Persuasion

Once we have defined where they are and where we want to take them, we have to start asking ourselves what are the steps the reader needs to take to get them from where they are now to where we want to take them. If we want them to click on this link or buy this product or opt in on this landing page ect.. what has to happen to get them there. Thankfully all the steps are pretty much the same, they might be a little bit different depending on what part of the funnel and what type of copy you write. But for the most part there are a few simple steps that have to happen always inside of a readers mind.

The Persuasion Cycle

When you write copy, you put words and images on a page and it triggers thoughts and experiences inside the mind of the reader. Your job as a copywriter is to define what the reader needs to think and experience in order to go from where they are now to decide to take that action that you want them to take. There's a path that people usually go through in order to make a decision like that and it's called the persuasion cycle. The first thing you have to do as always is grab their attention and that's no different if it's the first time they have seen you or the 33rd time they have seen an image or video or piece of copy you have written. You need to get them to pay attention to the words you have written.

Building trust and rapport

Another thing you need to do is to build trust and rapport with them. They need to like the person that's talking to them through copy, they need to believe the person that's talking to them through copy. They need to see the person that's talking to them through copy as credible. That needs to happen and its usually done through the persuasion cycle You also need to show them the true nature of their problem and the solution to get what they want. Usually at some point and this doesn't need to be done on every piece of copy you write, but you need to show them that there's a specific roadblock that's keeping them from getting what they want and you need to reveal to them the solution, the thing they need to do to achieve success and connect it to the product.

Its always important to do thorough research before you begin any copywriting

Conviction

To persuade readers to take action, you need to build trust and credibility. This can be achieved by providing evidence, such as statistics, expert endorsements, or social proof, that reinforces the value proposition and reassures the reader that they're making the right decision. Clear and transparent communication is key to instilling confidence in your audience.

The final stage of the persuasion cycle is prompting the reader to take action. This could involve making a purchase, subscribing to a newsletter, downloading a resource, or any other desired outcome. The call-to-action (CTA) should be clear, compelling, and easy to follow, guiding the reader towards the next step with confidence. By understanding and effectively implementing each stage of the persuasion cycle, copywriters can create persuasive content that resonates with their target audience, drives engagement, and ultimately achieves the desired objectives.

What are the main points

• Attention
• Interest
• Desire
• Conviction
• Action

If these points are implemented in the persuasion cycle this will help your customers make the right decision that will benefit them.

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