Talking to Your Audience: Copywriting Lessons from Stephen King

Nothing captivates an audience better than a great story. So as a copywriter, you must know how to tell a tale that moves your readers. No, you don’t have to be fancy with your words or create a universe dedicated to them – you have to know the best way to keep them engaged.

Learning from the best storytellers today is one of the best ways to improve your persuasive copywriting skills. American novelist Stephen King is one of them, and as the “master of horror,” he knows a few valuable tricks to get his readers hooked, scared, and thrilled while going through his books.

What can the man behind terror masterpieces such as “Carrie,” “It,” and “The Shining” tell you about copywriting? Here are a few pointers to look at:

  1. Don’t use adverbs.

Indeed, in persuasive copywriting, you have to paint a picture with words. However, as much as you want to create a fancy painting, your main priority is to deliver your message as clear and as crisp as possible.

Using too many unnecessary adverbs only makes your draft messy. Your reader may feel confused or misled by flowery words that do not contribute to whatever it is you are selling them. You don’t want them to feel that way because once they do, they’d think you’re all fluff and cannot be trusted. In the end, they won’t turn into your customers.

  1. Don’t be too anxious about making people happy.

In copywriting, you are not writing to impress people. You’re not writing to showcase your talent. Instead, your goal is to make them say yes to your call of action. It doesn’t have to be making them happy or giddy; you have to toy with their emotions for them to see that your product or service is worth their time and money.

Tell them about the pains, the hurts, the struggles and the failures that they endure. Remind them about the rejection, the betrayal, and the heartbreak. That’s what Stephen King does to his audience; he puts them into an eerie environment where they either run or fight back. You have to do the same too, if you want your audience to buy your product.

  1. Dig for side stories.

Sometimes, the most common tales do not serve as catch-all tools when reaching out to an audience. There are always the outliers or the readers who have endured specific struggles and face unique problems. Why not look for their stories and use them to sell your product?

The side stories matter a lot because these are often tales that matter to people but are thought to be taboo or vulgar to discuss. They also trigger a lot of emotions. Bringing them out into the open makes your readers vulnerable and susceptible to impulsive decisions. By leading them into this situation, the more inclined they become to surrender and give in to your offer.

Side stories can be found in interviews, stories, opinions, and many other sources. Find them. Let them be heard. Make your readers scared, thrilled, excited, and hopeless. Then sell your product.

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