Most of our decisions are based on external factors that are strategically placed to persuade us in one direction or another.
For example, take when you are driving, the behavior of another driver may persuade you to let them in front of you. When you’re shopping for groceries, the color of the packaging may subconsciously persuade you to buy it. And when you’re online, the words in the content may persuade you to either want to read more, subscribe, click through, or click away.
As a business owner, this is powerful knowledge. Realizing that the words you choose have a significant impact on your visitor’s behavior can help you tweak your sales message or content by using more persuasive words and a few persuasion strategies.
What Is Persuasion?
According to the dictionary, to persuade someone is to,
“Cause (someone) to do something through reasoning or argument.”
When you’re talking to someone, you know how to persuade. You do it by giving examples, supporting facts and information, and often by exhibiting some sort of strong emotion.
For example, if you’re really excited about a car dealer and you think your neighbor should buy their new car there, you’ll excitedly tell them about the great customer service, easy negotiation, and great price you got.
Persuading people in-person or online through your messaging or content isn’t much different than that neighborly conversation. If you’re trying to convince readers to try a new product or service, you might use the exact same strategies. You’d talk about the exceptional quality, competitive price, peace-of-mind, ease of use, etc.
Types of Persuasion Strategies
There are many persuasion strategies that you can use in your messaging. Two of them are:
Facts and Data
Objective information in the form of facts and data help handle skepticism and objections. Strategic placement of supporting information can enhance your credibility and authority. This then may persuade someone to trust you and follow your advice. Additionally, it can persuade people to keep engaging with you.
Emotion and Emotional Words
In the example of the car dealership, the delighted neighbor was excitedly sharing information about her experience. It showed on her face, in the words she choose, and probably in her language. However, online messaging and content limits you. You can use punctuation to show strong emotion. Although, that should be used sparingly. Instead, use powerful emotional or descriptive words to persuade your reader. When you’re communicating with words it key to “paint a picture” you’re describing.
Your reader will undoubtedly relate to the situation and be nodding her head “yes” in front of the screen.
The Power of Persuasion
Active language, using the word “you” and remembering to focus on benefits will also help your messaging and content be more persuasive. Your clients are interested in what they will get out of your product or service. How you can help make their life easier.
These simple strategies within your messaging and content can increase your closing rates both in-person and online. As a side note when you’re tracking the effectiveness of your content online track: page visits (the number of pages and which pages), time spent on your site, where traffic is coming from, subscriptions to your email list, and of course click-through rates and sales. And just in case you don’t know how to do this, Google has a great tool and is free – Google Analytics.
The next time you sit down to create a blog post or article, try these strategies and see how they work for you.
Maybe you’ve already tried some of these techniques, let me know how effective they were for you. You can share in the comments below or on Facebook.
PS: You also have many opportunities to market your business face-to-face, right? Are you getting those prospects to warm up to you or are some giving you a challenge? If so, sign up for the free e-course and learn how to build great relationships with your prospects and turn them into clients.