I get asked all the time, “Lorrie, how can I make my copy more persuasive?” Well frankly it helps if you can speak your prospect’s language. But writing persuasively is more involved than just saying the right words. You need to say them in the right order…and in a way that lowers resistance to new information and is acceptable to his or her mind. One discipline that translates nicely to writing persuasive copy is NLP or Neuro Linguistic Programming.
Have you ever been moved to buy a pair of sexy shoes instead of the sensible, comfy shoes you really needed? But when you got home you didn’t know how you got over the resistance of spending the money? See, people understand the RESULT of making a purchasing decision, but are often unaware of the internal recipe that gets them there. We all know we tend to buy based on emotion over logic. In fact, most buying decisions are largely emotional.
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