#8 Copywriting techniques to make your message more persuasive (part 2 of 2)

Hey there,

Let’s finish what we started last Sunday.

Last week, I covered 9 powerful copywriting techniques to make your product messages more persuasive. Today, I'm diving into 8 more techniques to help you boost credibility, create urgency, and make your product more irresistible.

💡 If you haven’t already, schedule a quick brainstorm to test these angles on your own product. Think of it as a thought exercise—not every technique will fit, but one good tweak could transform how your audience sees your product.

These techniques are straight from Drew Eric Whitman’s book CA$HVERTISING—a masterclass in consumer psychology and ad writing that gets results.

Let’s jump into Part 2.

Before we continue – get clear on your core message

Before you look into remaining copywriting techniques, what’s your key message?

In a creative context, I always structure it as: Adjective + noun.

Need help crafting your message? Get my FREE Email course on Creative Equations here.

Let's use a well known product and an educational product as examples.

✔️ Apple AirPods → Uninterrupted listening​
✔️ Content marketing course → Stress-free marketing

Got your message? Cool.

Now let’s layer in persuasion techniques.

When words do the heavy lifting

Sometimes, you can’t rely on a creative concept—words alone have to carry the message. No visuals, no flashy design, just copy that grabs attention and persuades.

As you go through the next copywriting techniques, keep your message in mind. Which of these angles could help you introduce your product in a more compelling way?

Let’s dive in. 🚀

1️⃣0️⃣ Making your offer crystal clear

A confused customer never buys. Keep your offer structured and easy to digest.

Ask Yourself: Am I making my key offer immediately clear, or is my audience getting lost in too much detail?

How to Apply:​
✔ State your core benefit upfront.
✔ Use formatting to make scanning easy. (Headlines, bold text, bullet points.)
✔ Cut unnecessary fluff. Every word should serve a purpose.

📌 Apple AirPods:​
❌ “Apple’s latest wireless earbuds featuring an H1 chip, adaptive EQ, beamforming microphones, and real-time audio balancing.”​
✅ “Crystal-clear sound. 24-hour battery. No interruptions.”

📌 Content Marketing Course:​
❌ “Learn advanced strategic frameworks for digital content creation and marketing distribution.”​
✅ “A step-by-step content system—less stress, better results.”

Why It Works: Simple messages cut through the noise. If your audience doesn’t get it fast, they won’t get it at all.

1️⃣1️⃣ Facts vs. stories (numbers prove, stories sell)

Data builds trust, but stories make it stick. Use both.

Ask Yourself: Am I just giving stats, or am I making them relatable with a real-world example?

How to Apply:​
✔ Use statistics for credibility.
✔ Pair them with a real-world example.
✔ Make it emotional, memorable, or unexpected.

📌 Apple AirPods:​
✔ Stat:“Lasts up to 24 hours on a single charge.”​
✔ Example:“Charge once, and your playlist powers your entire workday—no interruptions.”

📌 Content Marketing Course:​
✔ Stat:“95% of marketers who took this course feel more confident in their content strategy.”​
✔ Example:“Meet Jake—before this course, content marketing gave him anxiety. Now, he has a repeatable process that works every time.”

Why It Works: Numbers convince the brain. Stories convince the heart. Together, they drive action.

1️⃣2️⃣ Acknowledge the downsides (honesty sells better than hype)

Addressing both strengths and weaknesses builds trust.

Ask Yourself: What’s a potential downside of my product, and how can I frame it positively?

How to Apply:​
✔ Mention a minor drawback.
✔ Immediately reframe it as a benefit.

📌 Apple AirPods:​
❌ “Not the cheapest earbuds.”​
✅ “A premium listening experience—worth every penny.”

📌 Content Marketing Course:​
❌ “Not a quick-fix hack.”​
✅ “A proven, repeatable system—not just another content trick.”

Why It Works: If you don’t acknowledge real concerns, your audience won’t trust your promises.

1️⃣3️⃣ Repetition sells (say it again. And again.)

People don’t absorb a message the first time—repetition strengthens recall.

Ask Yourself: What’s the single biggest benefit of my product? Have I reinforced it enough?

How to Apply:​
✔ Repeat the key message in different ways.
✔ Use variations—text, examples, visuals.
✔ Avoid sounding redundant by switching up the phrasing.

📌 Apple AirPods:​
✔ “Uninterrupted Listening” → 24-hour battery.
✔ “Uninterrupted Listening” → No dropped calls.
✔ “Uninterrupted Listening” → Adaptive sound.

📌 Content Marketing Course:​
✔ “Stress-Free Marketing” → Simple system.
✔ “Stress-Free Marketing” → Templates that save time.
✔ “Stress-Free Marketing” → Step-by-step guidance.

Why It Works:Repetition = memorability. The more they see a phrase, the more they believe it.

1️⃣4️⃣ Ask questions that lead to “Yes” (The power of rhetorical questions)

A well-placed question makes your audience engage—and agree with you.

Ask Yourself: What question makes my audience realize they need my product?

How to Apply:​
✔ Ask a compelling, problem-focused question.
✔ Immediately answer it with your product’s benefit.

📌 Apple AirPods:​
❓ Ever had your music cut off mid-song because of a dead battery?​
✔ With AirPods’ 24-hour charge, that never happens.

📌 Content Marketing Course:​
❓ Struggling to come up with content ideas that actually work?​
✔ Learn a proven system that makes content creation effortless.

Why It Works: A good question pulls the reader in—then your answer seals the deal.

1️⃣5️⃣ Give them proof (support your claims with evidence)

Bold statements without proof = instant skepticism.

Ask Yourself: What hard evidence do I have that my product works?

How to Apply:​
✔ Use real stats, testimonials, or case studies.

📌 Apple AirPods:​
✔ “24-hour battery life—tested by Apple.”​
✔ “Trusted by professional musicians for unbeatable sound quality.”

📌 Content Marketing Course:​
✔ “95% of students report increased content engagement.”​
✔ “Recommended by leading digital marketing experts.”

Why It Works: If your audience thinks, “Prove it,” and you don’t? You lose them.

1️⃣6️⃣ Make decisions easy (leverage mental shortcuts)

People rely on quick mental shortcuts to decide faster. Use them.

Ask Yourself: What familiar comparison can make my product instantly understandable?

How to Apply:​
✔ Compare your product to something well-known.

📌 Apple AirPods:​
✔ “Switching to AirPods is as seamless as using an iPhone—it just works.”

📌 Content Marketing Course:​
✔ “Think of this course as a marketing GPS—guiding you step-by-step so you never feel lost.”

Why It Works:The brain loves shortcuts. Make decisions easy.

1️⃣7️⃣ Decision shortcuts (making choices easier)

People rely on quick mental shortcuts to decide faster. Use them.

Ask Yourself: What familiar comparison can make my product instantly understandable?

How to Apply:​
✔ Compare your product to something well-known.
✔ Use a recognizable pattern to trigger a faster decision.
✔ Simplify the thought process—reduce friction.

📌 Apple AirPods:​
✔ “Switching to AirPods is as seamless as using an iPhone—it just works.”

📌 Content Marketing Course:​
✔ “Think of this course as a marketing GPS—guiding you step-by-step so you never feel lost.”

Why It Works:The brain loves shortcuts. The easier a decision feels, the faster people say "yes."

Final thoughts: When words do the heavy lifting

Boom! 🎉 That’s all 17 persuasion techniques—fully covered.

Sometimes, you can’t rely on a creative concept—words alone have to do the heavy lifting. No eye-catching visuals. No attention-grabbing design. Just copy that grabs attention, holds interest, and persuades.

That’s when copywriting techniques like these (or the ones from the previous newsletter) become essential. They give you multiple angles to present your product, making your offer:

✔ More relatable​
✔ More credible​
✔ More memorable

Persuasion isn’t about shouting louder—it’s about understanding what motivates people and presenting your product in a way that resonates.

So, here’s my challenge to you:

✅ Take one of these techniques.
✅ Apply it to your product.
✅ See how it changes the way people perceive your offer.

Because sometimes a small tweak in framing makes all the difference.

Until next time,
Tomas

🎯 P.S. Don't bring a knife to a marketing gunfight—bring these persuasion techniques instead 🚀