Do you feel that your texts do not achieve the conversions you expect? You have tried different formats, narrative styles, and even emojis, but you are still not getting likes, comments, shares, or reaching your aim. You probably need to improve your persuasive writing techniques.
There are many ways to make your texts more attractive to the audience, seduce consumers and persuade them to take action. This article will review the best tips we believe you can use. So grab a pencil and paper, and we’ll get started.
Persuasive writing techniques that will help you
Pay attention to the following techniques to improve your texts and give them more color to generate your desired actions. From copywriting formulas to concrete words that “push” you to act, we will review the most effective methods to create unforgettable and effective texts.
- Talk about features, but also about benefits
One persuasive writing technique that generates the most results is to change the modality of your texts: don’t talk about features, but about benefits. It does not mean that you should stop describing your product or service, but that a copy marketer achieves a balance between these two important parts. It is not enough for the public to know what your product is like. You have to clarify how it will improve the life of whoever buys it.
Imagine that you are advertising for essay help. What is important to mention to catch a potential buyer? First, note that its deadlines will be quick, the work will be done with quality, and add a marketing ploy, such as offering a paper help discount code. And, of course, don’t forget to mention the numerous testimonials. In this way, the text will be useful, and what is written will attract the reader. If he takes advantage of this, he will have one learning problem solved.
While the benefits help the brand connect with your customer’s desires, the features help them justify the purchase. For example: Suppose you’re trying to sell a vacuum cleaner. You might say it’s portable, has 5 speeds, and includes 3 heads. But you can also say that it won’t take up much space in your home, can suck up even carpet dust, and gets into the toughest places.
Both versions say the same thing, but one is focused on features and the other on benefits. They must complement each other to achieve the right balance so that the customer gets the information and imagines the results. This way, you will have a 10/10 sales copy.
- Use data and statistics as a persuasive writing technique
An excellent way to convince the public is to add data and statistics to your texts. You should know that there are several types of customers: the skeptics. These are the ones who doubt the effectiveness of your product and need proof to believe it.
It is more accurate if a person tells you: “This vacuum cleaner has a reach range of 90% in corners and hard-to-reach areas,” than if they tell you, “this vacuum cleaner can reach a very high range in corners and hard-to-reach areas.”
If you know your target audience and know that they may be skeptical customers, we often recommend including figures or data that support that your product or service works as it should. You can also justify the benefits or results. Testimonials also serve as data to support a claim:
“80% of our customers reported high satisfaction after six months of purchasing the product” is more persuasive than “many of our customers reported high satisfaction after six months…”.
- Avoid long blocks of text
Let’s face it, today’s audiences don’t like to take three minutes to read something that could take them one. With the proliferation of videos, people prefer to consume audiovisual pills that, in a summarized way, tell them what they need to know, rather than reading a 6-paragraph copy about the same thing. And be careful. There is a significant differentiation to be made here:
A copy for networks, commercials, or a video script, in general, must be short. On the other hand, if we are talking about content marketing (emails, blogs, among others), these types of text can afford the “luxury” of going into more detail. You must keep this in mind because, in a blog, it is much better if the texts have more than 500 characters, while can you imagine a Facebook copy with that length?
What unites both copy and content marketing texts, and is another persuasive writing technique, is the shortness of your paragraphs. If you’re one of those who spread out when writing and writing 10-line paragraphs, stop! It is not a graduate thesis or an academic report. People get tired of reading.
It is recommended that paragraphs be constructed, so they are three to five lines long. If you can add elements to them that break up the monotony, all the better. For example:
- Rely on copywriting formulas
Did you know that there are formulas to make your texts more attractive? A winning copy requires creativity and planning, and for that, there are techniques that make life easier for hundreds of copywriters around the world. Do you want to know them? Keep on reading.
The use of formulas is, in fact, one of the most apparent persuasive writing techniques, but less valued among copywriters who are just starting. There are mainly 4 (simple) methods to persuade with your words:
- The PAS method: problem (what is your target’s pain point), problem agitation (emphasize the problem), and solution (your product as the savior).
- The PASTOR method: Problem, agitation, solution, transformation (clear all your customer’s doubts), offer (benefits he will get), and answer (what you want him to do).
- The AIDA method: Attention (capture with a phrase that points to the problem or need), interest (benefits he might get), desire (make it so the customer can’t say no to you), and action (what you want him to do).
- The 4P method: Promise (what the product will achieve), image (or picture, make them imagine the benefits), proof (a fact, figure, or testimonial that supports your point), and push (or push, what you want your customer to do).
- Use eye-catching words
Does your copy lack ‘spice’? Among the most popular persuasive writing techniques is the use of words that elicit feelings or actions from readers. For example, “now,” “limited time,” and “just for today” arouse a sense of urgency. “Together,” “step by step,” and “support” generate accompaniment and community. “Free”, “win”, “promotion”, encourage saving.
It is also recommended to use the active voice instead of the passive and a good Call To Action at the end.
Now that you know these persuasive writing techniques, what are you waiting for to put them to the test? We suggest you work on copywriting formulas and the wording of benefits and features.
We hope you found this helpful article, and don’t forget to share it with your colleagues.