No matter what the subject matter, if there’s one thing you want your copywriting to be for effective marketing then that’s persuasive. While your landing pages, blogs and other pieces of content should all be unique, being compelling is something they should all have in common.
Persuasive copywriting techniques don’t have to be complicated or underhand, but allow you to convey your argument in a way that brings your audience on board. Here are seven ways to achieve that goal.
1. Repeat your point in multiple ways
Repetition is at the heart of persuasion, but simply saying the same thing in the same way over again isn’t going to convince your readers to follow through with your calls to action (CTAs). Instead, repeat your argument in different ways, taking advantage of a number of techniques, starting with the direct approach, before moving onto an example or perhaps a story. Don’t be afraid to quote an expert on a particular subject to back up your point and remember to cement it in a summary at the end of your piece.
2. Use the words ‘you’ and ‘because’
One of the biggest mistakes made in copywriting is forgetting about the audience, so be sure to always keep them in mind. Underline this by addressing them directly with the word ‘you’ and shift the focus from what you’re offering to what your audience needs. ‘You’ is a powerful weapon to use in persuasive copywriting as it taps into your reader’s self interest.
Don’t neglect to use the word ‘because’ either. This brings more specificity into your writing, giving your argument credibility. Furnishing your audience with a reason to buy into your viewpoint will make it more likely that they will and doing your homework to make sure you know your subject matter will pay off, because you’re less likely to trip yourself up in your copy.
3. Be clever with comparisons
Introducing comparisons into your copy can help to align your argument with things your reader already believes to be true. This makes similes, metaphors and analogies powerful persuasive writing techniques that can turn your audience round to your way of thinking. Mix your use of comparisons up a bit by making a correlation between two unexpected products or service offerings. This will grab your readers’ attention and demonstrate value in a way they hadn’t considered before.
4. Present irrefutable evidence
Being persuasive isn’t about duping anybody, it’s about how you present your argument. That means any facts, figures or data that backs up what you’re saying can only strengthen your position. In a competitive marketplace and with so much content online, using every tool at your disposal to compel your reader to buy makes good business sense.
Hard data will be more useful in promoting some products and services than others and will appeal to certain segments of your audience more than others. It can also be easier to access the relevant figures if you’ve been in business for some time or have had a lot of previous success with your offering.
5. Harness the power of social proof
Don’t underestimate the power of social proof as a persuasive tool. People naturally look toward others to affirm the best course of action and you can harness this in your copy to guide them through the buyer funnel. There are various ways to do this, with some of the most common being:
- Customer testimonials
- Quotes and reviews from trusted sources
- Social share counts
6. Address all the key objections
It can be tempting to gloss over any negatives associated with the product, service or point you’re trying to make, but this approach only leaves a clear path for such objections to be aired unimpeded. Instead, you should address hurdles and sticking points head on, showing you’re not ashamed of them and that there are answers to the questions customers may have.
Your audience doesn’t have the opportunity to raise objections within your copy and while some may put them in the comments sections, others may take them to another platform where you have no say. Make your responses public within your copy so they can be easily accessed by all parties.
7. Don’t overlook the importance of a strong headline
All of the persuasive writing techniques employed throughout your main copy will have no effect if you don’t manage to draw the reader in to begin with. Headlines are often left to be written after the rest of the copy, which is a strategy that can pay off. This is because it allows you to draw from your well-conceived argument to find the perfect headline, although some writers mistake this approach with it being an afterthought.
Failing to pinpoint your most persuasive argument in the headline is known as burying the lead and will likely mean you have to work hard later on to push your point home. Set out your argument right from the start and that means putting it in the headline.