#7 Copywriting techniques to make your message more persuasive (part 1 of 2)
Feb 09, 2025
Let's talk persuasion.
Persuasion isn’t just for politicians. If you’re marketer without a creative team on speed dial, sometimes it’s the words alone that need to do the heavy lifting.
That’s why today, I'm diving into 17 persuasion techniques to make your copy impossible to ignore.
This newsletter is pushing 1,500 words, and I know you’ve got better things to do than read a novel on a Sunday.
So, I’m breaking 17 persuasion techniques into two parts:
📌 Part 1 (today): The first 9 techniques to make your copy impossible to ignore.
📌 Part 2 (next Sunday): The final 8 techniques, including humor, credibility boosters, and mental shortcuts.
I’ll cover these techniques briefly today, but consider scheduling a quick brainstorm next week to test these angles. It’s a thought exercise designed to give you new perspectives and make your product presentation more persuasive.
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 get into it.
Step 1: Get clear on your core message
Before you start, 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.
1️⃣ Fear-based messaging (tapping into "Avoid this!")
People instinctively avoid pain. Highlight what they fear—and how your product saves them from it.
Ask yourself: What pain or risk does my audience desperately want to avoid?
How to apply: Identify the worst-case scenario, then position your product as the hero that prevents it.
📌 Apple AirPods: Connection failure? No more calls dropping mid-sentence. Uninterrupted listening keeps you plugged in all day.
📌 Content marketing course: Content chaos? Stop second-guessing every post. Stress-free marketing gives you a proven system.
Why It Works: Fear beats logic every time. Nobody wants to suffer, so they’ll jump at a solution that keeps disaster at bay.
2️⃣ Status boosting (making your audience feel like a boss)
People want to be seen as smart, stylish, or successful. Make them feel like your product upgrades them.
Ask Yourself: How does my product make my audience look or feel superior?
How to Apply: Highlight how your product enhances status, intelligence, or desirability.
📌 Apple AirPods: Elite Sound? Stand out with premium audio and uninterrupted listening.
📌 Content Marketing Course: Marketing Mastery? Dominate your niche with stress-free content that works.
Why It Works: Vanity sells. People don’t just want a product—they want to feel like a boss using it.
3️⃣ Borrowed trust (Using authority to boost credibility)
Trust is contagious. Borrow credibility from an authority figure or brand.
Ask Yourself: Who or what can validate my product’s value?
How to Apply: Leverage testimonials, expert endorsements, or brand associations.
📌 Apple AirPods: Expert Approved? Trusted by top musicians, used by pros.
📌 Content Marketing Course: Proven Results? Recommended by top digital marketers—because tested strategies > trial and error.
Why It Works: If you wouldn’t trust a random dude on the street, neither will your audience. Borrow trust from big names.
4️⃣ The popularity effect (People follow the crowd)
People follow the crowd. Show that your product is the popular choice.
Ask Yourself: How many people are already using and loving this?
How to Apply: Showcase impressive numbers, user stories, or social proof.
📌 Apple AirPods: Millions sold? Join the wave—experience uninterrupted listening.
📌 Content marketing course: Community power? Thousands of marketers have transformed their strategy. You in?
Why It Works: Nobody wants to miss out on what everyone else is already loving.
5️⃣ Emotional payoff (Selling the end result, not just the features)
Tie features to deep emotional needs—why does your product really matter?
Ask Yourself: What emotional payoff does my audience get from using this?
How to Apply: Show how your product connects to their life goals, not just its features.
📌 Apple AirPods: Seamless Life? Uninterrupted listening means fewer distractions, more flow.
📌 Content Marketing Course: Marketing Confidence? Stress-free marketing gives you the tools to take control.
Why It Works: People don’t buy products. They buy better versions of themselves.
💥 Great job! That’s 5 techniques down, 4 to go. Here’s a cat GIF as your mid-point reward. 🐱🎉
6️⃣ Meeting your audience where they are (Awareness, consideration, or decision stage)
Not everyone is ready to buy immediately. Match your message to where they are in their decision-making process.
Ask Yourself: Where is my audience in their buying journey, and how can I move them to the next step?
How to Apply: Identify whether your audience is in the awareness, consideration, or decision stage, then craft your message to nudge them forward.
📌 Apple AirPods:
- Curious browsers? Thinking about going wireless? Uninterrupted listening makes the switch effortless.
- Comparison shoppers? Get longer battery life than your old earbuds—without interruptions.
- Ready buyers? Your perfect listening experience is just one click away.
📌 Content Marketing Course:
- Beginners? Wondering how content marketing works? Stress-free marketing makes it easy.
- Intermediate Marketers? Struggling to break through the noise? Learn the framework top marketers use.
- Action-Takers? Don’t just read about great content—create it. Enroll now and start today.
Why It Works: You don’t propose on the first date. Speak to where they are now, and lead them naturally to the next step.
7️⃣ Removing doubt (Handling objections before they stop a sale)
Prevent objections before they arise. Address concerns head-on so competitors can’t use them against you.
Ask Yourself: What reasons might someone hesitate to buy, and how can I counter them upfront?
How to Apply: List common objections, then disarm them before they stop a sale.
📌 Apple AirPods:
- Too expensive? Yes, they cost more—but that’s because you’re getting premium sound and 24-hour battery life.
- Wireless issues? Worried about drops? AirPods have seamless connectivity that never lets you down.
- Durability? Designed to last—AirPods are sweat-resistant and built for everyday use.
📌 Content Marketing Course:
- Too complicated? This course is built for marketers who don’t have time to figure things out alone.
- No creative team? Perfect—this course teaches you how to stand out without one.
- Will it work? It’s not theory—it’s battle-tested strategies used by top brands.
Why it works: If you don’t answer their doubts, your competitors will. Beat them to it.
8️⃣ Changing priorities (Making your audience care about what really matters)
Your audience already has beliefs about your product category. Shift their priorities so your product becomes the obvious choice.
Ask Yourself: What does my audience think is most important? What should they actually focus on?
How to Apply: Challenge their assumptions and reshape what they value most.
📌 Apple AirPods:
- “Earbuds are all about price.” Actually, battery life matters more—because what good are cheap earbuds if they die in two hours?
- “Any wireless earbuds will do.” But not all offer seamless, uninterrupted listening like AirPods.
- “Sound quality doesn’t matter for calls.” Until you’re in a noisy café and need crystal-clear audio.
📌 Content Marketing Course:
- “Posting more = success.” Wrong. Better content, not just more content, gets results.
- “Creativity can’t be learned.” Yes, it can. This course teaches simple frameworks anyone can use.
- “I don’t need strategy—just a good idea.” Good ideas die without a plan. Learn how to execute content that works.
Why it works: People make buying decisions based on what they think is important. Show them what actually matters.
9️⃣ Different buyers, different messages (Tailoring to deep thinkers vs. quick deciders)
People engage with messages at different levels—some need details, others just want the highlights.
Ask Yourself: Is my audience more likely to process information deeply (logic-driven) or quickly (emotion-driven)?
How to Apply:Offer two routes:
✔ For deep thinkers: Provide detailed, logical reasons why your product is the best.
✔ For quick decision-makers: Give simple, emotional, attention-grabbing benefits.
📌 Apple AirPods:
- For Deep Thinkers? Apple AirPods use adaptive EQ, spatial audio, and noise cancellation for a truly immersive listening experience.
- For Quick Decision-Makers?No more interruptions. Just seamless sound, all day long.
📌 Content Marketing Course:
- For Deep Thinkers? Learn how to plan, structure, and optimize content that drives engagement and conversions.
- For Quick Decision-Makers?Stress-free marketing in just a few lessons.
Why It Works: Some people read every review before buying. Others just want a quick, emotional reason to say yes. Speak to both.
Final thoughts: The power of persuasion
Boom! 🎉
That’s part 1: The first 9 techniques!
📌 Next Sunday: Part 2 with the final 8 persuasion techniques!
If you apply even a handful of these, your copy will be sharper, more engaging, and way more persuasive.
When testing these techniques, ask yourself:
✔️ Am I making my audience feel something?
✔️ Have I removed friction from their decision-making process?
✔️ Am I guiding them toward the action I want them to take?
Until next time,
Tomas
Remember: 🛠️ Start Clear. 💡 End Creative.
🎯 P.S. Don't bring a knife to a marketing gunfight—bring these 9 persuasion techniques instead 🚀
