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How Persuasive Writing Tactics Help You Connect With Readers

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You don’t have to be a philosopher or obtain a background in psychology to write persuasively. As you learn the strategies involved in persuasive writing, you will end up with a wider understanding of your readers and people in general.

Human nature is, well… it’s human nature. People have general values, needs and emotions in common. The tactics of persuasive writing were developed to address these common traits, and writers have found that they work.

Of course, as a content marketing writer you will still need to identify the audience for the topic you will write about. If you are writing copy for those interested in pet care, you may take a different approach than if you are writing for a site promoting a literary library. However, except for this difference, the below points of persuasive writing still apply.

Here are some vital points of persuasive writing, and an explanation of the human nature that makes these points pertinent to persuasive writing. As you study these tactics, you will come to better understand your readers, enabling you to perhaps get more effective in writing persuasive copy.

1. Make an Emotional Appeal

A content marketing writer needs to stimulate his readers’ emotions. The object is to get his core emotions into play (fear, anger, guilt, passion, etc.). When using emotions in your writing, the reader will react almost automatically and will be hooked on reading the copy, and if done right, moved to action.

• Why?  Humans are emotional creatures. This is pretty evident.

2. Tell a Story

Storytelling is the art of creating a scenario that moves forward, conveying events with words. Some improvisation or embellishment can make a story more attention-grabbing. Starting sales copy with a story is a well-known technique to pull in the reader and enable him to better relate to the message.

• Why? People love stories!  They love to read about others’ experiences, perhaps able to learn something about themselves.

3. Use Analogy and Comparisons

Without becoming too “literary,” you can use analogies and comparisons to make the topic clearer and more compelling. Analogies and comparisons such as metaphors and similes give your writing an extra spark. 

• Why? Readers will accept things when they can relate those things to something they already know to be true. 

4. Repeat Important Factors

Repeating important concepts in an article or within web copy is effective in persuasion. A content marketing writer can make certain points in different ways throughout the copy, strengthening the concept and making the idea “familiar” in the reader’s mind.

• Why? Repetition makes an impact on people’s thinking. It accomplishes understanding as an individual comes to see something from different angles.

5. Tell the Reader the Reason Why

When a content marketing writer wishes to convince someone to do something or think some way, it’s always wise to give the reason why. Relating the benefits of some product or service is one way to communicate the reason a person should buy or take some action. As Aristotle said, “All men are persuaded by considerations of their interests.” 

• Why: People are more apt to be compelled to action when they have a reason why they should. This has been proven through various psychological studies. No one likes to simply be “ordered” by some “authority” to do something.

6. Be Consistent

Changing your message mid-stream is destructive of obtaining agreement. A content marketing writer should maintain a rational stream of thought throughout the copy, making his or her overall point much easier to understand.

• Why? A valued social trait is being consistent in thoughts and actions. Readers agree and associate with copy that is rational and stable.

7. Provide Authorities or Proof

Using testimonials or quoting authority is a way to lend importance to what you are communicating. This is a great force in social media marketing today. Mentioning a well-known personality, aligning him with your message, can give more credence to your writing. Name-drop if you must. It’s effective in persuasion.

• Why? People commonly look for guidance from others on what to do and what to believe. Others’ viewpoints and opinions make a large impact on someone’s decisions.

Persuasive writing techniques, used well, will accomplish reader interest and action from reading your copy. These techniques come from an understanding of readers and what they want.