1. Use a conversational tone of voice
Both what you say and how you say it matter. This also applies to the writing you produce.
You should never try to convert readers by writing hyped marketing content. Such a replica is not genuinely personal.
2. Provide a solid framework.
Every effective piece of copy has a compelling structure. Telling a tale is the only effective way to do this.
A good tale never fails to hold our attention. The way we feel, think, and act is altered by stories.
Human brains are quite adept at processing information presented in a narrative fashion, but we struggle to understand abstract thoughts and nebulous concepts.
3. Create content that can be scanned.
In a Nielsen Norman Group survey, it was shown that 79% of readers scan rather than read when they are online. This is due to:
The eyes are fatigued after reading on a computer screen.
The length of our attention spans is ebbing away.
The majority of Internet usage is mobile.
Millions of websites are competing for their attention.
4.List features last, then advantages.
The majority of copywriters make the mistake of concentrating more on the qualities of their goods or services than on listing the benefits to the customer. When writing sales copy, there is frequently a space constraint, so firms choose to persuade their potential customers by highlighting their USPs.
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