When interacting with internet customers, it’s easy to lose sight of the fact that you’re dealing with actual people. Don’t be fooled by the stats.
As an eCommerce business owner, your writing determines how a customer will feel and react once they arrive on your website. You must deliver information — convincing information – to your audience.
Your approach to persuasive writing should be based on your reader’s needs and viewpoint.
Customers are going to be looking around, so how can you get them to stay on your page?
How will you ensure that your argument is the only one that matters in your persuasive writing?
You’ll need to communicate properly with each client so that they understand your viewpoint. If they don’t, they’ll abandon their cart, and you’ll lose a sale. Persuasive writing aims to change people’s minds about your company and products by instilling a positive image of them. You can persuade potential consumers to reconsider their likes and dislikes by using persuasive strategies.
Your argument will persuade them to consider your products, resulting in a sale.
Let’s look at seven persuasive writing techniques that could be beneficial to your company.
Practice Repetition to Make Your Claims Believable
According to studies, writing repetition makes the material easier to recall and familiarises it. Attraction is aided by familiarity.
In persuasive writing, repetition makes an argument more compelling and has a greater impact.
The first step in using repetition in writing is to figure out what your brand’s or product’s primary benefit is. You’ll need to understand the product’s touch-point that provides an advantage or solution to your readers. Then create a case for why this has a beneficial impact on their lives.
The next stage is to write three to five times about this benefit in your article. To build trust, maintain consistency.
Use Maslow to Match Search Intent
Humans have five degrees of needs, according to Maslow. These requirements are depicted in a hierarchical sequence in this figure, with examples for each.
You are delivering a concrete solution to your clients’ problems by relating the product benefits to their needs.
Persuasive material should be able to appeal to your customers’ deepest desires while also aligning with their point of view.
The sales material for the iPhone 6 camera, for example, does not emphasize the camera’s quality. Instead, they focus on the memories evoked by visuals that consumers will find appealing. This is one of the persuasion strategies that will help you better understand your consumers’ requirements and desires. If you want to get to know your customers and build a relationship with them, use this persuasive strategy.
Employ the Blemishing Effect to Increase Trust
Sellers are frequently inclined to expound on all of their brand’s advantages. They frequently make it appear as if defects don’t exist at all. To get a sale, you might even oversell a product with obvious defects.
Your buyer will most likely believe, “This is too good to be true,” rather than be persuaded.
In a study published in the Journal of Consumer Research, researchers looked at ways to use a product’s fault to transform a positive into a negative.
A modest dose of bad information in a positive setting has a positive influence, according to the blemishing effect. The notion is that by being open, you will build trust.
Don’t be scared to give your goods a nice description when using this persuasive strategy in an eCommerce shop. However, you should clarify that you only have two colors to choose from. The potential customer will appreciate your honesty.
Amplify Your Top Pages With Power Words
To elicit an emotional response, powerful phrases are used. They paint a vivid picture of your products in the minds of your customers.
These words are one of the persuasive strategies used by eCommerce marketers to persuade clients to take a specific action.
There are a few primary categories of powerful words, which we’ll go over briefly:
These words play on our natural desire for more than we require. Products have a higher perceived value, generating a sense of scarcity. These are some examples of these words:
Curiosity, like hunger and thirst, is an urge that must be sated. Readers will be begging for more information if you use curiosity words in your persuasive approaches.
In blog titles and landing page headers, curiosity words perform best. Here are several examples:
- Unheard of
Sloth words appeal to our desire to do the most with the least amount of effort. Lead magnets are easier to digest in persuasive writing, and things sound more useful. Use sloth words like:
- No nonsense
- In less than
Fear is a potent motivator and a primordial human instinct. These words will make the reader afraid of what will happen if they do nothing.
Asking them to share your blog, buy your product, or download a lead magnet is an example. They risk losing out or being left behind if they don’t.
After you create fear, provide a solution to that fear to your benefit. Some fear words include:
Other power words you should use include trust, rage, egotism, and lust.
You will obtain better ideas on more powerful terms by working with a skilled eCommerce website development company. They can show you examples of how to utilize this persuasion tactic in writing.
Even more, these community specialists understand how to properly employ persuasion phrases to persuade readers to accept your point of view.
Attract Buyer’s Attention with a Rhyming Sequence
‘An apple a day keeps the doctor away.’
‘Shop ‘til you drop’.
‘Make or break.’
These are phrases that we are all familiar with and can recall quickly. Why? For the simple reason that they rhyme.
The use of rhyme helps to remember phrases. Our brains can process this style of writing more easily.
A subtle rhyme can be used as a writing strategy to make a statement more convincing and to stress a specific point or product value.
Here are some instances of well-known brands that have successfully exploited rhyme:
Hello Moto. -Motorolla
Beauty outside. Beauty inside. -Apple Mac Pro
Once you pop, you can’t stop. -Pringles
The moment you hear the phrase, you’re bound to think of the brand linked with it.
Rhyming statements have been shown to be twice as likely to be remembered as non-rhyming statements. This is one of the persuasion strategies that eCommerce shops might employ on their landing pages. When it comes to persuasive writing, simpler information is related to honesty.
Use the Disrupt-Then-Reframe Technique (DTR)
Customers frequently experience conflict between their inclinations for and against taking action before making a purchase choice.
Disruptive words, according to studies, disrupt this debate by shifting attention away from the conflict.
You would think the price of two head massagers for 550 cents is a bit much if you saw an advertisement for them.
Many customers would be more inclined to buy if the seller then remarked that it’s a great deal at $5.50 for two.
The disrupt-then-reframe technique is based on this principle (DTR). It’s a persuasive writing style that employs an unusual request to perplex the reader.
Following that, a more reasonable version of the same request is made.
The buyer will favor the latter if you follow a stupid argument with a more sensible one. They are more likely to purchase once they see the value in the deal.
This is one of those persuasion strategies that may be used by writing advertising banners with a DTR feature to urge readers to click for eCommerce enterprises.
Build Customer Loyalty through use of Endowed Progress Effect
Due to distinct, extrinsic rewards, people are more likely to endure and achieve their goals, which is known as the endowed progress effect.
When people believe they are close to accomplishing a goal, they are more motivated to work more to get there sooner.
Two groups of clients were involved in the experiment that led to this finding.
A loyalty card was provided to Group 1 that said, “Buy eight, get one free.”
The card for Group 2 stated, “Buy ten, get one free,” yet their card had already been stamped twice. As a result, they had to fill 8 stamps as well.
What’s the end result? When compared to Group 1, pre-stamped cardholders were twice as likely to finish their cards.
How can this assist you in being more persuasive in your writing for your eCommerce business? Here are two suggestions:
Increase On-boarding Completions:
If your eCommerce firm asks clients to create an account, you’ll need to offer them a reason to complete the process. Many people begin with 0% completion and are more likely to become discouraged and abandon the project.
Why not get a head start on them? A progress bar is a good method to do this; start with a 10% progress bar right away. LinkedIn’s example serves as an incentive by displaying how near users are to completing the task.
Use Quantified Points to measure Progress
The effort appears to be more substantial when progress is quantified in points. Customers will then make every effort to meet the objective.
Buyers will believe they are obtaining a benefit (earning points) rather than spending money on a product if you implement a points system following purchases (investment).