Persuasive Copywriting: Using Psychology to Engage, Influence and Sell by Andy Maslen

Author:Andy Maslen
Language: eng
Format: mobi, epub
Publisher: Kogan Page
Published: 2015-03-02T14:00:00+00:00

Incidentally, if you are tempted to create an infographic, bear in mind these two things: one, it’s just a fancy word for ‘diagram’. Two, if the copy would make sense on its own, then what exactly are the pictures for?

I’d rather have my thinking challenged by tweets/posts on:

‘Why features are more important than benefits.’

‘The moron’s approach to headline writing – and why it’s better than yours.’

‘INFOGRAPHIC: neuroscience, copywriting and EBITDA.’

3. Be fresh

If everyone else is posting photos of their products, post one of your dog.

If the market is saturated with cool infographics, create an ad in the style of an 18th-century engraving.

If the people you follow all blog about their business lives, start blogging about your holidays, home-yacht-building project and cooking disasters (pictures please).

Lightbulb: You’ll never succeed on social media if you only view it as a ‘channel’. It’s much richer and more complex than that.

4. Be cheeky

Social media mores are different to website, e-mail and print mores. You have licence to be a little less buttoned-up.

I happen to think the odd bit of mild swearing is perfectly OK – even moderate invective can work but I tend to asterisk a couple of letters.

Flirting, bickering, mickey-taking: they’re all OK, provided you follow the golden rule – see rule 1 above – and think before you post.

5. Be opinionated

Hedging is boring. We all do it. We cover our backs when expressing a strong opinion in case we’re wrong or liable to get into an argument.

Hey! Get into it. What’s the worst that can happen? (See rule 1 above.)

I think there are at least two types of opinion you can express on social media and get a good reputation in the process. Firstly, a sincerely held opinion: ‘Whale hunting is a national disgrace,’ you might write. ‘Please RT this if you agree.’ Secondly, a completely made-up opinion that you do for the hell of it: ‘Am I the only person here who thinks Princess Kate looks a little like Tony the Tiger?’

In my experience, the latter gets more likes and retweets.

6. Be authentic

This may sound as if it’s contradicting my point about expressing made-up opinions, but I do think you need to be yourself. In the singular.

Nothing is worse than those dreary corporate posts. I saw this on Twitter recently, from a top-four accountancy firm:

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