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Writing persuasive copy is the goal of any professional copywriter. Persuading readers to agree with you can help convert them to paying customers. While it can be difficult at times, compelling writing can be learned and honed by following some basic techniques.
Here are 17 persuasive writing techniques that are a combination of psychological methods and proven strategies to gain the trust of your readers and get them to agree with you.
1. Focus on your best audience
Writers tend to cast a wide net, hoping to influence everyone. However, focusing on people who are probably benefit from the content and write for them will bring better results.
2. Tell them why
Readers are constantly bombarded with messages on a daily basis. If you want their attention, justify it with a good reason in advance, preferably something that will benefit them.
3. Trust a proven writing formula
Writing formulas exist only to help editors persuade readers. There are several great writing formulas that are both effective and easy to remember, and it’s worth learning a few.
4. Use the right tone of voice
What you say is important, but how you say it is vital. Your influences how your reader perceives your message, so decide which one will be the most effective, then use it consistently.
5. Be bossy
Establish yourself as an authority up front and be consistent in backing that authority with evidence, statistics and examples. Be honest and transparent, don’t hesitate, and soon your audience will believe you.
6. Take the reader’s point of view
If you were the reader, what would grab your attention? When you write persuasive copy, you have to become the reader to understand what interests them.
7. Show you understand
Before you can persuade your reader, you need to establish that you resemble them in some way. Maybe you share the same problem or have similar desires. Find a mutual connection and point it out from the start.
8. Tell a story
From the moment we’re old enough to understand language, humans are suckers for a good story that makes us to feel. Anecdotes, especially when backed up by facts, are a great way to connect with your readers on an emotional level.
9. Tell both sides of the story
There is always another side of the story. Unlike answering objections, telling the other side of the story allows you to paint a compelling picture of what life would be like without your product or service. It would be awful. Tell them.
10. Use influential words
To write persuasive text, use persuasive “action†words such as miracle, discovery, discount, and bargain. Use uplifting words like vitality, grace, wisdom, and confidence. Finally, make sure your copy has “Free,” “How To,” “New” and “You” galore.
11. Simplify & Amplify
Simplify your core ideas into hard-hitting individual thoughts, then amplify them with things that are important to the reader. Use words that help empower your readers. To have! To learn! Results! Now!
12. Be specific
Laser focus on specific facts and benefits. For example:
- 90% of clients see results in 2 weeks or less!
- The results are visible in 2 weeks.
The first line is more precise, which makes it more convincing.
13. Be repetitive
If you’ve said it once, you can say it again. Repetition is an age-old tactic for remembering anything. Use it to your advantage.
14. Respond to objections
Even the nicest readers will probably have objections, and you are much better off. address them from the outset than waiting for your potential client to express them. This is another way to establish authority and it also signals to your reader that you have thought about the matter.
15. Show proof
As mentioned earlier, showing evidence helps establish yourself as an authority on the matter and shows your reader that you respect them.
16. Focus on headline psychology
Headlines matter. If the title isn’t catchy enough for a click, the rest of the content will fall flat. Make sure the title is psychologically stimulating and interesting to your readers. However, don’t sacrifice clarity for flash. Your titles must be catchy but concise.
17. Be consistent
State your position up front, then continue to be infallibly consistent by backing it up with facts, statistics, and evidence. Essentially, you want your readers to trust you. A reader who trusts you will tend to agree with you, and nothing builds trust more effectively than being consistent.
None of these techniques alone will appeal to your readers, but when combined strategically and used wisely, they can help you write persuasive copy that will turn readers into customers.
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