PERSUASION — what it is and if it’s the same as manipulation...

Hi {NAME}! We often hear copywriting being described as “persuading people through words”. But what does this really mean? When you’re persuading someone, it means you’re influencing them on their succeeding actions. “Pero hindi ba masama ‘yun?” “Hindi ba manipulation na ‘yun?” I get if you’re asking the same questions in your head. There’s a fine line that separates persuasion and manipulation. And we can see the difference mainly in the intention. In persuasion, the intention is to help, inform, and guide. On the other hand, when you’re using manipulation… The intention is to control, deceive, or gain an unfair advantage. From here pa lang, you’ll already know if the intent is to persuade or manipulate. And as a copywriter, you should clearly know the distinction between the two so you wouldn’t end up unknowingly manipulating your audience. Now, your next question might be… “What does using persuasion really do in copywriting?” In a previous email, I talked about how words are the main driver that relays the message… Well… Persuasion is the glue that binds those words to the audience's hearts and minds. So… When we talk about persuasion in copywriting, we're talking about: 1. Establishing Trust Think of it as building a friendship. Your copy should be reliable and relatable. Share your products to your audience as they are, without embellishments or false claims. ‘Yung kung ano ang expectation nila from reading the copy… Ganun din dapat ang makikita nila once they have the product. When your audience believes that you genuinely have their best interests at heart… They are also more likely to engage and convert. 2. Connecting Emotionally Persuasive copy taps into the audience’s emotions. This creates a bond that goes beyond words and transactions… Which also helps in further establishing trust. Emotional connections create brand loyalty. Meaning, one-time customers become advocates who not only buy from you but also recommend you to others. 3. Guiding Decisions Persuasion in copywriting encourages the audience toward a positive decision, be it making a purchase, signing up, or sharing your content. The keywords here are “encourages” and “positive”. Because persuasive copy is meant to only guide the audience to make informed decisions. As opposed to manipulation where the intention is to control the audience to make a decision using deceptive tactics. 4. Being Authentic Persuasive copy should be authentic and genuine. It should reflect the audience's desires and needs… Which will then bridge the gap between what the audience needs and what your product can provide. 5. Motivating Action Persuasive copy isn't just about words on a page… It's about inspiring action. Your words should empower your audience to take that next step, whether big or small. Now… As a copywriter, you have the power to influence people through words… So it’s your responsibility to not abuse this power. Instead, use it ethically. How? That’s what we’ll talk about in my next email. :) For now, can you share with me what piece of persuasive copy resonated with you recently? Then, try to remember what exactly resonated with you. Was it the relatability, the authenticity, or the clear understanding of your needs? Share them with me by replying to this email. :) Rooting for you, Mark Darwin Balaswit Sent to: {EMAIL} [Unsubscribe]( Top Dog Copywriter, Barangay Commonwealth, 1121 Quezon City, Philippines