Copywriting isn’t that different from speaking. Both have similar intentions - to persuade and move people into action. So when I chanced upon a great article by Copyblogger, I cannot help but share it with you. Although it was written in the context of copywriting, I believe that the techniques can be used for speaking as well. While this list is in no way comprehensive, the ten strategies shared below will make persuasion a much easier task for you!

1. Repetition

Talk to anyone well versed in learning psychology, and they’ll tell you repetition is crucial. It’s also critical in persuasive writing, since a person can’t agree with you if they don’t truly get what you’re saying.

Of course, there’s good repetition and bad. To stay on the good side, make your point in several different ways, such as directly, using an example, in a story, via a quote from a famous person, and once more in your summary.

EF: Likewise, in a speech, you want to make a point (usually your key message) in different ways. This will ensure that your message is sticky for your audience. On top of telling stories or raising examples, you can conduct a live demonstration, show a video/cartoon/picture, run a game, share a fable, read a poem etc. Be creative!

2. Reasons Why

Remember the power of the word because. Psychological studies have shown that people are more likely to comply with a request if you simply give them a reason why… even if that reason makes no sense.

The strategy itself does make sense if you think about it. We don’t like to be told things or asked to take action without a reasonable explanation. When you need people to be receptive to your line of thinking, always give reasons why.

EF: In other words, sell them the benefits of your proposition. Make sure your audience know what’s in it for them because only then, will they be sold.

3. Consistency

It’s been called the “hobgoblin of little minds,” but consistency in our thoughts and actions is a valued social trait. We don’t want to appear inconsistent, since, whether fair or not, that characteristic is associated with instability and flightiness, while consistency is associated with integrity and rational behavior.

Use this in your writing by getting the reader to agree with something up front that most people would have a hard time disagreeing with. Then rigorously make your case, with plenty of supporting evidence, all while relating your ultimate point back to the opening scenario that’s already been accepted.

EF: The trick here is to get your audience to say yes as many times as you can, as early as possible. The more they agree with you, the harder it is for them to disagree with you. So before you put forth a proposition, create at least 5-6 statements that you audience has to say yes to. Only after that do you present your proposition. Combine with strategy #2, and your audience will find it really hard to turn you down.

4. Social Proof

Looking for guidance from others as to what to do and what to accept is one of the most powerful psychological forces in our lives. It can determine whether we deliver aid to a person in need, and it can determine whether we muster the courage to kill ourselves.

Obvious examples of social proof can be found in testimonials and outside referrals, and it’s the driving force behind social media. But you can also casually integrate elements of social proof in your writing, ranging from skillful alignment with outside authorities to blatant name dropping.

EF: This is why quotes from authority or famous people add a lot of credibility to your speech. However, do not overuse them. Remember, the audience is there to hear YOU speak, not the people you quote from.

5. Comparisons

Metaphors, similes and analogies are the persuasive writer’s best friends. When you can relate your scenario to something that the reader already accepts as true, you’re well on your way to convincing someone to see things your way.

But comparisons work in other ways too. Sometimes you can be more persuasive by comparing apples to oranges (to use a tired but effective metaphor). Don’t compare the price of your home study course to the price of a similar course—compare it to the price of a live seminar or your hourly consulting rate.

EF: By relating your message to something familiar, you also help make it more palatable for your audience. The next time you write your speech, see if you can find metaphors or analogies to explain your point. At times when I want to challenge my audience to make a choice, I will borrow the movie Matrix.

“Like Morpheus in Matrix, I am going to present to you two pills - the blue pill and the red pill. If you take the blue pill, your life will go back to normal. You will wake up tomorrow as usual, with some satisfaction that you have learnt something last night. Or, you can take the red pill and I will show you how deep the rabbit hole goes.”

6. Agitate and Solve

This is a persuasion theme that works as an overall approach to making your case. First, you identify the problem and qualify your audience. Then you agitate the reader’s pain before offering your solution as the answer that will make it all better.

The agitation phase is not about being sadistic; it’s about empathy. You want the reader to know unequivocally that you understand their problem because you’ve dealt with it and/or are experienced at eliminating it. The credibility of your solution goes way up if you demonstrate that you truly feel the prospect’s pain.

EF: By poking the audience at where it hurts (eg. lack of money, knowledge, skill etc), you immediately create a gap which the audience will fight to fill. And when they see that your solution can help them fill the gap, they will naturally go where you want them to. That - my friend - is the mechanics behind persuasion.

7. Prognosticate

Another persuasion theme involves providing your readers with a glimpse into the future. If you can convincingly present an extrapolation of current events into likely future outcomes, you may as well have a license to print money.

This entire strategy is built on credibility. If you have no idea what you’re talking about, you’ll end up looking foolish. But if you can back up your claims with your credentials or your obvious grasp of the subject matter, this is an extremely persuasive technique.

EF: This is where the power of words come in. Use visual words to paint the future. Engage all their senses. It’s really somple - if they can see, hear, smell, touch and feel the future, they will believe it to be true.

8. Go Tribal

Despite our attempts to be sophisticated, evolved beings, we humans are exclusionary by nature. Give someone a chance to be a part of a group that they want to be in—whether that be wealthy, or hip, or green, or even contrarian—and they’ll hop on board whatever train you’re driving.

This is the technique used in the greatest sales letter ever written. Find out what group people want to be in, and offer them an invitation to join while seemingly excluding others.

EF: Here’s how this technique can be incorporated in make your speech compelling. Make the separation line clear right from the start. Have your audience see that they are outside the circle, an outcast. If this is a conversation about getting rich, tell them how the rich are living. Widen the gap between them and the rich. In your transition, let them know that they can cross the gap IF they listen to what you have to say. Leveraging on strategy #7, paint them the future of what it is like to be on the other side a.k.a the rich haven. If done well, you will create a inner desire that is so strong that they will beg you to tell them how.

9. Address Objections

If you present your case and someone is left thinking “yeah, but…”, well, you’ve lost. This is why direct marketers use long copy—it’s not that they want you to read it all, it’s that they want you to read enough until you buy.

Addressing all the potential objections of at least the majority of your readers can be tough, but if you really know your subject the arguments against you should be fairly obvious. If you think there are no reasonable objections to your position, you’re in for a shock if you have comments enabled.

EF: Remember, every objection is an opportunity for your audience to say yes to you!

10. Storytelling

Storytelling is really a catch-all technique—you can and should use it in combination with any and all of the previous nine strategies. But the reason why storytelling works so well lies at the heart of what persuasion really is.

Stories allow people to persuade themselves, and that’s what it’s really all about. You might say that we never convince anyone of anything—we simply help others independently decide that we’re right. Do everything you can to tell better stories, and you’ll find that you are a terribly persuasive person.

EF: Check out the links below to learn how to tell a compelling story that will have them do as they are told.

As I mentioned, this is in no way a complete list. What other persuasive writing strategies work for you?

Cheers,
Eric Feng
Your Speech Coach

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