Persuasive Writing
This style of writing is an art. It speaks directly to the “heart” of the matter, and is decidedly for, or against a subject. The whole point of this type of writing, is to win the readers endorsement, gain favor, and have the viewer take a certain action, whether it be to buy a product or service, or opt-in for a Newsletter.
Every seasoned Copywriter worth his or her salt understands the full fundamentals involved in this craft. It is more than just expressing a “point of view,” it is a tool, in the hand of every Sales writer, and wordsmith, to evoke a specific response, from the person who reads the targeted message.
This “targeted message” are words which are aimed at the hearer like an arrow would be aimed at the center spot of a target. Sales and Landing Page writers use this persuasion to the full extent, as well as do commercial writers, speechwriters, television and radio advertisers, to name just a few.
The craft of using words to get peoples full attention then have them agree with the message to the point to where they act on it has evolved quite a bit in the last century. Writers are quickly learning that “hype and flash,” copy is falling on deaf ears.
No longer does the “Get rich quick – without work,” sales-pitch have the impact it once had. Folks have learned the hard way that this promise is empty as a vacuum.
Today’s persuasive writers know how to reach within, to tug on an emotional level, to get a sure response from readers. People act on what they believe. If a Copywriter goes “over the top” with excessive claims of impossible sounding results such as “Earn Six-Figures Easily, Overnight,” red warning flags go up in the mind of the prospect.
The claim sounds unbelievable, resulting in no desired action being taken, from the hearer/reader. Today’s persuasive writer may use a subtle, under the radar approach, or may be direct, earnest, and specific. Direct mail has been a huge moneymaker for the writing industry for many years, and without the persuasive writers, they would have no market.
The very act of using well-crafted words to sell, has been around every since man first put letters together, to form words. A well-written letter can do or undo great things. Is it not a letter of pardon, which may free a man from prison? Is it not as well, the handwritten word of a jury, which may send a man to prison?
Persuasive writers sometimes use the argument/question format to make a point. They validate their claim, while proving/disproving an aforementioned question. There are many ways to empower the art of persuasion; it only takes imagination and forethought. The best Copywriters use an arsenal of tools in which to get the job done. They often use “emotional triggers” to provoke a desired response.
Stephen Monday is a professional Web Copywriter, Web Copy Specialist, and Unique Content, Sales Writer for the Web.
