Want to convince your readers to do something or agree with your point of view?
OK, that was a silly question. Of course you do.
Persuasion is generally an exercise in creating a win-win situation. You present a case that others find beneficial to agree with. You make them an offer they can’t refuse, but not in the manipulative Godfather sense.
It’s simply a good deal or a position that makes sense to that particular person.
But there are techniques that can make your job easier and your case more compelling. While this list is in no way comprehensive, these 10 strategies are used quite a bit because they work.
Repetition
Talk to anyone well versed in learning psychology, and they’ll tell you repetition is crucial. It’s also critical in persuasive writing, since a person can’t agree with you if they don’t truly get what you’re saying.
Of course, there’s good repetition and bad. To stay on the good side, make your point in several different ways, such as directly, using an example, in a story, via a quote from a famous person, and once more in your summary.
Reasons Why
Remember the power of the word because. Psychological studies have shown that people are more likely to comply with a request if you simply give them a reason why… even if that reason makes no sense.
The strategy itself does make sense if you think about it. We don’t like to be told things or asked to take action without a reasonable explanation. When you need people to be receptive to your line of thinking, always give reasons why.
Consistency
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 behavior.
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 scenario that’s already been accepted.
Social Proof
Looking for guidance from others as to what to do and what to accept is one of the most powerful psychological forces in our lives. It can determine whether we deliver aid to a person in need, and it can determine whether we muster the courage to kill ourselves.
Obvious examples of social proof can be found in testimonials and outside referrals, and it’s the driving force behind social media. But you can also casually integrate elements of social proof in your writing, ranging from skillful alignment with outside authorities to blatant name dropping.
Comparisons
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
This is a persuasion theme that works as an overall approach to making your case. First, you identify the problem and qualify your audience. Then you agitate the reader’s pain before offering your solution as the answer that will make it all better.
The agitation phase is not about being sadistic; it’s about empathy. You want the reader to know unequivocally that you understand his problem because you’ve dealt with it and/or are experienced at eliminating it. The credibility of your solution goes way up if you demonstrate that you truly feel the prospect’s pain.
Prognosticate
Another persuasion theme involves providing your readers with a glimpse into the future. If you can convincingly present an extrapolation of current events into likely future outcomes, you may as well have a license to print money.
This entire strategy is built on credibility. If you have no idea what you’re talking about, you’ll 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.
Go Tribal
Despite our attempts to be sophisticated, evolved beings, we humans are exclusionary by nature. Give someone a chance to be a part of a group that they want to be in—whether that be wealthy, or hip, or green, or even contrarian—and they’ll hop on board whatever train you’re driving.
This is the technique used in the greatest sales letter ever written. Find out what group people want to be in, and offer them an invitation to join while seemingly excluding others.
Address Objections
If you present your case and someone is left thinking “yeah, but…”, well, you’ve lost. This is why direct marketers use long copy—it’s not that they want you to read it all, it’s that they want you to read enough until you buy.
Addressing all the potential objections of at least the majority of your readers can be tough, but if you really know your subject the arguments against you should be fairly obvious. If you think there are no reasonable objections to your position, you’re in for a shock if you have comments enabled.
Storytelling
Storytelling is really a catch-all technique—you can and should use it in combination with any and all of the previous nine strategies. But the reason why storytelling works so well lies at the heart of what persuasion really is.
Stories allow people to persuade themselves, and that’s what it’s really all about. You might say that we never convince anyone of anything—we simply help others independently decide that we’re right. Do everything you can to tell better stories, and you’ll find that you are a terribly persuasive person.
As I mentioned, this is in no way a complete list. What other persuasive writing strategies work for you?
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Brian,
This is flat-out one of the best posts you’ve ever written.
One of the best posts I’ve ever read, for that matter.
This incredibly useful information is immediately being printed out and taped to my wall.
Thanks,
- Mason
Yeah, I’m spreading this around to my friends in sales and marketing. Thanks for all the links back to older content, too. I haven’t been reading the site faithfully for very long, so that’s helping me catch up with the gems that have been posted earlier.
great tips on writing techniques
Wonderful post! I think the storytelling approach is one of the best. Readers of any background or age group can get into a good story and if it’s about how the writer (the normal guy/gal) sticks it to “the man” or “the system”, all the better. If “the man” or “the system” has horribly wronged the writer to some unbelievable degree, that works just as well. Thanks for the great info once again.
you’ve done it again.
you repeated yourself, and at the same time sent us off to get some of your previously written top content.
thanks for repeating yourself
and nice list.
Regarding consistency, when I read this post I couldn’t help remembering with a smile the characters in the movie Next Stop Wonderland. They reminded us that what Emerson actually said was that only “foolish” consistencies are the hobgoblins of little minds. The kinds of consistencies you describe are the good and useful kind.
Thanks for a great list. Very practical and, like the others, I’ll be taping it to the wall
Ahhh… it’s moments like this when I regain my faith in humanity. Very smart recollection, David.
This is fantastic! It’s going to really help me with the sales letter I’m working on.
Thanks, Brian!
I’m gonna have to agree with the tribe, this is one of the finer posts of all time.
The comparison portion was worth the cost of admission all by itself.
Great info, great intra-links, great all around.
This amazing post is just the thing I need to compliment the amazing bookThe Writer Behind the Words. Absolutely a pleasure to come upon your site.
Like everyone said above, great post. I never stop learning from this site.
Brian;
Well done!
Many of these persuasive strategies are used in the development of white papers (although perhaps with different names like trends rather that social proof).
As usual you show your grasp of persuasion with elegance.
Mike
This post is like the cliff-notes of marketing! You just cost the gurus a lot of book sales, cd sales, membership and conference fees
All you need to know is right here.
The storytelling piece is the most important, as it will make someone more interested in reading.
Don’t forget about the power of writing lists in persuasive writing. In fact your post is in list form!
Nice run through.
I’m a big believer in the rule of threes. Typically, people believe something if they hear if from three different sources. Keep that in mind when attempting to write persuasively and it will give you an advantage.
Excellent post. Every time I read your posts I learn something new. Thanks.
I forget to really tie the reader back in during the ending. Thank you for the most crucial and important reminder.
You are like a waterfall of constant inspiration. thanks
What about odd numbers? Why did you use 10? I thought that was “bad”.
Fantastic post. I have recently discovered this site and am now an avid reader.
Thank you for the great website - a true resource, and one many people clearly enjoy.
Great post. Like you said, these are things we already know, but it’s always good to be reminded.
Your point on consistency is supported by the fact we elected an idiot to be President, twice, because the masses assumed his consistent message meant that the man had integrity and was rational.
i totally disagree with you, so this techniques didn’t really work…
just kidding…
it’s a great post!
Very comprehensive plan to persuade - I would say you have succeeded in persuading me to use these techniques to persuade others
Very good reminders. It’s so easy to be caught up in my 4 little walls syndrome.
“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.”
In some cases, you can also compare it to the cost of NOT buying the home study course (or whatever your product is).
Brian, this is one of the best articles I have come across on the topic of Copywriting. I like your site and am definitely going to read the previous stuff.. Peace
Read, printed and cherished! Great article. Thanks
Excellent post! We have learned to use these techniques over the years, but to have them all tied together is a precious gift. Thanks!
You forgot one… show pictures.
If reading is slower in on your computer, the adequate imagery is even more critical.
Your post is right though.
This is exceptional advice.
I think the only way it could be improved on is to use more of the techniques you recommend in the post.
It’s a great list, but why do you seem to never have numbers beside your Top X lists? I don’t know about others, but its nice to know which number I’m on so that I know how many I have left to read.
Hello Brian,
It is NLP (the other side of that self-healing stuff). Things like the use of negation (your unconsciousness does not recognise it) and storytelling (hypnosis, works also on single&flirt-websites^^), the use of “but” (it changes the meaning of the sentence before) a.s.o. All that is really interesting and it can be dangerous, but if you really have to persuade people, this stuff works - it is the dark side of the force. I’ve tried about a year in my main job and everyday conversations and I’ve been frighten about myself.
what you are telling here is really intresting, do you know where this is coming from?
Please excuse my english, I just can read it good
Wonderful post! I think the storytelling approach is one of the best.
and i know how to promote my site:
http://www.healths-fitness.com
this would really boost my english essays… you’ve done a good deed to the nation or perhaps … the world !
Having re-read it since it was first published, I noticed I still have learned something new. An awesome article. Thanks.
You forgot one… show pictures.
Then you agitate the reader’s pain before offering your solution as the answer that will make it all better.
This sounds very much like Churchill. “Social proof”, anyone?
Anyway, thanks for the tips!
This is a good site but i suggest that this website needs a catergory of some samples of persuasive writing so it gives students the potential for them to understand persuasive writing and give them the oppotunity to express what persuasive writing they have in mind.
so yeah this is my suggestion of this website thank-you to allthe people who are reading my comment.
Mahonri.Manaia
This I’ve been meaning to grasp! Thanks for the wonderful tips.
Definitely, this is the best write-up on Copy Writing I ever read in years.
Thank you!
Definitely a great read, jam packed with content!! Thank you for allowing me, as well as my readers, the opportunity to your knowledge!!
nice post , thank you !
Fantastic article!
This has really helped me out a ton. Thanks again for all the hard work.
What writer, would be so kind, as to assist those who compete with him? Apparently, you have such grace of character, that you are able to resist the vanity inherent in writing. Thank you, for your surprisingly objective insights, and unexpected compassions.
I’m a student, and this article here has been a big help in my persuasive letter writing. Thank you so much. ; )
Thanks Brian, this post has helped clear up a few questions I was having about converting my traffic to registrations.
Great to read on your articles, inspire & thanks a lot,
Merry Christmas & Happy New year
Tracy Ho
wisdomgettingloaded
Thanks for the wonderful tips.
thanks 4 all the tips
ingenious truly..
This was really helpfull with my english coursework, thanks.
This is really a great posts and I really learn a lot from the techniques shared here about persuasive writing. I would use these techniques to attract readers to my site.
Nice post. There are even more you left out.
Can you reference the psychological study you found which shows that telling people the reason why increases compliance? That doesn’t ring true for me. Personally, if someone tells me the “reason why” and it “makes no sense,” then I’m even less likely to comply, and it strengthens my resolve to keep not complying. Even with kids, I some point you have to give up giving reasons and say, “Because I said so.”
Martin, there’s a link for you to follow at “makes no sense” that provides the source of the study and the actual results.
I am applauding you on this end in the most worshipful manner I can muster.
I found this post and I thought to my self, wow, this is the best resume that a journalist could ever had on how doing his job. My profession? Guess what?
Some very good tips there, definitely will incorporate some of the points made here in to my own life.
These tips seriously have to be the Ten Commandments of Persuasive Writing.
I can definatly score a 6 on my Eng 12 speach w/ these techniques.
Thks ;D
What an excellent article? Does anyone know of any other resources on persuasive writing?
Absolutely wonderful article. I will refer to it often and pass it on. Keep up the great work.
Brilliant article. Bookmarked for the future!
Wow! What a great post! You have written something which one can write if he is knowledgeable enough. Keep up the good work.
Getting all the objections can be hard especially if you are attached to the product yourself. I find it’s good if you ask people directly “Why wouldn’t you buy this?” and to ask myself that question too.
nice list
thanks
good work
This is fantastic! It’s going to really help me with the sales letter I’m working on. Thanks, Brian!
I find too much repetition annoying. Some of these sales messages go on for pages until your eyes glaze over.
Better than sleeping pills for insomniacs!
We all want more success, don’t we?
We all want to be respected and stay ethical, right?
Well that’s what real persuasive copywriting is all about.
Reaching out to the clients needs and showing them how our product will meet or benefit those needs, without disrespecting them or powerselling them.
Good copywriting is the essence of success when you are selling something and I found these tips definately helpful.
Hi! thanks for such a nice post, its very informative but the best thing i found in it and story telling and i believe in word of mouth marketing as it results best in the long run….any way keep it up….cheers!!!
I liked the Tribal thing. The people living in the western United states only 250 years ago were all totally tribal.
I didn’t understand that “because” is such a powerful word but I will try using it more just because.
Rick
I’m gonna have to agree with the tribe, this is one of the finer posts of all time