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?
One must know not only the demographics of a message receiver but their beliefs, attitudes, concerns and lifestyles, in other words, their values.
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.
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.
Make An Impact – Accurately
The best way to craft a great headline is to keep it simple and direct. Be clever just when being clever is called for. Puns are good however only on “punny” stories.
Headlines typically involve logical sentence structure, active voice in addition to strong present-tense verbs. They do not include ‘headlinese’. As with any great writing, fantastic headlines are driven by good verbs.
A ‘Capital’ Idea
The first word in the headline should be capitalised as should all proper nouns. Most headline words appear in lowercase letters. Do not capitalise every word. (Some publications do capitalise the first letter of every word.)
In most cases, do capitalise the first word after a colon. In some instances, when only one word follows the colon, the word would not be capitalised. However, use your best judgement.
Numbers often go against the appropriate style in headlines. For instance, you may start a sentence with a number and, even though that number may be below 10, you do not have to spell it out.
Persuasive language is a staple of all marketing. Find out how to master these techniques, as well as other copywriting techniques, with our Copywriting Diploma. Find out more here.
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