Wednesday, June 13, 2007

Persuasive online copywriting techniques

Saw 2 interesting vids on YouTube today:

They recommended 3 techniques for making your online copywriting more persuasive:


  • Engage the right-brain, then go after the rational left-brain
  • Writing in meter (“melts in your mouth, not in your hand”; “Winston tastes good like a cigarette should”)
  • Invent words that the reader intuitively understand the meaning of
  • Use meter
  • Use verbs


  • Replace common, predictable phrases with unexpected, colorful ones


  • Choose a revealing angle—put your reader on the scene (e.g. Everest ad for Rolex)
  • Select your details carefully—include only what’s interesting, and barely that
  • Put the “known” underwater—never tell the reader something he already knows or can figure out himself

Clear use for these when you're writing copy as sales collateral for your website, but can possibly also be applied to regular copywriting on a consumer app website.

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