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The ability to craft clear, concise copy that motivates and persuades is a skill every writer should develop. Persuasive writing convinces the reader to accept an idea and take action. It’s used in ad copy, blog posts, editorials, political writing, and more.
Businesses can benefit from creating persuasive copy because 82% of consumers read online reviews before buying. When that research leads to a well-argued post on a product or service, it may contribute to an immediate sale.
Writing persuasively is a developed skill just like anything else, so doing it well takes a little practice. To get you started, this article covers:
What is persuasive writing?
While most writing is typically used to inform or entertain, persuasive writing specifically aims to convince a reader to accept your point of view. You can see this intent in many types of writing, such as editorials, ads, and blog posts. Writers establish credibility and use logic, data, empathy, and examples to connect with and persuade their readers.
To be effective, the piece of persuasive writing should project an understanding of the reader’s concerns, make logical arguments, and have a conversational tone.
In contrast, an argumentative essay covers both sides of an issue to let the reader make a choice. However, persuasive writers focus on data to support only one side of the argument. They may include counterarguments simply to discredit them.
10 ways to be persuasive in writing
Good persuasive writing uses a variety of strategies to appeal to the reader’s emotions and logic. Here are 10 persuasive writing tips.
1. Know your audience
Having a clear idea of who your audience is will help you decide what information to include and can affect the structure and tone of your writing. For example, if you’re addressing physicians, you’ll probably have a somewhat formal tone with more data-driven points than if your readers are celebrity fans and want to know about the latest fashions.
Knowing your target demographic helps you understand the reader’s position on an issue to create a stronger argument. Ask yourself the following about your target audience:
- What are their concerns?
- What are their beliefs and opinions on this topic?
- Are they open to new ideas or are they skeptical?
- What arguments will be most convincing?
2. State your position
The introduction of your persuasive piece should include a thesis statement that clearly states your argument. This isn’t a highbrow collegiate premise; you’re simply telling the reader your topic and purpose. Create a thesis statement that’s simple, understandable, debatable, and not overly broad.
For example, “A vegan diet is the best choice for most people” is too general. “A vegan diet promotes better health because it reduces the risk of certain diseases” is more specific.
3. Engage through emotions
If you’ve ever wondered why so many ads play on emotions, it’s because 95% of purchase decisions are made based on peoples’ subconscious minds. In persuasive writing, anecdotes and metaphors create powerful emotional connections.
Examples of emotional appeals drawing out sympathy and empathy are commercials for nonprofits that feature hungry children or dogs. In contrast, ads for Disney World portray happy, smiling faces.
4. Use active voice
Editors often correct copy to put it in the active voice. Even software-based editors suggest changes that place the subject before the verb. For example, “Your package was misplaced by the mail clerk” becomes “The clerk misplaced your package.”
Still, passive voice isn’t necessarily wrong. The issue is that it’s wordier and sometimes not as easy to understand. Using clear, simple language helps get your point across in most types of writing, not just persuasive copy. Active voice is more concise, impactful, and easy to understand.
Use active voice to make sure your points hit home in persuasive writing.
5. Be empathetic
Part of knowing your audience is understanding how they think. A reader is much more likely to connect with an article written by someone who understands their feelings.
An article targeted at remote workers might reflect an understanding of a comfortable office chair, a child-free space for Zoom calls, and a good work-life balance. Meanwhile, an article for runners might recognize their strong desire to work out and the need to balance training with recovery to avoid injury.
Having empathy for your audience also helps address their concerns and arguments. What do your readers know about your product or service? What issues prevent them from taking action?
Conversely, not understanding your audience’s feelings and motivations can make you appear insincere and out of touch.
6. Present facts and data
An effective persuasive piece should rely not only on the writer’s opinion but also on supporting evidence. Using data from credible sources appeals to a reader’s logic and makes it easier to justify a purchase.
For example, stating that an SUV is reliable is one thing. But noting that a certain SUV model was the most likely to reach 200,000-plus miles in a national study of 14.9 million cars traded in 2021 is far more persuasive.
Use several types of facts and data to support your persuasive argument, including:
- Statistics. Using data lends credibility to your arguments. Find reputable sources for statistics, including academic institutions, government websites, and research organizations.
- Qualitative data. This type of research uses surveys and interviews to study the human experience. Review qualitative studies to find stories that show the human angle of a topic.
- Expert opinion. Include quotes from recognized authorities on the topic you’re discussing. For example, a debate on lowering the drinking age could include a quote from the surgeon general on the long-range effects of drinking as a teenager.
7. Establish yourself as an authority
Build your credibility by establishing yourself as an authority on the topic you’re covering. Consider these tips on becoming a subject matter expert.
- Choose a niche. Find a subject area you enjoy; then specialize in one sector within it. For example, a writer who covers restaurant design might focus on ways to reduce noise levels.
- Engage your audience. Create content that provides value to your audience and shares it via the channels they use. You may create a blog, record podcasts, make infographics, or post-LinkedIn articles.
- Build relationships with other experts. Follow their social media and like and share their posts to build a connection over time.
- Use data and examples. Do your homework and show your work. Quote authoritative sources, such as research studies and government agencies.
8. Use strategic repetition
Repetition is a tactic orator used to emphasize a point. Martin Luther King’s “I Have a Dream” speech is one of the most famous examples. While advocating for racial equality, Dr. King used the titular phrase, “I have a dream,” eight times for emphasis.
In writing, strategic repetition helps readers retain what they’ve read. Repetition also lends credibility to an argument. Recent research even shows that people judge repeated statements to be true.
Of course, too much repetition can alienate the reader. To use repetition subtly, consider repeating an argument using different phrasing.
9. Get the readers on board by using CTAs
Engage your readers with a call to action (CTA). Make it easy for them to get involved. Create surveys, encourage comments, or ask questions. It turns out that consumers spend more after joining an online community.
If feasible, include the ultimate CTA, and a link to make a purchase.
10. Anticipate objections
Persuasive writing focuses on the argument you’re proving, so it may seem counterintuitive to address opposing views. One-sided arguments often appear to be self-serving, however.
By addressing objections, you show the reader that you understand their concerns. You’ll need solid evidence such as statistics or a quote from an expert to refute the reader’s beliefs. Be sure to circle back to your proposed argument.
Approach for effective persuasive writing
The ability to create an effective persuasive piece of writing is a valuable communication skill that provides several advantages to writers.
Present ideas in a convincing way
Ads, editorials, and political statements all use persuasive copywriting. Regardless of the media, persuasive writing techniques involve conducting research, understanding the reader, and using logic and emotion to sway your audience. This strategy requires you to organize your arguments to present ideas convincingly.
Influence people to believe in a cause
Use your skills to promote causes you believe in. A well-crafted persuasive essay hooks the reader uses empathy and presenting data-based arguments. Add rhetorical flourishes such as repetition and personal stories to emphasize key points.
Whether your passion is supporting a local dog shelter or encouraging youth to study the arts, mastering persuasive writing gives you a tool to build awareness and motivate readers to take action.
Present clear arguments
Persuasive writing is all about convincing your audience to believe something or take action. You’re probably not going to succeed if you’re simply rambling about a certain topic. By succinctly using facts and research, you can present a clear argument for why your target audience should agree with you.
Persuasive writing caveats
There’s an art to writing persuasively. To avoid confusing or alienating the reader, consider a few persuasive writing caveats.
- Don’t misjudge your audience. Understanding your audience can help you decide how formal your language should be. More importantly, creating a persuasive argument is difficult if you don’t understand what the audience does and doesn’t know and how they feel about an issue.
- Don’t use faulty logic. Whether intentional or not, writers sometimes use faulty logic. They may create a strawman argument that doesn’t make sense when it’s fully examined. For example, one senator says they would oppose an increase to the defense budget. Their opponent argues that the senator wants the country to be defenseless. Using faulty logic like this can undermine your credibility and authority on a topic.
- Don’t over-rely on emotion. Emotional appeals are powerful, which is why they’re often used by nonprofit organizations. But the most persuasive arguments appeal to both logic and emotion.
- Don’t attack the opposition. It’s difficult to sway readers to your point of view if you insult them. Use facts, logic, and stories to connect with your audience. Steer away from being rude or mean-spirited.
Get started with persuasive writing
Do you have what it takes to write persuasively? Many businesses and other organizations could benefit from your skills—and the best place to start is with Upwork. Completing just one job can put you on the path to developing a successful relationship that propels your career forward.
