9 Out-of-the-Box Writing Techniques That Just Might Skyrocket Your Sales
Alright, let's dive into some out-of-the-box copywriting techniques that can skyrocket your ROI. You may not find these techniques in your typical copywriting 101 class, but they've been proven to work time and time again.
The FOMO (Fear of Missing Out) Technique
Humans are creatures of procrastination — It’s in our DNA. In-depth studies have shown that consumers need a reason to buy NOW. Creating a sense of urgency or scarcity can be a powerful motivator for people to take action. A 1975 study presented a control group with two jars of identical cookies; one full jar, and the other containing only two. Which jar do you think got hit the hardest? The perceived scarcity of the mostly empty jar altered the assumed value of the food inside of it, and led to consumers consistently choosing the jar that was running low.
By highlighting limited time offers or exclusive deals, you can tap into the FOMO psychology and drive conversions. — "Join our exclusive membership club now and get access to limited-time offers and deals that are only available to our members!"
The Personalization Technique
Unless you’re a brand like Coca Cola, your product is most likely not for everyone, but a specific group. People like to feel seen and understood, and personalizing your copywriting can help accomplish this. Use data and insights to tailor your messaging to specific demographics, interests, or even geographic locations. — "Are you a busy mom looking for ways to stay fit? Our fitness program is tailored to fit your lifestyle and help you achieve your goals."
If you think your product is marketable to everyone, and many are, then be specific in your emotion, pain points, and goals instead of your demographics. — “Say goodbye to the discomfort of dehydration and hello to a refreshing, revitalizing solution. When you're in need of clean hydration, trust in our premium bottled water to keep you energized, wherever your day takes you. Stay refreshed; stay on top of your game.”
The Negative Reverse Technique
Sometimes, taking a negative approach can be more effective than a positive one. By highlighting what someone could lose or miss out on, you can tap into their fears and motivate them to take action. — "Don't miss out on this opportunity to save money and get ahead of your competition. Act now before it's too late!"
Remembering Freud’s Pain-Pleasure Principal (everything with a grain of salt): There are two driving factors that determine all of our actions as humans - Seeking pleasure, and avoiding pain. And our boy Freud posits that humans are far more motivated to avoid pain than to seek pleasure. Bada-bing! Remember that all marketing techniques are rooted in the animalistic psychology that we use to explain the charming strangeness of human behavior.
The Empathy Technique
Understanding your audience's pain points and challenges is key to creating copy that resonates. Use language and phrasing that shows you truly understand their struggles and are there to provide a solution. — "We understand how frustrating it can be to deal with a slow internet connection. That's why our high-speed internet service is designed to keep up with your needs."
On the other hand, if your brand voice is straightforward and no-nonsense, then reflect that in your copy. “Sometimes the best copy to sell a horse is 'Horse for Sale.'” - Jay Abraham
The Humor Technique
Humor can be a great way to capture attention and make your brand more approachable. Just be sure to keep your humor appropriate and in line with your brand's tone and values. — "Looking for a dentist who won't make you dread your appointments? Our team will keep you smiling, even with a mouthful of dental tools!"
Dollar Shave Club has been paving the way for humorous marketing since 2012 with their “Our blades are f***ing great.” campaign. Their novel, cheeky, and irreverent tone led to a Unilever acquisition in 2016 for $1 billion cash, securing their place in the ranks of brands like Dove and Vaseline.
The Word Association Technique
Using specific words or phrases that are associated with positive emotions can help make your copy more memorable and persuasive. For example, "luxurious," "exclusive," or "one-of-a-kind." — "Indulge in the luxurious experience of our spa treatments, designed to leave you feeling refreshed and revitalized."
The Social Proof Technique
Showing that others have had success or satisfaction with your product or service can be a powerful motivator for potential customers. Use customer reviews, case studies, or social media mentions to build credibility and trust. — "Join the thousands of satisfied customers who have already experienced the benefits of our product. Check out their glowing reviews and see for yourself!"
The Visualization Technique
Painting a vivid picture with your words can help people visualize themselves using or benefiting from your product or service. Use sensory language and descriptive imagery to create a strong mental image. —"Imagine yourself sipping on a cold, refreshing drink on a sunny beach. That's the feeling you'll get when you try our new tropical-inspired beverage."
The Power Words Technique
Certain words have been shown to be more persuasive and effective in copywriting. Words like "proven," "guaranteed," "limited," and "new" can help drive conversions and make your copy more compelling. — "Get guaranteed results with our proven method, now available for a limited time. Don't miss out on this new opportunity to transform your life."
Incorporating these out-of-the-box copywriting techniques into your marketing strategy can help you stand out from the competition and drive better results. Just remember to always stay true to your brand's values and messaging, and test and optimize your copy for the best possible ROI.
-Aaron D.
