Web copywriting is expected to get your readers to respond to your call to action. Whether you want them to call your business, subscribe to your newsletter or buy your product or service, you need to find a way to generate a response. Using embedded commands in your copywriting can help. You can casually write a sentence that motivates your readers to take the action you want by using some very effective psychological tactics.
Using presuppositions
When you use presuppositions in your copywriting, you ask certain question that make your reader’s brain feel compelled to answer. You might ask a question like, “What will you do with the extra $500 you’ll save using X service?” This type of question causes your brain to start searching for answers.
You can also use presuppositions in statements starting with “obviously,” “clearly,” or “naturally.” For example: “Clearly you can save time and money by investing in Product X.” These trigger words make it easier for your readers to accept your message without resistance.
Reframing
Reframing is another powerful way to use embedded commands. Reframing alters another’s perception of something by offering another way to look at it. Infomercials are an excellent example of this. When the time comes to learn the price of a product, they share what it would “normally” cost saying something like, “You won’t pay 100 dollars or even fifty dollars. Instead you will only pay 25 dollars for Product X.” Reframing is a good tool to help you justify the price of your product or service.
