In copywriting and in life there are a variety of tried and tested techniques we all use when we wish to convince or compel an audience. In the pub, on a sales floor, online, at work, wherever, most of the time we apply these devices subconsciously. They’re natural, often unnoticeable and ambient. Let’s look at a few of the most common copywriting techniques we use to communicate our messages effectively and to make life as easy and interesting as we go about it.
1. Repeat, repeat, repeat
Saying the same thing in fresh and interesting ways helps people clearly understand your message. How can anyone truly agree with you if they don’t understand what you are trying to get across? So don’t be afraid to repeat in your copywriting. Oh by the way… did I say repeat, repeat, repeat?
2. Give the reason why
In copywriting you always need to justify your proposition. It adds to the legitimacy of your request. Whether your audience genuinely agree with your thinking or not, support for your argument gives you credibility and they may well come round to your line of reasoning if you fight your corner with intelligence and guile.
3. Give your copywriting consistency
Consistency is married to integrity and rational behaviour. The most unlikely claims can be made justifiable if made consistently, with supporting evidence. Even being consistently wrong has merits over flip-flopping, so make sure to keep your copywriting on track and on message.
4. Peer validation
Writing that uses testimonials and references directly taps into shared credibility. Even using references to well-known and successful organisations or namedropping the most tenuous of endorsements can reflect positively.
Language is rich with metaphors, similes and analogies that can be used to paint vivid scenarios and comparisons. Aligning your copywriting to a scenario your audience can relate favourably to can turn it strongly in your favour. Compare contrasts. Contrast comparisons.