It turns out there is.
It works for homepages and sales pages. It also works for emails and newsletters. Product pages. Shopping carts. White Papers. Radio. TV. Direct mail. Whatever.
It works whether you are selling weight-loss products or industrial fasteners. It works whether you are selling vacations or dental services.
Best of all, it’s incredibly easy to include this “secret” in everything you write.
I’m not saying this little trick is all you need to know about copywriting. Nor am I saying its use will cure bad copy.
But it will help.
Here it is…
Tell your readers, listeners or viewers it’s easy.
The easy way to whiten your teeth. The easy way to manage a huge sales force. The easy way to move your website to WordPress. The easy way to pick up more clients. The easy way to retire overseas. The easy way to build a garden pond. The easy way to find your true soul mate! The easy way to ship your products overseas. Ordering is as easy as 1,2,3!
We are all of us drawn to easy answers. It doesn’t matter whether you are a teenager trying to lose weight or a CEO trying to choose a new Enterprise Resource Planning (ERP) system.
In other words, the desire for things to be easy is universal.
Of course, when you step back from the keyboard and think about this, our susceptibility to the promise of things being easy is a little discouraging. Because in real life we know only too well that to achieve anything worthwhile, the journey is almost never easy.
But…however smart, thoughtful and realistic about life we might be, we are still drawn to messages that tell us something is going to be easy. We just can’t help ourselves. Over the course of a year we probably make tons of bad decisions, swayed by this simple promise.
This odd loop of wiring in our brains is something every copywriter needs to understand.
Regardless of what you are writing, find some way to include the promise that you are offering an easy way forward.
No, this doesn’t mean you should lie through your teeth. It means looking carefully at the product or service and finding some aspect of it that will allow you to make the promise.
It’s not so hard.
After all, if you are reading this, there must have been something about the headline that caught your attention. Right?
About the author: Nick Usborne is an online writer, copywriter, author and coach. Read more…
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