Written by: Sheral DeVaughn, Executive Contributor
Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.
When you think of seduction, do you think of copywriting?
Not the stuff you'd find in your Grandma's old Harlequin Romance novels.
I'm talking about the content you see on a website, in an email even on social media.
If you don't, you should!
Sales copy, in particular, depends on "The Art of Seduction." Think of your copy as the "dating" process with your customers. You need to persuade and give solid reasons to make them want to come back for another "date" with your brand. You're looking to form a long-term relationship.
Much like a potential suitor, your sales copy should be charming and persuasive. It should make others do a double-take and entice them to find out more.
How does one write copy that is "irresistible" and seductive?
Let's break it down into the 7 steps in your copy needs to get your customers to say "yes."
Start With An “Alluring” Headline
When you're hoping to score a date with someone, you need a great introductory line.
Your headline is that opening to start the conversation.
According to a study done by Microsoft a few years back, humans have an 8-second attention span. That's 1 second less than that of a goldfish.
You need to grab attention and do it before they move on to someone or something else.
A few ways to make your headline stand out:
Add specific numbers or statistics
Ask a question
Solve a problem
Make it reflect the customer's selfish wants or desires
Once you get your grab their attention with your headline, you can then work on building a relationship with your customer.
Write For Only One Person
Now that you've made your introduction, it's time to start talking.
But you aren't talking to a whole crowd of people; at least you shouldn't be if you're looking to connect.
The art of seductive copywriting revolves around talking to a single person. You want to write in such a way where it's personal and intimate...like you're talking to a close friend.
You are, in essence, having a one-on-one conversation with your potential customer.
If you're going to talk like a friend, you're going to have to get to know them. That means research.
Think about that one perfect person you are trying to appeal to. What are their personality traits? What are their interests?
Do they have hobbies? What sorts of things do they worry about? What other things do they spend their time (and their money) on?
Once you know more about that ideal customer as an individual, then you can begin writing copy that truly speaks to them.
Be Conversational
Now that you've gotten to know your perfect customer a little better, it's time to engage them in conversation.
This isn't where you try to impress them with big words or fancy jargon. You want to talk to them the same way they talk.
You wouldn’t speak in a formal way with friends and potential “love interests”. If you want your customer to “love” you, you need to speak the right “language.”
Keep it simple to understand. Write at a comprehension level of about 7th grade or under.
If you aren't sure if you're keeping things easy to read, use an application like Hemingway Editor.
Focus On Benefits Instead of Features
Ever had a first date where the other person only talks about themself? They spend the whole time telling you about all the things that make them so great.
Chances are there wasn't a second date.
It's the same way when a customer reads your copy.
Many times a business is so busy talking about the bells and whistles of their product or service that they forget about one important factor.
The customer.
Potential customers care about what's in it for them. They want to know how it solves their problems. They care about if what you have improves their life.
You want potential customers to "feel" the happiness, relief, pride, etc., that they will get from what you're offering.
Engage their senses by creating tantalizing descriptions and stories.
Present testimonials of others who are experiencing "the good life" thanks to your product or service.
Create a sense of desire that your customer finds hard to resist.
But keep it honest! Just like in dating, if you make yourself out to be something you aren't, your customers will leave you.
Address Objections
It's easy to come up with reasons to NOT do something. Reasons why it won't work out. Why it isn't meant to be.
Don't let your customer have a reason to turn you down.
Think about what might be their reason for not buying from you or using your service.
"It's too expensive."
"There's not enough time."
"I can do it myself."
If you address the objection right away, you take away their reason to say no.
Use Your Powers
No, not magical powers.
Power words.
What exactly is a power word?
They're words and phrases that can nudge a person to act a certain way. They have an emotional or psychological effect and can trigger a response.
Phrases like "Don't Miss Out" or "Get the Newest Version" is direct and confident. They encourage action or response without being too pushy.
You'll find great use of power words in strong Call-To-Actions. "Buy Now", "Learn More", "Click Here" are all examples.
Don't "Overshare"
Ever start some small talk with a total stranger, and they begin to tell you their entire life story?
The response of most people is to get away from the conversation as quickly as possible.
Your customer is that stranger you've begun chatting with.
They want to get a quick idea of what it is you have to offer, figure out if it's the right choice for them, and go about their day.
Keep your copywriting short and to the point.
Take out unnecessary words. Don't ramble on. Make your points. Tell your story as succinct a way as possible, and get rid of the rest.
The longer you make your copy, the greater the chances of boring your customer, confusing them, or giving them a reason to say no.
If you follow the 7 steps above, you'll start seeing a difference in your customer conversion rates. And you might find yourself becoming a copywriting Casanova for your brand.
Sheral DeVaughn, Executive Contributor Brainz Magazine
Sheral DeVaughn is a word assassin in the Copywriting and Content Creation industry. She spent 15 years as a top-rated on-air radio personality, converting listeners to sales for the broadcasting company as well as advertisers and sponsors. She took those same verbal and writing skills into the Wine & Spirits industry, where she spent another 10+ years writing product descriptions, brand histories, sales sheets, and marketing/educational materials. She is the Owner/Founder of C3 Specialties, a Creative Copy Content service. She helped launch Ava Dean Beauty, the beauty brand co-owned by AJ McLean of the Backstreet Boys, providing website content and strategic email marketing content. She collaborates on projects with and for SB PACE, a high-energy boutique Business Coaching and Consulting firm producing online coaching academies and seminars, business podcasts, and Amazon best-selling books designed to empower small businesses. Her motto: "Every brand has a story to tell. It's my job to write it, so their voice is heard.”
