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Persuasive copy is what turns skeptics into product believers.
Let’s say you’re writing copy for a highly experienced and discerning audience.
Here’s how to change minds:
- Get straight to the point. Donât waste time with fluffâdive right into a relatable story or scenario.
- Speak their language. Using industry-specific terms shows credibility and filters in the right audience. If non-experts donât get it, thatâs okayâyour goal is deep resonance, not broad appeal.
- Challenge comfortable assumptions. Experienced professionals often believe theyâre too skilled to encounter problems. Address this directly by demonstrating how even experts face challenges and showing proof that no one is immune.
- Use facts, not hype. Replace vague claims with hard data. Instead of saying something is âhighly effectiveâ or âgame-changing,â provide statistics, cost breakdowns, or expert insights to let the facts do the work.
- Offer multiple reasons to buy. Secondary selling points can help close the deal.
- Bring viewers to a crossroads. After making your case, present a clear choice: continue with the status quo or take action. Framing the decision this way makes the cost of inaction more tangible.
Head to the Conversion Rate Experts for a closer look.
