Former Secondary School English teacher Katy Jane explores how harnessing persuasive language could be the key to content excellence.
Writing to persuade has been part of the British national curriculum for many years & while teaching in secondary schools, it was an essential part of preparation for English Language papers. However, how can this formula be utilised by marketers & social media managers to engage & retain an audience?
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Writing to persuade is an integral part of marketing & content writing. The persuasive element is how you engage & retain your reader. A recent seminar attended by Virtually Smart Ltd, reiterated the need to make your audience feel ‘Happier & Smarter’. A constant barrage of ‘Look what I can do for you?’ ‘Pick me…Oh, pick me!’ will very rapidly turn your target audience off, as they do not want to be bombarded with what you can do for them, but moreover, how you can make them feel something or gain some form of knowledge. Make your audience want to engage, help them feel like they are learning something from your content.
The following list are some of the key terms which can enable you to write successful persuasive content.
Personal Pronouns – These are words that talk to the reader. i.e- you, we, us. The over extended use of first person pronouns ‘I, me, my, mine, myself’; can isolate your client avatar & make them feel like you are not wanting to include them in your article, story, blog. Over use of first person pronouns can make you sound self centred, even if you don’t mean to be. Using second & third person pronouns such as ‘we, us, you, our, yours, they, them’ reaches out to an audience & actively makes them feel a part of your content.
Emotive language – words that make the reader react emotionally. Emotive words are chosen by the writer to make the reader feel an emotion.
i.e – The animals were starving.
Emotive language doesn’t always have to be a sad emotion. Making your reader happier by perhaps using amusing anecdotes about your own life, or others; draws your audience in to your world, helping them feel part of your story.
Rhetorical questions – questions that imply an answer, without actually giving it. E.g. Will you help us save the children? The answer to the question is implied as yes.
Repetition – when you repeat words emphasis and effect. SEO (search engine optimisation) will resonate with any marketer or social media manager. Sometimes you may find that your blog writing can sound a little clumsy. However, the way internet searches link word chains together, it is critical to keep the repetition of key words & phrases at an optimum.
Anecdotes – are another word for true stories. They are often in leaflets to make what the leaflet is telling the reader more believable.
Alliteration – is the repetition of the same letters or sounds at the start of words that are close together.
Example: The cracked, crazy footpath crumbled beneath his feet.
Alliterative language is everywhere, but usually cleverly hidden by writers. However, the human brain being as it is like a computer, translates these code letters & retains these types of word chains more successfully than non-alliterative language.
Opinions – are the personal thoughts of someone else. Sometimes we may hear “expert” opinions which make what the a piece of writing is saying more believable.
Facts – are often in leaflets to make what the leaflet is telling the reader more believable. i.e Did you know that a daily dose of Vitamin C prevents you getting ill?
Statistics – are facts that include a number. Eg 25% of pupils bring a packed lunch to school. Human beings are more likely to believe something, if it is backed up with cold hard factual statistics. One thing you should never do, is make up statistics. Always back up your statements by citing your source.
Triples –
‘Use three related words or phrases to grab attention, encapsulate, summarize.
This can be three single words, three phrases or three complete sentences.
The three items can be any three items that fit together to make an impact, including:
· The same item each time, hammering home the point.
· Three key themes that together cover a wide area.
· Three items that act in sequence to get to a desired goal.
· Two problems and a solution that resolves the problem.
· Two actions or objectives and a solution that will result from achieving these.
The three items can be connected in by a rising or reducing pitch for each one. Going up increases emotion, going down closed on finality and certainty.’ changingminds.org
Modal verbs – an auxiliary verb that expresses necessity or possibility. English modal verbs include must, shall, will, should, would, can, could, may, and might.
Therefore, the above is by no means a definitive guide to the use of persuasive language in content writing; however, it might enable some content writers to re-evaluate their content style to suit client avatars interests & needs.
