Oct 17

The art of persuasion: How to use your words to increase action on your website

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We all know fantastic web copy when we see it. With a handful of words brands can appeal to our personal goals or our deepest desires. Without a second thought we are clicking on “learn more” or “add to cart”. The reason? Great writing.

I have looked at websites before casually and found that within a matter of seconds I was ready to buy their training product. I placed my order before I even realized what was happening and why? Because of the website copy.

How do other websites do it? How do they transform a single sentence into a sales engine?

Emotive language.

What is Emotive Language?

This language answers the questions you have in the back of your mind, which you haven’t even asked out loud yet. Questions like “what do I get out of this?”

Power words are critical to persuading people to take action on your website. And there is a science to this writing.
By developing the right words and design strategy, your online business can get faster results whether it is through marketing videos, sales copy, or webinars.

Power words are words which trigger an emotion in the brain. They grab the attention of the reader and persuade them to take action. You should use power words in your headlines because it is the first thing that readers see. By using power words to persuade people to take action on your website, you CAN increase your sales.
When you write, do so as if you were talking to an individual within your target market. The main question that all readers want answered is: “What do I get out of it?”

Your power words need to tell them why purchasing your course or buying your product is good for them, what they get out of it.

With the right words you can get people to take action in the form of submitting forms on a website or selling online courses. These are the kinds of measurable actions that get results.

The Art Form

Persuasion is an art. It is the art of getting people to do things which are in their best interest and also benefit you. Given the right timing and the proper context everyone can be persuaded. The first step in learning the art of persuasion is identifying the people that are persuadable to your point of view at that particular time and the focusing your attention them.

Good persuasion is all about timing and context. Context is responsible for creating the standard of what is acceptable. Timing is responsible for dictating what we want from our lives or others. In order for you to persuade people you need to be interested in what you are saying. If you can consistently talk to people about them you can captive their attention.

When you persuading people you need to create scarcity. Everything has value based on a relative scale. People will buy or act because others buy or act. If you want to persuade someone to want what you have then you need to make it scarce.

To demonstrate quality in a product or service and persuade the reader to act, use some of the following power words:

• Top
• Unique
• Professional
• Exclusive
• Best
• Improved
• Ultimate

You also need to create urgency. If people are not motivated enough to act right this instant then they won’t find the motivation in the future. You must persuade people in the present and urgency is the best tool you have for this. They won’t “act now” or “learn more” if there is no urgency. People like to procrastinate, so if they can put it off until tomorrow, they will.

Stop them by using the right words!

To create a sense of urgency, use some of the following keywords:

• Quick
• Rare
• Hurry
• Fast
• Act
• Now
• Today
• Immediately
• Limited
• Deadline

You can see in the image below how the website uses the words “today” and “complete” to add urgency. The site encourages viewers to “add to cart” today.

Add to cart

Images are incredibly important. They are your first impression. Therefore it is imperative that you have eye catching videos and images which paint an image for other people about the experience your service or product can offer them. Having a good home page with power words can do wonders for your sales.

If you are trying to convince someone to take action because they will save, use some of the following power words about saving:

• Save
• Money
• Win
• Cheap
• Free
• Reduced
• Bargain
• Bonus
• Lowest

Take a look at the home page below. What power words does it use?

IIS_fullscreen_homepage

Of course another effective tool you have is truth telling. By telling something honest that no one else is willing to say you can persuade people to act. You cannot have an agenda or judgment behind your truth telling though. If you have a product with a guarantee unlike its competitors then use power words to tell that to the audience.

If you are trying to convince readers to take action because of a guarantee, use the following power words somewhere on your website:

• Proven
• Easy
• Safe
• Dependable
• Risk free
• Lifetime
• Delivers

If you own a small internet company then you know the need to persuade people through your writing as well as web content and videos.

With versatile websites and a shorter viewer attention span it is imperative that your words cut to chase. If you have videos to help market your product or service they need to have highly actionable words that cause the viewer to take action.

There are some ways in which you can get more people to take action though.

Persuasive Websites

Making your website persuasive is important if you want to operate a successful business online. Being able to describe your target customer is step one in operating a more powerfully persuasive website. When you know who your target customer is, you can market directly to him or her and get your point across in a manner that is more easygoing and less about the “hard sell” tactics that are prevalent online.

Trying to please all customers is impossible. Focusing on your target customer is the key to developing language that speaks to them as an individual and a consumer.

Once you have pinpointed who your customer is you need to create a landing page to identify that customer from your – hopefully – thousands of site visitors. One way to do this is to develop a quiz or questionnaire to determine what it is the customer is looking for or needs from your product.

This one step alone will allow you to gain valuable insight into your customers’ buying habits, wants and needs. Second, keep them coming back to your site by constantly updating with compelling content. No fluff or filler, but good, meaty content that engages will draw more customers to your site, increasing sales by virtue of the law of averages.

There are certain principles of persuasion that can help get your message across, whether that message is in your content, on video or in compelling blog posts and articles – or a combination of all three. The most important thing to remember is to keep that customer in mind at all times. Picture your “perfect” customer and speak directly to them. Reciprocity is another powerful persuader.

For example, if a customer purchases more than $50 in products from your site, offer a free gift. This tactic has a way of making customers spend more money on your site than they may have originally intended, as the lure of getting something for nothing is always a great motivator.

It has been proven that people who come across as an authority are more trusted than someone who appears to be flying by the seat of their pants. This means that you must know your product line inside and out. You must outline all key selling points, and never underestimate the power of attractive product descriptions.

If you are not talented at writing copy, hire a freelancer who is a copywriting expert and can make those descriptions sing. The better the description, the more likely a potential customer can envision actually owning the product, often leading to a sale. There are many valuable techniques at persuasive selling, and utilizing these tricks can often mean the difference between success and failure at online entrepreneurship.

What do you think? Did my words persuade you to act?