How can you stand out from the noise?
How can you stand out in a world full of ads, deals and promotions?
Stand out to sell.
The answer, although it may sound simple, requires a mix of art and science: persuasive writing.
The ability to write with purpose, appealing not only to logic but also to emotions.
This can be the difference between a potential customer who walks on by and one who decides to take the leap and become a real customer.
In this article I’ll walk you through 8 practical exercises.
With them you’ll discover how to turn simple words into messages that persuade and convince.
So you can stand out from the noise.
The importance of persuasive writing in marketing and sales
Persuasive writing is more than just writing well.
It’s about understanding your audience’s motivations, desires and needs, and speaking directly to those motivations, desires and needs.
In marketing and sales, every word you choose has the power to draw a potential customer closer or push them away.
And in a world where attention is a scarce and valuable resource, having a message that grabs and holds that attention is essential.
(We already touched on this in our article about the “elevator pitch”)
Example: comparing a generic ad with a persuasive one
Let’s look at a quick example to focus on what we’re talking about.
In this case, imagine we want to sell some comfortable shoes, aimed at people who spend long hours standing or walking.
Let’s take a look:
- Generic ad: “Comfortable shoes for just €29.99”
- Persuasive ad: “Are your feet screaming in pain? Long days on your feet? Our shoes will feel like fluffy clouds for your feet.”
While the generic ad simply presents the product, the persuasive ad evokes an image, a feeling and a value associated with the product.
This is the essence of writing that aims to sell: it’s not about saying what something is, but about showing what it can be for whoever gets it.
Exercise 1: Rewriting old ads
If inspiration is what’s failing you, use the classics!
Rewriting old ads is a great way to find inspiration.
And also to build on a solid foundation.
I’m not saying you’ll get the same results as those ads did back in their day, but it’s a good way to start shaping your idea.
Process:
First, identify the ad you want to use.
Analyze why you think it was effective.
Was it thanks to its clarity? Because it evoked a particular emotion? Because it was very specific?
Then, if possible, break the ad down into its basic components.
This could include the headline, the product or service description, the call to action, among others.
Evaluate each component individually.
And finally, rewrite it, with a fresh approach.
Try to bring in persuasive elements, evoke emotions and be clear in the message.
Remember that the goal is to capture attention and drive action.
Example: reworking a classic Coca-Cola ad
For example, we can use this classic ad:
- Original ad from the 70s: “Have a Coke and a Smile.” (take a Coke and a smile)
This ad is a clear example of the power of connecting positive emotions with a brand or product.
Coca-Cola has been especially skilled at connecting its drink with happy, joyful moments.
Have you noticed the mental image this phrase creates?
Do you think we can use that to sell our shoes from before?
- Rewritten ad: “Put them on and smile”
This version makes the most of the gesture of picking up the product and smiling, which reinforces the feeling that problems disappear.
As you can see, an old ad can help us lay a foundation to build on.
Exercise 2: Headlines that grab attention
One of the most fundamental elements in any piece of content, whether it’s an ad, an article or an email, is the headline.
It’s the first impression, the gateway that invites (or doesn’t invite) the reader to keep going.
If the headline isn’t appealing or doesn’t spark interest, chances are the content that follows won’t be read.
That’s why the headline needs to speak to your target audience.
It’s essential in persuasive writing.
An effective headline sparks curiosity, creates an emotional connection or presents a clear value proposition.
It needs to be suggestive enough that the reader wants to know more, but also clear and direct enough that they understand what the content is about.
To create appealing headlines, it helps to use tactics such as:
- Clear benefit: What will the reader or customer get by engaging with your content or product?
- Urgency: If it’s relevant, adding a limited-time element can drive action.
- Curiosity: Pose a question or make an intriguing statement that makes the reader want to find out more.
- Unique value: Set your product or content apart from others on the market.
Example: improving a headline about a new smartphone
- Original headline: “Introducing the new XYZ Phone.”
- Improved headline: “Why is everyone buying the new XYZ Phone?”
The improved headline doesn’t just announce the arrival of a new smartphone, it sparks curiosity in the reader, encouraging them to find out more.
Exercise 3: Irresistible calls to action (CTAs)
Beyond a good story or an appealing headline, one of the most crucial elements in conversion-focused writing is the call to action, or CTA.
This small but powerful phrase has the job of guiding the reader or visitor toward the desired action.
Whether that’s buying a product, subscribing to a mailing list, sharing content, among other actions.
Turning interested visitors into buyers with effective CTAs:
An effective CTA needs to be clear, direct and offer an obvious value or benefit.
Here are some tips for writing irresistible CTAs:
- Be specific: Clearly state what you want the reader to do or what they’ll get by clicking.
- Create urgency: If it’s relevant, add a sense of urgency or scarcity to drive immediate action.
- Use action verbs: Use strong, direct verbs that indicate the action the reader should take.
- Highlight the benefit: Beyond saying what to do, show what benefit the reader will get by following the CTA.
Example: an online store’s CTA before and after optimizing it
- Original CTA: “Buy now.”
- Optimized CTA: “Last units on sale. Buy now.”
The optimized CTA doesn’t just invite you to buy, it also adds a sense of urgency and scarcity (“Last units on sale”), while emphasizing the benefit of the available deal.
This type of CTA tends to be more persuasive and generate higher conversion rates.
Exercise 4: Persuasive email marketing messages
Email marketing is still a powerful tool for businesses, offering a significant return on investment.
However, the effectiveness of an email marketing campaign isn’t measured only by how many emails are sent.
But by the quality of its content and its ability to motivate the recipient to take action.
Writing that drives opens and action in emails
For an email to succeed, it first has to be opened.
And once opened, it has to persuade the reader to take the desired action.
Some tips for achieving that:
- Appealing subject line: The email subject is the first impression. It needs to be intriguing, clear and relevant to the recipient.
- Clear, concise content: The body of the email should be easy to read and get straight to the point, highlighting the benefits or value propositions.
- Personalization: Use recipient data (like their name) to personalize the message and make it feel more exclusive and tailored.
- Clear CTA: As with any other format, the call to action in an email needs to be obvious and persuasive.
Example: improving a promotional email for a clothing store
- Original subject: “New collection available.”
- Improved subject: “We’ve got new goodies!”
- Original email’s first paragraph: “We’ve just launched a new collection. You can check out the photos below and visit our website to see it all! Don’t miss out!”
- Improved email’s first paragraph : “Hi [Name]! Do you like to dress on trend? Then we’ve got a surprise for you. We’ve designed some tailored outfits that are going to be this season’s must-have. And we want you to have them before anyone else. Make them jealous!”
The improved email is more personal, direct and exciting.
The combination of personalization, clarity and enthusiasm can significantly boost open and conversion rates.
Exercise 5: Product descriptions that make people fall in love
An effective product description can be the difference between a sale and a potential customer who keeps looking at other options.
Businesses often limit themselves to listing a product’s features.
Forgetting that what really sells is the benefit and the emotion that product can deliver.
The difference between describing and selling a product:
Describing a product simply means listing its features: size, color, materials, etc.
Selling a product, on the other hand, means communicating its value, how it improves the customer’s life, and evoking a feeling or emotion that makes it irresistible.
To write descriptions that make people fall in love:
- Highlight the benefits: Beyond the features, how will this product improve the customer’s life?
- Create a visual image: Use words that let the customer picture themselves using the product.
- Appeal to emotions: Purchases are often driven by emotion, not logic. Connect with the customer’s feelings and desires.
- Be clear and concise: Avoid jargon and unnecessary technical terms. Be direct and easy to understand.
Example: a luxury watch description before and after optimizing it
- Original description: “Luxury watch. Stainless steel case. Leather strap. Water resistant. Quartz movement.”
- Optimized description: “Permanence, perseverance, strength, reliability — what’s your story?”
The second text replaces the features with “values”, so the potential buyer can see the connection between those values and their own.
And in doing so, build a link between the object and those desirable values.
The product is a lever for achieving them.
Exercise 6: Brand storytelling
A brand’s story is much more than a simple account of its founding or its products.
It’s the emotional narrative that connects a business with its audience, building a deeper, more meaningful relationship.
Through storytelling, brands can share their values, mission and passion, letting customers identify with them and form a bond.
Connecting emotionally through brand stories
An effective story doesn’t just focus on “what” a company does, but on “why” it does it.
To build an impactful brand story:
- Speak from the heart: Share the passions, challenges and triumphs behind the brand’s creation and growth.
- Humanize your brand: Introduce the people behind the product or service, showing their dedication and commitment.
- Connect with universal values: Whether it’s sustainability, craftsmanship or community, align your story with values that resonate with your audience.
- Be authentic: Genuine stories resonate more and build trust.
Example: a short story about the origins of an artisan coffee brand
“In the mountains of Colombia, in a small village surrounded by coffee plantations, our passion for coffee began.
Our founder, José, grew up watching his grandfather hand-pick the ripest beans, carefully roasting each batch and proudly serving the coffee at the family table.
That love for tradition and craftsmanship became the heart of our brand.
To us, coffee isn’t just a drink.
It’s a reminder of cold mornings in the mountains, of shared stories and of the dedication of past generations.
With every cup you pour of our artisan coffee, you’re not just tasting rich, robust flavors, but also a story of love, tradition and community.”
Exercise 7: Emotional writing
Purchasing decisions are rarely purely logical.
In many cases, they’re based on emotions, values and deep desires that brands can identify and address to persuade customers effectively.
By understanding and applying the psychology behind these decisions, writing can become a powerful tool for connecting with your audience.
The psychology behind purchasing decisions
- Recognize the key emotions: Identify the emotions your product or service can evoke, whether it’s security, happiness, belonging or any other.
- Speak to deep desires: Beyond basic needs, people also seek recognition, love, achievement and other fundamental desires.
- Offer solutions, not just products: People don’t buy products; they buy solutions to problems, ways to satisfy desires or means of achieving goals.
- Create a sense of urgency: Often, people need a small push to act, whether through a limited offer or by emphasizing the importance of acting now.
Example: a life insurance ad that appeals to protecting your family
“Protecting is an act of love.
From the moment we hold our children for the first time, we commit to taking care of them, to being there through good times and bad.
But what if there came a day when you could no longer be there?
With our life insurance, whatever happens, your commitment to protecting them will remain.
Secure their education, their well-being.
Secure their future.”
Exercise 8: Writing with constraints
Brevity is a powerful tool in writing, especially in the digital age where people’s attention is limited.
Sometimes, self-imposed constraints can unlock creativity, forcing us to be more precise, clear and direct in our message.
The magic of being concise and direct:
- Avoid filler: Cut unnecessary words and redundant phrases.
- Prioritize information: Decide what’s essential and what can be left out.
- Choose powerful words: Pick terms that convey emotions or actions.
- Practice and revise: Brevity often requires more editing. Review and adjust until you feel the message is powerful and clear.
Example: a promotional message about a limited offer in just 10 words
“Special offer today: 50% off. Only 24 hours. Don’t wait any longer!”
This type of text can be ideal for writing SMS messages.
Conclusion
Persuasive writing is the bridge between a product and its potential customer.
Through the exercises presented, we’ve come to understand that informing isn’t enough.
It’s essential to connect, evoke emotion and motivate. In a world saturated with messages, the right words can make all the difference, turning interested people into loyal buyers.
Let’s always remember the power and responsibility of our words, because with them we don’t just sell, we also build lasting relationships.
Ultimately, writing to sell is, in essence, writing to connect.
If you also need to reach out to someone who doesn’t know you yet, you’ll want to see how to write a cold sales email.
