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Powerful Written
Persuasion Techniques
by Lou Larsen
Table of Contents
INTRODUCTION................................................................................................................................... 3
1. APPEAL TO THEIR IDENTITY..........................................................................................................4
2. USE THEIR HIERARCHY OF VALUES............................................................................................5
3. INVOKE EMOTIONS......................................................................................................................... 5
4. MOTIVATE YOUR READER.............................................................................................................6
5. SHOW THEM THE CONSEQUENCES.............................................................................................6
6. ASK QUESTIONS............................................................................................................................. 7
7. REFRAME POSSIBLE OBJECTIONS..............................................................................................7
8. USE QUOTES................................................................................................................................... 8
9. EMPLOY METAPHOR...................................................................................................................... 9
10. COMPLIMENT & FLATTER............................................................................................................ 9
11. SHOW NO GRAY AREA
............................................................................................................................................................ 10
12. BELONG TO A SPECIAL GROUP................................................................................................10
13. HAVE THEM MAKE A COMMITMENT..........................................................................................11
14. CHANGE THEIR LIFE .................................................................................................................. 12
15. OVERCOME INERTIA................................................................................................................... 12
16. ADD PRESUPPOSITIONS............................................................................................................ 13
17. USE RHETORICAL QUESTIONS TO MAKE CLAIMS.................................................................13
18. USE CURIOSITY, SECRETS, & FORBIDDEN KNOWLEDGE.....................................................14
19. INTENTION & TEMPTATION........................................................................................................ 15
20. CONNOTATION............................................................................................................................. 16
21. TRANSUBSTANTIATION.............................................................................................................. 17
22. TELL STORIES............................................................................................................................. 17
23. DARE THEM................................................................................................................................. 19
24. IT'S THEIR IDEA........................................................................................................................... 20
25. MAKE THEM FEEL GUILTY......................................................................................................... 20
26. INJECT RIDICULE, DOUBT, SUSPICION....................................................................................21
27. MAKE THEM FEEL APPRECIATED.............................................................................................22
CONCLUSION..................................................................................................................................... 23
PERSUASIVE LANGUAGE WORKSHEETS......................................................................................24
ADDITIONAL RESOURCES FOR YOU
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INTRODUCTION
They who influence the thoughts of their times, influence all the times that
follow. They have made their impression on eternity.
Influence and the psychology of persuasion. Whether you are writing an
advertisement, an email to a friend, an inter-office memo, hoping to change a
family member's actions, or trying to convince a group of people to come over to
your way of thinking, you need to know the methods top persuaders use to
change people's thinking and get them to take action.
You'll discover what makes people tick and to get the gears moving in their heads
to get them to take the action you want them to take.
Here is a collection of the most persuasive techniques used by politicians,
advertising copywriters, spin-doctors, propaganda writers, lawyers...anybody who
has to change an individual's mind--or groups of people's minds--quickly.
A person could use these techniques to get people to do things they wouldn't
ordinarily do, change their beliefs, get them to change their minds, convince them
of something, get them to make a move. Whatever your motivation, you'll find
the tools you need here in this ebook
I'll give some short examples for each technique in an advertisement using the
fictitious Special-J Dog Food. I've tried to sum up each technique with a sentence
or two, but you could expand each one into a few sentences or paragraphs. That
would make the techniques you are using much more powerful.
Toward the end of this ebook you will find the worksheets you can print out and
use to develop your persuasive strategies.
Here we go:
3. INVOKE EMOTIONS
As any professional advertising copywriter knows, you sell something by getting
the prospective customers' emotions involved. Propagandists and spin-doctors
know this too. Positive emotions like hope, anticipation, love, and negative
emotions like anger, loneliness, disgust can spur people into action.
You also need to use emotionally charged words that add impact to your writing.
Try to pull out bland words and head to a thesaurus to find words that have a
punch.
An example:
Show the love for your dog that he or she shows you.
Ask yourself, What emotions do I want to invoke, and how can I do it?
While writing, ask yourself, "How can I motivate my reader(s) to act now? How
can I light a fire under them? What are all the benefits they will get if they act?"
An important point when using this technique is to NOT dwell on the negatives for
too long. People are exposed to negative news all day long. If you spend too
much time on the consequences, you might lose them. Keep it short.
Ask yourself, "How will they lose out if they don't act now?" "What pain will they
experience if they don't do as I ask.?"
6. ASK QUESTIONS
When you ask lots of questions of your readers, you get them involved. And
once they are involved, you can lead them where you want them to go. One old
time use of questions in sales and copywriting is to ask several questions in a row
that get the prospective customer to say "Yes". This will, more often than not, get
them into a positive mood and more receptive to your request.
Another good way to use questions in your writing is to make suggestions rather
than orders.
"Why not order now while you are still on this website,: instead of just using
"Order now!!" Questions are an ideal way to insert embedded commands.
Some examples:
How do you know your dog is getting the proper nutrition heshe
deserves?
Why not treat your dog to Special-J Dog Food today?
When writing try to put in a few questions to get your readers involved.
8. USE QUOTES
Authority and Social Proof are incredibly convincing ways to persuade. Just by
quoting an expert or a celebrity (in the form of quotations), or satisfied customers
(in the form of testimonials) you ramp up the persuasive content of your writing
quite a few notches.
Another benefit of using quotes in your writing is that they attract the eye when
put inside quotation marks.
Example:
"Nine out of ten veterinarians feed their dogs Special-J Dog Food."
"My dogs love Special-J Dog Food. They're healthier, happier, and look great!"
~ Marlin Perkins
When writing your piece, ask yourself where you can find quotes and testimonials
that will support your case.
9. EMPLOY METAPHOR
The use of metaphor (and analogies and similes) have been used to influence,
persuade, educate, and convince for thousands of years. Most of the Bible and
other religious books are written in metaphor. It's another powerful technique.
How is what you want them to do like something they love to do? What are the
parallels between the two?
If you are selling a product, how is your product like something else very
desirable? The classic advertising positioning statement "ABC is the Rolls-Royce of
printer inks" uses metaphor for this effect.
Here are some examples:
Special-J Dog Food is like an immunity booster shot for your dog.
It's the canine Fountain of Youth!
Ask yourself, "What is my offer like?"
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Of course this technique works well with Technique 1 ("Appeal to Their Identity")
because when you are part of a group, it's also a party or your identity or a role
you take on.
When using this, ask yourself, "What groups of people does my offer appeal to?
What are their interests and desires? What group of people would my target want
to belong to?" "Can I start a desirable group of my own?"
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offer has become. You can use a time deadline, a limited quantity, a limited
supply of a freebie/bonus/premium, or a soon-to-arrive price increase to get your
readers off their butts.
Some examples:
Get a 25% discount of Special-J Dog Food before November 10th.
Receive a bottle of Special-J Puppy Shampoo with every case of Special-J
Dog Food. But please hurry, we only have 53 bottles left.
Ask, "How can I increase the urgency of my offer?" "How can I add a deadline?"
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without resistance.
Take a claim that you want to make, and try out different types of questions to
frame it in.
Example:
How does Special-J Dog Food help your dog live a longer, healthier life?
How will you handle your dog's new found vitality?
When you are writing, ask yourself, "How can I put some of my claims into
question form?"
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20. CONNOTATION
Connotation is where you want to tell someone something without actually telling
them. That is a bit confusing, so let me explain.
If I want to tell a reader that my friend John is rich, I could straight out tell him:
"My friend John is rich."
But I want to tell a reader using connotation, I would say:
"My friend John has 20 million dollars in the bank."
Here's another example...
If I want to tell my readers that my friend Susan cares about the environment, I
can tell them right out:
"My friend Susan cares for the environment." or "My friend Susan is an
environmentalist."
If I want to use connotation, I'd say:
"My friend Susan went down to Louisiana to help clean up the beaches after that
oil spill. She's staying there until the beaches are spotless."
Do you see what I'm going? I'm using EXAMPLES of the activity to tell my reader
what I want them to believe.
Using stories is a great way to add connotation.
Another way to use connotation is by using authority. If you are a known
authority on your offer, or you know an authority who is willing to vouch for what
you are offering, you will have a built in method of convincing your target to
come over to your side or to buy what you are selling. Advertisers who use
celebrities to endorse their products do this all the time.
An example:
Dr. Jones, the man who created the Special-J formula used to surprise
visitors to house when he told them that his dogs were twenty years old.
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21. TRANSUBSTANTIATION
This term was coined by copywriter Michael Masterson. He took the word from
Catholicism where bread and wine stand for the body and blood of Jesus Christ.
And we use it in writing to make what we are selling--a product, a service, or an
idea--appear more valuable.
Samples include making a car seem like a jet fighter, reading the Wall Street
Journal means you'll be a success in business, a weekend in a hotel becomes a
min-holiday.
An easy way to use this potent technique is to use something from NLP called
Chunking Up. When we chunk up, we go up a level (or a few levels) to something
more abstract.
To chunk up we ask ourselves, "What is this an example of?"
Let's apply it to a car. "What is a car an example of?" We can say "vehicle,"
"mode of transportation," "manufactured object," etc.
Let's use Mode of Transportation. Now we ask ourselves this question: "What is
another, very desirable, mode of transportation?" We can then go on to other
modes, such as "train," "cruise ship," "horse," "jet fighter," etc.
Next we use Metaphor (Technique #9) to find similarities. We do this by asking,
"How is this car I'm selling like a jet fighter?"
An example:
Special-J is a gourmet meal and a health-booster in a can. Your dog will love
you for it!
How can you make your offer seem loftier, much more than it is to the eye?
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My boss at the time, Russel Doceti told me the best way to sell something:
"Tell 'em a story."
"Whaddya mean 'a story'?"
"Lou, people love stories. Our lives are filled with stories: movies, books, newspaper
articles, soap operas on TV, conversations at the dinner table. Tell 'em a story."
"Yeah, okay. How can that sell anything?"
"The best, most persuasive, longest lasting direct response ads tell some kind of a
story. Look, you've got different types of stories you can sell with: you can use a Case
Study Story where a person or company succeeded with the product...
"You got Consequence Stories where someone in the target market failed because
he or she didn't use the product...
"You can try I-Empathize-With-You Stories where you tell your story of failure of using
the other guy's products and how you found success and enlightenment by using the
product you are now selling...
"Another one you can use is Origination Story where you tell how the product was
created. So choose one or two and see where it takes you."
And that's what I did. I did my research and came up with a dynamite Case Study. I
incorporated into my sales letter for their product. It did really well for years.
Which reminds me of a story...
Last year my sister was upset. Her wire-haired terrier was listless, had no appetite, he
lost his spark. The vets she went to couldn't help. I told her that I read somewhere that
a dog's diet can be vital to a dog's well-being. Captain Obvious, right?
But what I didn't know is that many commercial dog foods contain various additives,
like preservatives that, over time, have a negative effect on a dog's health.
However, one dog food, made in the USA, has all the nutrients a dog needs to stay
healthy but without all those chemicals that can be detrimental to a dog's well-being.
This super dog-food, Special J has veterinarians across the USA and Canada raving
about it.
So I told my sister about it. Since she had really nothing to lose, she bought some and
put about half a can in Sparky's favorite Snoopy bowl. He smelled it, took a little
nibble...and went back to sleep. A bad sign? Not really. Prior to that, he would just
Copyright Lou Larsen
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We only offer Special-J to dog owners who are serious about giving their dogs
the best. And because of that, we must have you sign this affidavit....
When you are creating your piece, consider ways to dare or take away from your
targets.
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are often used by family members and peer groups to try to make you do
something you don't really want to do.
Here are some of the patterns to make a person feel guilty (continuing with the
dog food examples.:
Don't you even care about....? As in, "Don't you even care about your
dog?"
If you really wanted...., you wouldn't... As in, "If you really wanted a
healthy dog, you wouldn't be giving her that cheap canned food."
Everyone knows why... As in, "Everyone knows why you don't feed your
dog the best possible food."
A (DESIRABLE TYPE OF PERSON) would/wouldn't... As in, "A true
caring pet owner wouldn't be feeding her dog Vet's Choice."
Check your internal experience when reviewing these patterns. Not a very nice
experience, is it? As mentioned before, I'd think twice before using these
patterns.*
*I got most of these patterns from The Gentle Art of Verbal Self Defense by Suzette Haden Elgin.
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people are staring at your beautiful dog and wonder how you keep her so
beautiful and healthy.
CONCLUSION
There you have twenty-seven ways to influence and persuade....
...When working on your project, keep sentences fairly short. One mistake I see
quite often in ads and other forms of persuasive writing is sentences that are too
long. The longer your sentences, the more difficult they are too read, and the
more likely they will be ignored.
You can mix and match these techniques depending on your project. The US
military's Psychological Operations (PSY-OPS) has had a lot of success with leaflet
drops over enemy territory.
They are often quite small in size and need to get the job done quickly. They tend
to use Technique 3 ("Invoke Emotions"), Technique 4 ("Motivate Your Reader"),
and Technique 5 ("Show Them the Consequences").
For something like a billboard, demonstration placards, or bumper stickers, where
space and time are at a premium, you could use Technique 6 ("Ask Questions") or
Technique 9 ("Employ Metaphor").
You now have a ton of power in your hands. You've turned your pen (or
keyboard) into a formidable weapon. Please use this power ethically. I don't know
if you've already begun to notice how great you feel because of this power.
Thanks for reading this ebook. Clearly, you are an incredibly intelligent person.
And I like you, I really do. And if you need a hand writing persuasive advertising,
just send me an email (loularsen@gmail.com)
"It takes tremendous discipline to control the influence, the power you have over other
people's lives." ~ Clint Eastwood
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5. SHOW THEM THE CONSEQUENCES. How will my target lose out if they don't do as I
ask? How will they lose if they go with a competitor? How will they lose if they don't do
anything?
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6. ASK QUESTIONS. How can I get my target involved in my writing? What can I ask
them to get them thinking?
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7. REFRAME POSSIBLE OBJECTIONS. Why would my target refuse to do as I ask?
What would stop them? How can I counter these objections?
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8. USE QUOTES. What famous person can I quote that would support my argument?
Do I have any satisfied customer testimonials I can use? If I can't find anything, what
sentence can I put in quotes but not attribute it to anyone?
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9. EMPLOY METAPHOR. What is my offer like that is very desirable. How can I describe
my offer in terms of something else that my target likes?
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10. COMPLIMENT & FLATTER. What can I say to show my target that I like them?
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Copyright Lou Larsen
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11. SHOW NO GRAY AREA. How can I show them they have no choice? That the
situation is really only black or white.
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12. BELONG TO A SPECIAL GROUP. What group am I part of (or am creating) that my
target would like to be part of? What special group would they like to be part of and
that ties in with my offer?
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13. HAVE THEM MAKE A COMMITMENT. How can I get them to commit to what I'm
offering? How can I get them from not backing down or changing their mind?
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14. CHANGE THEIR LIFE. How will my offer change their lives for the better, making it
richer and more rewarding?
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15. OVERCOME INERTIA. What can I say or do to get my targets to ACT RIGHT NOW
without delay?
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16. ADD PRESUPPOSITIONS. What do I want to imply about what I'm offering? What
negative assumption might they have and how can I eliminate them?
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17. USE RHETORICAL QUESTIONS TO MAKE CLAIMS. What claims or promises can I
couch in question form?
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18. USE CURIOSITY, SECRETS, & FORBIDDEN KNOWLEDGE. What secrets am I going
to let my target in on once they do as I ask?
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19. INTENTION AND TEMPTATION. What pain is my target in? What pleasure do they
want? How can I tempt them?
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20. CONNOTATION. What do I want my target to think about me, my offer, my cause
without actually stating it? How will I approach it?
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21. TRANSUBSTANTIATION. What higher ideal does my offer belong to? How can I
convey it to my reader?
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22. TELL STORIES. What story or stories am I going to tell my target? Successful case
study? How I failed and then succeeded? How my offer came about?
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23. DARE THEM. How can I goad my target into action? How might I intimidate them
into action?
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24. IT'S THEIR IDEA. How can I convince my target that my offer is actually their idea?
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25. LOYALTY & GUILT. How can I make my target feel guilty about not acting or taking
my side?
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26. RIDICULE, DOUBT, SUSPICION. How can I get my target to doubt my competition?
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27. MAKE THEM FEEL APPRECIATED. How can I make my target feel appreciated?
How can my offer help them impress other people?
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