Copywriting Examples: 7 Techniques to Turn Website Visitors Into Loyal Customers

One of the most frequent questions I come across is:

“Is blogging still relevant for Content Marketing these days?”

This is a weird question for 3 reasons:

1. Search engines are the primary force of online traffic.
2. That traffic flows through keywords.
3. A blog allows your website to be found through keywords.

A website without a blog won’t rank well on search engines for terms Buyer Personas are using to find what they need.

That’s the same as placing a store in a remote place of the town, instead of a city center or downtown.

What’s killing blogs is not their format. It’s only bad copywriting.

Today, we’re going to learn 7 blogging copywriting techniques to turn your website visitors into loyal customers.

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Writing for the web: How to keep fast-readers laser-focused.

This episode is sponsored by our free guide: Writing for the web: How to keep fast-readers laser-focused.

Keeping a fast audience with tons of options at their fingertips is a must-do regarding online writing.

And hey, everything online regards writing, right?

Blog posts, emails, video scripts, and so on.

But writing itself is a challenge. Writing to engage and persuade is even beyond that.

To turn website visitors into loyal customers, you need to combine structure, user experience, and copywriting techniques to produce pieces of content everybody will love and share.

This guide comes with practical examples, great design, and links to additional material.

The link is in the description.

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Why blogs are and will continue to be relevant

Another frequent comment I come across is: “People don’t read blogs anymore.”

Yet. There are roughly 600 million of them and that number has been only increasing over the year.

Blogs are and will continue to be attractive because:

• Skimming a blog post is faster than watching a YouTube video.
• There’s more information available in this format.
• It’s easier to store information from blogs.

People who advocate that blogs are dead are the same ones saying that audiobooks are killing paperback books.

Here’s what’s wrong with this idea:

Audiobooks won’t kill books the same way videos won’t kill blogs because different types of media are inclusive, not exclusive.

I read books, I listen to audiobooks, I watch videos, I listen to podcasts, and I read blogs - a ton of blogs.

Research led by Hubspot says that:

“businesses that blog actively get 97% more inbound links.”

Blogs are on the top of effective Inbound Marketing Strategies.

Now, here’s todays’s play:

We will analyze 3 blogging copywriting examples from real market cases to learn 7 copywriting techniques that will make your blog stand out.

Shaw we?

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Copywriting Example 1 - Convince & Convert: 7 Questions to Ask When Buying a Social Media Management Tool For Your Agency

What we can learn from this copywriting example?

Copywriting Technique #1: Numbered Titles

If something can be said in 3 words, there’s no reason to use 10.

That’s a foundational principle in effective communication, especially when it comes to written communication.

What does that mean, exactly?

It means that not exposing your audience to unnecessary information is a foundational principle of copywriting.

And numbered titles advertise that idea before your audience gets in touch with your content.

It’s like a sales promotion. You are pitching your content with the promise of delivering it without wasting people’s time.

Imagine a Search Engine Results page, aka SERP, with 10 pages as a result of a search query.

Let’s say one of them uses a number in its title.

The chances of this page ending up getting most of the clicks are higher than other pages, even without raking on the top positions.

Did you get what I just said?

A simple copywriting technique applied to your blog title can drive more traffic without ranking higher than other results not using that.

One thing to keep in mind, though, is that the higher the number, the lower the engagement. Keep it short.

So how to apply numbered titles to your copywriting?

Here are 3 elements to add this copywriting technique to your copy:

1. When possible, place the number at the beginning of your title.
2. Favor odd numbers like 7, 9, and 13 to intrigue your audience. Round numbers don’t stand out as much.
3. It might seem obvious, but deliver the number of solutions proposed in the title in a clear way. That means, number your topics so your readers can navigate the content seamlessly.

Copywriting Technique #2: Questions

Questions are the most common way of interaction invitation.

Questions perform great in blog headlines and introductions.

By using questions on your blog titles, for example, you are inviting your audience to click through and check what's behind the curtains.

Questions in introductions open a loop that can only be closed by an answer.

This unfinished aspect triggers curiosity, one of the most powerful persuasion Mental Triggers, leading to more engagement.

To know more about mental triggers and how they can add more conversions to your marketing efforts, I’m leaving a link to our free guide: 10 Mental Triggers to Persuade Your Audience of (Almost) Anything. The link is in the description. Don’t miss it.

So, how to use questions in your copywriting examples?

Besides the word “question” used by Convince & Convert copy, you can use:

• Why
• How
• What

And an extra tip here: These 3 words are suitable to be used in different buyer’s journey stages:

How so?

• Use Why for Top-of-the-funnel content.
• use How for Middle-of-the-funnel content.
• And use What for Bottom-of-the-funnel content.

To know more about sales funnels and buyer’s journey stages, check out our Buyer Persona series. I guarantee you’ve never seen anything like it. I’m leaving a link in the description for you. Make sure you don’t miss that.

Copywriting Technique #3: Specificity

The riches are in the niches, right? The more targeted your copywriting is, the more engaged your audience will become.

In Convince & Convert copywriting example, the solution provided is targeted to agencies only.

That reminds me of a common mistake in segmentation.

To think that being specific is the same as leaving potential customers out of scope.

But pitching running shoes require a message incompatible with flip-flops. Targeted communication always wins.

Think like this: having 50% of something is always better than 100% of nothing.

Niching down your copy is more likely to give you that 50% of something, and a general message, that 100% of nothing.

Another way of seeing that is:

Being a big fish in a small aquarium is better than being a small fish in a big aquarium.

That’s a business growth hack.

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Copywriting Example 2 - Social Fresh: Are Stories Really The Future of Social Media?

What we can learn from this copywriting example?

Copywriting Technique #4: From Known to Unknown

Approaching a well-known subject can turn your copy into a boring experience.

Taking your readers from that common place to novelty by presenting an unknown aspect of a well-known subject will turn the table in your favor.

People might know the subject, but they might not know one or more aspects of it.

In Social Fresh copywriting example, we have Social media as the subject.

That’s common ground for most people.

By presenting an intriguing question about a feature (Stories), Social Fresh is adding novelty and life to its copy.

How to use that copywriting technique in your blog?

Take the well-known subject you’re addressing and add:

• New data.
• Comparisons.
• Curiosities.

Copywriting Technique #5: The Uncertain Future

Uncertainty about the future is a psychological fear we all have.

Social Media is a well-established media. But the current format as we know it, might be shaken by a new one. In this case, Stories.

An uncertain destiny of something well-established in the present can turn a boring subject into a compelling journey.

To add that technique to your copywriting, research statistics and trends around the topic and see how you can integrate that into the story you’re telling.

Another example of this copywriting technique could be:

• Self-driving cars. Are your driver’s license days over?

Remember, the main aspect of this technique is not only to question the future, but to intrigue your audience.

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Copywriting Example 3 - Michael Hyatt: 5 Steps For Healthy Confrontation

What we can learn from this copywriting example?

Copywriting Technique #6: Tense & Relief

Health and confrontation are on opposite sides of our emotions.

• “Confrontation” produces tension. It’s the uncomfortable aspect of the copy.
• “Healthy” produces relief. It’s the comfortable aspect of the copy.

By putting them together, Michael Hyatt is presenting a comfortable way to deal with an uncomfortable situation.

Tense & Relief rely on emotional connection, not reason.

If you want to apply this copywriting technique to your content, make sure you focus on:

• Subjects related to emotional distress.
• Focus on the relationship side of things, when possible.
• Pick subjects that people need to face, even not liking them, like confrontations.

Copywriting Technique #7: KISS

KISS stands for Keep it Simple, Stupid.

The term was coined by Kelly Johnson, a Lockheed Martin engineer, during World War II.

The principle has been adopted by the US Navy and many different fields of knowledge over decades with some variations, like:

• Keep it Simple and Short.
• Keep it Short and Sweet.
• Keep it Simple, Soldier.

What’s behind this concept is that most systems work best if they are kept simple rather than complex.

KISS has led to a series of principles in copywriting, like:

• Make every paragraph, sentence, and word earn its keep in your copy.
• Keep in mind that simplicity is the ultimate degree of sophistication.
• If something is not adding value to the story you’re telling, it’s because it’s weakening it.

It’s a common mistake to think that adding more text to a piece of content, provides more value.

But valuable resources are scarce. That puts time on the top list.

You add more value to your copy when you save people’s time.

And you save people’s time when you say more with less.

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Well, today we learned 7 copywriting techniques from 3 market copywriting examples.

Those techniques are focused on blogging, but their principles can be adapted for other media.

In the next episode, we will learn 7 more copywriting techniques from other 3 market copywriting examples focused on Email Marketing.

Make sure you subscribe to don’t lose that or any new weekly episodes about leadership, branding, and marketing.

Until then, become your brand.