by: Brian Clark www.CopyBlogger.com
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.
1/ 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.
2/ 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.
3/ 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.
4/ 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.
5/ 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.
6/ 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.
7/ 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.
8/ 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.
9/ 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.
10/ 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?
10 Timeless Persuasive Writing Techniques
