These are the 4 steps to writing texts that move people to action

Hey there,

You’ve undoubtedly experienced this before...

You have an amazing product/outstanding service and dozens of reasons why your prospects should choose you.

But where do you put all those great arguments?

• If you put them all in an email, will that work?

• Do you place them on a landing page? And where on the page?

• Or do you create an ad with lots of checkmarks?
  

Unfortunately… That’s not how it works.

Persuasion happens in steps. And for every step, you need different copy.

These are the 4 steps you absolutely need to keep in mind if you want to persuade:

1 - Get them to click

No one buys based on a subject line or a banner, but that’s not their purpose.

The first thing you want to do is grab attention and get your audience to click through to your email/landing page.

How do you get that click? 👉 Make them curious 👉 Give them an irresistible offer 👉 Ask them a simple question

2 - Get them to read

Now that you have their attention, it’s important to keep it and make reading as easy as possible.

Here’s how you can do that: 👉 Provide a soft landing and tease them to keep reading 👉 Separate your first sentence from the first paragraph 👉 Make your text scannable (short paragraphs, bold words, white space)

3 - Persuasive copy

To persuade someone, you need to answer their questions.

Because without those answers, your prospects are left with doubts and fears (and then they certainly won’t buy).

But which questions should you answer exactly? Here are 3 very important ones: 👉 What is it? 👉 Is it for me? (Why?) 👉 What is the emotional benefit for me?

4 - Get them to convert

The last and most important step: conversion.

There are two strategies for this: 🔥 Hot leads: Choose a short CTA with an imperative verb. ❄️ Cold leads: Use soft CTAs that point to the next step. (E.g.: “Check the offer”, “Choose your product”, …)

And there you go, that’s another round of “The Psychology of Action.”

See you next month 👋

Kaat

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This is our newsletter "The Psychology of Action" from july 2025. Would you like to receive interesting insights from behavior science every month? Get all of them in your mailbox via https://www.humaneyes.be/nieuwsbrief