Persuade your website visitors

1. Write sales copy and messages that are confident, to the point, and framed in the positive.

For example, the language Gain an additional hour every day is more confident and positive than Stop wasting time.

2. Create initial statements to represent a world view that your customers agree with, even if these statements have little to do with what you’re selling.

Start with a compelling value proposition rooted in nostalgia. For example, if your audience represents a particular political ideal, opening with key messages from relevant speeches may engage and align your audience before the sale.

3. Include product shortcomings directly on your website.

By providing clients with a balanced argument, your positive messages will be more believable and hold more value.

4. Use persuasive techniques of emotional design, storytelling, and imagery.

This type of persuasive technique is used often in donation and fundraising campaigns, where images and stories of hardship reinforce the message by speaking to our emotional side.

5. Build online filters to reduce the number of products available, and guide visitors to more specific choices.

Reducing the number of available options will help keep your clients from being overwhelmed.

6. Use repeated messages in your sales copy and ad campaigns.

Use friendly repetition to create a tone of familiarity and liking.

7. Create a sense of urgency by putting numbered limitations or anchors on the quantity your customer can buy.

For example, grocery shoppers who see numerical signs such as Limit 12 per person are inclined to buy more than those who see signs saying No limit per person.

8. Make online sales videos that incorporate the Sullivan Nod.

When you have a list of no more than 5 items, perform a subtle, perceptible incline of the head when you reach the choice that you would like the buyer to make.

9. Include enough data and facts to allow visitors to make up their mind.

Balancing data, facts, and storytelling ensures your messages won’t be misconstrued as too persuasive or cheesy. For example, the dog food brand Go! lists the technical details along with a fun story in their feeding guidelines. Adult: Feed 1 to 1 ¼ cans per 15 lbs of body weight per day; Feed at room temperature and refrigerate unused portion; Love, attention and tummy rubs should be given freely, as often as possible.