When planning your copy or persuasive writing, it’s imperative that you always look at it from the reader’s view.
Persuasive writing is not just about words.
No writing is.
It’s about communicating, and all that it involves.
Communicating involves emotions. You need to walk in the readers’ shoes, know what they feel, how they think and what it all means to them.
To make sure that you look at it from their view, approach the readers’ response from three related, emotional directions:
What you want them to know
What you want them to feel
What you want them to commit
Consider what combination of facts and feelings will produce the results you’re looking for.
The easiest way to do this is to use a simple table format when you are planning your work.
KNOW |
FEEL |
COMMIT |
|---|---|---|
| What FACTS are given | What FEELINGS are elicited | What ACTIONS are gained or taken |
By completing the table with the facts you have to give, the feelings you want to inspire and the actions you want taken, you will have a far clearer picture of what you want to communicate.
Then you can craft a message that will persuade.
Because buying decisions are really made on feelings.
Yes, you and I both know people say they’ve thought it through and considered all the facts. But really, it just boils down to what makes them feel good, right or better. For them, it really just feels right. The challenge they then have, is to search for facts that support their choice.
You know that’s so true. You’ve done it yourself.
Do you agree that buying decisions are ultimately made on feelings? Or do you think they are more buyer informed today?
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