Persuasive writing goes beyond developing content for companies and general blogs. When your content is persuasive, you can move mountains with words.
When you can use content to sell yourself, products, services, and new ideas, the sky’s the limit.
In this article, we will examine how to master the art of persuasive writing.
Imagine being able to persuade readers to take action, whatever that action needs to be. Imagine being able to create new beliefs and habits through your content.
It almost resembles a superpower, right?
You might be thinking that this kind of talent is something a few lucky writers are born with. The truth is that it is a learned skill. It is not magic, and you can learn how to write persuasive copy.
Get ready to be introduced to 15 techniques to help you write persuasive copy and master the world of content!
1. Tell Your Readers What They Are About To Gain
Every time anyone reads something, they are looking for either entertainment, education, a change, an idea, or a “magic” solution to their problems.
Therefore, do not waste any of your reader’s time. Right from the start, tell them what they will gain from reading the article. Do not overthink, just simply answer this for your readers: “What is it for them? And why should they read your article?”
If you are clear on the answer, make sure to include the answer in your first paragraph.
Be as clear and confident as possible in your “promise” of what it is they will gain.
2. Refrain From Personal Opinions
Unless you are an extremely famous influencer, the likelihood of anyone caring about your opinion is small. Instead of basing your claims and ideas on opinion, cite your sources and your facts.
Use authority sites and double-check your numbers and facts.
For example, instead of saying:
“Studies have shown that birds can fly.”
“A 2020 double-blind, peer-reviewed study from Cambridge Bird School, has shown that birds can fly”
In the above example, we are citing the fictional Cambridge Bird School. If it was real, we should be adding a hyperlink to it as well. Therefore, creating a credible sentence.
If you are reading something that looks credible and want to use it, click on all the links and double-check the facts yourself. Do not take any information as the “ultimate truth.”
3. Point Toward Agreement As Early As Possible
Just like you explained to your reader early on what’s in it for them, make sure that you mention that they will agree with you by the end of this reading experience.
It is like planting a seed. They might not even see it or focus on it, but the seed is there. You have planted the message early on. Now while they are reading, they are subconsciously looking for a way to agree with you.
This technique makes a difference, try it, and you’ll believe me!
4. Always Identify The Audience Before You Write
The “know your audience rule” appears to be everywhere, right?
It is just common sense that you will do a much better job if you know who will be reading your piece.
Teenagers and seniors require a completely different approach, don’t you think?
However, here let’s acknowledge that you won’t always know who might click on your article, so do not go mad over trying to identify every single detail of your ‘audience persona”.
The whole point of this technique lies in the idea that if there is no reason to go overboard with crazy amounts of data and research, then do not.
Identifying your general audience beforehand will allow you to use just the right amount of data. For example, if you are writing to an already “agreeable” audience, only use necessary data to reinforce their belief system. If, on the other hand, your audience is either fresh to the subject, or in disagreement, you will have to provide rigorous data from authority sites.
5. Simple Does It
Just like everything in life, simple is usually the answer. If you try to use complex arguments, although you might look like you know what you are writing about, you might lose your reader.
Then what is the point in writing?
Write simple, precise arguments, using analogies or metaphors whenever you have a chance.
6. Escalate The Situation One Argument At A Time
Let’s assume you are writing for a tough audience. Do not jump straight into the point.
Use words wisely and build up to your argument.
Let’s assume that someone is trying to make a case that 5G technology is harmful (or the opposite). Since this is a widely discussed subject with polar opposites points of view, it would be best to collect all your sources, connect with your reader by making a claim and “stating your promise,” before starting to unleash insane amounts of data and studies in your content.
Let the reader breathe after an argument, and even take a moment to superficially counter-argue your case.
Then proceed to the next argument.
7. Read About Persuasive Content
If you are just getting started writing persuasive content, consider digging into some proven formulas, such as the AIDA formula.
What is the AIDA formula?
It stands for ATTENTION, INTEREST, DESIRE, and ACTION.
Multiple formulas work well for persuasive writing.
Familiarize yourself with their framework. Instead of sailing in the dark and throwing out arguments in hopes that something sticks, pick a formula and execute it!
8. Tone and Style
You probably have a wide variety of people in your network.
Each conversation you have generally assumes a particular tone, in an attempt to connect better with who you are speaking with, right?
So, if you have identified your audience correctly, you should have an easier time deciding on your tone.
Should you inject humor, fear, logic?
Do your best to choose a tone that will create the best emotional response from your readers.
9. Visualize One Reader
Similar to how content marketers create client personas to visualize the prospective clients, you need to have an imaginary reader in your mind.
Pick someone you enjoy speaking with.
It can be a friend or a relative.
Then hold them in your mind while you are creating your content.
What would make that person tick?
What would push that person to click and take action?
Immediately your writing will become more precise, cleaner, more productive, and more realistic.
10. Use Your Bio
If you are in a position to include a biography section at the bottom of the article, it is generally a great idea to do so. Your readers will connect much faster to your content when they know more about you.
In your biography, refer to any credentials you might have that allow you to write with authority about the particular subject.
Other techniques you can explore include:
11. Foresee Any Objections
As you are writing, you will know where the gaps are and what objections might creep up in your reader’s mind.
If you are lucky enough to see both sides of the coin, use it to your advantage.
Address injections before they become content monsters in your reader’s mind.
12. Mind Your Language
Picking the right type of language is tied to being able to identify your audience first.
This point does not need much explaining, right?
If you are writing for teenagers, use terms they are familiar with.
The same advice goes for any audience.
13. Inject High Impact Words
Watch a few presidents speak and notice how they tend to repeat certain words.
These words have been identified as high-impact words, which means they trigger a stronger emotional reaction from your audience.
Take some time and identify these words.
For example, if you are trying to create curiosity from your audience to keep them hooked, then words like the following are more impactful:
- What no one tells you
- Have you heard
- Behind the Scenes
- Secret agenda
- Secret plot
- Off-the record
- No one talks about
High impact words will elevate your message!
14. Repeat Yourself (sometimes)
Dale Carnegie said:
“Tell the audience what you’re going to say. Say it. Then tell them what you’ve said.”
Do not overdo it, but repeat yourself sometimes, especially if a piece of data is worth mentioning twice.
15. Close Strong
Think of fireworks! Think Eureka moments!
Close your argument with a bang!
If your goal is for your reader to take action, say it, and do not be shy about it.
Be confident and remember that you spend thousands of words making a point. Now you deserve to be trusted.
Do not let your readers hang and tell them what to do next.
Do you know any more techniques on how to write amazing persuasive content?
Comment below and let us know.
Let’s create magic together!