You want to persuade your readers to take action, but you don't want to sound too salesy, aggressive, or desperate. How can you write copy that motivates them without pushing them away? Here are some tips to help you craft copy that inspires action without being pushy.
People don't buy products or services because of their features, they buy them because of how they solve their problems, improve their lives, or fulfill their desires. So instead of focusing on what your offer does, focus on what it does for your reader. How will it make them feel, save them time, or increase their value? Use specific and emotional language to show them the benefits of taking action, and how they will miss out if they don't.
How can you inspire action with copy that isn't pushy? A simple reframe might help. Pull. Don't push. Instead of showing someone a destination and persuading them to go, 'over there', instead tell them where YOU are going, and why (the change you want to make). Then, invite (pull) them along. If they can see, feel, and believe in the change you are driven to inspire, if you storytell in the right ways, they will be compelled to help you. Pull. Don't push. Mychael.
Focus on highlighting the benefits of your product or service rather than its features. This approach inspires action by showing customers how your offering can improve their lives without being pushy.
To inspire action with non-pushy copy, focus on creating a narrative that resonates emotionally with your audience. Highlight the benefits and value your product or service brings to their lives, emphasizing how it solves a problem or enhances their situation. Use persuasive language that encourages but doesn't pressure, like inviting readers to "discover" or "explore" rather than "buy now." Incorporate social proof through testimonials or success stories to build trust. Finally, make your call-to-action clear but gentle, suggesting the next step in a way that feels like a natural progression rather than a demand.
Scarcity is a powerful psychological trigger that can boost conversions, but it can also backfire if you use it too often or dishonestly. If you constantly claim that your offer is limited, exclusive, or about to expire, your readers will either lose trust in you or become immune to your tactics. Instead of creating artificial scarcity, create genuine urgency by highlighting the consequences of inaction, the opportunity cost of waiting, or the social proof of others who have already taken action. Use deadlines, countdowns, or incentives only if they are relevant and realistic.
Commands can be effective in creating a sense of authority and direction, but they can also sound bossy, rude, or demanding. If you want to avoid sounding pushy, try using questions instead of commands. Questions can engage your readers, spark their curiosity, and invite them to participate in a conversation. They can also help you overcome objections, address pain points, or reveal benefits. For example, instead of saying "Buy now and get 50% off", you could say "How would you like to save 50% on your purchase today?"
Questions are indeed a powerful tool. They engage, they intrigue, and they invite. It’s about conversing with the audience. It’s about making the reader feel involved. Consider this: Instead of saying "Download our app for the latest updates" You could ask "Ready to stay ahead with the latest updates? Why not download our app?" It's not a command. It's an invitation. You're not instructing, you're involving the audience.
I have to disagree. The article suggests changing "Buy now and get 50% off" to "How would you like to save 50% on your purchase today?" Instead, I suggest "Get 50% off." This removes the resistance inherent in "buy now" and focuses on the value received. "How would you like to save 50% on your purchase today?" is verbose and convoluted.
Hype is a common way to generate excitement and interest, but it can also make your copy sound exaggerated, unrealistic, or unbelievable. If you want to build credibility and trust, use testimonials instead of hype. Testimonials are social proof that show your readers how others have benefited from your offer, how they have overcome their challenges, or how they have achieved their goals. They can also help you show empathy, authority, and value. Use real and specific testimonials from your customers, clients, or partners, and include their names, photos, or logos if possible.
Cleverness can be a way to showcase your creativity and personality, but it can also make your copy confusing, vague, or distracting. If you want to avoid losing your readers' attention or interest, use clarity instead of cleverness. Clarity means writing copy that is simple, direct, and easy to understand. It means using short sentences, active voice, and familiar words. It means avoiding jargon, slang, or acronyms. It means getting to the point, making your offer clear, and telling your readers what to do next.
Even better, be clear and clever. You can do both. Example: BarkBox's hero copy is 'Monthly dog goodies for good doggies.' If you can't do both, then pick clear over clever.
Discounts can be a way to attract customers and increase sales, but they can also make your copy sound cheap, desperate, or devaluing. If you want to avoid diminishing your brand, use value instead of discounts. Value means writing copy that shows your readers how much they will gain, not how much they will save. It means highlighting the quality, features, and benefits of your offer, not the price. It means showing them how your offer is different, better, or unique, not the same, cheaper, or common. It means making them feel like they are getting a bargain, not a compromise.
Copy either works or it doesn't. It catches attention or it doesn't. It motivates action or it doesn't. One person's "pushy" is another person's "persuasive." Write it a few different ways, from soft-sell to hard-sell to no sell at all. Get it in front of real customers and see what works.