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Be honest: now when you hear about copywriting, you can't help but think about SEO-related writing techniques. It's not like that?
Yet the copywriter's craft has been around for long before SEO came into the world. (I had already told you about it in an article on the trades of online writing, but Iuvant repeats!)
What it means to be a Copywriter
Inextricably connected with the world of advertising and publishing, the role of the copywriter, or advertising editor you want, is of paramount importance in a communication and marketing campaign.
Is there, in fact, anything more effective than words to convince and persuade one's target? And beware that the verb "persuade" was not used at random!
However, with the advent of SEO, the main goal of a copywriting activity (on the web, it is understood) is necessarily changed: it was no longer the reader to be taken at the hook, but the search engine.
Of course, to write a good text on the web you can not ignore the consideration of some rules of SEO Copywriting, but are we sure that in respecting them is not compromised the relationship with our readers?
How, then, do we maintain good relations with both those who read us and with the search engine? How can we capture readers' attention only through words?
To answer these questions, today I want to introduce you to some of the persuasive writing techniques that every good copywriter should know!
Persuasive Writing Techniques: A Forest Pie
To F.o.r.e.s.t. P.i.e.
No, it's not an invitation to the sweet tooth, nor a culinary experiment. It is a cute acrostic that, in English, is adopted to remember some effective techniques of persuasive writing.
After all, there's no worse, when you're dealing with creative work, of having to keep in mind dozens of rules, isn't it?
So, let's see together and in detail what our Forest Pie hides!
A by Alliteration
It is a rhetorical figure that consists of repeating a letter, a vowel, or a sound between two or more neighboring words. In persuasive writing he has the ability to exalt a certain sentence and, therefore, a particular situation.
F of Facts (Facts)
Citing circumstances or situations that really happen makes your text much more believable in the eyes of readers.
It's about expressing your point of view or that of a famous character on a given topic. Do you think you need to write a promotional text for a new piece of clothing: don't you think it's more effective to quote a famous character's point of view about that particular product?
R by Rhetorical Questions
Reread the last line. Well, that's a rhetorical question, which is a predetermined answer question. As you can see, rhetorical questions have the power to amplify a concept, to make it obvious.
E di Emotive Language (Linguaggio Emotivo)
Leveraging readers' feelings is another effective persuasive writing technique. It is adopted very often in advertisements, mind you!
S of Statistics (Statistics)
What is the best way to convince someone of the effectiveness of a particular product? Obviously talk about numbers! In some cases statistics are able to impress much more than words!
T by Triplets (Triplet)
It is a technique that consists of adopting three consecutive adjectives, in order to strengthen the value of a concept. The hat-trick is mainly adopted in political debates or speeches, but in some cases it can also be of great impact in advertising texts.
P by Personal Pronouns (Personal Pronouns)
Remember to speak directly to your interlocutors!
I of Imperative (Imperatives)
Do you want someone to do something? Use an imperative! But, not forgetting the politeness, I recommend!
And Exaggeration (Hyperbole)
It is the exaggeration of a situation or concept in order to make it more credible in the eyes of its recipient. If you think about it, these are expressions that we use every day: "we haven't seen each other in a century", who hasn't told a friend he hasn't seen in a long time?!
Now, it is not said that all these elements should appear in a text (I am also convinced that some of these rules are better suited to the English language than to the Italian language), but taking some of them into account can be of great help when dealing with the writing of a persuasive copy.
And have you ever tried your hand at persuasive copywriting? What writing techniques do you use in these cases? Tell me in a comment!