Tactic 1 - Using embedded commandsW

Tactic 1 - Using embedded commands

Why not just tell your visitor what to do? You want them to convert right? What would happen if your copy read:

"Hey, I need you to sign up for this offer so I can get a $5 payout ok? Please?"

I always say anything is worth a test, but I wouldn't recommend testing the above line Fortunately, there is an even better way to get users to do what we want. The secret is using embedded commands. Embedded commands are used to convey the action you want the reader to take, but in a more indirect and sneaky way. Here's an example of an embedded command:

"I wonder how fast you'll take advantage of this offer?" The embedded command here is "you are going to buy/convert this offer". The interesting thing about this tactic is that the person will often respond without realizing it. No, this doesn't mean every time you use an embedded command, people will bow to your will. What it does do, is motivate the person to take action and form a quick decision.

You've probably seen this used all over without realizing it. "Learn this secret", "Say yes now", etc. You can put the command in bold, italics, or color to further draw attention to it. The idea here isn't to say "YOU WILL BUY THIS OFFER NOW". It's simply slipping in a phrase that commands them, in a subtle way, to take action.

This last part isn't strictly related to this tactic because you should use it in any copy you write. If you want to use embedded commands, and the rest of the tactics presented here effectively, don't use tentative adjectives. Don't fall asleep! You haven't accidentally stepped in a Delorean going 88mph which triggers the Flux Capacitor generating the necessary 1.21 gigawatts needed to send you back to high school English class. Tentative adjectives are words or phrases like "pretty good" or "very impressive". These phrases make your copy sound less convincing. Do you want to buy something that's "pretty good" or do you want to buy something that is "An amazing product"? Drop these words, or phrase and simplify.

Don't use 'if' in your copy if you can help it (see I couldn't there!). "If you take advantage of this offer" isn't as compelling as "When you take advantage of this offer" which leads us to our next tactic.