When approaching a copywriting project we oftentimes focus on the “buzz” words or the “action” words in order to influence the prospect’s brain to switch gears, and move into the buying mode. We may also use exciting, descriptive phrases to get the prospect into that mode as well. Some copywriters may use whatever literary devices are available at their disposal to transform something which is a “nice to have” item into an absolute “necessity.”
However, there is an often overlooked area which is not often discussed, and that is how to influence your prospect with keywords. This method, in all actuality takes precedence over all the others, as the keywords which are relevant to the product you are delivering is what ultimately interested the prospect to consider reading your copy to begin with. When you learn how to influence your prospect with keywords, your keywords can serve as a reference point to the prospect, and remind them why they are reading your sales letter in the first place.
Copywriters often get too caught up in the “calls to action,” “the buzz words,” and the fancy adjectives, not realizing that after they proofread their ad copy, they completely left out the product, and must begin again. Such things as product names, competitor’s names, company slogans, logos, etc., all qualify as keywords that must be repeated often to a prospect.
In learning how to influence your prospect with keywords, you will be bringing them back to what they were seeking, and not distracting them by overusing literary devices, which can turn off a prospect.
If you diligently learn how to influence your prospect with keywords effectively and concentrate on this area, you will unlock one of the best-kept secrets in copywriting, and be on the road to becoming a successful copywriter in no time.