Does your copy look good but doesn’t feel right? If so, then perhaps there’s something missing.
There are writers who can create good copy; something that stands the test of time. However, there are also writers who struggle to make a decent one that converts. If you belong to the latter group you’re in the right place because we have some copywriting techniques you can apply to make your good copy great.
Delight With Rhyme
Poets have been using rhymes to delight their readers for centuries. Rhymes are pleasant to the ears and smooth. They are also usually catchy and easy to remember.
Rhymes are also associated with being truthful. In fact Daniel Pink author of To Sell is Human discovered that participants in a study who were asked to rate statements that rhyme and modified statements that don’t rhyme ranked rhyming statements to be more truthful.
The iPad Mini for example was headlined: A display that’s not just smaller. It’s smarter.
The good news is that you don’t have to write rhymes all the time or all over your sales copy. You can use rhymes to make important points in your copy so that it’s smoother and more memorable.
Use Deliberate Repetition To Grab Attention
Repetition draws attention to statements. For the iPad Mini: And because it’s so easy to use, it’s easy to love.
Repetition changes the rhyme of a copy: Our 100% pure fruit smoothies. No added sugar. No concentrates. No funny business.
It can also be used to stress important points in a copy. If you take a look at the smoothie ad above, it repeats “no”. Use repetition to interrupt long sentences with short sentences.
Use Vivid Imagery
Creating an image with words is a very powerful tool. However, images are easier to remember because it takes up more brain processing power. This is why copywriters need to create a mental movie.
This copy for the iPhone 5 is a good example of vivid imagery with words: Imagine sidesplitting, adventure-filled, must-see flicks produced by you and shot on iPhone 5.
The smoothie ad even takes it a bit further by comparing their product to sunshine: this drink tastes of sunshine. Not that watery stuff that you get in the UK for five or six days of the year, but the great, clear, life-affirming rays that you’ll only find where these fruits are grown.
This way you can almost taste the sunshine.
The use of vivid imagery can mesmerize your readers. Vivid imagery allows readers to imagine using your product.
There is science involved in copywriting. The best way to find out how your copy is performing is through a/b testing. You can analyse which works including font size and colour. However, stuffing your copy with rhymes, repetition and imagery is not a guarantee that it will convert better.
After all, copywriting is still an art. It needs to entice customers with mesmerizing words. Therefore you need to be creative, delightful and charming.
Effective content is one of the best ways to generate leads and sales. Copywriting along with a beautifully designed website and high quality graphics can help fuel your online success.