Copywriter’s Selling Trick: Embedded Commands
February 28th, 2008 Dina at Wordfeeder.comMost forms of copywriting fall under the umbrella of direct response writing. Basically, you’re asking the reader to do something specific as they’re reading, or once they’ve finished. This can be ordering a product, subscribing to a newsletter or entering their e-mail address.
There are many different techniques used to get a reaction from people, but I’m going to tell you about an effective, if often underused, way to get readers to do your bidding.
It’s called the embedded command and it looks something like this:
I wouldn’t be shocked to see you sign up right now to receive our newsletter.
Notice the command? “Sign up right now.”
On the surface it seems like a harmless comment that most readers might take as a hypothetical statement or question. But it actually has a hypnotic effect because of the way our brains receive the command.
When you use embedded commands in your speaking, you typically lower your voice and speak the command slowly to add emphasis. However, when you write embedded commands you can’t be so subtle. For this technique to work you must make the command stand out using either bold face type, italics or by highlighting it in another color.
In our example the sentence looks like this on the page: I wouldn’t be shocked if you sign up right now to subscribe to our newsletter.
The reason this tool works so well is because the command bypasses the left half of the brain, which controls logic and reasoning functions. Because these commands are written in a sentence form, they act as a Trojan horse to enter the subconscious where they effectively compel the reader to act.
Another benefit to the embedded command is that they confront people to make instant decisions. In our example, the reader subconsciously has to make a decision whether to sign up now or not. It’s an easy way to make your readers comply with whatever you desire them to do.
Well-written embedded commands pop up in advertising all the time, not because they’re clever, but because they work. Consider the commercial for Dial soap. Aren’t you glad you use Dial? Don’t you wish everyone did? It’s subtle, but the command is clearly, “use dial.”
How To Write Embedded Commands
The first thing you have to do is to write the command. What is it that you want people to do? These commands shouldn’t be complex, in fact, the simpler the better. When you write, you must use an imperative voice. Begin with an action verb that relates to the subject, which is always “you.”
Some examples of commands:
Buy this e-book today.
Read this entire article.
Get your hands on this secret.
Once you’re satisfied with the command, all you have to do next is embed it in a sentence and make it stand out. Make sure that the sentence and the command appear as natural parts of the text. Don’t set it off by itself. And if you’re writing a lot of copy, consider using the same command in different sentences several times throughout your copy for maximum effect.
Copyright 2008 Dina Giolitto, Wordfeeder.com Copywriting and Marketing
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Email Dina@Wordfeeder.com for a copywriting or website marketing quote today.
February 29th, 2008 at 8:41 am
Great post, Dina. This is something that I really didn’t know much about til I read this. Awesome!
February 29th, 2008 at 9:40 am
Thanks, Mike! I loved your position on PLR Content - the bane of my existence.
March 18th, 2008 at 2:01 am
Hell Dina.
You have to be realy careful with how you “embed ” this type of command.
If the value and benefits of your message aren’t clear and compelling then no amount of prompting will work.
My advice, if I may out in my 5 pence worth ( used to be half penny- but inflation you know)Just make whatever you are trying to sell so much needed and desireable with benefits benefits more benefits and great must have value.
Always include a little humour. Give out as much joy everyday and you will be pleasantly suprised how much the punters want a piece of what you have.
Have a good one. The Baldchemist
That’s where the art is. But, NO BS.
Just articulate advantages of buying from you (or your client).
March 18th, 2008 at 2:02 am
Sorry about the spelling - no glasses.
BC
March 18th, 2008 at 7:53 am
Hi Bald Chemist,
Thank you for coming by, and for the good advice. :) I agree with what you’ve said here.
I actually think writing is more of an inborn talent.
Like you, and many others, I talk about techniques one can use to make their copy “sell.”
But even so: far better to lead by example than by explanation.