Writing any piece of content requires a lot of skills and practice. The same is the case with persuasive writing. One cannot master the skill overnight. It takes a lot of research on the subject matter to sound authoritative. It would help if one writes to influence the reader and make him agree with what is said.
How is persuasive writing different from other forms of writing?
Most of the content is written to share knowledge or make the reader aware of a specific topic. In a persuasive essay, the motto is to convince the reader that whatever the writer is saying is correct, and it should be like this only. One needs to include more research-based points to reassure the readers of the genuineness of the content.
Persuasive writing may be similar to argumentative content writing. However, compelling essays focus more on personal experiences and stories, while the former is based on facts and figures. The writer tries to develop a close relationship with the user to persuade him.
How does persuasive writing affect our daily lives?
Since the printing press was invented, writing has played an essential role in the lives of human beings. Persuasive content, specifically, affects readers’ decisions regularly. It may change or challenge what one believes or thinks. All businesses, advertisements, and copywriting forms count heavily on this form of writing to sell their products or services.
Ethos, Pathos & Logos
These techniques are a subset of Aristotle’s famous method of the Rhetorical triangle. Rhetorical devices include metaphors, hyperbole, hypophora, amplifiers, and many other techniques writers use to employ the reader. The top three are Ethos, Pathos, and Logos, which form the basis of persuasive writing. Each of them invokes a different emotion between the reader and the writer.
Ethos
This means the character or spirit in Greek. It is where light is shed on the writer’s personality and how the author presents himself to the reader. The reader is most likely to continue reading only when the writer can show his authority on the subject matter. It proves the writer’s credibility and shows him as someone superior or having more information on the topic. One won’t listen to anyone until they know he/ she is professional or experienced.
Pathos
The writer tries to pinch the reader’s emotions in the second stage. One has to make the reader share the given experience. E.g., a cute puppy, raining cats and dogs, a crying baby, etc. This content instantly relates to the reader through a memory, nostalgia, or an experience. He/ She must read on as they are now involved in the content. Pathos appeals to the quickly triggering emotions of the human brain. It can be envy, anger, fear, or even patriotism, as was seen during CoVID when people banned using Chinese products.
Logos
This part deals with the brain’s frontal lobe and includes logic, reasoning, and judgments. The writer uses facts and statistics that sound logical and rational and ultimately persuade the reader. This is the back support of all the persuasive content included in the above two parts of the text.
Also Read: How to Create a Social Media Strategy
Elements of Persuasive Writing
Some texts make the reader angry or sad, while others can recharge their brain with happiness and positivity. Check out the list to know what elements make a simple piece into a persuasive one.
Breaks, Bullets & Buttons
Structure the content in such a manner that it is not bombarding. Give breaks and space for the reader to breathe and process what he/ she has read. Dividing it into bullets or lists wherever possible makes it easily readable; hence, the users prefer it more. Similarly, buttons should be added in place of links, as they break the monotony of the text and are visually appealing to the eyes as well.
Catchy headlines and catchphrases
Use phrases and headings that last long after they have been read. One often reads or hears an expression that instantly enters their daily life. They start using it all the time. Similarly, using headings that excite curiosity keeps the reader hooked till the end.
“10 things you need to know about peanut butter” will be more catchy than “10 facts about peanut butter.”
Commas, contractions, and language of the masses
Ensure that commas are not used more than once in a sentence. If they are, the sentences must be shortened as longer ones shorten the focus span. A well-believed myth says that using flowery language is the weapon of content writers. In contrast, the reality is quite the contrary. No one likes to check the dictionary after every two words. So, to reach the masses, talk like them. Nowadays, time is limited, and the content on the internet is unlimited. So, to save time and energy, people prefer contractions. Don’t is better than do not, and so is ain’t than are not.
Quotes and Questions
Quote information from authentic sources and then ask questions that make them think and get involved in the content. Quoting the source allows them to double-check what is being said, making it a proper piece of persuasive writing. The questions can be rhetorical, reflective, or hypophoric.
Social Connect
Writing a persuasive text is not done in one day. The writer needs to build a long-term relationship with the reader. The reader should be able to contact the author after reading the content. The writer’s email address or social media handle should be mentioned, even a physical address if there is one. Do not sell everything in one go. Instead, distribute the content so that the reader returns to get the whole picture. Reading an author’s name multiple times builds trust. Once the recall value is created, persuading someone to take action is more accessible.
Over to you
Persuasive content has always been the king in all eras of history. Be it politics, patriotism, leadership, or business. How well people are convinced and made to agree to one’s stand matters. Even more than that, the content writer has to believe what they are saying. People sound different when they speak from the heart. Do a tonne of research and raise your voice for thinsg that matter. Try to interact with the audience as much as possible to gain their trust. Lastly, practice every day to master the art of persuasive writing.
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