Marketing copy is only as strong as the foundation on which it’s built. Persuasive emails, sales letters, and landing pages don’t manifest from thin air, overcoming an inherent lack of substance with “power” words or important-sounding but meaningless jargon.
To be truly persuasive, marketing copy needs to do much more than simply present logical reasons to buy. The most effective campaigns tap into our unconscious motivators, pushing the buttons that create automatic responses and triggering the hidden drivers that move us to action.
In “Influence: The Psychology of Persuasion,” Robert Cialdini details the unconscious motivators (reciprocity, commitment/consistency, social proof, liking, authority, scarcity, contrast) that drive human behavior. Understanding these triggers will help you write more persuasive and effective marketing copy.
Small text may be costing you money.
The smaller the text on your website, the harder it is to read, and the fewer visitors you’ll convert into customers.
Do you have more than one person writing copy for your website, social media channels, and content marketing? While a mix of unique styles can help make your content more interesting, minor differences in tone, usage, punctuation, and formatting can add up over time and create distracting inconsistencies.
A simple writing style guide can solve this problem, giving freelancers and internal contributors creative flexibility while helping you maintain a coherent voice throughout your content.
Here are a few style guidelines to help get you started.
The fatal flaw of most B2B marketing strategies is the incorrect assumption that all business purchasing decisions are made purely by logic.
No emotions allowed.
So, based on this erroneous point of view, B2B marketers cut out anything resembling a personality or purpose from their websites, white papers and webinars. In its place, they dump data, facts and graphs. The company with the most facts wins, goes their thinking.
Your free content isn’t actually free at all. It costs your audience something much more valuable than a little money.
It isn’t easy to commit 45 minutes for a webinar that may or may not be any good.
Right now their phone is ringing, their VM light is lit, their emails are going unanswered, they have yet another meeting in 12 minutes, they haven’t had lunch…
Trying to sound really smart is really, really dumb.
You see it every day. Puffed up blog posts, white papers, webinars and website copy full of important sounding jargon. So serious, so authoritative. The less of it you understand, the more important it must be.
Corporate-speak is a relic of the days before Google and RSS feeds, a time when information wasn’t at everyone’s fingertips. A white paper in 1998 didn’t have to compete with the same avalanche of information as the white paper of today.