Write as if you are writing to one person. Even if you’re creating copy for a large audience. Keep your focus on that one person and your writing will come across as more natural.
2. Check for the “I” word
Does your piece read like this: “I do such and such,” and “I offer this service.” Turn this around so that the person you are writing for becomes the focus instead of you:
- Are you looking for x?
- Do you struggle with y?
This way your reader will feel that you are genuinely interested in them, and be keen to read on and find out more.
A simple rule to follow is four “you’s” for every “I”.
3. Use Persuasive ‘Power’ words!
There are some words which just have impact. Simple but powerful they really work. These ‘Power’ words include:
These are words which encourage readers to engage with you. We all love things to be ‘free,’ and ‘easy!” Or they are words which encourage your readers to like you – a word of thanks always goes down well. See the full list here.
Getting the words right is of course just part of the persuasion process. You also need to make sure that:
- Your readers trust you
- They’re clear on how you help your clients
- They know exactly what to do as a result of being persuaded