PS has worked as a freelance writer since 2012. When she's not traveling and writing, she helps people with web design and development.
Whether you are writing a web sales page, speech or a blog post, you want it to persuade your audience to follow and trust you.
In this post, we are going to discuss, through a few tips, how to make your writing compelling to your readers.
You must already have seen or used yourself several times. Television commercials are the finest example of such type of writing.
Let us take an example of Acme Shipping TV Commercial
During the nighttime, an executive is having a phone conversation in his office. A small white-wrapped box is lying on his desk. His secretary stands on alert in the background.
Executive: Yes Sir, the package will certainly be on your desk tomorrow. I’ll take care of it.
[Hangs up phone]
How will I take care of it? I don’t know how…
Secretary helps executive and picks up the package.
Narrator: When it comes to sending a package overnight, even the most powerful executive becomes helpless as a year old.
Executive walks in a daze, with his overcoat on and carrying his briefcase.
Secretary holds the package in her hand.
Executive: You’ll take care of it. [Dazed] How will you take care of it?
Secretary: I’ll call Acme Shipping for help.
Narrator: Acme Shipping - When it certainly has to be there overnight.
Early morning, Acme Shipping aircraft arrives on the airport with an Acme Shipping van waiting by it. A text highlighted in the center of the screen both on the plane and van: “When it certainly has to be there overnight.”
Look at the persuasive style of the commercial. The ad immediately makes it clear what it is going to be all about. Moreover, the Acme Shipping slogan is communicated both aurally as well as visually.
You must have seen this style of advertising in countless ads because it is highly effective. Most of the ads about fitness and diet products make use of this strategy to lure the viewers. The strategy always involves “before” and “after” image of a person, who earlier sounds unfit and hopeless, but later magically transforms into a fit younger-looking hunk.
This is highly persuasive as it allows the audience to visualize the whole concept that will happen to them if they buy the product.
Such style is also quite relevant to use while making an argument compelling enough to let other people agree upon it.
On the other hand, if we talk about writing, then all we have is or words. Through our words, we need to paint an image in our readers’ mind and help them realize the benefits of the services. To make this idea more lucrative, we can adapt the technique of visualization.
Through visualization, we can help the readers to visualize the “before” and “after” image of a story similar to the one on TV.
Visualization technique is written in a descriptive form using the perception of the reader. It is written in the second person to help the readers visualize the situation and the outcomes that may occur if they don’t buy the product.
Visualization is powerful enough to make the readers deeply engaged with your content. Let us go through a few examples to know how to use the visualization technique.
Examples of Visualization Technique
1. 1921 Ad for Pepsodent Toothpaste by Claude Hopkins
The famous and all-rounder copywriter Claude Hopkins describes the current dental problems of readers and how they can solve it through this new product.
You have a viscous film on your teeth. You feel it through your tongue. It sticks to your teeth, makes way to crevices and stays there. This film is your teeth’s worst enemy. It destroys them. Your ordinary toothbrush fails to remove it. It is acidic and can cause ceaseless damage to your teeth, resulting in tooth decay.
Did you notice that viscous covering on your teeth?
Hopkins filled his sentences with extremely sensory words that make you visualize his description.
Sensory words, such as viscous (touch) and acidic (taste), are descriptive terms that engage readers’ five senses.
According to the research done on the working of bran in the past, it is observed that the brain can not make much difference between encountering an experience in real life and reading about it. In both cases, the exact same neurological regions get stimulated.
Similarly, when Hopkins asked you to feel the viscous film through your tongue, your brain actually tried it. Thus, by describing the readers’ problem through sensory words, he persuades to find out the solution urgently.
2. 1929 Rolls-Royce Ad
This ad helped the company sell the highest number of cars, ever in history. So, you can imagine how effective this ad would have been.
Walks into a Rolls-Royce, weary and crusty from a hectic day at work. Your car cradles your exhausted body like a comfortable lounge chair at your home. The city loudness hovers around you, you dwell upon a sea of silence. Broken roads lie ahead - you overcome them without a hustle. You float in restfulness just as in a night of dreamless sleep, driving over 300 miles in your car, the Rolls-Royce without feeling tired.
Observe the lines, how the copywriter persuades the readers to not only see Rolls-Royce as a comfort luxury but also as an anti-stress medicine.
All these techniques are strongly based on “before” and “after” sequence, which is, in fact, a very powerful tool for persuasiveness.
Now, the question, what makes it so thought-arousing?
- When you let the readers picture their current problems, it makes them realize the seriousness of the real-life problem. It generates an emotional touch in their mind. You make them realize they need to take action to overcome the situation, else it will get worse.
- You are empathizing with their current problems and understand how they are feeling at present.
- When you present the after image, the positive futuristic approach. You give them an emotional boost to handle their problems through your services. You help them feel the difference if they utilize the solution, you have provided to them.
It is quite similar to signing up for a free trial account, ending up becoming a paid member of the service because you had a great experience with it and you don’t want to let it go.
In the same way, presenting a visualized story to your readers using sensory words, make them feel the change they are going to receive. You made them experience the after-effects of using the product causing a positive change to their lifestyle.
Till now, you must have realized the power of this technique and how persuasive it is. Make sure to use it wisely.
It must be used only when you are trying to convince someone to take action that will benefit them in the long run.