Bombarded by thousands of sales pitches every day, consumers are starting to take writers’ claims with a pinch of salt. Audiences are becoming less inclined to believe every catchy marketing jingle or call-to-action pop up ad. To be a skillful persuader you need to slip your messages beneath your readers' radar.
Can you repeat that?
Anyone who knows anything about writing and psychology will tell you repetition is crucial to persuasion. Research suggests that audiences become more receptive and agreeable to persuasive arguments when exposed to messages multiple times. In fact, advertising mogul Herbert E. Krugman, claims that consumers have to hear a piece of information 3-5 times before it is stored for future recognition and recall.
One of the most moving examples of repetition has to be Dr. Martin Luther King Jr.’s emotive “I Have a Dream” speech:
“I have a dream that one day on the red hills of Georgia, the sons of former slaves and the sons of former slave owners will be able to sit down together at the table of brotherhood.
I have a dream that my four little children will one day live in a nation where they will not be judged by the color of their skin but by the content of their character.
I have a dream today!”
The power of a good story
Good writers and copywriters work hard to perfect their storytelling technique because it’s one of the most effective tools for persuasion. Studies show that presenting information in the form of a story captures audiences’ imaginations better than more logical approaches. Consumers feel much less manipulated when they come up with the purchasing decision on their own (with a little nudge from copywriters), as opposed to being bombarded with features and benefits. Check out more on long form storytelling in advertising. (Link to long copy ad article)
In 2014, John Lewis department store launched “Monty the Penguin” a heartwarming tale of a boy giving his best friend Monty a Christmas present he’ll never forget. The ad quickly went viral and drew 2.5 million views in less than 12 hours.
Address consumer grumbles
Sometimes it’s necessary to play devil’s advocate if you want to persuade consumers. Lay all your cards on the table because according to veteran US ad man Jay Conrad Levinson “Of all the things people dislike about marketing, feeling deceived is first.” Consumers value honesty, so confronting certain objections up front in your copy may work in your favour.
One of the most infamous examples of honest advertising came from advertising agency Doyle Dane Bernbach when they were approached to develop an ad campaign for the (then) new Volkswagen bug. Faced with an odd-looking product that emphasized function over form, they proposed a creative campaign that stressed "simplicity in mind, contradicting the traditional association of automobiles with luxury."
Play the comparison game
It’s easier to persuade readers if you compare something new to something everyone is accustomed to (similar to social proof theory). If you want persuasive writing to flow naturally make good use of metaphors, similes and analogies. Some copywriters use this technique to highlight what their compeition is lacking. In this example, Dixons plays on the high street shopping experience to drive home their unique selling point: quality without the pricetag.
Satisfaction guaranteed!
How much do you believe in your business? Would you be willing to put your money where your mouth is?
A OnePoll survey of 1,000 consumers commissioned by Opia highlighted the untapped potential for money-back offers in the Asian market. In fact, 90% of participants claimed they would be more likely to buy a new mobile phone if it came with a 60-day, 100% money-back guarantee. But before you start making offers you can’t keep, make sure your product or service really does live up to your marketing claims. A simple persuasive technique could turn into a PR nightmare if you don’t live up to your promises.
Main picture from Wise Step