Creating persuasive copy can be overwhelming and frustrating. You may not know what to say or do, and persuasion is a little like an art form that is easier said than done.
Almost everyone wants to become more persuasive and influence others, but only a few know-how.
You need to effectively persuade your target audience if you want them to buy whatever it is you're selling or want them to take a certain action.
It is no secret that marketing needs to be persuasive to convince potential customers to buy something.
But how do you know what to say and how to say it?
The problem with marketing is that you have this great product that you want to sell to your audience. But without the proper persuasion techniques, your target audience won't be convinced, and your products will keep sitting on shelves.
To avoid that from happening, I have created this persuasion guide for entrepreneurs. I'll be sharing how to use persuasion techniques from fear, flattery to bait, and social proof that will convince anyone to buy whatever it is you're selling.
Learn the right words and strategies to capitalize on emotional and logical triggers for creating a successful marketing campaign without any frustration.
What is Persuasion and Why You Should Care?
People have been using persuasion techniques from as early as the days of cave paintings. And now, with the advent of the internet, persuasion has become a business strategy for businesses and marketers.
In our fast-paced world, people need to understand that there is no such thing as bad or good persuasion. It's called marketing, and that is what we do every day, we market something!
Persuasion is all around us, whether in advertising, marketing, or even in our everyday conversations. It can be seen in any form of art or medium.
Persuasion is the act of using different emotional triggers to alter someone's beliefs and behavior. Persuasion can happen “in person” or “virtually” through digital marketing channels like email, social media ads, etc.
And that's why you should care about persuasion techniques.
Marketers use persuasive techniques to influence their audience. They all have different goals and outcomes, but they all share one thing in common- they are usually more powerful than factual information alone.
The following persuasion techniques are just some examples of what you may see or have already seen:
- Appeal to Authority – Appeal to authority uses the credibility of an expert to persuade an audience.
- Appeal to Emotion – This technique appeals to your emotions rather than your logic and reasoning skills.
- Appeal To Fear – This technique is used to evoke deep, honest emotions of concern and fear.
- Appeal to Vision – This technique is used to paint a better vision of the audience's life, wants, and dreams.
These persuasive techniques are what made some well-known brands become giants today. It would be best if you started implementing it immediately in your marketing and advertising efforts.
What is the Difference Between Marketing and Persuasion?
The difference between marketing and persuasion is important to know because marketing without persuasion is not sustainable.
Persuasion is an art used to influence people's attitudes, beliefs, opinions, and behaviors. Marketing is a set of strategies used to create product awareness, improve brand image and the value of a company.
Marketing tells you what you should think about a certain product or service. Persuasion tells you how to think about it.
Marketing is all about driving sales, whereas persuasive marketing involves influencing people towards a desired action or goal.
Marketers focus on informing potential buyers about their products, whereas persuasion helps them convert prospects into buyers.
Convincing your audience that your product is worth buying and will benefit them in some way can be the difference between success and failure for marketers.
The three types of persuasion are informational persuasion, behavioral persuasion, and cognitive persuasion.
Informational persuasion is the most common being used by marketers and advertisers. The goal of informational persuasion is to convince consumers that a product will improve their life in some way.
Behavioral persuasion is the practice of influencing the thoughts, behavior & attitudes of people to make them take your desired action. Behavioral persuasion is common in social media, TV ads, politics, and news outlets.
Advertisers most often use the cognitive path to persuasion. Through cognitive science, marketers can understand how people make decisions and are lured into buying products. They can use these insights to create unique offers that convince consumers to buy their product or service.
Who Uses Persuasions Techniques in Digital Marketing?
In recent years, persuasion has been increasing in digital marketing due to its effectiveness when used appropriately. The techniques can be found in many different platforms such as blogs, videos, ads, and social media platforms.
Persuasion strategies can help to increase the share of conversions and customer loyalty which are two common goals in digital marketing.
When implementing persuasive communication strategies in a marketing campaign, many methods can be used. These methods include the need-based approach, where a marketer will identify what their target audience needs and then provide that need or want through a digital channel. Other methods include the fit-based approach that focuses on creating a connection between an individual and a brand, so they feel compelled to purchase and stay loyal.
A few of the most popular persuasion strategies that are being used commonly in digital media includes:
- Appeal to authority
- Influence by creating exclusivity
- Social proof
More marketers, brands, and entrepreneurs use these strategies to increase their sales and build huge profits. As I said earlier, marketing with a touch of persuasion is going to help you build that six-figure business you've been dreaming about for so long.
Marketing + Persuasive Content = Sale
Your focus should be on including persuasion strategies in your marketing and content campaigns.
Persuasion Tricks to Help Sell Your Ideas
Even if you are not a marketer, you should know how to get your ideas across.
Why? Because without being able to influence people's thoughts, behaviors, and habits, you won't be able to make it big.
Persuasion strategies will help you get your ideas across more effectively and improve your chances of success. Persuasion techniques like reciprocity and mirroring are often used in our daily life to help influence people's thoughts and actions.
Another common persuasion technique you must have experienced is framing, where marketers and advertisers place a positive spin on their idea, product, and add the power of likability to boost their sales and conversions.
Believe me, that strategy works like a charm.
There are many ways to use persuasion to sell your ideas, but what is the best way? To determine which method is most effective for you, experiment with different tactics.
For example, if you want to pilot a marketing technique for social media influencers, try appealing to their ego first and then appeal to their emotions later.
These persuasion skills may help you get your point across in marketing, so think about using them to stand out from the noise in your future campaigns.
- Visualize success – Make your audience visualize the solution you are trying to sell before you start selling.
- The Social Proof – Showing a large audience is a persuasive factor when selling a product or service.
- Use Language That Feels Personal – Marketers or advertisers should not come across as fake or generic when they market their ideas and services to make them more relatable and trustworthy.
- Use Scarcity To Your Advantage – Make people feel they'll miss out if they don't act now.
- Framing – Frame your product, service in a positive light.
- Success Stories – Make people relate to your product by using success stories.
- Mirroring – Mirror your audiences' behavior, thoughts, and attitude to communicate with them better.
- Reciprocity – By giving something up now, others will feel obliged to give back in the future and help us out now.
- Appeal To Emotions – Use words such as “inspiring,” “motivating,” “creative,” or even “gorgeous” to connect with your audience on an emotional level.
- Appeal To Logic – By using facts and statistics
- Anchoring – Anchor audience thoughts by sharing information and adjusting the anchor (a piece of information) to influence their decision. (Amazon's product pricing is a great example of this)
Good luck with your marketing!
How to Use These Persuasion Tips in Practice
Though it can be difficult to achieve, the most important thing is to know how to use these persuasion techniques in practice.
Some of these persuasion techniques might seem like no-brainers, but they actually require some skill and finesse to pull off successfully.
For example, suppose you want to use scarcity or urgency in your content. Still, your audience fails to relate to your offer and doesn't find it exclusive enough for them to believe that they're missing on something amazing by not taking action. In that case, the odds are they're going to walk away.
That's why I said, put these persuasion techniques to the test, and see how they work for you.
Majorly all the persuasion techniques that I shared with you in this blog post can be categorized into four categories.
1: Social Influence: Techniques that help you paint a posting picture about your offer, product to your audience.
2: The Emotion: Focus on the way people feel, not what they think.
3: Zoom In On Needs & Wants: Think about your audience as a four-legged animal and target their needs and want more than pitching your product. (Pun intended)
4: The Identity: Identify how your audience perceives you and create an identity for yourself that they want to be associated with.
Give a bit of thought to the categories to figure out which category fits best for your audience and then use the persuasion techniques according to that category for better results.
A pinch of these persuasion techniques in your marketing campaigns can improve your results and help you get better returns on your investments.
My Final Thoughts:
How do you create an effective marketing campaign? How do you get your audience to buy your product? How to get people to think and behave the way you want them to?
You are trying to make a sale, but you're not getting the response you want. You think that what you're offering is just what your target audience wants, but nothing's happening. You might be overlooking a key factor here.
Sometimes people just need a push. Persuasion techniques can help you get people to buy your product by helping them feel more comfortable with the purchase.
If you use one or more of these persuasion techniques, you're going to win the heart of your target audience and increase conversions.
So it's time for you to learn these persuasion techniques and put them into action.
Without a persuasive technique, your marketing campaign is incomplete.
Have you used any of these persuasion techniques before? Share it with me in the comments.