How Copywriting persuade? ( 6 examples)

Copywriting is not the only factor to make the reader buy. It works with reader want. It relates what seller want with reader want. Copywriting makes adjustment their products to need, want and expect.

A copy cannot create a desire for a product. It can only take the hopes, dreams, fears, and desires that already exist in the hearts of millions of people, and focus those already-existing desires onto a particular product. This is the copywriter’s task: not to create this mass desire—but to channel and direct it.
—Eugene Schwartz, Breakthrough Advertising

There are examples of the good headline that persuade existing desire.

  1. “Join the 10,088 entrepreneurs that signed up last week”
    That copywriting is good. It has several points to persuade. But it only persuades for the businessman. Student doesn’t like that headline.
  2. Drink an orange.
    That is famous headline in the history of copywriting. In that time, usually, people eat an orange, not dringk an orange. It is only for people that interest to orange and healthy.
  3. We make tools for thinkers.
    This copywriting headline offer tools. Copywriter knows that many people feel disappointed because tools make fool product. I think people that
  4. Trello is free, flexible, and visual way to organize anything with anyone. This headline of Trello. The headline makes people interest the offer if the reader intends to organize easily. Usually, the worker needs to organize something.
  5. The shoe work if you do. That is Nike headline. It is not about shoes. It is about doing. Their tagline is “just do it”. It is about doing. The headline use people’s desire to sell shoes.
  6. “To be or not to be? , that is two questions.” This is the headline of the university of Oxford. It reminds us to original Hamlet Shakespeare plays, “To be or not to be? That is a question. People who like challenge established knowledge will be surprised about this. Surprise because no one thinks that Hamlet word is wrong. People that thinking critically will found Shakespeare fault. People who already interest to improve their reason will be interested to this copy.

Apply Marketing Mix Like Steve Jobs

What is the Unique Product That Steve Jobs

Unique products is important to give customer reason, why they choose Steve Jobs Company (Apple) and so on. Jobs business is computers, like other people. He is not the only one guys in the business. So what his differentiation?
His differentiation does not start with the marketing mix. The marketing mix is tactics. He starts with why Apple do their business. Simon Sinek said, “Apple inspires.” That makes apple have very loyal customers.

If Apple were like most other companies, a marketing message from them would move from the outside in of The Golden Circle. It would start with some statement of WHAT the company does or makes, followed by HOW they think they are different or better than the competition, followed by some call to action. With that, the company would expect some behavior in return, in this case a purchase. A marketing message from Apple, if they were like everyone else, might sound like this:
We make great computers.
They’re beautifully designed, simple to use and user-friendly.
Wanna buy one?
But Apple rewrites the offer.
Everything we do, we believe in challenging the status quo. We believe in thinking differently.
The way we challenge the status quo is by making our products beautifully designed, simple to use and user-friendly.
And we happen to make great computers.
Wanna buy one?

In the offer, he starts with general spirit: challenge the status quo. It is a social movement. Apple challenges the way people perceived how the world worked.

According to the baby boomer generation, that is inspiring. The generation ever protests to America’s involvement in the Vietnam war. They have a big experience in winning a campaign to stop the war. That is part of the challange of the status quo. Baby boomer believes that they can win the challenge.

So, the marketing mix is the application of the big idea and common denominator.

List of Words About Benefit, Differentiation, Trust in Headline

The benefit, Differentiation, and Trust are important things in copywriting and marketing. The headline is not just words. It is communication. (See Lauterborn version of 4C marketing mix) So, it has an important component: sender, message, channel, receiver, It send a message to the customer. So it is important to understand customer first. Then headline promise solution to their problem.  Products as customer value. In short, the steps are:

  • Who is customer? What are their goals, dreams, obstacles, their plan?
  • What is your offer? What is something that is matter for them?
  • Why customers buy your offer? Why they are not choose another option?

These three question help to formulate benefit and differentiation. Then benefit and differentiation only work if the reader trust. Without trust to headline or ad copy, the copy will not work.

I create lists of word about benefit, differentiation, and trust. It is usually included in the headline and also body copy. Each category is not exclusive to each other.

Word List about Benefit

  • Incredible
  • Sturdy
  • Vital
  • Fortune
  • Heart-Wrenching
  • Burst
  • Nasty
  • Make
  • Safely
  • Secretive
  • Accuracy
  • Infested
  • Profit From
  • Wanted
  • Sizzling
  • Own
  • Energizing
  • Unconditional
  • Helpful
  • Provocative
  • Materialize
  • Enjoy
  • Keep
  • Immediately
  • Wealth
  • Profusely
  • Attain
  • Delivered
  • Strong
  • Harvest
  • Useful
  • Successful
  • Timely
  • Colossal
  • Instructive
  • Helpless
  • Crucial
  • Profit
  • Who
  • Informative
  • Valuable
  • Dead
  • Security
  • Critical
  • Imagine
  • Vulnerable
  • Seductive
  • Dynamite
  • Lifetime
  • Boost
  • Gigantic
  • Bonanza
  • Hurry
  • Breakthrough
  • Unlimited
  • Have
  • People
  • Revolutionary
  • Alluring
  • little-known
  • Stunning
  • Increase
  • You’re
  • Humiliate
  • Warning
  • Dazzling
  • Find
  • Unleash
  • Miracle
  • Suddenly
  • Killer
  • Thrilling
  • Easily
  • Crammed
  • Simplified
  • Refundable
  • Grasp
  • Yes
  • Direct
  • Laser-like focus
  • Daring
  • Accomplish
  • Victim
  • Reduced
  • Protect
  • Safety
  • Announcing
  • Reach
  • Get
  • Stop
  • Blockbuster
  • Slash
  • Easy
  • Flourish
  • Achieve
  • Enterprising
  • Struggle
  • Discovery
  • Gift
  • Approved
  • Exciting
  • Interesting
  • Superiority
  • Unlock
  • Witch
  • Look
  • Explode
  • Attack
  • Brutal
  • Devastating
  • Endorsed
  • Mammoth
  • Money
  • Demolish
  • Why
  • Enormous
  • Improved
  • Results
  • Save
  • Profitable
  • Practical
  • Lazy
  • How
  • Garner
  • Health
  • Soar
  • Use
  • Alternative
  • Power
  • Rip
  • Submission
  • Explosive
  • Broke
  • Challenge
  • Want
  • Energy
  • Solution
  • Ignore
  • Sale
  • Monetize
  • Sizable
  • Sex
  • Lavishly
  • Reap
  • Quickly
  • Beauty
  • Annihilate
  • Delicious
  • Selected
  • Uncover
  • Shocking
  • Blast
  • Earn
  • Benefit From
  • Punch
  • Massive
  • Urgent
  • Hot
  • Quality
  • strategy
  • Free
  • Powerful
  • Important
  • Your
  • Mouth-Watering
  • Secure
  • Devastate
  • Fun
  • Colorful
  • Instantly
  • This
  • Here
  • Now
  • Slaughter
  • Obtain
  • Floodgates
  • Tactic
  • Bargain
  • Beautiful

Words List about Differentiation

  • Authentic
  • Win
  • Greatest
  • Excellent
  • Sensational
  • Mind-Blowing
  • Highest
  • Ultimate
  • Better
  • Scarce
  • Personalized
  • Terrific
  • Complete
  • Vivid
  • Plus
  • Surging
  • Amazing
  • Outstanding
  • Only
  • Winning
  • Lowest
  • Secrets
  • Discount
  • New
  • Limited
  • Strange
  • Attractive
  • Wonderful
  • Unusual
  • Weird
  • Victorious
  • Genuine
  • Confidential
  • Unparalleled
  • Odd
  • Bonus
  • Surprising
  • Startling
  • Surprise
  • Introducing
  • Fascinating
  • Special
  • Unsurpassed
  • Electrifying
  • Reveals
  • Huge
  • Unique
  • Magic
  • Rare
  • Remarkable
  • Compare
  • Revealing
  • Big
  • Latest
  • Full
  • Superior
  • Tremendous
  • Largest

Words List About Trust

  • Proven
  • Famous
  • Potent
  • Tested
  • Serious
  • Popular
  • Reliable
  • Absolutely
  • Guaranteed
  • Expert
  • Professional
  • Facts
  • Trusted
  • Truth
  • Formula
  • Discover
  • Surefire
  • Noted

#3 News Headline Model for Copywriting

Maybe you say, “News Headline Model” is not creative. In other words, the idealist person avoids cliché. That attitude is also applied to copywriting. However, copywriting is not a poet or art that appreciate originality. It is writing to sell. Therefore, it is no problem if we use cliché that tested over time. There is the headline formula that we can use for.

We can create headline by learn headline model that we can modify. For instance, John Caples create headline formula that applies to advertisement. Even though it also can apply to another format, like story, article, song, drama and so on.

News Headline Formula

News headline formula use human pretension to update something new. For example:

  • introducing the new …
  • announcing a new …
  • new …
  • now …
  • at last …

“Introducing the new …” Headline

People like updating information about something
new in the environment. Maybe you are an inventor that doesn’t like artificial new, like packaging, little touch. But the market is not like you. It is examples of headline that inform something new.

  • announcing a new way to drive
  • announcing a new way to learn English
  • announcing a new way to create a beautiful home
  • airline proudly introduce something shocking amazing
  • Now you can get money by your smartphone
  • New paradigm in Marketing

We can use “at last” to begin headline. It give impression that it is a hard work invention.  For example:

  • at last, new way to write headline quickly
  • at last, you can get money, from home
  • at last, you can travel Europe in one hour
  • at last, we can buy home for 1000 USD

Unbelievable? Maybe. You know more about it is unbelievable or not. Best headline is believable. That is just examples of headlines. You can make it believable.

Put a Date Headline Model

Put a date headline model give impression about news and scarcity. Therefor, it can get attention to target market.

  • 25 December Sale
  • 24 hours to learn python
  • Black Friday Sale at Amazon

In sum, news headline model has several option.