Persuasive language techniques are utilised by authors and copywriters, in general, to convince readers of their point of view as well as to sway them to their point of view. Writers vary their persuasive techniques based upon audience, writing genre in addition to their own motives.
In order to craft a well-articulated persuasive message, a marketing and copywriting practitioner must always keep all of these factors in mind throughout the formation and dissemination period of a campaign.
What Are The Factors Of Persuasive Language And Effective Communication?
Audience Analysis
One must know not only the demographics of a message receiver but their beliefs, attitudes, concerns and lifestyles, in other words, their values.
Source Credibility
Without credibility it is obvious that a message will not gain any real, or meaningful, traction.
Appeal To Self-Interest
This simply means that a message – if to carry clout – must appeal to an audiences’ economic or physiological needs.
Clarity Of Message
A clear as well as concise message is a must. People have to know what they’re being told in terms they understand.
Timing And Context
A message has to be appropriate in the way it is formulated, and the delivery must be on par with the societal norms and current events.
Audience Participation
This is important in the age of grass-roots organisational movements because if a message can get a large following or active supporters, it is likely to help convey a strong message with – at least seemingly, large support.
Suggestions For Action
Much like audience participation, suggestions for action help to mobilise change and support by means of a call-to-action. The content and structure of messages lend itself to a broad set of techniques that can be used to persuade. For example drama, stats, examples, endorsements or the emotional appeal.
