3 Copywriting Tips - How To Edit For Mass Appeal!
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Web copy that's intended to sell or generate leads needs to quickly reach out and grab attention and build rapport with a target audience.You can connect with your audience more effectively if you understand something about how people process information, and how they think.
Every one of us is constantly sorting, distorting, and generalizing what we perceive, just to stay sane.
As a result, different people see the world differently. You probably want to appeal to as many of them within your target market as possible. Here are three simple tips you can use when it comes to editing your web copy.
1 - An idea can be made to appeal to more people if it is expressed in both a positive (moving toward), and a negative (moving away from) fashion.
Look how it's done in this famous lead..."TWO YEARS FROM NOW, your business could easily be worth 2.5 to 25 times what it's worth today...Or you could fall into the list of business also-rans... " Some people are motivated by the desire for gain, and others by the fear of loss. With a statement like this, it doesn’t matter which, you're speaking their language either way.
Another great example of this is in the life insurance industry. Rather than try to force a square peg into a round whole, the insurance companies came up with the idea of "cash value". Now the sales pitch could be reframed to appeal to both types of people. Those that moved toward pleasure could be sold on the idea of early retirement, and those that moved away from pain could be sold on the more traditional idea of income protection.
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