5 copywriting techniques to sell like a pro, with examples
Branded Chief # 14
Get people to do what you want with these five copywriting techniques:
1. The AIDA formula
The AIDA formula is a time-tested way to structure your copy.
AIDA lets you grab readers' attention with a headline,
build interest with more information, create desire with persuasive arguments or evoke emotions, and call them to action.
Here's an example of AIDA in action:
ATTENTION: Are you tired of feeling exhausted all the time?
INTEREST: If you're like most people, you probably don't get enough sleep. According to a recent study, 43% of Americans don't get enough sleep.
DESIRE: Getting enough sleep and you'll feel better, have more energy, and even live longer.
ACTION: Get the rest you need now with our natural sleep aid. Take two capsules before bedtime, and you'll sleep like a baby.
2. The rule of three
It states that things that come in threes are inherently more persuasive and memorable than other numbers.
It works because our brains are hardwired to process information in threes.
This is why we use phrases like “ready, set, go” and “stop, look, and listen.”
Here’s an example of the rule of three in action:
Our walking shoes are comfortable, stylish, and durable.
We offer three easy payment options: monthly, quarterly, or yearly.
You’ll get access to our online course, downloadable PDFs, and personal coaching.
3. The power of social proof
We often base our own behavior on what we see other people doing.
You can use this in copywriting to make your message more persuasive.
When people see others using and enjoying your product, they're more likely to want it.
Here are some examples of social proof in action:
Over 1 million people have used our weight loss program and lost weight.
Our app has been featured in The New York Times, Wall Street Journal, and Forbes.
Celebrities like Jennifer Lopez and Justin Bieber use our skincare line.
4. The bandwagon effect
It's a type of social proof based on peer pressure.
We're more likely to do something if everybody else is doing it.
Often used in politics ("join the winning team!") and product launches ("be the first to own the new iPhone!”).
Here are two examples of the bandwagon effect in action:
Join the millions of people who have switched to our natural toothpaste.
Over 100,000 happy customers can’t be wrong. Order now and see for yourself.
5. The scarcity principle
Scarcity theory says humans value rare or limited things.
When something is scarce, we perceive it as more valuable and want it more.
Pro copywriters use this technique a lot, especially with time-sensitive deals.
Here are some examples of the scarcity principle in action:
Our retreat is filling up fast. Get your spot now before it fills up.
It's only for 24 hours. Don't miss out on our biggest sale of the year.
These shoes are flying off the shelves! Order now before your size is gone.
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See you again next week.