The Art of Persuasion: Lessons from Joe Biden's Campaign Website Copy

I was reading a piece online today that led me to visit Joe Biden’s campaign website. As a marketing professional, it doesn’t take long for me to start analyzing copy everywhere I go, whether on street boards, fliers, or websites. This habit extended to the campaign website, where several elements caught my attention, which I will discuss below.

Disclaimer: This analysis is purely from a marketing perspective and is neutral regarding any ongoing political parties or campaigns. It does not support or oppose any politician, party, or movement.        

The pundits and politicians have counted Joe Biden out before. And they’ve been wrong. Dead wrong. Wrong about 2020. Wrong about 2022. Wrong about all that we could accomplish, together. Joe is staying in this race. Will you stand with him? Donate today:

Joe and Kamala are on board -- are you?

I’M ON BOARD

Our campaign is going to be powered by people like you. Tell us you’re on board today.

TOGETHER, WE CAN

FINISH THE JOB

FOR THE

AMERICAN

PEOPLE

We need to stop Trump before it’s too late.

Copy Analysis

• Emotional Appeal: The copy uses emotional triggers effectively. It evokes a sense of urgency and pride, emphasizing past victories against the odds and encouraging continued support. Using "wrong" repeatedly highlights the story of overcoming challenges.
• Call to Action (CTA): The CTAs are clear and direct. "Donate today," "I'M ON BOARD," and "Tell us you’re on board today" encourage immediate engagement.
• Inclusive Language: The copy uses inclusive language, with phrases like “together” and “people like you,” fostering a sense of community and collective effort.
• Bold Statements: Phrases like “We need to stop Trump before it’s too late” create a sense of urgency and a clear opposition, motivating supporters through a common adversary.

Copy Format

• Short and Punchy Sentences: The sentences are concise and impactful, making the message easy to read and understand quickly.
• Headings and Subheadings: Clear headings and subheadings break the text into digestible parts, guiding the reader’s eye and emphasizing key points.
• Bold and Capitalized Text: Important phrases like "I’M ON BOARD" and "TOGETHER, WE CAN FINISH THE JOB" are highlighted using bold and capitalized text, drawing attention to the CTAs and key messages.
• Visual Emphasis: The format uses visual breaks effectively, with spacing and alignment that enhance readability and focus.

Relatable Tips for Business Owners in Crafting Copy

1. Know Your Audience: Understand who you are speaking to and what motivates them. Use language and references that resonate with their values and concerns.
2. Create a Sense of Urgency: Use time-sensitive language and highlight the consequences of inaction to encourage immediate response.
3. Use Clear CTAs: Make your calls to action direct and easy to follow. Ensure they stand out visually.
4. Tell a Story: Weave a narrative that includes challenges, triumphs, and the role of your audience in the journey. This creates an emotional connection and investment.
5. Highlight Benefits and Solutions: Focus on what you can accomplish together and how your product or service solves problems or improves lives.
6. Be Consistent and Repetitive: Reinforce key messages through repetition to ensure they stick with your audience.
7. Keep it Simple and Direct: Use short, impactful sentences and avoid jargon. Clarity is key to effective communication.
8. Visual Hierarchy: Use headings, subheadings, bold text, and spacing to guide the reader’s attention and emphasize important points.
9. Create a Sense of Community: Use inclusive language to make your audience feel part of a collective effort or community.
10. Opposition Framing: If appropriate, clearly define what you are against to rally support through a common adversary or challenge.

July 2024

Samuel Alabi

samuelalabi.com

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