Formulate promises effectively in copywriting

Formulating a convincing promise is a crucial step in the copywriting process. This is not just a simple "I promise you...", but a targeted address to the target group that addresses their wishes and needs. In this tutorial, you will receive a detailed guide on how to effectively integrate the promise into your texts and thereby arouse the interest of your readers. This is the second step in the 4P formula that helps you structure your texts in an engaging and convincing way.

Key Takeaways

• A promise should be based on a clear vision of the future.
• Formulations should describe the entire process to motivate readers to take action.
• A well-formulated promise increases the click-through rate and thus the potential revenue.

Step-by-Step Guide

Step 1: Understand your target audience's vision of the future

Before you can make a promise, you must know your target audience's vision. Have you thought about what your readers really want or what painful scenarios they want to avoid? These insights are the cornerstone of an effective promise. Understanding the needs and desires of your target audience allows you to formulate a promise that truly resonates.

Step 2: Formulate the promise

The promise itself should be clearly formulated. Instead of vaguely claiming that your product "helps," be specific about what your solution will achieve for users. For example: "Your email campaigns are so successful that interested parties can't hold back and immediately want to buy your product." It is important to manage expectations correctly and paint a positive picture of the future here.

Step 3: Describe the entire process

An effective promise goes beyond a simple statement. It explains the entire process of how the promise will be fulfilled. By detailing the steps taken to fulfill the promise, you convey credibility. For example, you could say: "The additional clicks you receive from your email campaign will increase visitor numbers on your website, logically leading to more sales and higher revenue."

Step 4: Pay attention to the language

The language you use plays an important role in delivering on the promise. Opt for clear, simple, and action-oriented formulations. Avoid complex sentences or clichés that dilute the message. The reader should not only understand what to do but also be motivated to take action. For example, instead of saying "Clarify your issue," it is better to phrase it as "Pick up the phone and dial the number."

Step 5: Repeat the promise

To emphasize the importance of your promise, it should not be mentioned only once. Instead, integrate the promise in several places in your text. This reinforces the impact and remains better in the memory of your readers. There is no reason to limit yourself to a single mention, especially if the promise is a key message of your offer.

Summary

Formulating a strong promise is crucial for your success in copywriting. You recognize that an effective promise is not just a simple pledge, but a clear vision of the future that activates the reader. Additionally, the entire process must be clearly described to motivate readers to take the proposed action. Make sure to formulate your messages precisely and repeat important points to significantly reinforce the message.