What are the different styles of persuasive writing

DSM Digital School of Marketing - persuasive writing

There are four primary types of writing: expository, descriptive, persuasive as well as narrative. Each of these writing styles is utilised for a specific purpose. A single text may incorporate more than one writing style.

Writers may use a range of techniques in order to persuade. When you’re reading a piece of persuasive writing—or writing persuasively yourself—it is necessary that you think carefully about how techniques such as these are used in order to position the reader to accept a specific point of view.

Before we look at different persuasive writing styles, let’s identify the various styles applicable to different applications, such as the following.

Descriptive Copy

This type of copy describes the important as well as relevant characteristics of an object. A creative copy is a good example of descriptive copy as it is copy that is written for search engine optimisation (SEO). This kind of ad showcases features of the product and/or service:

  • It is very simple in addition to non-technical nature.
  • It does not have any speciality that can attract the attention of the target consumers or may force them to read it.
  • It is similar to a press account or news item which simply gives relevant information to the public without any stylish touch.
  • The copy uses a direct active sentence. There are short and pithy sentences and most importantly they seem to be like a commonplace announcement.

Scientific Copy

Such types of copy are technical in nature. These kinds of ads are generally used by drug and pharmaceutical firms to elaborate on the propositions of properties as well as constituents of the product.

This kind of copy is usually meant for professionals or for those who are really interested in such types of information. In the copywriting world, technical copy – such as medicine inserts – is an example of a scientific copy.

Colloquial or Conversational Copy

The colloquial copy puts forth the message in the way of conversation. It uses informal language and conversation takes place in terms of ‘I’ and ‘You’ with personal reference to the reader and the advertiser.

In copy such as this, the style is one of a personal talk or one of eyewitness accounts. Some of the informal statements can even become a dialogue. In many TV advertisements, there is a colloquial copy present.

Copy that is put together for the purposes of generating leads and making sales adopts a very conversational or colloquial tone.

Humorous Copy

It exploits the sense of humour of the audience. It makes the reader laugh and smile. These ads narrate the message in a humorous way in order to gain the attention of the masses. Humour is heavily used in advertising, especially in TV commercials.

Narrative Copy

In such a copy a fictional story will be narrated. The benefits of the product emerge from the story. Possibly, the narrative is humorous. Or else, it has a strong appeal. It should make an imprint on our memory.

These styles of the copy are applicable to the different forms of copywriting, such as:

  • Direct Mail
  • Email
  • Billboards
  • Press Releases
  • Social Media

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