Writing persuasive copy on demand is hard, but it doesn’t have to be – I’ve developed a 5 step framework for helping to get past mental blocks and barriers that helps you write words designed to get your audience’s attention and engagement.
Persuasive copy is just clear intentions communicated so the end user knows how it benefits them. Following this framework you will answer the critical questions your readers will have when reading your page.
5-steps for writing copy that persuades –
1. First Impressions – If it begins with a stare, what is the first impression you want to give your reader?
Eyes scan the page to create a first impression, usually a bold headline inviting them to get to know more.
2. Interest – What will make them interested?
This is when the user thinks to think themselves “You got my attention and I’m interested in discovering more.”
3. Engagement – Now that we have them interested, what is the next action we want them to take?
We are now asking for them to take action after we made our intentions clear.
4. Trust – How can we show them trust so that they feel comfortable taking action?
Elements of comfort that signals to the user I believe they will do good on their promise, usually social proof.
5. Conversion – Once we’ve made our intentions clear and shown we can be trusted, what is the best way to ask them to take the next step?
This is when the users takes action on your promise because they trust you will deliver. With these 5 elements of landing page persuasion the conversion design framework begins.