4 Techniques for Writing Convincing Copy: How to Leverage the Power of Persuasion

 By Jackie Wilson.

Here's the deal: At the most fundamental level (when we're talking non-fiction), writing serves one of three purposes: 

• To inform
• To opine (express an opinion)
• To persuade

First, clarity of purpose is vital whenever you set out to write anything. I'm always saying it: Know WHY you're writing. Knowing your audience is the other one I bang on about. (WHO are you writing for?) And there's a reason for that.

Marketing content is all about moving people to act. You can't just inform your audience—you need to persuade them. This is why you need to KNOW them: their lifestyles, habits, fears, and desires, which is why marketing copy—persuasive copy—is one of the hardest to get right.

Whether it's getting someone to sign up for your newsletter, buy your product, or just remember your brand, persuasive writing is your secret weapon.

Forget long-winded explanations or fancy jargon. Persuasive copy is clear, direct, and has one goal: action. If your words aren't motivating people, they're just noise. So, to grab attention, build connections, and convert readers into customers, you must master the art of writing that speaks to both the head and the heart.

So let's take a look at how, shall we?

Write with clarity and simplicity

It's hard to overstress the importance of clear, concise language. Make a note of the following: 

• Avoid jargon
• Keep sentences (mostly) short and simple
• Try to use words with three or fewer syllables (Yes! Our brains tend to pause longer over words with more than three syllables. This interrupts the reading flow.) 

And if you think long words make you sound clever - fuggedit! Writing concisely, on the other hand, is an ART.

Examples: "Our innovative solutions provide unmatched optimisation, reducing your workload" becomes "We help you work smarter, not harder."

Also: Break longer text blocks down by pressing the Return key more often or using bullet points for key information. 

White space makes the reading experience feel more restful, guides the eye, and actually increases your conversion rate. (More on that in an upcoming article)

Use strong, action-oriented language

Use the active voice and strong verbs to create a sense of urgency and inspire action. Try to stay in the present tense.

Examples: "You should consider starting soon" becomes "Get started today."

"You're led through the course with step-by-step instructions" (passive voice) becomes "We give you step-by-step guidance all the way" (active voice).

"This tool will cut the time you waste on unimportant tasks by half" (verb 'cut by half' a bit wishy-washy) becomes "This tool slashes wasted time in half" (verb 'slash' is stronger, present tense also makes the sentence stronger).

Also, think about varying your sentence structure to maintain a dynamic flow in the writing. I know I recommended keeping them short; however, half a page of four- to five-word sentences can become a bit … stultifying. (Stifle/ slow down/ make dull. I just like the word!)

So, throw in the occasional longer sentence. It's just less boring. There's no easy-to-follow recipe here, and your instincts are probably more reliable than you think.

Create compelling headlines and opening lines

Writer and serial entrepreneur James Altucher said it most eloquently: "Bleed in the first line"

He's talking about the importance of grabbing attention right from the very start—since most readers supposedly decide in around five seconds (or seven, eight, or fifteen, depending on the source) whether to keep reading. (There's a lot of rubbish about reader attention spans, by the way, and some of it is neatly summarised here. Again, I'll be writing more on this soon.)

Your headline and opening line must have a crystal-clear function: They must intrigue, startle, rouse curiosity, challenge, or captivate the reader. So use those verbs or synonyms (or their opposites!).

Examples: "Intrigued by what your brain does on just three hours of sleep?" or "What if…?" or "Imagine…"

Use questions or bold/controversial statements—"Did you know there's no such thing as complete happiness?"

Simple 'How to's'—"How to grab, delight or shock your readers…" — or statistics and numbers are also a draw in a headline—"4 techniques for writing…" (recognise that one?). And then keep up the pressure with that first line.

Use stories to engage and connect

Telling authentic stories and connecting emotionally are key to building a loyal audience. Stories are so effective in persuasive copy because they

• Call forth empathy - We are 'wired for stories' as we've been hearing them for thousands of years; when they detect 'storytelling mode', our brains immediately switch to 'receive' because stories were how we passed on critical, life-saving information;
• Create relatability - once our attention is secured, we begin to emotionally resonate with the story's characters (and FYI, these may be concepts rather than actual people!) and 'mirror neurons' in our brains mean that we experience everything—fear, desire, pain, heat, happiness—that they do;
• Make messages memorable - because stories engage more of the brain, they also mean the information is better remembered when embedded in a story—recent research suggests 5 to 6 times better.

All of this means your audience is much more likely to remember and engage with your brand and your message. 

And as you no doubt know—we make decisions (including buying decisions) based on emotion first. Logic then kicks in to justify our decision or dial back, but your feelings are always first on the scene. Always.

In Summary (screengrab and share!)

To put persuasive writing into practice, to write convincing copy that's going to speak to, engage and persuade your readers, remember these four things:

• Write with clarity and simplicity - keep it short, simple, and jargon-free!
• Use strong, action-oriented language - use strong verbs and the active voice to give urgency and immediacy.
• Create compelling headlines and opening lines - use your headlines and opening lines to startle, intrigue, and rouse.
• Use stories to engage and connect - emotional connection is powerful when it comes to getting your audience to lean in and trust you!

You'll LOVE what this does for your connection, credibility AND conversion!

Jackie is the founder-owner of BrickHouse, a small content creation company that mainly serves SMEs, and a media professionals with many years of standing.

She has over 25 years of experience as a freelance writer, broadcaster, and media trainer. She is a scrupulously precise editor who is utterly pedantic and very word-choosy. As a trainer, she worked with young journalists and reporters in parts of Africa and Central Asia–something she still sees as thoroughly rewarding and the most fun to be had while working.

Her content these days includes marketing copy, but she describes herself as a storyteller rather than a copywriter. A journalist to the bone, she does nothing without research, and the research object is her client’s story.