How to Write Compelling Copy That Converts

What makes copy compelling? It's a great question, and there's not just one right answer. Many components make copy work, whether using the right tone, knowing your audience, or even something as simple as keeping your message brief. But really, what it all boils down to is your ability to use words in a way that can sell a feeling.

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Selling a Feeling

When it comes to making purchases, our feelings and emotions often drive our decisions. According to Harvard Business Professor Gerard Zaltman, "95% of all purchase decision-making takes place due to an emotional connection." Because of this, it's important to tailor your copy to the feeling you want potential residents to associate with your property.

If your property is located in a city, it's safe to assume that the people looking at your property are interested in what city life has to offer. Now it's time to sell them on it. If you have a great location near bars and restaurants, your copy can cater to the convenience of always having somewhere to go or something to do. For example: "Live the city life you've always dreamed of. Trendy bars, incredible eats, and the biggest events are just minutes from your doorstep at_____." Copy like this paints a picture of what life could be like in your community — exciting and effortless. It sells the feeling of late nights out with friends (trendy bars), a vibrant social scene (big events), and a plethora of different cuisines to try (incredible eats).

Notice: the copy doesn't get too specific when selling the lifestyle. By saying, "Live the city life you've always dreamed of," we're allowing the reader to visualize their ideal living situation. This way, they can determine if the things we list after (bars, dining, and events) meet their criteria for city life.

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Three Tips to Typing Terrific Copy

When it comes to crafting copy that sells a feeling, it's important to remember these three things:

1. CLARITY: Being clear in your message and refraining from jargon allows for easy understanding and can help keep the reader's attention for longer periods.

2. BREVITY: Just like a good story, getting to the point and avoiding fluff is crucial in copy. Nobody wants to read long sentences filled with unnecessarily big words and complex punctuation. Too much content can make your writing hard to follow and can easily alienate your audience. Instead, it's better to keep the copy short and snappy.

3. TRANSPARENCY: What is transparency? It's a tactic in creating trust and authenticity. The more straightforward and clear you are, the more people will believe that you are being honest with them. It's pointing out something relatable and talking to the reader as if it were a conversation instead of making a statement.

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What Makes SK's Copy Compelling?

Here at SK, we have established a group of terrific writers that extends beyond our copy team. From our bright and brilliant Social Coordinators to our Creative Copywriters, we pride ourselves on our ability to research your property meticulously and establish a voice that suits your style effortlessly.

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Get in Touch with Us

If you have any questions about our services or want to learn more about how Social Kapture can help your business thrive, we encourage you to visit our Contact Page. We’re here to help and look forward to hearing from you!

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