Persuasive Copywriting: 6 tips for writing compelling texts

Persuasive copywriting is a writing technique aimed at capturing attention and convincing the user to take a specific action. It is widely used in sales and marketing dynamics to generate conversions.

This type of writing utilizes the psychology behind words to engage the reader and prompt them to act. If you enjoy writing persuasive texts and are interested in learning all the techniques of this discipline, we recommend the SEO Copywriting Course.

Would you like to know more about persuasive copywriting? Then you’re in the right place! Below, we’ll explain:

  • what is meant by persuasive copywriting;
  • 6 tips for good copywriting;
  • formulas and examples of persuasive writing;
  • what to do to work as a copywriter.

What is persuasive copywriting?

Persuasive copywriting is the art of writing captivating texts that convince people online and lead them to convert.

The term copywriting originated in 1870 in America, where the role of a copywriter referred to the profession of a paper advertiser. Nowadays, with new mass media, it has transformed into a critically important professional in the field of marketing, creating content and writing persuasive texts capable of attracting attention and gaining the consumer’s trust.

Do you know what underlies user choices? Emotions. The strategy of persuasive copywriting leverages emotional triggers to connect with readers. To better understand, let’s look at a brief example. Imagine facing a text proposing an online product. If it bores you and isn’t interesting, you’ll likely ignore it. If it captivates you, piques your curiosity, and establishes a connection, you’re more likely to purchase the product.

It’s evident how the psychology of emotions forms the basis of texts that create an emotional bond with people, compelling them to take action. In the hectic competition of today’s marketing, where users are constantly bombarded with various stimuli and have an attention span of only 8 seconds, the discipline of copywriting becomes extremely important. The key moments of a persuasive text can be encapsulated in 3 steps:

  • attention;
  • emotional connection;
  • action.

6 Tips for Persuasive Copywriting

When creating a text, it’s essential to make it captivating and persuasive while being useful for the user you want to engage. Additionally, be careful not to create false hopes with inaccurate information: never make promises you can’t keep!

There are no universal rules for writing effective texts, and each professional has their method and technique. However, some criteria are crucial to always keep in mind when writing. Below, we’ll give you 6 tips for persuasive Persuasive Copywriting:

Define the communication goal

Defining goals is the first step to gaining the right direction and implementing a winning strategy. If you don’t have a clear focus on the goal of your communication, how do you expect it to be clear to the people reading it? If you don’t allow the reader to understand the purpose of the text they are reading, you will never capture their attention and, consequently, prompt them to take action.>

For this reason, the first tip for writing truly effective persuasive copywriting is to define the goal of the message you want to convey. By doing this, you will be able to inform people well, clearly, and credibly, which is an excellent starting point for convincing them!

Identify the audience

One of the most common mistakes is thinking that a good copywriter can get as many people as possible to read their text. Nothing could be further from the truth. One of the marketing principles states that not all customers are worth pursuing because not everyone can give the right value to the product\/service offered.

It becomes evident how important it is to identify the audience for good persuasive copywriting. By defining the target audience, you will be able to write a much more targeted and specific message capable of better resonating with the user.


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Choose tone and style

Even a perfect persuasive text under every grammatical rule can be ineffective if it doesn’t have the right tone and style. To connect with the user, the choice of these two elements is fundamental to make them understand that they are being spoken to directly.

Reading a text created, for example, for a medical product\/service (which normally requires formal language) with a too-bold style just to attract people would lose credibility.

When you want to build persuasive copywriting, nothing can be left to chance: the choice of words and the psychology behind them is extremely complex and must be known and mastered. Choosing the right tone and style will allow the words to acquire the proper nuance, better connecting with the reader.

Clear, direct, and concise texts

Today, with the hectic pace that characterizes everyone’s life, what the average user needs is speed and clarity. The phrases of copywriting should not be too long, complex, or have many subordinates because otherwise, you risk losing people’s attention. This is why it’s important to create clear, direct, and concise copywriting.

However, writing texts that immediately propose the product\/service without considering who will purchase it is a mistake to avoid. Always remember that attracting attention is important, but it’s only by creating an emotional connection with the reader that it will be possible to prompt them to take action.

Finally, when you write, you must keep in mind that you can create the best persuasive text ever, but if it’s not read by anyone, then it will serve little purpose. Therefore, you should never underestimate your positioning on search engines, and it is essential to write texts that are SEO-oriented.

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Trigger words

When writing captivating texts, there are specific words that play a very important role: I’m talking about using trigger words in persuasive copywriting.

Trigger words can connect to people’s emotional sphere, creating a series of consequences in the mind that lead them to take action. Their use attracts attention by triggering a direct unconscious emotional response. However, persuasive copywriting doesn’t abuse the user’s attention using trigger words; rather, these specific words help create engaging content that better tunes the seller into the emotions of potential customers.

Trigger words can truly make a difference, allowing you to develop effective and impactful communication. Examples include free, simple, new, discount, fast. In reality, there are many more.

Focus on the benefit

Convincing people by leveraging all the features of a product/service may seem like a winning choice, but it’s not. Instead, writing persuasive copywriting and focusing on the benefit allows you to completely change the presentation of what you are offering.

persuasive copywriting techniques

Imagine a brand proposing its new computer model highlighting the following features:

  • feather-light at 1.25 kg;
  • with the latest USB technology;
  • 58 Wh battery.

With this information, would you be interested in buying it? The presentation of the computer changes completely when presented in this version, highlighting the benefits:

  • ultra-lightweight so it can be taken anywhere without weighing down your suitcase or backpack;
  • with the latest 5 USB port technology that allows you to connect multiple devices simultaneously;
  • with a long-lasting battery providing more than 8 hours of autonomy.

Remember that the user is not so interested in the peculiarities of a product but rather if it can be the solution to their problem!


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Formulas and examples of persuasive copywriting

Some formulas for persuasive copywriting can be very useful, becoming an important guide for writing texts. Below, I will illustrate 3 with their respective examples.

PAS (Problem, Agitation, Solution)

  • problem: present the problem your potential customer feels.
  • agitation: highlight the problem until it becomes visceral.
  • solution: present the solution to the problem.

Example: can’t rank your content in SERPs as you’d like? (Problem) This way, you risk losing many potential clients. (Agitation) Ask for help from one of our SEO Specialist professionals who will help you turn your business around. (Solution) Contact them now! (Remember the CTA, which is one of the techniques of persuasive copywriting to always keep in mind!)

4P (Promise, Picture, Proof, Push)

  • promise: make a promise by attracting the reader’s attention, creating a scenario in their mind.
  • picture: paint a picture by materializing the promise and the advantage of choosing your product.
  • proof: demonstrate how you can support your promises.
  • push: push to take action.

Example: it’s so comfortable that you won’t want to get up! (Promise) Relax in your brand-new reclining chair and let all the stress fade away. (Picture)

Subjected to numerous comfort tests, our armchairs have been rated by customers with an average score of 4.87 out of 5 stars. (Proof) Don’t wait! Only for the next 24 hours, there will be a 25% discount for the first 10 users who make a purchase. (Push)

BAB (Before, After, Bridge)

  • before: describe the current situation of the consumer by highlighting the sore point.
  • after: make them imagine how their life would be if it were possible to solve the problem.
  • bridge: position your offer as a bridge between the two worlds.

Example: have you tried all the shampoos in the supermarket but none satisfy you? Your hair continues to be greasy and dry, and it seems that no product can solve your problem. (Before) Imagine being able to create the perfect composition for your hair type with completely natural ingredients. (After) From today, it’s no longer a dream, but with our products, you can customize and create your own personal shampoo formula! Buy within 48 hours, and you will receive a 10% discount for the next purchase. (Bridge)

Working as an expert copywriter

If persuasive writing has intrigued you, know that copywriting is one of the professions the market has an extreme need for and consequently, it is in high demand.

copywriting strategies

To work as an expert persuasive copywriter, it is necessary to specialize through courses or programs that provide certificates and attendance certificates that will allow you to acquire techniques and strategies of SEO copywriting to position your content online, skills in persuasive writing, and principles of neuromarketing to lead users to convert.

Working in this field, you can choose to work for a company or even have the ambition to go freelance, managing and taking your work wherever you want.

Conclusion and free consultation

Persuasive copywriting is a truly fascinating discipline, and it is just as realizing how the right words can have an impact on the human mind. I hope to have given you some useful information and various ideas for engaging writing. If you are interested in learning more, don’t wait; request a free consultation right away on how to write persuasive texts online! One of our experts will be at your disposal, ready to answer any questions.

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