Copywriting is persuasive writing.
We’re trying to persuade want someone to do something.
Asking nicely may work when you’re talking to your mum, but how do you convince the stranger that arrived on your webpage 3 seconds ago to do what you want?
Yes, design, layout, colours etc will all have some influence, but in terms of the blog or spiel or text that we’ve written, there are 3 concepts we need to keep in mind…
We’ve been using them for about 2500 years, ever since the greek philosopher Aristotle outlined them in the 4th century BC, so you could say these techniques are tried and true.
Ethos, pathos, logos.
Credibility, emotion, logic.
Let’s get to it.
ETHOS
Ethos refers to your authority, reputation, trustworthiness etc.
This is all about the credibility that you as the seller or provider have and are capable of transmitting.
Ethos can be passed or backed up between people. This is why experts or celebrities are often used to endorse products.
It helps to be honest and forthright in your communication.
Demonstrate your experience and credentials.
And include social proof and testimonials of satisfied customers.
PATHOS
Pathos is all about creating empathy and emotional connection to make the reader more receptive to your message. Storytelling is one way to tap into this. Make the reader visualise and dream, show them tackling their difficulties and enjoying outcome of their efforts and struggles .
Pathos starts with titles headings and summaries, where you need to capture people. These are the first elements that people see and they need to be pushed to read further or click open or whatever action is needed.
LOGOS
Logos refers to data, facts, and logic.
It includes information about the reliability and suitability of the product itself.
Logos tries to convince you to make a rational decision based on price and characteristics.
However, most often its effect is to allow people to justify the decision that they have already made based on the pathos we discussed above.
As he old saying goes, ‘people buy on emotion and justify only logic’.
Let customers know they made the right choice, that their decision was the correct one.
Give them reason to justify what they’ve already decided.
KAIROS
Kairos is another element of persuasion that is sometimes discussed in addition to the more common 3 aspects listed above.
Kairos is about presenting your argument at the opportune moment, in the correct format, in the right place.
For marketers, this will include questions such as; when and how do you offer your content? Where and when can they find it? what type of content? videos, articles, images…? What stage of the customer journey are readers in?
SUMMING UP…
Make sure you keep the correct mix of these elements when trying designing your marketing strategies. You will be better able to attract customers and make them imagine and dream what it would be like to have their problem solved. Then you can explain and reason why your product is the best fit for them and why it will get them to their desired state.
