising communication as a whole.
4. "Sugerman's Slippery Slide"
Make the first sentences of your advertising text as short and easy to understand as possible. It is even better if you can make them intriguing. This will help to involve the consumer in reading. The reader's gaze will slide into the depths of your text, like a sled down an icy hill.
Example:
Marketing Up has not had a single client in the last 7 years. Not a single one.
You might ask, where did we get our large portfolio and over 40 printed reviews from? Relax. In fact, not a single client has ever signed or even seen these reviews.
Because Marketing Up has never had and will never have faceless "clients" written with a small letter. All these recommendations are given by our Customers - people whom we sincerely respect and know by name! We have been working with them all these years.