Techniques for Persuasive Copywriting
Persuasion is generally an exercise in creating a win-win situation. Copywriter presents a case that others find beneficial to agree with. You make them an offer they can’t refuse, but not in the manipulative sense. It’s simply a good deal or a position that makes sense to that particular person.
This is not a comprehensive list, but these 10 techniques for persuasive copywriting are used quite a bit because they work.
So, let’s get on to know what are those 10 techniques for persuasive copywriting:
Repetition helps in conveying the message of what you want to say. A person won’t agree with you if they don’t truly get what you’re saying.
But don’t annoy your readers by repeating the same sentence. You can make your point in several different ways, such as directly, telling a story, giving an example, case study and summary.
Give a valid reason to your readers or prospects. Because when we say the reason or explanation behind what we are doing then it is more likely that your readers accept it.
It’s been called the “hobgoblin of little minds,” but consistency in our thoughts and actions is a valued social trait. We don’t want to appear inconsistent, since, whether fair or not, that characteristic is associated with instability and flightiness, while consistency is associated with integrity and rational behaviour.
Use this in your writing by getting the reader to agree with something up front that most people would have a hard time disagreeing with. Then rigorously make your case, with plenty of supporting evidence, all while relating your ultimate point back to the opening scene that’s already been accepted.
People tend to believe in something that others say about it. Providing case studies gives a relevant social proof which your readers would believe.
Case studies tell the stories of those who have used your product or service and helps in providing evidence of your work or service.
Here I’ve provided an article from Human Communications for Case study copywriting
Metaphors, similes and analogies are the persuasive writer’s best friends. When you can relate your scenario to something that the reader already accepts as true, you’re well on your way to convincing someone to see things your way. But comparisons work in other ways too.
Sometimes you can be more persuasive by comparing apples to oranges (to use a tired but effective metaphor). Don’t compare the price of your home study course to the price of a similar course—compare it to the price of a live seminar or your hourly consulting rate.
Agitate and Solve
Understand the pain point of your readers and provide the solution according to the need. You need to show your readers that you understand their problem and you have the solution for it or you can help them solve it.
The credibility of your product goes way up if you demonstrate that you truly feel the prospect’s pain.
If you can foretell the future outcomes of your readers then it will add a lot of credibility to what you are saying. If you have no idea what you are talking about, you will end up looking foolish.
But if you can back up your claims with your credentials or your obvious grasp of the subject matter, this is an extremely persuasive technique.
Show your prospects a glimpse into the future and help them join a particular tribe. A tribe is a group with equal status and mindset.
We human beings are evolved to be a social well being and we love to stay in a community of equal belief and mindset.
Let your prospect a chance to be a part of a group that they want to be in.
You need to clear the objections that your readers may get. Addressing all the potential objections of at least the majority of your reader can be tough, but if you really know your subject the arguments against you should be fairly obvious.
Why storytelling is important in writing persuasive copy?
It’s because it has characters. And the character is your readers around whom the story is build-up. After you get your character it’s time for you to organise a story based on your buyer persona. The buyer persona will help your readers relate to your story and that will help them persuade themselves.
I’ve prepared a sample email sales copy that uses the storytelling method. Have a look at my Portfolio.
And, here’s a website that explains the various digital marketing concepts.
So, above were the 10 techniques for persuasive copywriting. You can apply these techniques in writing a great copy. Also, you can apply this formula along with these techniques to write a killer sales copy for better conversion.
If you know some other techniques that help writing great copies then please let me know in the comment section.