How can you write persuasively for marketing and sales?

2 Use the AIDA model

The AIDA model is a classic framework for writing persuasive copy that stands for Attention, Interest, Desire, and Action. It guides you to capture your audience's attention with a catchy headline, hook, or opening statement, then spark their interest with relevant and useful information, then create a desire for your offer by highlighting the benefits, features, and value proposition, and finally prompt them to take action with a clear and compelling call to action. The AIDA model helps you structure your message in a logical and effective way that leads your audience through the stages of the buying journey.

3 Apply the principles of persuasion

The principles of persuasion are based on the work of psychologist Robert Cialdini, who identified six factors that influence people's decisions: reciprocity, scarcity, authority, consistency, liking, and social proof. You can use these principles to enhance your persuasive writing by offering something valuable in return for your audience's attention, creating a sense of urgency or exclusivity, establishing your credibility and expertise, reinforcing your audience's existing beliefs or commitments, building rapport and trust, and showing evidence of social validation and testimonials.

5 Emphasize the benefits over the features

A common mistake in marketing and sales writing is focusing too much on the features of your product or service, rather than the benefits for your audience. Features are what your product or service does, while benefits are what your product or service does for your audience. Benefits are more persuasive because they appeal to your audience's emotions, needs, and desires, and show them how your offer can solve their problems, improve their situation, or make them happy. To write more benefit-oriented copy, you need to answer the question "so what?" for every feature you mention, and use words that evoke positive feelings and outcomes.

6 Use storytelling techniques

Storytelling is a powerful way to connect with your audience, engage their imagination, and persuade them to take action. Stories can help you illustrate your points, demonstrate your value, and create an emotional bond with your audience. You can use storytelling techniques such as setting the scene, creating a conflict or a challenge, showing the transformation or the solution, and ending with a resolution or a call to action. You can also use stories from your own experience, your customers' experience, or your industry's history to make your message more relatable and memorable.