Writing can be beautiful, but if it’s not persuasive it’s not contributing towards your commercial goals. Because one feature that distinguishes commercial writing from literature is that we’re asking people to take action. We need to give readers a reason to give up their time, money or contact details.
So how do you craft your copy to weave a subtle spell on your readers? By using psychology to your advantage.
Psychology professor Robert Cialdini literally wrote the book on influence. Influence: The Psychology of Persuasion was the first major analysis on the subject. He identified so-called 6 weapons of influence, and you should use them to make your copy more compelling.
This infographic summarises each weapon and gives tips on how to use them in copy.