Art of Persuasion in Copywriting
You experience reality through your five senses—taste, sight, touch, smell, and sound. The other face of it is Imagination, now there are so many things that can trigger that.
One such is the art of advertising and writing copies, this force drives the industry. Now let’s understand how the art of persuasion works, the shift or alteration in people’s beliefs or perspectives by the means of communication. The source could be verbal or written. Copywriting is the textual set and has evolved vastly in the past decades, earlier it was easy when the Internet wasn’t branched out so broad. The strategy was to write a copy, keeping the target market in your light, so when the consumer/ customer with necessity would come across your product would get influenced. However the scenarios have changed in the current times, as the audience is not limited to physical stores or pamphlets it has extended on a platform where there are thousands of brands catering the same kind of service, that is online shopping.
Consumers now have the flexibility to compare and judge their buy, thus convincing your customers about your product is part art and part science.
Nonetheless, it doesn’t matter in what medium you are reaching out to, understanding your audience and their language is the most important key.
We now will try to have a better understanding of it by going through some examples.
1.Conversational Tone- The approach is to make your customers believe that you understand them, they can trust you and you have a one-on-one relationship.
“Not convinced yet? – oh dear!
You’re a tough nut to crack. Why not come and see us at our showroom in Chelsea or Bath and try one for size?”
2.Storytelling and Sales- The product can be as simple as a thread, but you need to evoke the imagination of it being extraordinary by painting a fascinating story around it.
“Cool breezes off Okawa River. Cherry blossoms glittering.
Naoko and I practice hanami: picnicking under a sakura tree (ancient Japanese custom once reserved for Imperial Court).
She picks up a pink petal, murmuring “Shibui.”
She smiles. “Think beautiful in its simplicity.”
“Like this.” I gesture to her classic, fully buttoned collarless coat.
“No, Peterman.” She stands, unbuttoning. “This celebrates me, the unexpected.”
She opens her soft wool coat to reveal a vibrant leopard print lining”
(J Peterman Fashion)
3.Strike their emotion – You need to understand that you are not alone in the market, there are competitions who are proving the same services. So, how do you make your product/services stand out?
You make the consumer/customer believe that you understand them, their emotions and you stand with them.
“Love is the most powerful thing on the planet,
Love is the reason you care.
For all the things in your life,
That makes life worth living.
~ Johnson & Johnson- for all you love”
Now the ultimate way to reach out to your customer is to read and research their patterns, needs, thinking, and language. All these tips are as important as the pay of words one needs to play.