Believe it or not, the secret weapon to skyrocketing your click-through rates might just be your writing style – learn how writing to persuade can be your game changer.
More persuasive content will boost your Click Through Rates (CTRs) by encouraging searchers to click on your link. You have two chances to persuade searchers – your blog title and the meta description which are both displayed in the Google Search Engine Results Page (SERP).
Getting on the first page of Google is necessary to achieve organic search traffic but it isn’t enough. The user still has to click on your link. Your content may be awesome but your title and meta description will decide if the searcher will read your content or not.
Okay, let’s dive into the topic of writing to persuade and how it can increase your click through rates!
Writing to Persuade: Table of Contents
- Use Writing to Persuade Techniques to Boost Your Click Through Rates (CTRs)
- How Do You Calculate Click Through Rate?
- Writing to Persuade: What is Persuasive Copywriting?
- Writing to Persuade: 6 Techniques
- Writing to Persuade: Final Thoughts
Use Writing to Persuade Techniques to Boost Your Click Through Rates (CTRs)
Click-through rates (CTR) are important for website owners and bloggers because it’s a measure of how often searchers click on links to your content.
the ratio of the number of clicks on a specific link or call to action to the number of times people were exposed to the link.
A high CTR indicates that the blogger is targeting the right audience and speaking their language persuasively enough to convince them to click. On the other hand, a low CTR could indicate that the blogger is targeting the wrong audience or not speaking their language persuasively enough.
Click-Through Rate (CTR) is a key success metric for digital creators and a crucial element in marketing campaigns.
Improving CTR is one of the best ways to generate more sales.
Okay, now you know the importance of CTRs the next question is…
How Do You Calculate Click Through Rate?
To calculate the click through rate we need to explain what impressions are.
An impression means a user has seen (or potentially seen) a link to your site in search (Source: What are impressions?)
An impression is counted whether or not a link is scrolled into view.
Impressions are important because someone needs to see your link before they can click it.
Of course, what you want people to do is click the link. The ratio of clicks to impressions is the click through rate (CTR).
Writing to Persuade: What is Persuasive Copywriting?
How do you get searchers to click on your links? It’s simple, you use persuasive copywriting.
I said it’s simple – not easy. It’s far from easy but don’t worry I’ll give 6 persuasive copywriting techniques in the next section. First, let me elaborate more on what persuasive copywriting is and why it’s important to improve your click through rates.
persuasive copywriting is content that is written to convince readers to take some form of action
What kind of actions? Here are some actions that persuasive copywriting can encourage readers to do:
- Click on your link from the search engine page (your blog title and meta description can be used for this)
- Read your content
- Click on a button
- Fill out a form
- Share your content
- Leave a comment
Learning persuasive copywriting techniques can have many positive benefits to your website or blog. Here are some possible benefits:
- Increased user engagement
- Attract new customers
- More sales (change no’s to maybes and maybes to yes’s)
- Increased sales from existing customers (upsell your products or services)
- Boost conversions (joining your newsletter, asking for a quote, sharing your content etc)
For any blogger or website owner learning how to write persuasively is very beneficial. Don’t you agree?
Writing to Persuade: 6 Techniques
Okay, let’s go through some common, and not so common, techniques you can use to make your content more persuasive. Take a look at the techniques below and learn those you find the most compelling.
Effective copywriting is about addressing the needs and desires of your target audience.
Make It About Them
“Make it about them” means to focus on the target audience’s thoughts about the product or service rather than describing the product itself.
To make it about them, you need to understand your target audience’s:
- pain points
- biggest problems
Create content that directly addresses your audience’s problems and goals, showing how your product or service provides a solution.
For example, if your target audience doesn’t have much free time instead of talking about the features of a service you could explain how much time the service will save them. This is more persuasive because it targets a pain point of the reader.
Writing to Persuade: Use Power Words
Power words are persuasive, descriptive words that trigger an emotional response in readers. They can make readers feel scared, encouraged, angry, greedy, safe or curious.
Using these strong words well can encourage your audience to take action, whether you want them to buy a product, read a book, or comment on your blog.
Sprinkling in a few power words can transform dull, lifeless words into persuasive words that compel readers to take action.
Here are some examples of power words that can be used in persuasive writing:
Ensure you use power words in the right context. Your writing won’t be persuasive if you randomly add power words to sentences.
A key to writing persuasively is emotion. Injecting emotion into your writing resonates with the reader at a deep level.
Writing to Persuade: Create a Sense of Urgency
Creating a sense of urgency means using language that triggers emotions to motivate readers to take immediate action.
This technique is often used to encourage readers to act quickly before an opportunity is lost. One way to create a sense of urgency is by using power words that convey a sense of scarcity or time sensitivity, such as:
- limited stock available!
- this weekend only!
- while stocks last!
- only a few items left!
This triggers readers to act immediately or lose the offer.
Another way is to use the AIDA model. Let’s break this model down into it’s four steps:
- A : Attention – grabs the reader’s attention
- I : Interest – builds interest in the offer
- D : Desire – shows what the offer can solve
- A : Action – creates a sense of urgency and encourages the reader to take immediate action
Memorizing the AIDA acronym can help you understand the four stages needed to use this technique effectively.
Use Social Proof
Using social proof means leveraging feedback from real people about your product or service to persuade readers to take action. We are social creatures and we care about what others think about products or services, especially if they are like us (same age, gender, occupation etc).
Here are some ways to leverage social proof in your content:
- Customer Testimonials: Use testimonials from satisfied customers to show how others have benefited from your product or service. A photo of the customer adds credibility. Video testimonials are even better.
- Customer reviews: Use customer reviews to highlight your product or service. This can be done by making customer reviews readily available on your website. It could be as simple as allowing blog comments on your product pages.
- Social media: Use social media to showcase positive feedback from customers and followers. This can be done by sharing posts and comments from satisfied customers.
Be careful with social proof, it has a downside. A viral social media post about poor customer service or problems with your product can hurt your sales and reputation.
Writing to Persuade: Addressing Objections
Addressing objections means responding to the concerns or doubts a prospect has about the product or service.
No matter how great your offer is it’s quite likely readers will have some concerns about cost, quality, product fit etc. It’s important to address these concerns and answer then. The more effectively you can do this the more persuasive your offer will be.
Here are some ways you can address objections:
- Providing evidence or proof that the product or service is effective
- Provide social proof
- Money back guarantee
- Free trial
It’s a good idea to add some supporting text that addresses objections close to your call to action. Or a point of friction (signing up to your newsletter, asking for a quote).
For more on this topic: Hubspot has an article on addressing 44 common sale objections
Writing to Persuade: Use Storytelling
Using storytelling means using narratives to connect emotionally with the reader and motivate them to take action. Storytelling is a powerful tool that can be used to create an emotional connection with the reader and encourage them to take action.
By taking readers on a journey, copywriters can connect emotionally with the reader to increase the persuasiveness of their message.
Use storytelling to:
- Paint a vision
- Answer questions
- Guide a reader into a decision
- Make a message more memorable and engaging
- Create a sense of empathy
Some quick storytelling techniques you can use:
- Mini-stories: short anecdotes to illustrate a point
- Show, don’t tell: use vivid descriptions and sensory details to paint a picture in the reader’s mind
- Sound bites: short, memorable quotes that convey a message or make a point
- Imagination: use the reader’s imagination to create a mental picture of the message
Writing to Persuade: Final Thoughts
Thanks for reading! Here is a quick recap:
- Click Through Rate (CTR) – the percentage of clicks you receive from a search page divided by the number of times your link appears on the search page
- Your blog title and meta description appear on the search page and can be used to improve your click through rates
Now you know the value of writing to persuade be sure to use some of these techniques in your next article or blog post.
If you found this article helpful, please consider sharing it with your network by using the social media sharing buttons below. Thank you for your support!