Persuasion is the act of convincing someone to take a desired action. For example, if you want your child to clean their room you may bribe or threaten them. You might also give them a stern look so they know you mean business. If you want your boss to give you a raise, you might list all of the things you’ve accomplished for the company.
Different circumstances require you to use different persuasion techniques. And quite honestly you may often not realize you’re trying to persuade someone. It may come very naturally to you. Online, however, persuasion isn’t always so easy or natural. Yet it is quite powerful, and learning to persuade online can have a dramatic impact on your success, satisfaction, and profits.
Let’s take a look at a few of the online areas where persuasion fits into business.
#1 Social Media
When you interact on social media sites, presumably it isn’t always for simple satisfaction. You, instead, wish to incite some sort of action. Maybe you want people to share your post, like it, or comment on it. Maybe you’re hoping to boost credibility or increase your brand identity. Think about the language you use on social sites. Are you persuasive?
Infographics are often shared on social sites and blogs, which are by definition also social media interactions. When creating images and infographics, think about what you want to accomplish. Choose language that supports your goals and remember that asking is one simple way to persuade. For example, “Share this infographic with your best friends and make them smile.”
#3 Written Content
Most marketers know that written content, i.e. blog posts, articles and email messages, must provide value to their reader. However, the persuasive element is often forgotten. Your written content can motivate a reader to read another article or post, to share the information on social sties, to comment, to click through to another page or site, to subscribe, and to bookmark you. All of these are powerful ways to connect and build your business. When writing your content, think about what you want to accomplish and then use language that supports your goals.
#4 Video/Audio Content
Video and audio content is often informative. However, with simple language shifts, facial expressions, and a change in your voice, your content can become persuasive. You can achieve the same goals with video and audio content that you can with written content.
#5 Sales Copy
Sales copy is, by nature, persuasive. The entire goal of a sales piece is to incite action. Generally, that action is to make a purchase. Emotions, benefits, and active language are all persuasion techniques that copywriters use to create powerful sales pages.
Persuasion is a natural part of business. Realizing this and embracing it in your online actions will help you build the business you desire.