The Subtle Art of Persuasion- myth and reality

Many Volumes have been written on the skill of persuasion as a marketing tool. In a Marketing or Sales Letter, the persuasion element is expected to play a big part. Beginners in the Copy writing profession are chided, if their copy does not prominently indicate the persuasion technique.

We can notice that even a child will resist being pressurized psychologically. But a skillful mother draws out deep desires of the child through suggestions and hints and then acts quickly on the ones that show positive responses. The same thing holds good for the adult buyer also. If he has a desire for a product or service that he had entertained at some time in the past, suggestions about that desire will quickly bring forth positive responses. Thereafter it becomes easy to apply the persuasion technique

It is well nigh impossible to create a desire within the short time span that a prospect takes toread through a Sales Letter. One of the reasons why most of the celebrated Control Copies in the Ad world are very long is this factor. The long sales copy almost always forces the reader to read through- once in a cursory manner and then return to it later. During the interval, the impression gathered during the first reading awakens resident emotions and a desire is created. When the second reading happens, the desire, already awakened, is further strengthened, and the order follows as a natural outcome.

Persuasion works, but only if it addresses a resident desire.