Persuasive copywriting
I'm interested in getting into copywriting and have lately taken the time to learn about it, so this list will reflect my best guesses on what I think would work.
1. Immediately explain how the person would benefit, chiefly by using the word "you"
By doing this you answer the key question in the reader's mind, "How would I benefit?"
2. Social proof via testimonial, especially from someone with a lot of clout
I saw this Apple commercial a few years ago that showed famous creative people using a MacBook. Underlying message: "Hey, want to be a successful creative like these people? Get a MacBook!"
3. Reducing friction
If you want people to sign up for an email list so you can directly market to people, you would have the input fields on the page and a "submit" button.
4. Easy to digest text
I've read before that short sentences in small blocks are the easiest to comprehend on the web.
5. Social sharing buttons
If the product is any good, people share it on Facebook or Twitter and that person's friends/followers (who are actually their audience) see it. It's an advertisement and an endorsement rolled into one. This is basically word-of-mouth on the internet.
6. Design for mobile first
If most people have a phone, then the way to target people, in my view, would be to make the content easily digestible for smartphones.
7. Minimalist design
Not too much overcrowding on the page. Just the essential message. Note, this doesn't mean boring.
8. List style
From what I heard from Jon Morrow's appearance on @JamesAltucher's podcast, having a number in the title or a percentage is very influential. If you made the content a list though, you could achieve this and number 4 on this list.
9. Legibility
If we're aiming to get this message as direct as possible, then we have to think about things like legibility. After a quick web search, I found that Open Sans is a strong choice.
https://xd.adobe.com/ideas/principles/web-design/best-modern-fonts-for-websites/
10. Emphasize the key messages on the page with big capital letters and colours
My impression of advertising is that it's all about conveying the key message as quickly and easily as possible. And that's what I notice in most ads: it's either a photo/picture of how your life will be better or what's missing from it, or it's a message made loud and clear.
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