In order to achieve your desired outcomes, there are a number of grammatical tools that you can use to make your copy more persuasive.
The presupposition is a powerful way to bypass the conscious mind and have the reader accept what you’ve written as fact and without questioning. It’s quite difficult to block or question presuppositions because they slip in. An example of a presupposition in action is:
- When (you do what I want you to do), you’ll find yourself quickly and easily (becoming the person you want to be or obtaining a coveted goal.)
It’s quite easy to conceal imperatives into a regular sentence or question, again bypassing the reader’s conscious and making a beeline straight to the sub-conscious. People reading the commands will think the writer is making a point or asking a rhetorical question.
Example: “Who KNOWS what will happen with this campaign? There could be an (h)ITCH NOW in one of the projects.
The words in capital emphasise the hidden/embedded command, and the grammatical error serves to distract the conscious mind.
Embedded questions are important.
Creating excitement and desire
Here are some ideas of language patterns that will create anticipation and excitement:
- In a moment, I’ll tell you / show you In the next few paragraphs / pages
- As you (what you want them to do), you’ll truly (exciting description).
- As you read this, (description of what they want or embedded command)
Establishing credibility and expertise
One way of building trust is being totally honest. Simply by mentioning the fault of your product or service makes you more honest.
It’s important to establish bond and trust as part of your communications with openings such as:
- “Like you…”, or
- “Like many people…”
Convince people that it is worth it to invest in your product/service. Tell them why is it a better deal than your competitors. Answer the question: “Why should the prospect pay what I’m asking?”
Make it as easy as possible for people to order from you. You can use some language patterns to make what you’re offering look easier than perhaps it is.