Less Is More: Writing Persuasive Copy That Keeps Readers Engaged
  • By Emma Stainthorpe

    Marketing Executive

You may think it doesn’t cost people anything to browse your website. In reality, it costs them the most valuable of commodities: their time. Here are some tips for writing persuasive copy that delivers your message without losing the interest of your audience.

The Soul of Wit

Make no mistake: when it comes to time, the denizens of the web are a frugal bunch. When a user visits your website, you’ll have mere moments to convince them to stay for more than a few seconds. With that in mind, your marketing copy should be brief, direct, and informative.

What About the Art of Selling?

Impressive, poetic language definitely has a place in marketing. However, the suitability of sophisticated words depends on your target audience. Think about the kind of customer you want to attract to your business. Then, try to write in a style they will understand and appreciate.

It’s essential that readers grasp your pitch as soon as possible. The greatest advertisements convey abstract concepts in only a few words. Crafting persuasive copy that yields to concision is a delicate balancing act, but once you find the ratio, you’re sure to reap the rewards.

Consider Dropping Adverbs

A quick English lesson: verbs are words that describe an action, like run, jump, or fly. Adverbs describe how an action is performed, such as gently, quickly, or swiftly.

You’d be forgiven for thinking that adverbs make sentences sound more impressive. In reality, adverbs often weaken the point you’re trying to make. Adverbs tell when your marketing copy should show. Instead of sounding assertive, adverbs add “fluff” to sentences.

Consider these examples:

Working Tirelessly, Our Team Swiftly Delivers Results
Our Hardworking Team Delivers Swift Results

The difference can appear subtle. Yet, the second example sounds more direct, authoritative, and assured. So: consider omitting adverbs. They cost your visitors time — which could cost you a sale.

Avoid the Passive Voice

Try to use an active voice when writing. That means writing sentences where subjects perform actions, instead of being acted upon. This lends sentences a confident, direct tone that sounds more persuasive.

Compare these examples:

A dedicated account manager is assigned to every customer.
We assign a dedicated account manager to every customer.

The second example highlights the work you do, while the first downplays a valuable feature of your service. Wherever possible, use the active voice to show the services you offer in the best light.

Check Back for More Insights

There’s plenty more to say about writing effective marketing copy. Keep checking out our website for more informative posts like this one!

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