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Copywriting Formulas That Spark Customer Interest

Great copywriting inspires readers to perform an immediate action. Whether the goal is to get people to fill in a form, subscribe to your company mailing list or purchase products or services, how your brand messaging comes across makes all the difference.

The following compilation of tried and true copywriting tips will help boost your content marketing strategy. If you need to spice up your wording a bit or add magnetism to your marketing material messages, you have come to the right place.

Use these copywriting formulas to improve the wording on your website.

Draw Them in With a Compelling Headline

David Ogilvy once stated that a mere 20 percent of viewers bother to read beyond the headline. To draw readers in, this is arguably the more importable part of your writing piece. Regardless of how persuasive your content, if you can’t capture the attention of your audience, the rest of the copy is irrelevant. If no one sees past your lackluster headline, you have failed.

A strong headline compels your audience to continue reading because it sparks their curiosity. At this point, you have their attention because you managed to pique their interests and emotions. Here are a few examples of effective headline copywriting formulas:

  • Straight-To-The-Point: 15-Year-Old Opera Singer Performs Her Third Sold Out Concert
  • Promote Intrigue: At 15 Years Old, She’s About to Perform Her Third Concert and Opera Fans Are Ecstatic
  • Storytelling: When Her Opera Coach Told Her, She Would Never Sing Professionally, Caitlin Set Out on A Mission…

To create a brilliant, eye-catching headline, you need to put in the work. That means taking the time to explore all possible angles and toy with every word combination. You aren’t likely to come up with the perfect headline on your first attempt, expect to rewrite and revamp dozens of times until you nail it just right.

Distinguish Between Product Features and Benefits

A feature is simply what your product or service can do, the benefit is what value gained by using it. For instance, a product feature for a mobile phone may be the battery life, the benefit is that only needs to be charged every four days.

Therefore, it is usually good practice to begin your copy with the benefit, so the reader understands the value of what you are offering. After you have their interest, review all the interesting and unique features.

Uncover your USP (Unique Selling Point)

A USP is a feature that differentiates a product or service from its competitors. This factor can be the lowest price, the best quality or be first of its kind. Think of a unique selling point as something you have, that your competitors lack. There are multiple ways to discover your USP, including:

  • Learning about your competition and figuring out how you can do business better
  • Finding and targeting a unique niche that is yet unchartered
  • Providing a no-risk guarantee to potential customers

Stay away from general and unproven claims, such as:

  • The leading appliance shop in the area
  • Best furniture in the region
  • Widest selection of children’s furniture in the state

Instead, use selling points based on proven facts, that your competition cannot claim. For instance:

  • Voted best furniture stored in the district in 2017
  • Sofas start at only $200
  • We over 1,000 furniture choices

Show Your Credibility with Social Proof

Have you ever noticed how those strategically placed tip jars in coffee shops and bars are always at least partially full, even when the businesses first open for the day? A few bills and coins aptly placed by the shop owner are an easy way to encourage patrons to follow suit and create social proof.

One of the most effective methods for boosting copy credibility is to show how well your brand’s products or services have performed in the past. Customer testimonials, case studies or reviews are powerful tools that can help win people’s trust and strengthen your brand.

Address Your Readers Directly in a Conversational Tone

Engage your audience by speaking to them in the second person. Make them feel like you are having a normal conversation with them. Stay away from words like, ‘I’, ‘they’, or ‘we’, or you will risk losing their attention when they feel the conversation is no longer about them. Copywriting should be conversational most of the time to keep the audience engaged. That is how people speak and we are more used to reading conversational type writing.

Use Persuasive Language

The wording you use to sell your products or services will have a huge impact on whether consumers opt to buy from you, or move on to a competitor. Buyers always place themselves in the narrative. With a little creative persuasion, and maybe some colorful flattery, good copywriting can influence a positive buying decision.

Create a Sense of Urgency in Your Wording

Nothing makes consumers act faster than a product shortage. By incorporating a sense of urgency in your writing you can drastically increase the number of calls to action (CTA) you achieve. For example, but informing your customers that stock is low, or that this is a limited time offer, you will improve the odds of them making an immediate purchase.

To create a sense of urgency in your copy, consider using these proven techniques:

  • Add a deadline to your offer, such as ‘20% off only for the next hour,’ ’24-hour sale,’ or ‘ends at midnight’
  • Incorporate time-sensitive wording, like ‘while supplies last’, or ‘time is almost up’
  • Be aggressive, use a direct CTA, ‘sign up, ‘act now’
  • Include ‘because’ and explain what will happen if they don’t buy from you, ‘…because the offer ends soon’
  • Provide a guarantee, like ‘easy money back guarantee,’ buy now, no question returns’

Be careful not to make false claims. You don’t want your customers to ever question your credibility.

A highly-effective graphic, can powerfully displays some straight-forward copywriting that snatches the viewer’s attention using clear and concise language with a direct call to action.

Lastly, let me know your thoughts and tips for copywriting that has helped you. Leave a comment below and I look forward to hearing from you.


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About Sean Donahoe

Sean is one of the most recognized industry leaders in business and marketing. As a popular speaker, author, consultant he has helped over 50,000 students world wide find success in their businesses and has consulted with Fortune 500 companies and businesses of every size grow and thrive...

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