Whether you’re trying to write a postcard or an email, a landing page or a sales letter, your goal is the same: to persuade your reader to take action.
Do the rules of persuasion change depending on the type of communication? Thankfully, no. The requirements may be different depending on your platform, but the basics of persuasive writing never change.
The real power of your promotion lies in three key areas: the headline, lead and the offer. But for their power to be released, you’ve got to do more than hook your readers and reel them in. You need to provide a sales presentation with balance and depth. For that, rely on the five pillars of persuasive copy.
The 5 pillars of a solid structure
Top-performing promotions are built around five pillars. Together, they support your offer and give your presentation depth and balance. For best results, give equal weight to each of them.
1. The big idea
Your English teacher would call this the theme, but it can be more than a main idea. It can also be a motif, image or strong emotion that resonates with your readers. The big idea ties together every element of the promotion, giving it focus. Incorporate it in your headline and lead. Then refer to it in your close and P.S.
2. Benefits
Your readers only care about what’s in it for them. As a result, benefits-oriented copy is more likely to overcome reader resistance. Talk about your product only in terms of how it will benefit them. Help them see their lives improved by your product. Make promises, but keep them believable.
3. Proof
Never make a promise you don’t prove. Provide research, features and scientific evidence that you can do everything you say you can do.
4. Credibility
Your readers want to trust you before they’ll do business with you. Give success stories and testimonials. If you provide a service, tell them about your experience and training. If there’s anything you don’t do as well as your competition, don’t be afraid to bring it up. Just be careful to talk about it in a positive way.
5. The call to action
This is key: Your readers should know exactly what you want them to do and how to do it. Clearly state your offer. Always offer a guarantee. If possible, provide added value with premiums or gifts. Keep it simple and let them know exactly what to expect.
In short, you want to give your readers a clear picture of how your product or service can improve their lives. Promises will get their attention, but keep them believable. Honesty always trumps hype. Your goal is to build rapport, relationship and trust, while also stirring desire.
photo credit: SeanKing93
