Persuasive Writing

How to Craft a Compelling Headline
When writing a headline, don't lose sight of its two main purposes:

1) to attract attention

2) to persuade people to read the body copy

Ask yourself what matters to your prospective customers. Picture the aspects of your business or service that are likely to intrigue or lure them, then pen a headline with these concepts in mind. For example, if you cater to busy moms and business people on the go, your headline could promise solutions for time-saving workouts.

>From Newsletter 6, December 2001

Using "You"
Engaging your readers increases the persuasiveness of your writing. One of the best ways to do this is by writing to them, not just about them. This technique is as simple as employing the word "you." Writing in the second person also makes copy more conversational and easier to read.

Instead of: “Resistance training helps athletes prevent injury and increase their sports performance.”
Try: “Resistance training helps you prevent injury and increase your sports performance.”

>From Newsletter 1, July 2001

Highlight the Benefits
When you write promotional copy, spark the interest of your prospective clients by emphasizing the benefits of your business, not just the features.

The fact that your club offers massage is a feature. The fact that massage helps your busy clients manage the stress of a hectic schedule is a benefit.

The type of strength-training equipment available at your club counts as an important feature, but how does it benefit potential clients? Don't leave them guessing—tell them.

>From Newsletter 4, October 2001

Remember the Call to Action
When writing promotional copy, don't skip the all-important call to action. Close in on the sale by telling prospects what you want them to do and how you want them to do it.

Ask them to take a tour of your club, invite them to redeem a coupon or encourage them to call for more information.

>From Newsletter 5, November 2001