Language That Makes People Take Action
Have you ever wondered if the difference between making a conversion on your website and not making one is simply due to the words that you choose in your copy? If conversions — i.e., making a sale or getting someone to pay for a service — are your ultimate goal, you need to know how to give yourself the edge. Your diction makes a big difference here. The smallest word choice may cause someone to take immediate action or put it off for later. They may not even know why they’re doing it, but it’s clear on your end that having copy that promotes the highest number of conversions is beneficial. It makes all of that web traffic much more valuable. Let’s take a look at how you can accomplish this goal.
When asked about language that prompted a purchase, a full 46% of internet users pointed to promotional language. This trailed only “being responsive on social media” as the area that created the most sales, and it was only 2% lower. Promotional language could describe the value of the product, the fact that it is on sale, the amount a buyer can save or the fact that the sale is for a limited time. People like to feel like they got a good deal or that they saved money. Limiting the time in which they can do that is a good way to spur a purchase.
Education and Information
The next two top categories were educational content and interesting visuals. Either way, people were looking for information. They had questions, and providing the answers in a simple and concise way got them to make a purchase. Sometimes, the questions are very simple. Does this hitch work on a 2018 Jeep Grand Cherokee? Can I call this carpet cleaning company for emergency services? Does this television have enough HDMI slots? The specific details that matter to individual users are different, but providing them with enough educational content is clearly a good way to sway their purchasing decisions. A great product may not sell if the potential buyers are left with questions, even if the product does exactly what they’re looking for.
One thing that is interesting is that humor ranked very highly, while trash talking similar brands did not. Many companies use the latter tactic anyway, trying to show why they are better than other brands. What’s clear is that consumers don’t care about this nearly as much. They don’t want to know why another brand is a bad choice; they want to know why your brand is a good choice. If you can do it in a funny and engaging way that connects with them, that’s when you make the sale. If your copy is aggressive and targeted at another company, it just appears petty and users may wonder how many good qualities your product really has if all you can do is talk negatively about the competition.
A call-to-action is the most common way to try to get someone to make a purchase. These can be simple: Call now to learn more; click here to make a purchase. And they do work.
What you can see, though, is that a lot more goes into directing someone’s actions than just telling them what actions to take. That may be the last step, and it may seal the deal, but you need to think about your language and your message the entire way through. You’re constantly priming the reader so that, when they finally get to that call-to-action, they’re ready to follow those instructions. Here at Content Customs, we can help you craft the content you need to get those conversions.