Persuasive copy can benefit your business in a number of contexts and situations. It could help you win more conversions on a landing page of your website. It can make your direct mail campaign more effective. It could even help you win back a customer on the verge of canceling their subscription.
So what exactly is it that makes copy persuasive to an audience? And what efforts can you make to facilitate greater persuasiveness?
Persuasion is a complex field of study. If you assume we’re all perfectly rational and that we all think and experience the world the same way, persuasion could be reduced to winning a logical argument. But it should be perfectly apparent by now that we’re not such rational creatures.
Accordingly, if you want your copy to be persuasive, you need to do three main things:
Let’s take a closer look at each of these.
For starters, we have to grab attention.
We can do that with:
Building trust with copy alone is difficult, since much will depend on your existing brand reputation. Still, you can improve trust with:
Finally, you’ll work to convince your audience to take action.
To do that, focus on:
Persuasion isn’t a perfect science. Even if you follow all the recommendations in this article and nail all the right persuasive elements, there’s a chance your copy won’t be convincing to your target audience. Keep studying the nuances of your target market and experimenting with new techniques; eventually, you’ll find the proper balance.
Originally appeared in Entrepreneur