How To Use Persuasive Writing To Make More Sales

Now onto the best bit: persuasive writing. For content marketing, sales pages and e-mail marketing, persuasive writing is an absolute must and when you get it right, you’ll be able to sell like a Jedi.

Here we will go over some of the tenants of good persuasive writing.

Grabbing Attention

Your first goal with persuasive writing is to grab attention. This is actually a big challenge these days on the web, seeing as everyone is in such a hurry and is so used to being overstimulated by adverts, sales scripts, movies and more.

In other words, there are a million and one things vying for our attention at any given time and for anything in particular to stand out it needs to work hard.

This is why a good way to start you sales script is with a short statement, ideally something bold or maybe a question to the audience. When you do this, your audience will immediately be pulled in. Another strategy is to leverage the curiosity of the audience – start your script with something unusual so people are surprised and keen to read on to see where you’re going with it.

What you mustn’t do is start with a long waffling introduction. Think: ‘BAM I’m here!’ and then let the rest follow.

Use Questions

Why are questions a good way to win over your audience? Mainly because they’re naturally engaging. When we read a rhetorical question, it doesn’t only feel as though someone is talking directly to us but it also forces us to stop and reflect on what’s being said. This way we are now engaged with the information, rather than just passively taking it in.

Use Short Statements and Paragraphs

Just as you want to start with a short, abrupt statement, you should also aim to do this throughout the rest of your text.

And then move on to the next line.

Why?

Because it adds to the drama of what you’re saying.

But better yet?

It encourages your audience to keep scrolling down!

In general, you want to avoid any long paragraphs which only have the effect of putting your audience off. Bear in mind that most of us don’t read thoroughly anymore – we tend instead to simply ‘skim read’ and you need to organize your text in such a way that this can work well.

Use Headers

Also conducive to skim reading is the use of headers. Headers are important because they let us jump to particular sections in the text. When used correctly, your headers should alone provide the whole story and sufficient incentive for your audience to want to buy your products.

Have a Narrative

Another way to engage your audience and to ensure they don’t leave before they’ve reached the end of the page is to use a narrative thread throughout. In other words, your text be based around a story from your perspective (first person).

So if you’re trying to sell a book on making money online, you might start with the sentence:

‘Only a few months ago I was really struggling with money’

Or maybe:

‘Want to know how I just made $1,000 overnight?’

This works for a number of reasons. For starters, it allows us to imagine ourselves in the narrator’s shoes which increases the ‘desire factor’. At the same time, this strategy also makes it very hard to stop reading. That’s because we almost always want to finish stories to find out what will happen – we’ve evolved to listen to stories and to wait until the end of the narrative and this can be used to the seller’s advantage. Even if they’re not interested in what you have to say, they might want to know how the story ends!

Fears

Using the narrative first person allows your readers to step into your shoes and makes you relatable. This is a great start. One thing you then want to do with that, is to voice their concerns and allay any fears they might have.

So in the case of a ‘get abs tomorrow’ diet, the fear is of course that the diet is dangerous or that it’s a fad. You can put these concerns to rest with the first person narrative by saying:

‘Of course I was worried this was just another scam like all the rest – maybe even dangerous – but nope, this time things were different!’

Think of the Value Proposition

Most important of all though is to think of your ‘value proposition’. This is basically where the value lies in what you’re selling – how your product or service will tangibly improve the life of the person buying it.

The old saying goes that you sell ‘warm heads’ rather than hats. In other word, the reader only cares about how the product benefits them.

And when you outline this, you want to really go for the feels. In other words, get them to really visualize their life after your product. If it’s a product that will make them money, then get them to imagine all the trappings of that lifestyle: travel, boys toys, big houses, yachts, private planes… you name it!

Think: AIDA

As for your basic structure, your first objective is to ensure that your audience knows what it is you’re selling. Remember, they likely won’t have heard of your product before – so don’t leap straight into the pitch. ‘AIDA’ stands for ‘Awareness, Interest, Desire, Action’ and is a good outline for the flow of your sales pitch.

Use Authority and Social Cues

You can encourage people to want to buy your products by combining authority sources and social cues. For instance, tell your audience that your product is backed by science (don’t lie – find a study!), find a trust worthy testimonial and get testimony from previous customers. You have a very clear ulterior motive – so let them hear from someone who doesn’t!

Likeability

Throughout it all, try to make yourself as likeable as possible. Countless studies show us that the more likeable we are, the more able to persuade we are.

Add Time Pressure and Scarcity

If you’ve employed all these methods, then you should have a scenario where people are excited for your product and how it can help them to change their lives. But in order to seal the deal you need them to put their money where their mouth is and this is the hardest part.

The key now is to get your buyers to act on impulse and not to go away and ‘think about’ the proposal. Most of the purchase we make are done on impulse and based on emotion rather than logic. If they leave to think about it, they almost certainly won’t come back. It’s now or never, so you need to get them to act fast.

You can do this by using ‘time pressure’ and ‘scarcity’. Time pressure means saying they have only X amount of time to buy your product and that is super effective because it simultaneously introduces scarcity – meaning there are fewer versions of your product out there in the world. This is great because scarcity = value.

Your Tasks

  1. Start researching on the sales letter of the most popular Clickbank products. Make a note of what the vendors do in their sales letter, what words they are using, their landing page design etc.
  2. Use your note as a guide in creating your promotion pages and emails for your affiliate offers.
  3. Add some high quality marketing graphics to your pages to engage your readers and increase conversions.
  4. If you want, you can also take on an advanced copy writing course to improve your page conversions.

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