24 Ingredients for Persuasive Writing

Posted on October 9, 2020 in Uncategorized

Get people to LISTEN to you  – ETHOS, Ethical/Trust        

  • Establish rapport – think about their emotional state
  • Make them feel you understand their needs
  • Use an engaging tone of voice
  • Show you understand the issue – explain things from their point of view
  • Use questions to gain attention
  • Apply some flattery!

Add WEIGHT to what you say – LOGOS, Logic

  • Demonstrate the benefits – what’s in it for them
  • Use evidence and statistics – point to lessons from history, customs, etc.
  • Show how your credibility – via your performance, expertise, testimonials
  • Address their objections – give them space to back down
  • Use alluring language: awareness words (Imagine, Notice … ), tag questions at end of sentence (… Don’t you?); negative scenarios before yours, etc.
  • Use stories, metaphors and analogies, especially for more complex ideas
  • In any analysis, be logical, coherent and factual – don’t go ‘over the top’
  • Use rhetorical questions, with obvious answers
  • Explain why they need to listen or change NOW
  • Compare against alternatives, being fair in any comparisons (pros, cons etc.)
  • Be flexible – persuasion can be a two-way process, requiring give and take

Use language that has IMPACT – PATHOS, Emotions

  • Use powerful words, repetition and short sentences
  • Use emotions – Boredom, Anger, Love, Disapproval, Optimism, Awe, Fear
  • Project a confident tone of voice
  • Use technical words that suggest ‘science’
  • Use psychological tricks – people like to be part of a group; we say Yes to people we like; we like to be consistent; embed commands in the text, etc.
  • Have a strong ending/conclusion to your argument
Not just a Copywriter - Also a Writing Trainer.
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