What Persuasion Has to Do With Copywriting

If you’re sitting down to write your copy, you probably have an end goal in mind: to sell your product or service. But to get from a blank Google doc to having dream clients buy your offer like it’s going out of style (AKA making money while you sleep), you need to use a little persuasion. 

Before you start thinking this is some sleazy sales tactic, think about the fact that we use persuasion almost every single day. From work situations to family dinners, persuasion is happening either to you or by you. 

When we learn how to use persuasion in our copy, things can get pretty spicy. Combine that persuasive copy with your badass offer, and you’ll have customers falling over themselves to work with you. 

Persuasion Techniques For Your Copy

Using the right words, at the right time, and to the right people puts you in a prime position to persuade your audience to make a purchase. Depending on the details and timing of your offer, you might need to use different persuasive techniques accordingly. Here are a few proven persuasive techniques I use in my client’s copy. 

Social Proof

If you have social proof or testimonials, use them! Give them solid evidence proving that your offer creates real results. When people see other people have gone through something and benefited from it, they are much more likely to imagine themselves in a similar scenario. Social proof is a powerful, persuasive technique that’s super easy to incorporate on your website, sales page, emails, and social media.

Audience Appeal

Your copy needs to grab your audience’s attention and fast. To do this, you need to appeal to their emotions, desires, and fears. These are also known as their pain points. When you highlight their pain points in your copy, you appeal to their deepest desires by persuading them to buy your offer, which will help them turn those desires into reality. 

Rhetorical Questions

Rhetorical questions are a subtle way of engaging the customer and encouraging them to question thoughts or concepts around your offer. This technique can be used to rebuttal objections to your offer or creatively touch on pain points they’re experiencing. It’s a persuasive question that doesn’t actually require them to answer but will have them questioning their thought process. This can be an awesome way to get them to hit that “buy now” button when approached correctly. 

Consistent Repitition

Mainstream marketing tactics are always highlighting consistency, right? Show up on social media consistently. Send emails to your list consistently. Well, consistency works in your copy too. When you creatively repeat the benefits of your offer, you’re not only keeping this information fresh in your reader’s mind, but you’re also making sure they fully understand what your offer can do for them. 

This is an effective persuasive technique that is based in science. People have to hear your message around seven times before they remember it. Keeping this concept in mind as you write your copy can be the difference between a sold-out launch and crickets.

Use these techniques the next time you sit down to write your website, email, or sales page copy –and I promise, you’ll notice the difference in your conversion rates. If you want me to write those for you, check out my services page to see how we can work together!