Writing Persuasive Copy

3 02 2007

Brian Clark, who writes one of my favorite blogs, Copyblogger, offers his Five Immutable Laws of Persuasive Blogging. Since blogs are marketing vehicles, these laws make them more effective.

It might be a stretch to call them “immutable,” but each law would certainly help push the message along. I want to take a deeper look at #2 (Law of Headlines and Hooks) and #5 (Law of the Story).

#2) It’s hard to understate the importance of headlines in communicating a message.  According to advertising guru David Oglivy, “On average, five times as many people read the headlines as read the body copy.  It follows that unless your headline sells your product, you have wasted 90 per cent of your money.”

With so much riding on headlines, it may be tempting to load ’em up with as much information as possible. But according to Return Path Solutions, a short headline is far, far more likely to be clicked-through than a long one. In fact, the Return Path research shows that “click-through rates for subject lines with 49 or fewer characters were 75 percent higher than for those with 50 or more.”   

Forty-nine characters is enough to communicate a clear message. The key point here is to keep the headline crisp and clear. It reads better and it even says more than a headline with extra words.  

#5)  There it is again. Stories get through when other types of messages get stopped at the door. Brian Clark says it’s because “they allow you to present a problem, the solution, and the results, all while the connotation of the story allows readers to sell themselves on what you have to offer.”  

Stories also illustrate Malcolm Gladwell main thesis in the The Tipping Point. Gladwell set out three ways epidemics spread: the Law of the Few, the Stickiness Factor, and the Power of Context. Stories have a bit of all three, letting you create the context that’s right for your message, make it deeper and more interesting (and therefore more sticky), and reach the types of people who like to pass along good stories.  

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2 responses

1 04 2007
Eliezer Israel

I sense that people hear stories from a very innocent, unguarded orientation – as if the child in them will listen up just for a story. I wonder if there’s been research done on this. Maybe the research on NLP tunes into this dynamic.

16 11 2007
BalJacttort

Two new studies show why some people are more attractive for members of the opposite sex than others.

The University of Florida, Florida State University found that physically attractive people almost instantly attract the attention of the interlocutor, sobesednitsy with them, literally, it is difficult to make eye. This conclusion was reached by a series of psychological experiments, which were determined by the people who believe in sending the first seconds after the acquaintance. Here, a curious feature: single, unmarried experimental preferred to look at the guys, beauty opposite sex, and family, people most often by representatives of their sex.

The authors believe that this feature developed a behavior as a result of the evolution: a man trying to find a decent pair to acquire offspring. If this is resolved, he wondered potential rivals. Detailed information about this magazine will be published Journal of Personality and Social Psychology.

In turn, a joint study of the Rockefeller University, Rockefeller University and Duke University, Duke University in North Carolina revealed that women are perceived differently by men smell. During experiments studied the perception of women one of the ingredients of male pheromone-androstenona smell, which is contained in urine or sweat.

The results were startling: women are part of this repugnant odor, and the other part is very attractive, resembling the smell of vanilla, and the third group have not felt any smell. The authors argue that the reason is that the differences in the receptor responsible for the olfactory system, from different people are different.

It has long been proven that mammals (including human) odor is one way of attracting the attention of representatives of the opposite sex. A detailed article about the journal Nature will publish.

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