Let’s talk about Persuasive Copywriting Techniques. Believe it or not, we utilize persuasive techniques everyday when we talk to people in our lives. Whether it’s navigating family relationships, making plans with friends, or our daily work experiences, we are constantly persuading others and being persuaded by them.
When we learn how to harness the power of persuasion and combine it with skill, a quality product or service, and an eager customer base; it can often create magic.
Powerful persuasion can happen when you know what to say, how to say it, and most importantly, who to say it to.
What are persuasive copywriting techniques and how can you use them?
Using the right persuasive words at the right time can sway customers to your point of view; persuade them to make the purchase. You can use different persuasive techniques, depending on the product or service, who you are targeting, and what pleasure and pain points are related to your offer.
You can learn how you use persuasive techniques in a balanced way, so it feels natural to the customer as they go through your sales piece. There are many different ways to go about describing persuasion and persuasive copywriting techniques.
Persuasive Copywriting Techniques
I will be discussing the main concepts I use, in ways I think are easy to remember and implement in your sales copy. Those methods are: Appeal to Audience, Evidence, Attacks, Inclusive and Exclusive Language, and Rhetorical Questions.
Appeal to the Audience
One of the most powerful persuasive techniques is appealing to your audience’s core needs and desires. Here are some ways to appeal to your customers:
- Their wish to appear intelligent
- Their need to protect their family
- Their desire to be accepted, loved, and a part of something
- Their aspiration to be an individual
- Desire to follow beliefs
- Desire for more money and savings
- Desire for excellent health
- Desire to be attractive
- Desire to protect innocent animals and save the environment
- Honor for their community, area, and country
Using multiple emotional appeals together can capture your customer’s attention and help them get closer to making a purchase.
Providing good, solid evidence is very persuasive because it shows the customer that the product or service works well enough to develop a reputation. If you can show how it works, the customer is more likely to imagine it working in their situation as well.
This can help prove your argument to be perceived as more legitimate and credible. Some examples of valid evidence you can use in your persuasive copywriting are:
- Opinions of experts
- Findings from your research
- Testimonials with customers
- Market statistics and analysis
- Data with similar products or services, make sure you state it’s a different brand or the entire market/niche you’re referencing
“Attacking” the opposite side of your argument/viewpoint can be a practical persuasive technique as customers may interpret the opposing views and beliefs as negative, avoidable, irrational, etc . Using humor to criticize the opposing views of the subject can help you be more persuasive. Remember, we want to guide towards a purchase, so influencing is more powerful than inciting. Respect the customer at all times.
Inclusive / Exclusive Language
Framing arguments in your sales offer in inclusive or exclusive language can help the customer differentiate what they need, and that they need your product or service. This is a persuasive technique that involves using inclusive language such as “we”, “our”, “us”, and exclusive language such as “them”, and “you”, to persuade by involving the reader in the process. This will create a strong sense of authority and unamity. And it personalizes the process.
Using rhetorical questions as persuasive techniques can help engage the customer, and bring them deeper into the sales process. Rhetorical questions are questions that do not require an answer and are asked for effect only. They make the customer think. They can also be used as exclamation points, framed in a way to make disagreement look like the wrong choice.
Persistent Persuasive Copywriting Techniques
Persuasive writing can allow you to fully engage your customers and hook them into your sales process.
One large goal of every copywriter is to not only grasp the attention of the customer, but to also influence their way of thinking as they go through the copy piece. If you are persistent throughout the sales piece, constantly influencing the customer to action, you’ll be more likely to get the sale.
There are different persuasive writing techniques you can use to stay persistent and influential throughout your copywriting.
Here are three ways you can persist with persuasiveness:
Persist With Repetition
This persuasive writing technique is very important because it helps you get your point of view through to the customer, and it keeps the main benefits of the product or service fresh in their minds. Using repetition will assure your audience fully understands what the product or service can do for them and why they need to have it.
Here are some ways you can use repetition creatively without breaking the flow of your sales piece:
- Be direct
- Use examples
- Tell a story
- Use quotes from famous people or people related to the product or service
- Re-state benefits in different ways or using different emotional points
Disclose A Good Reason
Never under-estimate the power of the word because. Psychological studies have shown that some people are more likely to adhere to requests when given a good reason why to do so. This can even be true even if the reason doesn’t make as much sense as you’d think it would. The best sales copy uses “because”, backed with strong emotion and logic.
This persuasive writing technique makes a lot of sense if you think about it. No one likes to be told what to do or asked to take action without a reasonable explanation. Providing good reasons why will help your audience become more receptive to making the purchase.
Consistency is admired across all cultures, throughout history. Inconsistency is usually seen negatively, even when there are good reasons for it. That’s the power of consistency.
Consistency is a powerful persuasive writing technique. You can build consistency in many ways, including a consistent structure and angle (or set of angles) throughout your piece.
The most powerful form of consistency is getting the customer to agree with you throughout the sales piece. Having the customer agree with you regarding small things at the beginning of your sales piece, can influence them to agree throughout the rest of it. Keep them agreeing with you the entire time.
Persuasive Copywriting Techniques In Advertising and how to Keep Them Hooked
Our generation has been deluged with advertising through our phones, laptops, social media, and more traditional forms of media. The average person sees 3,000 to 9,000 variations of advertisements in a single day. These can range from Netflix shows, to YouTube videos, or simply browsing through the internet. Ads and Branding are everywhere today, and the good ads stick with customers and keep them hooked wanting more.
These are endless opportunities to tap into the interests of potential customers, and hook them into getting your product or service. If they like the product or service, they can be hooked into consistently using it indefinitely. The combination of digital-collected information and advertising persuasive techniques can enable you to position customers to buy, and continue buying.
I have reunited a quick guide to boost your knowledge on the most common persuasive techniques advertisers use to convert users into purchasing products or services.
Breaking Down Advertising Persuasive Copywriting Techniques and Hooks
Persuasion techniques and hooks in advertising involve analyzing the customers’ motivations, fears, then appealing to them to influence their decision in a way that makes them repeat customers.
Aristotle realized three modes of persuasion used to appeal to audiences in order to establish lasting credibility:
- This appeals to ethics.
- This can involve using experts, insiders, special customers, celebrities and professionals, who have personally used the product or service, to promote your product.
- Logos appeals to logic.
- With logos you can apply statistics and credible evidence to reason with people. Whether making an argument, or stating hard to refute facts, this can be powerful when combined with emotion.
- Pathos appeals to emotions.
- Using past emotional experiences can help you relate and convince people to buy a product or service.
- Hooking the customer emotionally in the right places in your sales piece will make them feel like they “must have” your product or service. This is then repeated and, at times, magnificent to make repeat customers.
Precise Implementation Of Persuasive Techniques In Advertising
There is usually vast competition for your product or service. The customer more often than not has other options than what you’re presenting. Precision is needed to stand out, grab attention, evoke emotion, rally reason, and secure the sale.
Here are some of the most precise, and prevalent tactics used by advertisers when implementing persuasive techniques:
- Social proof
What does your product or service do for them? Answer this and they are more likely to purchase. Be consistent in all things. Provide social and emotional “proof”, not just logical or statistical proof. Use authority when applicable. Appeal to likes, tastes, etc. Use social media tactics. And highlight scarcity whenever possible and realistic.
Mastering Persuasive Copywriting Techniques
Mastering these advertising persuasive techniques can allow you to attract, convert, and keep customers. Even being aware of these techniques can and will influence your copywriting, but, having a deeper and nuanced understanding of them can pay huge dividends now, and over the long haul.
I hope you found this information useful, and are as curious as I was when I first started learning persuasive copywriting techniques.
I can show you how to influence and persuade customers to make purchases. Let’s drill down and start implementing these techniques in your copy today. I’m one click away, simply make an appointment and let’s get persuasive.