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Persuasive Writing

By Amrit Hallan

A few days back a prospective client (I'm writing for his home page now) asked me, "Can you write persuasive copy?"

This was not the first time I've been asked this question. To be frank, this is a perfectly legitimate question because you want content on your website that makes people do business with you.

But my reply is never a straightforward "yes". I mean, why do I have to persuade someone? You either want to buy an insurance policy or you don't. You either want to purchase that e-book or you don't. Is it good that I persuade you to buy something that you don't want or don't need? Then you may ask: why the heck do I want to write the sales copy for you if I don't want to persuade people to buy from you? Good question.

The person who has come to your website is already looking for something you are selling (assuming your website is attracting the right kind of traffic). If he or she is there by mistake, he or she is going to leave in a hurry anyway. If you plan to sell your stuff to unsuspecting people who just happen to be there, then you are too desperate to make a sale, and hence, you don't have long-terms plans regarding your business. If you take your business seriously, you attract customers, not entrap them.

Coming back to the assumption that you are attracting the right kind of traffic: people on your website know what they want, they just don't know whether you can give them that or not. Here's when you need a good copy, a text that convinces them that yes, this is the right place. How do I convince them?

• By highlighting all the hidden and obvious benefits of your product or service.
• By elucidating what exactly separates you from your competitors and why they should prefer you over your competitors.
• By showing, not telling.
• By telling them they can trust you.
• By talking to them in a language they can understand and relate too.
• By caring for them.

The last point is quite crucial for the success of your sales copy. You need to show that you really care and believe that by using your product they can actually improve things. You don't need to harp about what a great product you have or what a revolutionary service you provide. Nobody cares. What they care about is how beneficial it is going to be for them. Is it going to save them money? Is it going to save them time? Is it going to help them complete their projects faster? Is it going to improve their health? Is going to give them what they are desperately looking for? If you can answer all these questions in the affirmative, you've got a persuasive copy in your hand.

People are looking for sincerity. They are not looking for big, pyrotechnic words. They are looking for sincerity and some genuine action. Talk to them in plain language, tell them what they need to make an educated decision, be honest with them and your sales copy becomes persuasive naturally.

Copyright © 2008 Amrit Hallan
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