Persuasion in Copywriting-stratergies.pptx

Persuasion in Copywriting

1. Persuasion in Copywriting Dr. Uma Maheswary Department of English Kristu Jayanti College

2. Social Proof People follow the lead of similar others. Headlines like "Ten million housewives can’t be wrong" illustrate this. Using Social Proof Testimonials and case studies are powerful. Real or mock-real figures in advertising emulate peer advice. My way

3. Principle of Consistency Consistency People align actions with their commitments. Asking questions that encourage commitment can build a persuasive message.   Building Consistency in Copy Elicit a positive response with headlines like "Do you want to save money on your home insurance?" Use the reader's tacit commitment as a foundation for your argument.

4. Principle of Social Proof Social Proof People follow the lead of similar others. Headlines like "Ten million housewives can’t be wrong" illustrate this.  

5. Example of Social Proof Using Social Proof Testimonials and case studies are powerful. Real or mock-real figures in advertising emulate peer advice.

6. Principle of Authority Authority People defer to experts. Adverts often use third-party experts to back up claims.  

7. Example of Authority Using Authority in Copywriting Use respected figures or sources (scientists, industry bodies, reports). Incorporate social-media content for social authority.

8. Principle of Scarcity Scarcity People value something more if it is in short supply. Scarcity can be based on quantity, time, competition, threat, profile, or invitation.   Applying Scarcity in Copywriting Highlight limited editions, sale deadlines, or exclusive offers. Use scarcity to add impact to calls to action.

9. Principle of Reciprocity Reciprocity People respond in kind. Offering something can encourage readers to take the desired action. Example of Reciprocity Using Reciprocity Offer benefits for purchase, action, or attention. Use free trials, discounts, or samples to create a sense of obligation.

10. Effective Copywriting Applying these principles can make your copy more persuasive. Understand and appeal to the reader's desires and needs.