Among the tactics to use when it comes to writing to persuade:
Persuasive Copywriting Techniques 2: Write to a real person.
The more you write with that reader in mind, the more persuasive your copy will be.
That’s because writing persuasive copy is a lot like talking on paper. Think about your tone, your words, the stuff you talk about when you have an actual conversation – it’s different, depending upon who it is you’re talking to.
Do you talk with your grandmother the same way you talk with your 28-year-old neighbor who works at the auto shop down the road? Or do you carry on a conversation with your daughter’s college professor the same way you talk with the check out gal in the grocery store?
I didn’t think so.
There are two steps you need to take in order to “talk on paper” to a real person.
Listen to a person (or better yet, spend time with someone) who fits your reader profile. For instance, if you’re writing to a 50-year-old female professional, find one in your circle. Watch 50-year-old professional women on television interviews and listen to them on talk shows. Observe them in restaurants, train stations, and department stores. Capture their mannerisms, speech patterns, and preferences.
Know how your reader views himself. Here is where you need to find a way to identify with your prospect. He may see himself as a patriotic citizen at the mercy of a fast-moving political trend, who simply wants to protect his family and hang onto his second amendment rights -- and he may feel victimized when others call him stubborn and lacking in compassion. How can you talk to him on paper so that he feels he can trust you? By speaking with his values.
Understand what your reader already knows about your subject or your cause. Then identify what else your reader needs to know about your subject or your cause. This is very important. Your reader may have an inkling that teenagers today struggle for emotional survival in the midst of declining cultural values, but she may be unaware of the actual statistics about today’s teenagers when it comes to broken homes, abuse, addiction, internet, porn, depression, isolation, and suicide. Pick and choose. It's likely you have piles of information you can use. Don't blow your wad all at once or you may overwhelm your reader.
Determine what else your reader wants to know and feel about your subject or your cause. How can you increase her passion? Raise his hackles? Move her beyond complacency?
Figure out what questions your reader has about your cause. You receive questions about your niche, product, or service all the time. What are they? Study the comments on your social media site. Ask staff and volunteers what confusion arises during phone calls and emails. Address those questions head-on. Explain to your reader why your content is important to her – and to her in particular.
Use language appropriate for the target reader’s demographic. Know the lingo. Would you say, “We truly appreciate the lovely gesture” to a 20-something? No. You’d say, “Thanks. You’re awesome.” And vice versa.
Think of someone you know who fits the description of your reader – maybe a relative, friend, neighbor, or colleague. Write as if you’re sitting across from this person having a conversation over a cup of coffee (or a soda, or a cup of tea, or other beverage that fits the profile.)
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