persuasive essay about selling a product

Example of a Persuasive Letter to Sell Something

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How to Write High-response Sales Letters

How to draft sales promotion letters, how to expand customer base.

How to Write a Sales Marketing Script
How to Write an Effective Business Proposal/Letter

Many of the letters you write in business are designed to influence the ideas or behaviors of others. Persuasive letters to sell something should have a unique formula, immediately grabbing a reader’s attention, creating interest and offering information on how to obtain what you're offering. Focus on your key sales message rather than overusing information. Write with a friendly, informed tone that avoids jargon and overbearing language.

Header to Attract the Eye

A well-written sales letter has no effect if it doesn't reach the right people. Find out the names and titles of those in charge of purchasing decisions. Though the Internet is a good resource for your research, call the company or residence to confirm spelling and other contacts. If your letter isn't addressed to a specific person or if a person’s gender is unclear, address it generically.

For example: “Purchasing Director Edwards” or “The Homeowner at 526 Jefferson Lane” might work without gender-specific information. If you're using mail-merge technology, check all salutation information as technical mishaps can happen in that area.

Appealing Introduction

The introduction is your first real opportunity to draw in the reader. Attention-grabbing techniques include asking a question, offering a powerful statistic or sharing a brief anecdote.

For instance: “Did you know that most of today's businesses could not operate without computer virus protection software? While most companies focus on purchasing technology systems or operating software, without antivirus protection all of their activities are at risk of a malicious attack 24 hours a day, seven days a week. Fortunately, there are many security options in the software market. That’s where we come in.”

Succinct and Useful Body

Increase the reader’s interest in what you're selling in the body of your persuasive letter. Briefly introduce your business, provide details about your service or product and explain why your offer is a good potential fit for the reader’s needs. Use clear, powerful language that avoids jargon at all costs.

As an example: “The Synch Group is dedicated to providing first-rate computer protection options to companies and residences throughout the West Houston area. We specialize in software that's tailored to meet your needs. You may choose from a range of options including standard antivirus protection, Internet security, VPN privacy protection and mobile security. We are confident that we can meet your unique needs and we've enclosed a coupon for 15% off your initial purchase.”

Closing and Call to Action

Encourage the reader to take immediate action at the conclusion of your letter, but keep it to just one ultimate message, says Hubspot . Include information on how you'll make it easy to take next steps. For instance: “The Synch Group also offers free one-on-one consultations. We look forward to discussing specific ways our company can support your business. Please use the enclosed contact information to schedule a session at our service center.” After you sign off, you may add a PS line to repeat your main point or to make a special offer or guarantee. For example: “PS: Bring this letter to your consultation we will add a 5% discount to your coupon.”

Keep in mind that sales is often a numbers game. Though you will want to be targeted with your approach, Rocket Print & Mail advises that you do not get discouraged and be consistent with your mailings. They also offer some persuasive selling examples, including persuasive letters to customers to buy a product, if you would like to check out further reading.

Rocket Print & Mail: 7 of the Best Direct Mail Sales Letters of All Time for Inspiration
Hubspot: How Hubspot's Sales Team Writes Sales Letters
WriteExpress: Free Sample Sales Letters

How to write a business inquiry, five characteristics of business messages, how to write a sales letter quickly, good ways to start a business letter, how to write a sales letter for advertising, a good example of a newspaper ad for a mortgage company, the objectives of a sales letter, good ways to close a friendly business letter, business greeting & introduction tips, most popular.

1 How to Write a Business Inquiry
2 Five Characteristics of Business Messages
3 How to Write a Sales Letter Quickly
4 Good Ways to Start a Business Letter

19 Persuasive Marketing Techniques For Product Descriptions That Sell

Darren DeMatas

November 30, 2023

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In addition to receiving commissions generated through affiliate marketing, we are able to fund our independent research and reviews at no extra cost to our readers. Learn more.

People don’t read online; unless they’re about to spend money—then they scrutinize each word.

Design, SEO , and advertising can only get you so far. If you want to accelerate sales online, you need persuasive copy. According to Harvard Business professor Gerald Zaltman, 95% of our purchase decision occurs in the subconscious mind. Most marketers ignore how our brains work and fight against human psychology.

With a few persuasive writing techniques, you’ll be able to write compelling copy quickly and sell more products.

“The principles of psychology are fixed and enduring. You will never need to unlearn what you learn about them.” Claude C. Hopkins

This is a mammoth post, so I added links to sections for you TL;DRs out there.

Use Repetition To Make Your Claims Believable
Use Maslow To Match Search Intent
Turn Shoppers Into Buyers With Benefit-Focused Copy
Use Forum Research To Get Inside Your Buyers’ Mind
Use Sensory Words To Connect With Your Buyer’s Subconscious
Use Scarcity To Boost Sales
Use Micro Commitments To Turn New Customers Into Big Spenders
Use The Blemishing Effect To Increase Trust
Amplify Your Top Pages With Power Words
Improve Ad Performance by “Borrowing” from Tested Copy
The Disrupt and Reframe Technique (DTR)
Use Buyers’ Words to Build Brand Preference
Use the Endowed Progress Effect To Build Customer Loyalty
Sway Buyers On The Fence With A Rhyming Sequence
Be Ultra Specific
Use Social Influence To Lift Conversions
Use Mini Stories to Fascinate Readers
Improve Message Recall with The Serial Position Technique
Use The Priming Technique to Make Your Marketing Their Idea

1. Use Repetition To Make Your Claims Believable

Repetition is one of the easiest persuasive writing techniques. The more someone hears your message, the more believable it is. This psychological concept is known as the ‘ illusion of truth ‘.

This technique is most effective when people are least attentive. Since the average online attention span is 8 seconds – you better be repeating your benefits throughout your product page.

Step 1: Determine The Biggest Benefit Of Your Product

Hopefully, you’ll take me up on Tip 3 and create a feature/benefit list for your product. If not, don’t overthink it. Go for the most obvious benefit.

The most obvious benefit for a jacket is weather resistance.

Step 2: Repeat The Biggest Benefit 3-5 Times

Most people will scan first before reading. So make sure you include your #1 benefit throughout your page layout. Include it in your headline, intro, subheads, bullet points and conclusion.

Calvin-Klein-Hooded-Knit-Bib-Water-Resistant-Windbreaker---Coats---Jackets---Men---Macy-s

Take a look at this Calvin Klein jacket. Macy’s wants you to believe this jacket is weather-resistant. The product page gets the point across, without mind-numbing repetition.

2. Use Maslow To Match Search Intent

Remember Maslow’s hierarchy of needs from college? Maybe you forgot because you didnt get enough good sleep . Every time your prospect uses Google search it’s out of a deep psychological desire.

Your job as a marketer is to understand that need. Your copy will be much more persuasive, and it will rank significantly better in a Google search.

Step 1: Determine The Psychological Need Of Your Product

Your job here is to address the primary psychological need behind a search for your product. Some products can meet two. But we want to keep it simple and actionable, so pick one.

Are you selling make-up or jewelry? Esteem.
Are you selling organic food? Physiological.
Are you selling antivirus software? Safety and security.

Step 2: Use Words Suited For That Mental State

Tone matters a lot in writing. Once you are through with step 1, add some words from this article to your product page.

Step 3: Anticipate Questions About Your Product

Use the keyword research to find questions about your products. This will help you match search intent from a potential customer.

Plug Your Product Page Into Google Keyword Planner
Include When, Where, Why, What and How As Required Words
Look for Concerns You Can Address On Your Product Page

Your goal with step three is to find concerns related to your product that you can address on your product page. If you still can’t find real product questions try this Twitter research trick from Ann Smarty.

Step 4: Connect Questions to Product Features

Some shoppers might be concerned about cleaning a leather jacket before buying. Your sales page should briefly address that concern. The solution is easy. Add a simple bullet that turns the question into a benefit.

Ex: “Top-grain leather that cleans easily with a microfiber cloth.”

Your updated page meets psychological, emotional needs and overcomes objections a buyer might have. Sounds like a slam dunk to me. 🙂

3. Turn Shoppers Into Buyers With Benefit-Focused Copy

No matter what product you are selling, the benefit to your customer is a better version of themselves. This is why it is so important to understand who your ideal customer is, what questions they have, and how you can help them. You’ll be wasting your time if you jam persuasive tricks into your copy. Even worse, you might come off like a manipulative idiot.

Here is a 3-step process to write benefits-focused, persuasive copy.

Make a list of your product features.
List actual benefits of using the product.
List out how those benefits make your customer’s life better OR avoid problems.

Here is a real example of a "boring product" (metal fuel cans) that I am working on

Henneke Duistermaat has an entire ebook that goes into more depth about writing benefits-focused sales copy . You can grab a copy .

4. Use Forum Research To Get Inside Your Buyers’ Mind

Would you be able to sell more products if you knew someone’s thoughts before they buy something? Of course you would!

You don’t have to do exhaustive primary research to find the right words to use, but you do you need to find out why people buy your product and use that language on your product or category page. Here’s how:

Step 1: Find Conversations about Buying Your Product

There is an online forum for just about any topic. A lot of times you, can find people who just bought a similar product, and you can see who they are and what they are chatting about. Type the following searches into Google. Just replace “keyword” with your product and “niche” with your industry.

“keyword” OR “niche” “just bought” inurl:forum
“keyword” OR “niche” “should I buy” inurl:forum
“keyword” OR “niche” “should i buy” “because” inurl:forum
“keyword”OR “niche” “just bought” “because” inurl:forum
“need help with” “keyword” OR “niche”

The following search, "racing tires" "should I buy" inurl:forum gave me over 200 people talking about what racing tires to buy.

The search term, “racing tires” “should I buy” inurl:forum surfaced 455 car enthusiasts talking about buying racing tires. This is like eavesdropping on a conversation between friends. No focus group needed. How’s that for marketing research?!

Step 2: Read The Threads and Create a Quick and Dirty Persona

In this step, your goal is to create one (yes, only one) buyer persona.

Open up a forum thread from Google search.
Click on a commenter’s profile link.

If you can’t find info about their age, location, hobbies and profession take an educated guess. Your persona should also have a name.

Step 3: Collect Answers To The 5 Questions Below:

As you research the forum threads copy and paste answers to these questions.

Why did they buy?
What are their pain points?
What concerns did they have before buying?
What is important to them when buying this product?
What do they use the product for?

Step 4: Update Your Pages

It’s easy to forget that you are writing for a person when writing on the web. Understanding the mental state of potential buyers is the most powerful market research you’ll ever do. As you update your product pages, keep James Holley in mind. He is probably anxious to burn some rubber after a long week selling insurance.

5. Use Sensory Words To Connect With Your Buyer’s Subconscious

I’m not talking about fluffing your copy up with phony adjectives. Meaningless words like “high quality” or “state of the art” send your reader’s brain into glazed state. Sensory words describe and create a feeling.

Our subconscious collects sensory data (taste, smell, sight, hearing, touch). When information is registered, sensory areas of the brain are activated .

Step 1: Observe Your Product And Create A List Of Concrete Words

Create a table in Excel with sound, sight, touch, smell and taste as headers. Observe the sensory details of your product. Don’t overthink this. If you can’t imagine it, it is not concrete. You don’t need to appeal to all five senses, and you don’t need a mega list.

Step 2: Read Customer Reviews To Find Sensory Words

In this step, you are looking for words that describe your product and the environment of how it’s used. While reading reviews, I noticed people use Crocs at the beach and inside their house.

black crocs baya clog SENSORY classic black baya crocs 5 21719 p

You don’t have to make this a grind. To combat information overload, sort the reviews by most helpful. Spend a few minutes on this step, no more. After reading the first two pages of product reviews, you’ll be able to add some words that you hadn’t thought of.

Step 3: Add Sensory Words To Your Product Description

When you tackle this step, give context to the words you use. For example, “blisters” is a very concrete, sensory word, but it is also negative. So your copy could say “ A flexible sole helps avoid foot pain and blisters from walking on hard tile floors.”

Compare our quickly crafted sentence with Kohl’s product description: “Crocs shoes are great for outdoor adventures.” (Yawn). No one buying shoes is looking for an “outdoor adventure.”

6. Use Scarcity To Boost Sales

Cialdini’s principle of scarcity states that desire to obtain something increases when there is a perception of limited availability. Research shows that scarcity increases impulse buying.

Don’t burn bridges like CoffeForLess with fake scarcity. Use this technique when you actually have a limited time offer or limited quantity.

Step 1: Create A Time Sensitive Sale

Select high margin or popular products. Install a countdown timer plugin, email your list and run a sale. There are a lot of plugins that can do this. Here are a few of them:

Sales Countdown For Woo Commerce
Sales Countdown For Open Cart
Price Countdown For Adobe Commerce
Page Expiration Robot – Countdown Timer For WordPress
Shopify Countdown Timer

Step 2: Add A Limited Quantity Alert On Product Pages

Use a plugin to show visitors a message when your inventory is low. Phrases like “Hurry! Only 1 left!” can help move customers to action. People get a thrill when they snag the last one. I know I do 🙂

Never pressure people to PUSH them into purchasing. Instead, use pressure to PREVENT them from procrastinating. There is a fundamental difference between the two. – Michel Fortin

Thinking about using scarcity tactics on your product page? Check out this in-depth article and be sure to take a non-scuzzy approach .

7. Use Micro Commitments To Turn New Customers Into Big Spenders

A high dollar sale on the first visit can be a big ask. Instead, use the principle of commitment and consistency . People want to be consistent. Once someone commits to something small, they are more inclined to continue the process.

How can you use this to increase sales?

Step 1: Ask New Customers if They Are Likely to Buy from You Again

Customers love getting an order confirmation emailed to them. Turn it into a marketing opportunity. Use automated email software like Klaviyo to add this question to the bottom of the order confirmation email:

“Are you likely to buy from us again? Yes No.”

Make the responses “Yes” or “No” hyperlinks so you can track if they are clicked. You don’t want to set up a complicated survey, work it into your regular workflow and make it as easy as possible.

Step 2: Send a Coupon/Promo Code

Customers who responded positively to your first email are likely to follow through with their original commitment. Incentivize them to be consistent by sending them a coupon to save $10 when they spend $150. The actual numbers will depend on your store. The goal is to turn them into a big spender.

You can even word the email like this:

A few weeks ago you said you would like to buy again from mystore.com. We wanted to send you a quick thanks for your recent order with a promo code to save on your next purchase. You can save $10 when you spend $150. Here are some of our most popular items (show images of products over $150). Promo code is good for 30 days.

When someone publicly declares they will do something, they are likely to carry through with that statement. This is also called the “ mere-measurement effect .”

Tip: Send the same email to people who also said no. Just remove the first sentence.

8. Use The Blemishing Effect To Increase Trust

Trying to hide the negative features of your product? Researchers from Stanford suggests you shouldn’t.

Customers can tell when you write a product description that’s 100% positive fluff. Adding in a small dose of negativity can make your product more attractive.

We find that as long as the negative information about a product is minor, your pitch [to a consumer] might be more persuasive when it calls attention to that negative, especially if consumers have already learned some positive things,” – Baba Shiv

9. Amplify Your Top Pages With Power Words

A lot has been written about the psychology behind persuasive words . Here are “must have” words for your ecommerce site.

You: Using this word forces you to focus on how customers will benefit from doing business with you.
Free: Our brains are hardwired to respond to “FREE .” Don’t overdo it.
Because : Giving your reader a reason will make your copy more persuasive. Using because helps you trigger action by giving them a specific reason.
Imagine: Research suggests that imagining using or owning a product increases the desire to own it.
New : Using this word activates the brain’s reward center and makes products seem more attractive.

Now that you know the words to use, it is time to put them to work for you.

Step 1: Use Google Analytics to Find Your Top Landing Pages

Don’t try to update all your pages at once. It is too tall of a task. Use Google Analytics to find your top 3-5 product landing pages.

Log in to Google Analytics
Click on Behavior
Click on Site Content
Click on Landing Pages

Step 2: Update the Copy To Include Those Power Words

Chances are your home page is a top landing page. Be sure to include power words, like “Free Shipping” in global elements like headers.

Use power words at the beginning and end of your product page. Include them in bulleted lists too.

10. Improve Ad Performance by “Borrowing” from Tested Copy

When you’re writing persuasive copy, it’s easy to miss the forest for the trees. If you don’t analyze competitor ad copy, you’re missing out on insights from tested copy.

Step 1: Find Out Who The Big Advertisers Are In Your Niche

Type a keyword from your niche into SEMRush along with (adwords_historical). In the example below, I used “work boots” (adwords_historical) to see all the companies advertising for that keyword. Look at their ads traffic price to get an idea of how much they are spending each month.

Stick with companies spending more than $10K per month. These companies are smart enough to test their ads and use the best performing ads the most. Avoid megastores like Amazon or Overstock.com. You’ll get too much data to analyze. You want to write persuasive copy, not analyze data.

Step 2: Review Their Ad Copy

In SEMRush type in the big spenders domain with (by uniq_ads) to see all of their ads. In the example below, I typed in workboots.com (by uniq_ads) . SEMRush will show you the ads that have the most keywords. For a company spending $10K + on PPC, you can bet that their best ads get the most keywords. Look for common themes within the ads. Pay extra attention to any benefit-focused ads.

Step 3: Update Your Copy

Your competitors spend a boatload of cash figuring out which ads sell the most products. People who shop for work boots care about new styles and slip resistance. Focus on those points when updating your copy. Also consider following these copywriting tips.

11. The Disrupt and Reframe Technique (DTR)

If you want a fast and effective method for influencing people , DTR is it.

Most of us go into auto-pilot mode when surfing the web. By disrupting your readers’ understanding on a typical phrase, you can knock them out of auto-pilot and reframe their thought process to give new meaning to the confusing phrase.

Apple’s entire marketing strategy is based on DTR.

Here is how you can do it:

Add a bizarre or confusing statement in your copy: “Retina re-envisioned”
Reframe it to give new meaning: “The moment you open the new MacBook, its gorgeous 12‑inch Retina display with edge-to-edge glass brings everything into focus. Every photo leaps off the screen in rich, vibrant detail.”

12. Use Buyers’ Words to Build Brand Preference

Have you ever bought a product because your friend told you it was “high performance” or “innovative”? No.

This is why you need to eliminate marketing speak and write for your ideal buyer.

Professional copywriters know that the most persuasive language comes directly from the customer ( see Tip #28 ). But why?

According to the Kellogg Marketing Faculty at Northwestern University , consumers seek comfort and self-expression in the brands they choose. By using your customers’ own words you can shortcut the persuasive writing process and help readers self-identify. Joanna Wiebe explains how to do this in her post , but here is the gist:

Search for customer reviews for your product on Google, Amazon or forums.
Copy memorable phrases directly from customers.
Paste them into your product pages.

Don’t copy entire paragraphs. You’re looking for emotionally charged phrases to leverage into your copy. Here are some examples from racing tires:

“quicker acceleration, better braking, smoother ride, less wear on shocks”
“Lower weight is important, but traction is more important”
“meaner tire, they have great wet traction, they stick, lots of dry traction”
“Some people whine about them on wet roads, but I had zero hydroplaning issues and I drove them through winter here in the metroplex”
“with fresh rubber”
“I love spirited driving”

You want to sound like a customer, not a marketing company. Check out some more examples here.

13. Use the Endowed Progress Effect To Build Customer Loyalty

You’ve worked super hard to get a customer, use the endowed progress effect to keep them buying from you.

Reward programs give your customers a sense that they are working towards a goal. By giving them a few extra free points, they will be more likely to buy from you again. Check out this study from USC.

To create an effective program you need:

Reward program technology. Like a plugin or points system.
A persuasive autoresponder email chain to let customers know they’re close to a reward.

Please don’t just use the boilerplate copy from the plugin. Be sure to cater it to your audience.

14. Sway Buyers On The Fence With A Rhyming Sequence

Research suggests that rhyming phrases are more believable . I am not suggesting that your product pages sound like nursery rhymes, but the “rhyme as reason” effect can help persuade people who are on the fence.

Johnny Cochran, O.J. Simpson’s lawyer, knew about this cognitive bias.

If the glove does not fit, you must acquit.

Rhyming makes copy easier to remember and ideas easier to digest. This concept is also known as the fluency effect . Rand Fishkin has an excellent white board on this topic.

Here is how you can incorporate rhyming today:

Boil your product or benefit down to the simplest word (ex. Weather Proof Jacket = rain)
Go to Rhymer.com
Find a word that rhymes with your product or benefit (ex. main)
Add the rhyming phrase to the start or end of your product description (ex. The Calvin Klein hooded windbreaker will be your main jacket to project against the rain.)

This exercise can be a lot of fun, and it will make your benefits more persuasive. Don’t overdo it, Mother Goose.

15. Be Ultra Specific

Copy has to be credible to be persuasive. We are all bombarded with generic marketing claims all day long. Precise details turn your ho-hum headlines, taglines and slogans into believable messages.

When it comes to selling products, details about problems or benefits make your copy trustworthy. Notice how the details describe the benefits of the raincoat material.

Constructed with durable, water-resistant, urethane-coated nylon taffeta and rustproof snaps; watertight bound seam construction. – REI

Ask yourself these questions to help you pull out the relevant details for your product page:

What is your product made of?
Where is your product made?
How is your product made?
How many people have used it?
Are there quantifiable features?
Are size dimensions relevant?

When you start adding irrelevant details like the number of grooves on a pen grip, you’ve gone way too far.

Online shoppers are skeptical . Adding details helps people understand you are telling the truth.

16. Use Social Influence To Lift Conversions

As we saw in Maslow’s pyramid, belonging is a basic psychological need. This is why peer pressure works. Our ideas are validated when similar people share them: this is especially true for shopping online.

71% of online shoppers read reviews before buying.

Here are two surefire ways you can use social influence on your ecommerce site:

1. Add Product Reviews

Reviews help validate your claims. It is one thing for you to say “This backpack is durable.” It’s more impactful when a customer says the same thing. By simply adding a reviews widget, Express Watches increased conversions by 58% .

It is not enough to add a widget; you have to be proactive about getting them. Once you add the widget:

Email customers who purchased your top selling products
Offer them a discount or points for leaving a review
Add an automated email asking people for a review a few weeks after receiving the products

2. Add a Recommended Products Widget

When people get stuck on a decision, they look to see what other people do. This is why a recommended products widget can help lift conversions. When people don’t find what they want, they leave. Providing additional suggestions to them might persuade them to check out other products.

17. Use Mini Stories to Fascinate Readers

Stories that relate to your audience strengthen your brand position. If your story doesn’t, your copy will come off cheesy.

Do you remember James Holley from Tip #4? He will probably appreciate a mini story about peeling out in the office parking lot on a Friday night. This story works because it’s:

Relevant to our ideal buyer and product
Simple and concise
Imagery is concrete and vivid

This mini-story would be a huge turnoff to Donna, 57, in New York City. She values safety and style when buying luxury tires. Burning rubber would run her off your site. You’re job is to tell an unexpected story that will entertain your ideal customer. Something they won’t read on an Amazon product description.

Retailer J. Peterman is known for their unique product descriptions. Check out this one.

Waxed Canvas Doctor s Bag The J. Peterman Company

18. Improve Message Recall with The Serial Position Technique

People remember what they saw first (primacy effect) or last (recency effect). Use this to your advantage. Put your best copy where it matters most.

Serial Position Effect: People tend to remember stuff at the beginning and end - the middle, not so much.

Step 1: Begin with an Ultra Short, Benefit-Rich Product Summary

When you write copy for product pages, you have to consider the design. Once you see how the information is layered on the page , make sure to put your most persuasive copy right at the beginning. Keep it short and uncluttered.

Bonus SEO tip : Use your, ultra-short persuasive intro as the meta description to improve your click-through rate from searches.

Step 2: Rearrange Your Bullets

Readers love bullet points. Don’t rattle off a bunch of product features. Make sure that your bullets are a list of benefits. Give extra love to the first and last two bullets.

Step 3: End Your Product Description with a Persuasive Message

If someone reads your entire product description, chances are they are almost ready to buy. Don’t fizzle out at the end. Give them one simple, memorable reason why they should buy this product.

19. Use The Priming Technique to Make Your Marketing Their Idea

Priming is similar to the principle of commitment and consistency Both are used to influence subsequent behavior. The main difference is that priming is the process of tapping into the subconscious mind.

Numerous studies show the priming effect in action . For example, three groups were primed with different words (rude, polite, and neutral). The group shown rude words were most likely to interrupt the interviewer. In another study , people who were shown sad faces 🙁 preferred mood-enhancing content.

Because people are influenced subconsciously, primes are perceived to be their own ideas. Remember the movie Inception? Same thing. When people think they are being “marketed to”, all bets are off.

Here are two ways you can use priming for your ecommerce site:

Use homonyms to influence buying
Use price priming to position your best products

Using Homonyms To Influence Purchase Behavior

A study from the University of Miami revealed that adding the words “bye-bye” in the web copy increased sales. This is because the word sounds like “buy.” You can use this on your product pages easily by using a sentence formula: “Say bye-bye to [problem] with [feature] that [benefit].”

Fuel can example: Say bye-bye to spilled gas with the locking nozzle that won’t leak.

As University of Chicago points out, you can also say “Good-Bye” on your order confirmation page to subconsciously influence that a “good buy” was made.

Don’t go overboard. If you use this on every page, it will lose its effect.

Using Price Priming To Sell More of Your Popular Products

This is not really a “copy writing” technique, but it can improve your sales. You can influence customers’ value perception by placing your top products next to super expensive products.

A $600 watch seems less expensive when placed next to a $2500 watch. This subconsciously influences your visitor to think the $600 watch isn’t that expensive. This is the reason why the default price setting on many ecommerce sites is “high to low.”

Another strategy is to implement a “featured” area on your category page.

New Egg's default sort option is "featured" allowing them to easily use price priming.

You can also use colors, images, and metaphors for priming .

Ready for More Sales?

Persuasive writing means marketing to the subconscious. This is where purchase decisions are made. We’ve gone through a long list of persuasive writing techniques. You don’t have to tackle them all at once. Pick one technique, and you’ll be on your way to improving product sales. Remember, moderation is key.

Enjoy this article? You’ll love my free ecommerce marketing course .

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What is Persuasion Selling? (Explained With Examples)

Apr 24, 2024

In the competitive world of sales and marketing, persuasion is a crucial skill that can make all the difference in closing deals and achieving success. Persuasion selling, also known as persuasive selling, is a sales technique that focuses on influencing customers and convincing them to make a purchase. In this article, we will explore the concept of persuasion selling in detail and provide several real-world examples to illustrate its effectiveness

1. What is Persuasion Selling?

Persuasion selling is a sales approach that goes beyond simply presenting product features and benefits. It involves understanding customers' needs and desires, building emotional connections, and using various persuasive techniques to motivate them to take action. Rather than relying solely on rational arguments, persuasion selling taps into the psychological aspect of decision-making, appealing to customers' emotions and leveraging their desires.

In today's competitive market, where customers are bombarded with countless options, persuasion selling has become an essential skill for sales professionals. By mastering the art of persuasion, salespeople can effectively influence customers' beliefs, attitudes, and behaviors, ultimately leading them towards a buying decision.

1.1 Definition of Persuasion Selling

At its core, persuasion selling is about influencing customers' beliefs, attitudes, and behaviors to lead them towards a buying decision. It involves constructing persuasive messages tailored to individual customers, highlighting the value proposition, and addressing any objections or concerns they may have. Persuasion selling seeks to create a sense of urgency and excitement, compelling customers to act now rather than later.

One key aspect of persuasion selling is understanding the psychology behind decision-making. By tapping into customers' emotions, salespeople can connect with them on a deeper level. This emotional connection helps build trust and rapport, making customers more receptive to the salesperson's message.

1.2 Advantages of Persuasion Selling

Persuasion selling helps you close more deals in your sales pipeline.

Persuasion selling offers several advantages over traditional sales techniques. Firstly, it allows salespeople to establish stronger connections with customers by appealing to their emotions. By understanding customers' motivations and desires, salespeople can tailor their approach to resonate with their target audience, boosting engagement and rapport.

Secondly, persuasion selling is an effective way to differentiate oneself in a competitive market. With so many similar products and services available, it can be challenging for customers to make a decision. However, by effectively showcasing the unique value of a product or service, salespeople can stand out and persuade customers that their offering is the best choice.

Finally, persuasion selling has the potential to generate higher sales volumes. The persuasive techniques employed can lead customers to make faster and more frequent purchases. By creating a sense of urgency and excitement, salespeople can motivate customers to take immediate action, resulting in increased sales and revenue.

1.3 Disadvantages of Persuasion Selling

While persuasion selling can be highly effective, it is essential to recognize its limitations and potential drawbacks. One potential disadvantage is the ethical aspect of persuasion selling. As the salesperson aims to influence customers' decisions, it is crucial to ensure that the techniques employed are honest and transparent, avoiding any manipulative tactics that may erode trust.

Additionally, persuasion selling may not be suitable for all types of products or services. Some industries, such as those focused on providing professional advice or consulting services, may require a more consultative approach rather than relying solely on persuasion techniques. In these cases, building trust and credibility through expertise and knowledge may be more effective in winning over customers.

It is also important to note that not all customers respond equally to persuasion techniques. Some individuals may be more resistant to persuasion or may have specific preferences that require a different approach. Salespeople must be adaptable and able to tailor their strategies to the unique needs and preferences of each customer.

Despite these potential disadvantages, when used ethically and appropriately, persuasion selling can be a powerful tool for sales professionals. By understanding the psychology of decision-making and leveraging persuasive techniques, salespeople can effectively influence customers and drive sales success.

2. Examples of Persuasion Selling

Now that we have explored the concept of persuasion selling, let's dive into some real-world examples to better understand how it works and its effectiveness in different contexts.

2.1 Example in a Startup Context

Imagine a startup that has developed an innovative software solution for small businesses to streamline their operations. To persuade potential customers to adopt their product, the startup's sales team might focus on highlighting the time and cost savings the software can provide.

They would delve into the specific pain points of small business owners, such as the challenges of managing multiple tasks and processes manually. By addressing these pain points, the sales team can effectively demonstrate the value proposition and long-term benefits of the product.

Additionally, the sales team might emphasize the ease of implementation and user-friendly interface of the software. They could provide detailed examples of how the software has helped other small businesses increase efficiency and productivity, ultimately leading to higher profits.

By tailoring their messaging to resonate with the target audience, the startup's sales team can effectively persuade potential customers to adopt their innovative software solution.

2.2 Example in a Consulting Context

In the consulting industry, persuasion selling plays a vital role in showcasing expertise and securing client engagements. A consulting firm may leverage case studies and success stories to demonstrate their track record, persuading potential clients that they have the skills and knowledge to solve their specific business challenges.

For instance, a consulting firm specializing in supply chain optimization may present a case study where they helped a client reduce costs and improve efficiency by implementing new logistics strategies. They would highlight the specific challenges the client faced and how their tailored solutions resulted in significant improvements.

Furthermore, the consulting firm might provide testimonials from satisfied clients, emphasizing the positive impact their services had on their businesses. These testimonials would serve as social proof, reinforcing the consulting firm's credibility and persuading potential clients to choose their services.

By tailoring their messaging to address client concerns and providing concrete examples of their past achievements, the consulting firm can effectively persuade clients to choose their services and trust in their expertise.

2.3 Example in a Digital Marketing Agency Context

In the digital marketing agency world, persuasion selling is instrumental in winning clients and securing marketing contracts. A digital marketing agency may use persuasive techniques such as social proof, showcasing testimonials and client success stories, to persuade potential clients of their expertise and proven results.

For example, a digital marketing agency might highlight a case study where they helped a client increase their online visibility and generate significant revenue through targeted advertising campaigns. They would provide detailed metrics and analytics to demonstrate the measurable business growth achieved.

The agency might also leverage the power of social media by showcasing the number of followers, likes, and engagement their clients have gained through their strategic social media marketing efforts. This social proof would persuade potential clients that the agency has the knowledge and skills to achieve similar results for their businesses.

By demonstrating how their strategies have generated measurable business growth for other clients, the agency can build trust and convince prospects that they are the right partner to achieve their marketing goals.

2.4 Example with Analogies

Analogies can be powerful tools in persuasion selling. For example, a car salesperson might compare the performance and features of a sports car to a powerful race car. By drawing parallels between the two and highlighting the exhilarating experience of driving a sports car, the salesperson taps into the customer's desire for excitement and adrenaline.

The salesperson might explain how the sports car's engine, aerodynamics, and handling capabilities resemble those of a race car, creating a thrilling driving experience. They could also emphasize the prestige and status associated with owning a sports car, appealing to the customer's desire for social recognition.

Furthermore, the salesperson might highlight the advanced safety features of the sports car, ensuring the customer that they can enjoy the exhilaration while still prioritizing their well-being.

By using analogies and appealing to the customer's emotions, the salesperson can ultimately sway the customer to make the purchase and fulfill their desire for excitement and luxury.

In conclusion, persuasion selling is a persuasive sales technique that focuses on understanding customers' emotions and motivations to influence their decisions. By employing various persuasive techniques and tailored messaging, salespeople can effectively connect with customers, differentiate themselves in the market, and ultimately close more deals.

Through real-world examples, we have seen how persuasion selling can be applied in different contexts to achieve outstanding results. When executed ethically and transparently, persuasion selling can be a powerful tool in the sales arsenal, leading to increased success and growth for businesses.

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persuasive essay about selling a product

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Persuasive Essay Guide

Persuasive Essay Examples

30+ Persuasive Essay Examples To Get You Started

10 min read

Persuasive Essay Examples For Students

A persuasive essay aims to convince the reader of the author’s point of view.

To find the right path for your essay, it's helpful to go through some examples. Similarly, good essay examples also help to avoid any potential pitfalls and offer clear information to the readers to adopt.

Let’s take a look at 2 short persuasive essay examples, focusing on current and relevant issues:

Example 1:

If you are looking for longer examples, below are some persuasive essay examples pdf for different academic levels. Read them for free.

Persuasive Writing Example For Elementary Schools

Here are provided some sample essays to further explain the concept of persuasive writing for students.

3rd-grade Persuasive Essay Example

4th-grade Persuasive Essay Example

Persuasive Essay Example 5th-grade

Persuasive Essay Examples Middle School

Check out these persuasive essay examples for middle school to get a comprehensive idea of the format structure.

Persuasive Essay Examples for 6th Grade

7th-grade Persuasive Essay Example

8th-grade Persuasive Essay Example

Persuasive Essay Examples High School

The following are good persuasive essay examples for high school. Having a look at them will help you understand better.

Persuasive Essay Examples Grade 10

High-school Persuasive Essay Example

Examples of Persuasive Essay in Everyday Life

Persuasive Essay Examples for College Students

Essay writing at the college level becomes more complicated. We have provided you with top-notch college persuasive and argumentative essay examples here. Read them to understand the essay writing process easily.

11th-grade Persuasive Essay Example

Persuasive Essay Examples College

Higher English Persuasive Essay Example

Persuasive Essay About Smoking

Argumentative and Persuasive Examples

Persuasive Essay Examples For University

It becomes even more challenging to draft a perfect essay at the university level. Look at the examples of persuasive essays below to get an idea of writing one.

University Persuasive Essay Example

Political Persuasive Essay Examples

Persuasive Essay Examples About Life

Persuasive Essay Examples for Different Formats

A persuasive essay can be written in several formats. For instance, you can write the usual 5-paragraph essay, or even something longer or shorter.

Below are a few sample essays in various common formats.

Persuasive Essay Examples 5 Paragraph

Persuasive Essay Examples 3 Paragraph

These examples tell you how to remain convincing and persuasive regardless of the essay format you use.

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Basic Persuasive Essay Structure

Here's a breakdown of the typical persuasive essay outline , along with an example for each step:

Introduction (Grab Attention & Introduce the Issue):

Hook your reader with an interesting fact, anecdote, or question-related to the topic. Briefly introduce the issue you'll be arguing for.

For Example:

Thesis Statement (Clearly State Your Position):

The thesis statement is a one-sentence summary of your entire argument. It should be clear, concise, and specific, and include your main points.

Body Paragraphs (Develop Your Arguments):

Dedicate each paragraph to a single main point supporting your thesis. Use strong evidence to back up your claims. This can include statistics, research findings, expert opinions, or personal anecdotes. Use clear transitions between paragraphs to show the flow of your argument.

Counterargument (Acknowledge Opposing Views):

Briefly acknowledge potential objections to your argument. This shows you've considered different viewpoints and strengthens your own position.

Rebuttal (Address Counterarguments):

Explain why the counterarguments are not strong enough to invalidate your main points. Offer additional evidence to solidify your position.

Conclusion (Restate & Call to Action):

Briefly restate your thesis and summarize your main points. End with a strong call to action, urging the reader to adopt your perspective or take a specific step.

By following this structure and incorporating strong evidence, you can craft a persuasive essay that effectively convinces your reader to see things your way.

Catchy Persuasive Essay Topics

Now that you have read some good examples, it's time to write your own persuasive essay.

But what should you write about? You can write persuasive essays about any topic, from business and online education to controversial topics like abortion, gun control, and more.

Here is a list of ten persuasive essay topics that you can use to grab your reader's attention and make them think:

Should the government increase taxes to fund public health initiatives?
Is the current education system effective in preparing students for college and the workplace?
Should there be tighter gun control laws?
Should schools have uniforms or a dress code?
Are standardized tests an accurate measure of student performance?
Should students be required to take physical education courses?
Is undocumented immigration a legitimate cause for concern in the United States?
Is affirmative action still necessary in today’s society?
How much, if any, regulation should there be on technology companies?
Is the death penalty an appropriate form of punishment for serious crimes?

Need more topic ideas? Check out our extensive list of unique persuasive essay topics and get started!

To Sum it Up!

This post gave you a bunch of persuasive essay examples to check out. By reading them, you learned how to build strong arguments, organize your essay, and use evidence to back up your ideas.

Now it's your time to write! Don't worry about being perfect, just give it a shot and make it your own. But if you're still feeling stuck, don't worry.

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Keep reading

9 Sales Pitch Examples (Plus Tips on How to Write Your Own)

ebook cover - transparent - pitch deck templates

FREE PITCH TEMPLATES FOR SALES TEAMS

Looking to expand your client base? Look no further! A well-designed pitch deck can be the key to success.

Updated: 05/29/24

Published: 05/29/24

Your sales pitch can make or break the deal. Trust me, after 16 years in sales I’ve seen it time and time again. Fumble the pitch and a prospect goes cold.

Sales reps need to have their pitch perfect before meeting with a customer. It’s about perfecting your opening line, your verbal business card, and the first thing your customers hear when you call or meet with them.

In my time in sales, I’ve heard my fair share of both great and less-than-stellar pitches. In this post, I’d like to discuss the anatomy of a good sales pitch and share examples of the best sales pitches I’ve seen.

Table of Contents

What is a sales pitch?

How to start a pitch, how to make a sales pitch, the sales pitch framework, great sales pitch examples, sales pitch presentation examples.

A sales pitch is a condensed sales presentation where a salesperson explains the nature and benefits of their business, ideally in less than one or two minutes. Sales pitches are often referred to as “elevator pitches” because they should be able to be delivered within the time constraints of a single elevator ride.

Salespeople are past the point of giving prospects hour-long presentations to sell products or services. Nobody has that kind of time and, to be honest, if you need an hour to relay your value proposition, you‘re doing it wrong. (Psst: If you need help creating a value proposition , we’ve got you covered.)

Remember: They're called elevator pitches for a reason. Ideally, if you're giving me one, I should be able to understand what you have to offer in the time it takes to get from the lobby to my floor. I need to be hooked by your opening line so I’m reluctant to leave the elevator because I’m so intrigued.

A good salesperson should be able to get their message across compellingly and concisely. If you can nail your sales pitch, odds are you'll have more time to talk down the line.

What is a product pitch?

A product pitch is not much different than a sales pitch, but it’s specifically focused on a product or service. When I pitch a product, I go in-depth and emphasize how the product works, how it will solves customers’ pain points, and the specific benefits it will bring to customers.

A sales pitch can be broadly focused. Let’s say I’m at a consulting firm that offers a wide range of services. I’m selling the business as a whole, rather than a specific product or service, like a CRM platform or accounting tool.

Starting a sales call is arguably the hardest part of the pitch. You have to grab your prospect’s attention so that they actually want to hear the value of your product and how it can help their business. But before you can share the product’s value, you have to hook the prospect.

When starting a pitch, I make sure to do the following:

Starting with the problem. I always start with the problem my offer solves. Unless customers know what my team can do for them, they won’t be open to hearing how our product is a solution.
Tailoring the start of the pitch to their vertical. No one wants to hear a general pitch that would apply to any business. Instead, I research their vertical and use the information I find to personalize my pitch immediately.
Offering stakes. If they don’t solve the problem using our solution, what do they have to lose? I don’t need to state it in such clear terms. However, alluding to the risks at the start of my pitch helps me secure buy-in straightaway.

Here are a few methods for starting a product pitch, but remember: Try to stick to thirty seconds, or one to two sentences if you’re delivering the pitch via email.

Start off with a personal anecdote.

I always start a pitch with what I know best — myself. While I don’t think you should focus solely on yourself throughout your entire pitch, starting off with a personal anecdote can help you speak with more authenticity and foster empathy.

The key here isn’t to focus on the product’s merits. How many product pitches start off with “This product helped me achieve X results in X amount of time”? A lot. And I’m already yawning. And no one cares about results unless they know the problem first.

Instead, my personal anecdotes focus on a problem that my offering can solve. Make it as excruciating as you’d like — and don’t forget to be genuine and connect your anecdote to their business.

Ask a question that relates to the problem you solve.

Oh, yes, the good old question. While it might verge on overused, it’s not to be dismissed. Asking a question is a highly effective way to start a pitch. The question should, again, focus on the problem.

I stick to yes or no questions and tailor them specifically to the business I’m pitching to. If I’m speaking to a real estate business, I craft questions that articulate a problem specifically experienced by real estate firms. If I’m selling a property management software, it could be as simple as, “Do you spend way too much time tracking individual property sales? That’s time better spent actually showing homes to prospective buyers.”

Start with a stat that resonates and offers stakes.

Starting with a stat can be effective — but it has to resonate with the audience and offer stakes. In other words, what does the stat have to do with the problem? How does it reflect a potential and critical downfall that could harm your prospect?

Let’s say that I’m selling yard maintenance services. Starting off with “50% of homes don’t use yard maintenance services” is a lazy and boring way to begin my pitch. Instead, I say that “50% of homes don’t use yard maintenance services, resulting in thousands paid to HOA every year.”

Now that you know how to start your pitch, it’s time to deliver the rest of it. Use the following tips to secure buy-in in less than three minutes.

Download Now: Free Elevator Pitch Templates

E-pitch templates to better sell your product, fund your business, or network.

4 Fundraising Pitch Templates
2 Networking Pitch Templates
2 Sales Pitch Templates

You're all set!

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Make it short.
Make it clear.
Explain who your customers are.
Explain the problem they're facing.
Explain how your product addresses their needs.
Describe what success will look like as a result of using your product.

1. Make it short.

A sales pitch isn‘t a conventional presentation. You’re not going to have PowerPoint slides. You‘re not going to have complimentary pastries on a boardroom table. And, most of all, you’re not going to have your audience’s time and patience for long — at least not until they’re sold on your product.

2. Make it clear.

This ties in with the previous point. You don’t have the time to go on tangents or talk about anything but the message you’re trying to get across. Your pitch has to be lean and to the point. It has to register with your listener immediately. That means speaking with intention and clarity.

If I’m pitching a product, I want to ensure that I clearly communicate how it will solve the prospects’ pain points. My listeners should leave with a clear picture of how their day-to-day will improve if they decide to make a purchase.

3. Explain who your customers are.

Consider the picture you’re going to paint in your pitch. Give your listeners perspective on who’s buying your product or service. They want to know that you have a lucrative, engaged market in mind. Be specific in identifying who will be interested in your product. Then, try to convey why your listeners should be interested in them.

4. Explain the problem they're facing.

Cover why your customer base needs you. Your target market is only as valuable as the problems you can solve for them. Convey a problem they consistently face. If I’m pitching a spreadsheet software for accountants with functionality Excel doesn’t have, I could discuss how hard it is to bookkeep without my software's unique features.

5. Explain how your product addresses their needs.

Here’s where you start to bring it all home. You’ve established who you’re selling to. You’ve established why you’re selling to them. Now, you have to establish why they’d buy from you. What can you do better than your competition?

As mentioned above, you need to clearly explain how your product addresses their needs. Continuing with the accounting example, you could touch on how your unique data visualization features make busywork more efficient.

6. Describe what success with your product will look like.

Show the benefits of your product on a broader scale. In the example we’ve been using, I can talk about how accountants who use my software have more time to spend with important clients or the flexibility to spend time with their families. I can show how my product makes customers’ lives better as a whole.

Ideally, your pitch should be a one-liner summarizing what your company does, how they do it, and for whom. And this is not just a requirement for sales reps. Anyone in your company, from the CEO to sales consultants, needs to know your one-line sales pitch by heart.

So, how should you structure your sales pitch?

If you have time to properly expand and work on a conversation, touch on points of interest. Here’s a framework you can use for building your pitch:

Problem. Start with a statement or question about the problem you solve. You can present the problem using a personal anecdote, question, or eye-opening statistic. Answer the why.
Value statement. Share a very clear, concise statement of value. Be action-oriented and outcome-focused. Avoid using jargon. Share benefits.
How we do it. Highlight unique differentiators and explain what you do.
Proof points. Provide clear reference examples and list recognizable achievements. Share industry validation and awards.
Customer stories. Share customer examples and successes. Tell emotional and personalized customer stories. Make it real and tangible.
Engaging question. Close the pitch with an open-ended question, creating a space to have a conversation.

Many companies use success stories in their pitches to ensure the sale. Name-dropping really works, so be sure to use that to your advantage. And if my product is small or light enough to keep in my pocket, I should always have one on hand to show prospects.

I always stress the need for a concise sales pitch. So keep it free of professional jargon, don't get into the weeds, and be sure to talk more about your prospect and their problems than yourself.

Nothing’s more off-putting than a bragging salesperson talking about themselves, their company, or their services. That’s what I call the “me monster.” The actor in your story is the customer, not you — period.

Distribution Matters

Lastly, presentation and distribution are everything. You need to deliver your sales pitch to the right person at the right time with the right tools on hand (like a demo, free trial, or presentation).

The sale starts with your list of contacts. Define your list and personas, know their correct contact information, get an introduction, and make sure you contact them at a time of day when they’re likely to respond.

Sales Pitch Ideas

Tell a story.
Include a value proposition.
Personalize the sales pitch.
Switch up your pitch.
Practice your pitch.
Try not to use metaphors.
Create a WOW moment.
Appeal to emotions.
Back it up with facts.
Tap into their fear of missing out.
Educate them.

How can you make your sales pitch the best it can be? Here are some sales pitch presentation examples and ideas.

1. Tell a story.

Keep your listeners engaged by telling a brief story . The story could be either about the company or how a customer found success through your product or service. In this latter example, I can start with the issue the customer was facing, lead into the solution, and end with the key results the customer achieved.

If you think storytelling is difficult, don’t fret. Just think of your favorite movies and TV shows — how did they keep you engaged? Try to emulate the same tricks as you try storytelling during a sales pitch. Use images and interactive elements to enrich the experience for your listeners, keeping in mind who your audience is and what their preferences are.

Your story doesn’t even need to be an anecdote. This sales pitch presentation example from a template deck I found in Canva demonstrates how to communicate a relevant industry statistic at the beginning of your pitch. In my opinion, data is a great way to tell a story.

What I like: The video immediately presents a common problem that ecommerce vendors and marketers deal with and offers a solution. Beyond that, the use of animated visuals and catchy audio make it engaging to watch. Plus, I can actually see how to use the tool.

7. Social Sales Pitch

Social sales pitches are tailored messages delivered to prospective customers through social media platforms, like LinkedIn. This process is often referred to as social selling .

Unlike traditional sales pitches that can be more direct and transactional, a social sales pitch aims to establish relationships and build trust with prospects by delivering valuable and relevant content. The goal is to increase brand awareness and drive conversions by aligning your sales message with the interests and needs of your prospects.

Here’s an example of social sales pitch that works when you have a mutual connection:

In this sales pitch, Algoplanner — a supply chain SaaS company — uses a strong storytelling method. I like how they first set up a clear problem statement, tapping into prospective customers’ emotions (read: overwhelmed, overworked). Then, they position themselves as the solution.

UpSend, a former customer service software, has a great sales pitch presentation here. I like how they focus on setting up the problem they are solving for — and then clearly illustrating how their product adds value.

3. Surfe (Previously leadjet)

The revenue workspace Surfe illustrates another strong sales pitch. They quickly tell the story of their prospective customers’ pain points and communicate a lot of understanding. Then, I like how clearly they illustrate how their product solves those pain points.

Bonus: HubSpot

This isn’t exactly a pitch presentation but instead a podcast episode with CTO Darmesh Shah about how the company has grown over time. However, I included this episode in the list because Shah goes into the anatomy of HubSpot’s early sales pitch.

“What we said was, ‘By the way, everything you’ve done in marketing doesn’t work any more…’ When you’re selling to a VP of marketing, you’re creating an existential crisis in their head when you’re telling them everything they know how to do well is no longer relevant,” Shah says on the episode.

Then, Shah could recommend a change in direction with HubSpot.

Why a Short Sales Pitch is a Good Pitch

An important note to make about these sales pitches is that they are all amazingly optimized for a short conversation. (Notice how short the three pitch examples above are?) I can't stress enough how much brevity matters for a sales pitch. Talking too much, using filler words, and talking about your company for more than two minutes can easily kill a conversation. So, keep your sales pitch short, clean, and simple! Your customers will thank you.

Editor's note: This post was originally published in June 2019 and has been updated for comprehensiveness.

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Words to Achieve Success

9 powerful persuasive writing techniques to sell more (and better)

By David Miralles Perez
Business , Copywriting , Marketing

You designed the perfect landing page for your new product.

You worked really hard and added every single section to maximise your results. However, once you published it, you didn’t get the results that were expecting.

I know. That’s very frustrating.

But don’t worry; I’m sure that you did a great job with your landing page. Now you just need to implement some techniques to persuade your clients to take action.

[Tweet “Words are the best tool to sell online.”]

And those that aren’t aware of this are losing money day after day. Literally.

I’ve gathered a list of 11 persuasive writing techniques that I have personally tested with both, my own copies and copies for some clients, and I can guarantee that they work.

Are you ready to start selling more online?

1. Entice your readers with benefits-oriented copies

It’s the very first tip that I always give to my clients and yet the most common mistake that I see online.

If someone is looking for a product or service, it’s because there’s a problem behind, something that makes him/her need this product or service.

I’m sure that if you think about it, what you sell have (at least) a positive impact in your clients’ lives. That’s what you should explicitly tell your potential clients with your copy.

When the needs of your clients match the benefits of what you’re selling, the chances of selling increase dramatically.

How can you do it?

Take the list of features of your products or services. This also works if you want to convince a potential client to hire you over your competitors.

Beside each feature, you need to write what’s the benefit for your client. For example:

I’m selling one-to-one couching services à My couching services are tailored to your needs to tackle specifically those areas that you need to improve. à You will receive specific and tailored tips focused on overcoming your obstacles. à You’ll be able to make your business grow through tailored tips adjusted to your personal situation.

You see? We can transform a feature of your couching services into a benefit for your readers. Which statement do you think it’s more appealing?

Now you need to follow this process with each feature of your products or services. Remember that our clients aren’t always specialised enough to understand all the features of our products. Of course, they are important as well, but in general, people are going to pay attention to the benefits.

2. What’s the added value of your promise?

Every product or service must be accompanied by a promise. Try to complete this sentence:

My [insert your product or service] is aimed at [insert promise]. It’s different from my competitors’ because [insert added value].

This added value is what you need to focus on through your sales copy. It must be the core of your message. What’s the difference between buying from you and buying from your competitors?

If you can’t answer this question, you need to spend some time now thinking about it. (Well, you can finish reading this post first!)

Also, you need to repeat this added value together with your promise through your copy. Make it clear. You readers need to know at first glance what they’re getting when they buy from you.

3. Answer your readers’ questions

When we’re buying something, we always have a series of questions in our minds.

You need to be sure of answering them all in your copy. This way, your potential clients won’t have any ‘excuse’ not to buy your product.

I always use two strategies to come up with questions that my potential clients may have:

Go to any forum related to what you’re selling and look for any questions that people are asking. You should pay special attention to repeated questions, as they’d be the most common and problematic ones. You can also pay attention to answers to these questions and see if that applies to your products.
Have a look at your competitors’ websites. Sometime they include a FAQ section in their websites. Have a look at them and see if any of them applies to your product. Again, maybe the answers can help you come up with the perfect solution to these questions.

4. Use sensory adjectives to make your readers feel

Verbs are the most powerful words. They make you act. That’s true.

However, sensory adjectives can make you feel.

One of the main problems when selling online is that we can’t touch the product that we’re buying. This problem becomes even more difficult to overcome when selling services, as they’re not tangible goods.

Although some of the words I have highlighted are nouns, you can see that they evoke the sense of touch. They make the reader feel the touch of the blanket and they’re also describing how the buyer would feel if he buys it.

If you’re selling a product, you need to think of the five different senses: sound, sight, touch, smell and taste. You need to select those that are important for your product; obviously, you won’t be able to apply them all.

Think about adjectives that best describe your product and don’t forget to include them in your copy.

You can also read some reviews to get to know how people describe a product. That can help you come up with a list of sensory words.

If you’re selling services as I do, we’ve got a bigger problem, because our services may not be tangible. That’s why we need to evoke in our readers how they’re going to feel and what they’re going to achieve when buying from us.

We need to tell them how they’re feeling and how they’re going to feel once they’ve hired us. In other words, how his situation is going to change.

You can read an example of this technique in my copywriting services page.

5. Don’t hide the negative aspects of what you sell

You can’t lie to your audience.

If there’s something wrong, they’re going to notice. And they’ll get very angry if they didn’t know beforehand.

That’s why we should be always honest.

If there’s a negative aspect, spell it out. You should weight both positive and negative aspects in a balance, and make obvious that there’re more advantages than disadvantages.

If you think that it’s the other way round, then you should step back and see how to hone your product to overcome some of these disadvantages.

6. Scarcity: it’s now or never

This applies especially to exclusive offers.

Make sure that you use urgency in your message. It’s the first and last time you’re offering X, and they must know that it’s now or never.

Sometimes this is what indecisive potential clients need to make a move. If they were thinking about buying this product at some point, it would be the best chance to do it. So don’t be afraid to say so.

You can also use a countdown so your clients can see how many days or hours they have to make decision.

7. Confuse your reader to attract his attention

Multi what?

You probably didn’t know what Multi-Touch refers to until you read the description.

This is called: the disrupt and reframe technique. And it’s something that Apple does very effectively.

You confuse your reader through a new and appealing headline. Something that sounds good but your reader won’t be able to understand exactly; and then you force your client to read the description to get to know what that is and entice him.

I’m sure that now you all will pay more attention to Apple headlines. That happened to me when I first discovered this technique!

8. Endowed Progress Effect

The Endowed Progress Effect is simply letting your readers know that by buying from you, they’ll be making a progress to achieve a final goal.

Let’s see this though an example:

Imagine that you’re selling portrait photography courses. Three in total. Your promise is that after taking these three courses, your clients will be ready to take the best portraits, but you sell these three courses separately, so people can chose if they need to take only one or the three of them.

Well, then if you tell your clients who took the first course that they’re two steps behind being able to take the best portraits, you’ll have more chances to make them buy the second one.

You’re encouraging your clients to keep progressing towards a final goal.

And the 9 th persuasive writing technique and one of my most recent discoveries that I haven’t doubted to test myself:

[sociallocker id=”3558″]

9. Maslow’s hierarchy of needs

Every product and service is related to one of these needs. You should know exactly how what you sell relates to it.

If you understand the psychological need of your product, you’ll be able to write a sales copy optimised to your clients’ needs.

The first thing you should do is to relate your product to one of the needs and then try to be as specific as possible with this need. Think from the perspective of your client and design an ICA if needed.

What are his biggest fears? What does he worry about? What are his weaknesses?

Brainstorm and then tackle all this point in your copy.

[/sociallocker]

With these 9 persuasive techniques you’ll be able to increase the sales of your business and increase the conversion rates of your landing pages. Have you already used any of them? Did they work for you? I’d love to hear from you.

David Miralles Perez

How to communicate with your clients during a crisis

Copywriting , Marketing

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Selling is convincing. 11 Persuasive Writing Techniques

Some people are very good at convincing.

Surely you know someone like that, (or maybe it’s you), that kind of person who almost always gets what he wants.

Persuasion is not innate in everyone, but it can be learnt.

In order to sell, you have to persuade, but you have to do it properly so that people don’t run away from you.

And how do you persuade them?

With arguments.

But with arguments designed for the specific person we want to convince to do something.

Experienced salespeople are experts in persuading and they study the person in front of them before choosing the arguments with which they are going to convince them.

But you don’t have salespeople who are on the road visiting clients, so you have to convince your potential customers with the words you write on your website and social media accounts.

With the copy on your website and with your marketing emails you can convince your visitors and subscribers to do what you want: buy your notebooks, hire you as a coach or do your course online.

Telemarketing and aggressive direct sales no longer work.

People don’t want to be disturbed at their front door or to be called on the phone to hear a pushy monologue on why should they change their telephone carrier.

Do you also wonder how many of these calls are really attended?

99% of people have neither the time nor the desire to listen to this type of shoddy salesmanship, especially because they always seem to call at the most inconvenient moment.

Telemarketing should be history, along with passive gymnastics machines.

Nowadays people want to feel they choose freely , without being harassed, that’s why Inbound marketing and persuasive writing or copywriting are working so well.

Inbound marketing are those marketing techniques that aim to attract, persuade and convert potential customers into real customers.

It’s a matter of subtly attracting by offering valuable content and convincing with arguments, without being a pain.

There are lots of blogs and books to learn how to write with intention, as I call it.

In this post I give you the keys to write more persuasive texts in order to get closer to your potential customers and convince them that your product or service is what they need without sounding like a huckster.

Let’s crack on, shall we?

Get attention

If you don’t have that person’s attention, you’re not going to be able to convince her to keep reading and not go somewhere else.

In this post , I talked about ways to get the attention of the reptilian brain, which is the part of our brain that takes the decisions , so I recommend you to read it when you finish this post.

I don’t think it’s necessary to tell you the number of websites that swarm around and the dozens of emails that we all receive every day.

The first thing you have to think about is: How am I going to make this potential customer dedicate her precious attention to me?

The answer is with a title and an introduction that anticipates something interesting for that person.

And what might interest her?

Basically two things: How to solve a problem or how to feel better.

Now you can tell me “okay, but I sell bags and bags don’t solve any problem”.

Yes and no (I hate this expression but here it fits).

At first sight, it might seem that we don’t need a bag to survive but we might want a bag to feel better because with that bag we will belong to the group of people who dress well according to our taste.

With objects like this the most important thing is to have great images, so to attract attention you will choose stylish photos with people whom your ideal customer wants to look s like.

For example, a sexy girl, or an intellectual woman, a hip guy, etc …

However, to sell a service, an online course or software you will need to attract attention with words too.

Already on your website’ header or in the subject of your email you are going to tell that potential customer what she will take away if she keeps reading.

Let’s see an example.

Xebia is a software development company. Immediately after landing on their website they tell us, using large typography, the main benefit we can take from them.

Let’s see, raise your hand if you want to be a digital winner.

With this great introduction they are already calling out our attention to continue reading so we can find out how they can help us to become a digital winner.

Amplification is a typical practice in persuasive writing.

It consists in raising a problem (in a positive or negative way) and empathise with the reader about that problem so the potential customer puts all his interest in knowing more about what we have to offer.

In the previous example, we have raised a pain point in a positive way, “Do you want to be a digital winner?”

Then you can use agitation to “stick your finger in the sore” of that problem and get the reader’s full attention.

It’s not about being a sadist but of showing empathy towards the reader and his problem.

Let’s see a completely different example to illustrate this point and make it clearer.

In this example of easyspanishforyou.com (it’s a client of mine), we’re agitating the problem.

We have put ourselves in the shoes of the person who wants to learn Spanish for one of those reasons but he is afraid to fail because he thinks it’ll be very difficult and boring since he relates learning a language with his high school years.

Put yourself in your customer’s shoes and empathize with him, feel with him and tell him not to worry anymore, because you are going to help him.

This is where you have to present your product or service as a solution to that problem.

Be honest in explaining how you can help your potential customer and don’t use sleazy sales techniques.

Don’t promise benefits you’re not sure you can deliver.

Avoid phrases such as “ Incredible results ” “ Best in the market “.

And focus on describing your solution in honest and concrete words.

Let’s see this with an example.

We present our solution and how it is different from others that already exist. “ My lessons are focused on conversation.”

“You’ll realize that Spanish is one of the easiest languages to learn.”

I didn’t just add the above statement out of the blue, but I did some research and found that Latin languages (especially Spanish) are among the least difficult.

The human search for a WHY takes place even when we buy something. We all need a why.

No one is going to do what you want them to do if you don’t tell them why they should do it.

It’s like when your child, if you have one (otherwise you can picture yourself being 14), asks you for money.

– “Mom, can I have 20 €?”

Your immediate reaction will be:

– What for?

And depending on whether she tells you it’s to buy cigarettes or a book she needs for school, you may decide to give it to her or not.

Your customer wants to know why he should give you his money.

This is where you have to talk about the benefits of your product or service.

You need to describe in as much detail as possible how that person’s life will improve if they buy that product or if they hire you.

Remember, the benefits of your product are those advantages the customer gets.

Start by thinking about the features of your product and turn them into benefits.

Let’s look at a couple of examples:

Feature: “ Platform with beta technology “.

Benefit: “ You’ll save 20% of time doing your accounting .”

Feature: “ Support via WhatsApp “

Benefit: “ You’ll never get stuck, we’ll resolve your doubts at any time.”

Resolve objections

Before they buy anything, people are going to have objections and doubts.

Your job, if you want to be persuasive, is to take away all those objections with more arguments.

Objection: “ It’s expensive.”

Argument: “ Quality is important. Nowadays nothing lasts a long time and in the end, we end up spending more money by having to buy the same object more often because it breaks”.

Sit down to think about possible doubts and objections your customer may have and raise them in your texts even before the person reading comes up with them.

As an example, I’m going to tell you about a flaw that I have and that I can’t change no matter how much I want to.

In order to change it, I would need to be born again.

Let me explain.

I offer content creation and copywriting services in Spanish and English. I’m bilingual but not native English.

However, I have turned this “defect” into a virtue.

On my website, I tell my potential clients that I write in international English so that everyone, no matter where they can from, understands it.

In addition, the fact that I have lived in several countries, travelled a lot and speak several languages makes it easier for me to communicate with international people.

This is an advantage for businesses that want to sell in different countries and in markets where people use international English and not native English.

And it works, because it’s true.

Reflect on your flaws and turn them into advantages.

Social proof

I often talk about this point in my posts when I explain how to sell more over the Internet.

Using powerful testimonials can make a huge difference.

Having other people recommend your product or service will end up convincing your potential customer.

Because people tend to trust something when a lot of people say it’s good.

Why should we risk buying a product that nobody says anything about?

Make sure you add at least 3 or 4 testimonials to all your sales copy.

If you are designing an email marketing strategy with a sequence of emails, introduce testimonials in some of them, but not in all because it can be too much.

There are some tested email sequences that work, one of those emails always includes social proof.

This post explains the basics to create a sales sequence.

In order to obtain powerful testimonials, you can send your customers a short questionnaire with this kind of questions:

– Why did you decide to hire us?

– What objections did you have before hiring us?

– What is it like before and after working with me?

– What would you highlight about this product?

With these questions, you help those people who find expressing themselves difficult to write great testimonials for your business.

Comparing your product or service with your competition can be a very persuasive argument.

You can’t use your competitor’s name but you can suggest what others do and what you do differently.

Here it’s necessary to be very subtle, it isn’t a question of underestimating what others do, but of underlining what you do differently and better.

For example, you can emphasize the fact that you are the only company in your sector that offers customer service over the phone or that your shoes are manufactured in Europe and not in poor countries with very low wages.

Contrast will help you express your Unique Value Proposition , or what makes you different from other products or services.

So far we’ve convinced the emotional part of the brain, which is the part that makes the decisions. But if there is still any doubt we can convince the logical part of the brain with data.

Choose graphs and statistics that add tangible data to your arguments.

For example:

“Did you know that 70% of people who work with their computers suffer back pain due to bad postures?”

Do your research and find statistics, graphs and data that will help you convince your potential customers.

People are often absent-minded, we forget things.

That’s why repetition works very well when selling.

You should remind your potential customer, by choosing different words, what is that you offer and the strongest arguments you have put forward to answer the important WHY.

Repeat your offer several times throughout the text if it’s long, and especially at the end.

Do you know the popular technique of the PS?

Check next time you receive a well-written marketing email and more often than not you will find the offer repeated in the PS with different words.

Surely this has happened to you before.

You’re talking to a potential customer and he’s almost convinced but suddenly he says “Let me think about it”.

And 99% of the times he won’t come back.

Sometimes introducing urgency can do the job because it also brings into play the fear of losing an opportunity.

To play with the feeling of urgency you can introduce a limited offer or shortage of units (limited stock, only X units left).

But don’t overdo it with phrases like “ If you don’t buy now, in 5 days everything will be sold “.

You have to be more subtle and say something like “ I can’t guarantee that there will be units left in a few days”.

You can be even more subtle when you introduce the urgency factor helping the potential customer to imagine already enjoying the advantages of your service.

Let’s look at an example.

This is a text I wrote for a company that offers courses online on Nutrigenomics .

On the home page I talked about how important genetics will be in the prevention of diseases in the future and how prominent this science is becoming, so experts in this field will be in high demand.

I introduced the urgency factor with phrases like this:

“Be ahead of the crowd and learn Nutrigenomics now.”

This is a good example of how you can use urgency without using limited price or stock offers.

Call to Action

No matter how convinced a person is to do what you want him to do, (buy a product, make an appointment, subscribe to a newsletter), if you don’t guide him exactly where you want him to go, your efforts of persuasion will have been of no use.

The call to action (CTA) is that button that we want the customer to click to take him to the shopping cart or contact form.

Here you can be creative and use different phrases instead of the typical “Subscribe now” or “I want the free guide”.

You can say:

Persuasive writing is a technique that can be mastered over time and by practising a lot.

Read and study all the sales copy you find and decide if you like it and why.

This is another way to learn, but you also have to practice writing yourself.

If you have any doubts when writing your copy I’m here to answer them.

Sobre Elena de Francisco

Siento un placer inmensurable aplastando textos zombis que no dan resultados y transformándolos en textos llenos de vida que provocan muchas ventas.

About Elena de Francisco

I find real pleasure in crushing zombie copy that doesn’t provoke any emotion and turning it into vivid words that convert prospects into smiley paying customers.

Actually I love this post.. I would like to learn how to tap big ideas from my subconscious mind. Thanks

Hello Celestial,

Thank you for your nice comment. Big Ideas don’t come out of the blue. Or not completely. They come after having done a thorough research on your buyer persona, your product and the market. They come from listening to what people really want and how they express it. It’s a process and not always easy. Sometimes a good idea may come after reading a book or watching a film that has nothing to do with the product, but you connect ideas. Very often is about connecting ideas more than creating new ones. Practice will also make things easier. Stay curious and ideas will come. A big hug, Elena

Consumers do not have to need or be interested in a product or service, they can be persuaded. Sometimes the market is suggestive, massages the consumer’s emotions, their interests. Influence an emotion and you hit a home run. A bit of tickle, with imagery works well

Exact. People buy triggered by an emotion, there’s very little logical thinking going on the purchase process. So we have to read those emotions and amplify them. Thanks for your comment!

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Persuasive Tactics in Selling: Mastering the Art of Persuasion for Sales Success

Improve your sales mindset and increase your success in selling by mastering the art of persuasion! Learn more persuasive tactics and strategies here.

August 11, 2023

Elevate Your Sales Game: Mastering Persuasive Tactics for Selling

Dipping our toes into the sea of commerce, we don't just stumble upon the shore of sales - we plunge headfirst into its depths. Deep within these waters lies an often underestimated but indispensable skill - persuasion. It's the golden fleece for salespeople, the Midas touch turning conversations into conversions. You might be wondering, why is persuasion so crucial in selling? It's more than just a tool, it's the very lifeline that connects your product to the customer. It's about painting vivid pictures in the minds of prospects, showing them a future they can't resist.

Why is persuasion important in selling?

Climbing the Mount Everest of sales without persuasion is like sailing without a compass, drifting aimlessly in an ocean of uncertainty. Persuasion creates a path for trust and rapport, building bridges between your product and the customer's needs. It's the silent whisper nudging the buyer towards the "yes" we all crave to hear. It's a dance of words, a game of minds, and the very thread that weaves the fabric of sales success. Effective persuasion techniques followed by the sales rep can smoothen up the persuasion process.

The Five-Pillar Framework of Persuasive Techniques

Peering through the lens of persuasion reveals a kaleidoscope of techniques, each with its unique allure. Let's unravel the five cornerstones, each adding another layer of depth to your sales persona.

Personalize Your Message

Personalization isn't just tailoring a greeting with the potential customers name; it's about understanding their unique world. It's delving into their problems, their dreams, and their expectations. It's about reshaping your product

story to echo their personal narrative.

Focus on Problem-Solving

Prospects aren't just looking for products, they're seeking solutions. Understand their pain points and highlight how your product soothes those aches. Paint a picture of a world unburdened by their problems, a world brought into existence by your product.

Anticipate Objections

Imagine a chessboard. Each move you make corresponds to a possible countermove by the prospect. Anticipating objections lets you stay a step ahead, preparing your responses and steering the conversation to your favor.

Empower Prospect Decision-Making

Buying is an emotional journey, not just a logical decision. Empowering prospects in their decision-making process helps them feel in control, alleviating purchase anxiety. Give them the reins, let them feel the thrill of driving towards their decision.

The Art of Storytelling

Stories are the magical portals that transport prospects from the mundane world of features into the enchanting realm of benefits. By framing your product within a compelling narrative, you make it relatable, desirable, and memorable. A sales professional should make sure that his body language is calm and composed while delivering a persuasive sales pitch.

A Shining Beacon: An Example of Persuasion

Let's cast our gaze upon the marketing colossus, Apple. Their launch of the iPhone wasn't just about selling a product, it was about selling a lifestyle. They didn't just highlight features, they wove a story around the experience of using an iPhone - a narrative that resonated with consumers, evoking emotions and aspirations. The result? A product that transformed into a status symbol, a persuasion masterpiece.

Six Keys of Persuasion: Unlocking Sales Success

Reciprocity: The act of giving elicits an inherent desire to return the favor. Provide value upfront, be it through free trials, valuable content, or unmatched service.
Commitment and Consistency : People strive for congruence in their attitudes and actions. Small commitments lead to larger ones, creating a cascade of yeses.
Social Proof: Prospects are more likely to trust a product when others vouch for it. Testimonials, ratings, and reviews help create this social proof.
Authority: Establish yourself as an expert in your field, an authority figure to be trusted. This bolsters your credibility, making your persuasive efforts more impactful.
Liking: We are more likely to say yes to those we like. Build rapport, find common ground, and make a genuine connection.
Scarcity: Limited availability or time creates a sense of urgency. Harness this power of scarcity to make your offer more attractive.

The act of selling is an art form, a symphony of persuasion techniques that blend to create a harmonious selling experience. Mastering persuasive selling isn't an overnight journey, but the voyage itself is the adventure. So, as we dive deeper into the sea of sales, let's allow the currents of persuasion to guide us, exploring uncharted territories of persuasion strategies, persuasive selling techniques, and ways to be more persuasive. Because at the end of the day, selling isn't just about transactions, it's about meaningful connections, shared stories, and experiences that resonate. That's the true power of persuasion.

Spotlight on Persuasion in Sales

As we delve into the art of persuasion in sales, let's dissect the mechanisms that make it so impactful. Persuasion, at its core, is about influencing perceptions, subtly nudging a person's belief system towards the desired outcome. In the sphere of sales, this manifests as aligning the prospect's needs with the value proposition of your product or service. Persuasion strategies can breathe life into your sales process, making it more dynamic, engaging, and fruitful.

Sales Persuasion Techniques: The Magic Wands

Sales persuasion techniques are akin to the tools in a magician's box. Each one has its specific role, and the true magic happens when they are wielded with skill and finesse. Effective persuasion techniques are crucial in terms of getting the deal done. Here are a few persuasive selling techniques to consider:

Understanding the Prospect

Before you can persuade, you must understand. Get to know your prospect – their needs, desires, and fears. This understanding lays the groundwork for a personalized approach, significantly enhancing your persuasiveness.

Building Rapport

Rapport is the invisible thread that binds the salesperson and the prospect together. It creates a sense of understanding and mutual trust, fostering a conducive environment for persuasion.

Showcasing Benefits

While features explain what your product does, benefits illustrate what it means for the prospect. Always frame your product in terms of benefits, addressing the prospect's needs and wants directly.

Using Social Proof

People are social creatures. We naturally gravitate towards things others find valuable. Incorporate testimonials, reviews, and endorsements into your sales pitch to leverage this powerful principle.

Creating a Sense of Urgency

A well-crafted sense of urgency can make your offer irresistible. Whether it's a limited time discount or a scarcity of stock, urgency nudges the prospect to act quickly.

How to Be More Persuasive: Elevation Through Evolution

Evolution is the key to being more persuasive. It’s about continually refining your strategies, tweaking your approach, and seeking novel ways to influence. Here are a few tips:

Harness the Power of Listening

The most persuasive sales reps are often the best listeners. They absorb information, understand the prospect's perspective, and use it to guide their sales pitch.

Engage Emotionally

People are emotional beings. We make decisions based on how we feel about them. Use stories, metaphors, and emotive language to tap into this aspect.

Genuine concern for the prospect's needs goes a long way in establishing credibility. It sends a clear message – you're there to help, not just to sell.

Leverage Technology

Modern technology offers a plethora of tools that can boost your persuasive efforts. From CRM systems to AI-powered language models, make the most of the resources at your disposal.

Educate Yourself Continuously

The world of sales and persuasion is ever-evolving. Stay updated with the latest trends, theories, and techniques. An open mind is an effective mind.

Effective Persuasion: The Ethical Mandate

While mastering persuasive tactics for selling, it's vital to remember the ethical dimensions. Effective persuasion is not about manipulating prospects but about creating genuine value for them. It’s about striking a balance – advocating for your product while respecting the prospect's autonomy and decision-making capability.

Unleash the Power of Persuasion: Your Sales Connection Awaits

Having reached the summit of understanding persuasive tactics for selling, you're now ready to venture into the marketplace with renewed vigor, armed with techniques to influence, engage, and convert like never before. Yet, we recognize that the path to mastering persuasion is not a sprint but a marathon, a journey that requires time, patience, and experience.

This is where we step in. At The Sales Connection , we are a collective of seasoned sales professionals, each a maestro in the art of persuasion. Our mission? To help you close deals faster, build enduring relationships, and catalyze growth for your business. We combine time-tested sales strategies with innovative, data-driven approaches to bring you a bespoke solution tailored to your unique needs.

But our services extend beyond just closing deals. We strive to create a sales culture within your organization that's imbued with the spirit of persuasion, nurturing your in-house team to become more effective, more persuasive, and more successful.

Your journey towards sales success begins with a conversation. Engage with one of our representatives today to explore how we can revolutionize your sales process, propelling your business into a new era of growth and prosperity. Because at The Sales Connection, we don't just close deals, we open doors to opportunities. Let's embark on this journey together. Start your Sales Connection today.

Kayvon has over two decades of experience working with high-level closers and perfecting his sales methodologies. He has earned the title of Canada’s #1 pharmaceutical sales representative and continues to share his expertise as a keynote speaker and through his multi-million-dollar coaching program.

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8.7: Tips for Writing Academic Persuasive Essays

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The previous chapters in this section offer an overview of what it means to formulate an argument in an academic situation. The purpose of this chapter is to offer more concrete, actionable tips for drafting an academic persuasive essay. Keep in mind that preparing to draft a persuasive essay relies on the strategies for any other thesis-driven essay, covered by the section in this textbook, The Writing Process. The following chapters can be read in concert with this one:

Critical Reading and other research strategies helps writers identify the exigence (issue) that demands a response, as well as what kinds of research to use.
Generate Ideas covers prewriting models (such as brainstorming techniques) that allow students to make interesting connections and develop comprehensive thesis statements. These connections and main points will allow a writer to outline their core argument.
Organizing is important for understanding why an argument essay needs a detailed plan, before the drafting stage. For an argument essay, start with a basic outline that identifies the claim, reasoning, and evidence, but be prepared to develop more detailed outlines that include counterarguments and rebuttals, warrants, additional backing, etc., as needed.
Drafting introduces students to basic compositional strategies that they must be familiar with before beginning an argument essay. This current chapter offers more details about what kinds of paragraphs to practice in an argument essay, but it assumes the writer is familiar with basic strategies such as coherence and cohesion.

Classical structure of an argument essay

Academic persuasive essays tend to follow what’s known as the “classical” structure, based on techniques that derive from ancient Roman and Medieval rhetoricians. John D. Ramage, et. al outline this structure in Writing Arguments :

This very detailed table can be simplified. Most academic persuasive essays include the following basic elements:

Introduction that explains why the situation is important and presents your argument (aka the claim or thesis).
Reasons the thesis is correct or at least reasonable.
Evidence that supports each reason, often occurring right after the reason the evidence supports.
Acknowledgement of objections.
Response to objections.

Keep in mind that the structure above is just a conventional starting point. The previous chapters of this section suggest how different kinds of arguments (Classical/Aristotelian, Toulmin, Rogerian) involve slightly different approaches, and your course, instructor, and specific assignment prompt may include its own specific instructions on how to complete the assignment. There are many different variations. At the same time, however, most academic argumentative/persuasive essays expect you to practice the techniques mentioned below. These tips overlap with the elements of argumentation, covered in that chapter, but they offer more explicit examples for how they might look in paragraph form, beginning with the introduction to your essay.

Persuasive introductions should move from context to thesis

Since one of the main goals of a persuasive essay introduction is to forecast the broader argument, it’s important to keep in mind that the legibility of the argument depends on the ability of the writer to provide sufficient information to the reader. If a basic high school essay moves from general topic to specific argument (the funnel technique), a more sophisticated academic persuasive essay is more likely to move from context to thesis.

The great stylist of clear writing, Joseph W. Williams, suggests that one of the key rhetorical moves a writer can make in a persuasive introduction is to not only provide enough background information (the context), but to frame that information in terms of a problem or issue, what the section on Reading and Writing Rhetorically terms the exigence . The ability to present a clearly defined problem and then the thesis as a solution creates a motivating introduction. The reader is more likely to be gripped by it, because we naturally want to see problems solved.

Consider these two persuasive introductions, both of which end with an argumentative thesis statement:

A. In America we often hold to the belief that our country is steadily progressing. topic This is a place where dreams come true. With enough hard work, we tell ourselves (and our children), we can do anything. I argue that, when progress is more carefully defined, our current period is actually one of decline. claim

B . Two years ago my dad developed Type 2 diabetes, and the doctors explained to him that it was due in large part to his heavy consumption of sugar. For him, the primary form of sugar consumption was soda. hook His experience is echoed by millions of Americans today. According to the most recent research, “Sugary drink portion sizes have risen dramatically over the past forty years, and children and adults are drinking more soft drinks than ever,” while two out of three adults in the United States are now considered either overweight or obese. This statistic correlates with reduced life expectancy by many years. Studies have shown that those who are overweight in this generation will live a lot fewer years than those who are already elderly. And those consumers who don’t become overweight remain at risk for developing Type 2 diabetes (like my dad), known as one of the most serious global health concerns (“Sugary Drinks and Obesity Fact Sheet”). problem In response to this problem, some political journalists, such as Alexandra Le Tellier, argue that sodas should be banned. On the opposite end of the political spectrum, politically conservative journalists such as Ernest Istook argue that absolutely nothing should be done because that would interfere with consumer freedom. debate I suggest something in between: a “soda tax,” which would balance concerns over the public welfare with concerns over consumer freedom. claim

Example B feels richer, more dramatic, and much more targeted not only because it’s longer, but because it’s structured in a “motivating” way. Here’s an outline of that structure:

Hook: It opens with a brief hook that illustrates an emerging issue. This concrete, personal anecdote grips the reader’s attention.
Problem: The anecdote is connected with the emerging issue, phrased as a problem that needs to be addressed.
Debate: The writer briefly alludes to a debate over how to respond to the problem.
Claim: The introduction ends by hinting at how the writer intends to address the problem, and it’s phrased conversationally, as part of an ongoing dialogue.

Not every persuasive introduction needs all of these elements. Not all introductions will have an obvious problem. Sometimes a “problem,” or the exigence, will be as subtle as an ambiguity in a text that needs to be cleared up (as in literary analysis essays). Other times it will indeed be an obvious problem, such as in a problem-solution argument essay.

In most cases, however, a clear introduction will proceed from context to thesis . The most attention-grabbing and motivating introductions will also include things like hooks and problem-oriented issues.

Here’s a very simple and streamlined template that can serve as rudimentary scaffolding for a persuasive introduction, inspired by the excellent book, They Say / I Say: The Moves That Matter in Academic Writing : Definition: Term

In discussions of __________, an emerging issue is _____________________. issue When addressing this issue, some experts suggest ________________. debate In my view, however, _______________________________. claim

Each aspect of the template will need to be developed, but it can serve as training wheels for how to craft a nicely structured context-to-thesis introduction, including things like an issue, debate, and claim. You can try filling in the blanks below, and then export your attempt as a document.

Define key terms, as needed

Much of an academic persuasive essay is dedicated to supporting the claim. A traditional thesis-driven essay has an introduction, body, and conclusion, and the support constitutes much of the body. In a persuasive essay, most of the support is dedicated to reasoning and evidence (more on that below). However, depending on what your claim does, a careful writer may dedicate the beginning (or other parts of the essay body) to defining key terms.

Suppose I wish to construct an argument that enters the debate over euthanasia. When researching the issue, I notice that much of the debate circles around the notion of rights, specifically what a “legal right” actually means. Clearly defining that term will help reduce some of the confusion and clarify my own argument. In Vancouver Island University’s resource “ Defining key terms ,” Ian Johnston offers this example for how to define “legal right” for an academic reader:

Before discussing the notion of a right to die, we need to clarify precisely what the term legal right means. In common language, the term “right” tends often to mean something good, something people ought to have (e.g., a right to a good home, a right to a meaningful job, and so on). In law, however, the term has a much more specific meaning. It refers to something to which people are legally entitled. Thus, a “legal” right also confers a legal obligation on someone or some institution to make sure the right is conferred. For instance, in Canada, children of a certain age have a right to a free public education. This right confers on society the obligation to provide that education, and society cannot refuse without breaking the law. Hence, when we use the term right to die in a legal sense, we are describing something to which a citizen is legally entitled, and we are insisting that someone in society has an obligation to provide the services which will confer that right on anyone who wants it.

As the example above shows, academics often dedicate space to providing nuanced and technical definitions that correct common misconceptions. Johnston’s definition relies on research, but it’s not always necessary to use research to define your terms. Here are some tips for crafting definitions in persuasive essays, from “Defining key terms”:

Fit the descriptive detail in the definition to the knowledge of the intended audience. The definition of, say, AIDS for a general readership will be different from the definition for a group of doctors (the latter will be much more technical). It often helps to distinguish between common sense or popular definitions and more technical ones.
Make sure definitions are full and complete; do not rush them unduly. And do not assume that just because the term is quite common that everyone knows just what it means (e.g., alcoholism ). If you are using the term in a very specific sense, then let the reader know what that is. The amount of detail you include in a definition should cover what is essential for the reader to know, in order to follow the argument. By the same token, do not overload the definition, providing too much detail or using far too technical a language for those who will be reading the essay.
It’s unhelpful to simply quote the google or dictionary.com definition of a word. Dictionaries contain a few or several definitions for important terms, and the correct definition is informed by the context in which it’s being employed. It’s up to the writer to explain that context and how the word is usually understood within it.
You do not always need to research a definition. Depending on the writing situation and audience, you may be able to develop your own understanding of certain terms.

Use P-E-A-S or M-E-A-L to support your claim

The heart of a persuasive essay is a claim supported by reasoning and evidence. Thus, much of the essay body is often devoted to the supporting reasons, which in turn are proved by evidence. One of the formulas commonly taught in K-12 and even college writing programs is known as PEAS, which overlaps strongly with the MEAL formula introduced by the chapter, “ Basic Integration “:

Point : State the reasoning as a single point: “One reason why a soda tax would be effective is that…” or “One way an individual can control their happiness is by…”

Evidence : After stating the supporting reason, prove that reason with related evidence. There can be more than one piece of evidence. “According to …” or “In the article, ‘…,’ the author shows that …”

Analysis : There a different levels of analysis. At the most basic level, a writer should clearly explain how the evidence proves the point, in their own words: “In other words…,” “What this data shows is that…” Sometimes the “A” part of PEAS becomes simple paraphrasing. Higher-level analysis will use more sophisticated techniques such as Toulmin’s warrants to explore deeper terrain. For more tips on how to discuss and analyze, refer to the previous chapter’s section, “ Analyze and discuss the evidence .”

Summary/So what? : Tie together all of the components (PEA) succinctly, before transitioning to the next idea. If necessary, remind the reader how the evidence and reasoning relates to the broader claim (the thesis argument).

PEAS and MEAL are very similar; in fact they are identical except for how they refer to the first and last part. In theory, it shouldn’t matter which acronym you choose. Both versions are effective because they translate the basic structure of a supporting reason (reasoning and evidence) into paragraph form.

Here’s an example of a PEAS paragraph in an academic persuasive essay that argues for a soda tax:

A soda tax would also provide more revenue for the federal government, thereby reducing its debt. point Despite Ernest Istook’s concerns about eroding American freedom, the United States has long supported the ability of government to leverage taxes in order to both curb unhealthy lifestyles and add revenue. According to Peter Ubel’s “Would the Founding Fathers Approve of a Sugar Tax?”, in 1791 the US government was heavily in debt and needed stable revenue. In response, the federal government taxed what most people viewed as a “sin” at that time: alcohol. This single tax increased government revenue by at least 20% on average, and in some years more than 40% . The effect was that only the people who really wanted alcohol purchased it, and those who could no longer afford it were getting rid of what they already viewed as a bad habit (Ubel). evidence Just as alcohol (and later, cigarettes) was viewed as a superfluous “sin” in the Early Republic, so today do many health experts and an increasing amount of Americans view sugar as extremely unhealthy, even addictive. If our society accepts taxes on other consumer sins as a way to improve government revenue, a tax on sugar is entirely consistent. analysis We could apply this to the soda tax and try to do something like this to help knock out two problems at once: help people lose their addiction towards soda and help reduce our government’s debt. summary/so what?

The paragraph above was written by a student who was taught the PEAS formula. However, we can see versions of this formula in professional writing. Here’s a more sophisticated example of PEAS, this time from a non-academic article. In Nicholas Carr’s extremely popular article, “ Is Google Making Us Stupid? “, he argues that Google is altering how we think. To prove that broader claim, Carr offers a variety of reasons and evidence. Here’s part of his reasoning:

Thanks to the ubiquity of text on the Internet, not to mention the popularity of text-messaging on cell phones, we may well be reading more today than we did in the 1970s or 1980s, when television was our medium of choice. But it’s a different kind of reading, and behind it lies a different kind of thinking—perhaps even a new sense of the self. point “We are not only what we read,” says Maryanne Wolf, a developmental psychologist at Tufts University and the author of Proust and the Squid: The Story and Science of the Reading Brain . “We are how we read.” Wolf worries that the style of reading promoted by the Net, a style that puts “efficiency” and “immediacy” above all else, may be weakening our capacity for the kind of deep reading that emerged when an earlier technology, the printing press, made long and complex works of prose commonplace. When we read online, she says, we tend to become “mere decoders of information.” evidence Our ability to interpret text, to make the rich mental connections that form when we read deeply and without distraction, remains largely disengaged. analysis

This excerpt only contains the first three elements, PEA, and the analysis part is very brief (it’s more like paraphrase), but it shows how professional writers often employ some version of the formula. It tends to appear in persuasive texts written by experienced writers because it reinforces writing techniques mentioned elsewhere in this textbook. A block of text structured according to PEA will practice coherence, because opening with a point (P) forecasts the main idea of that section. Embedding the evidence (E) within a topic sentence and follow-up commentary or analysis (A) is part of the “quote sandwich” strategy we cover in the section on “Writing With Sources.”

Use “they say / i say” strategies for Counterarguments and rebuttals

Another element that’s unique to persuasive essays is embedding a counterargument. Sometimes called naysayers or opposing positions, counterarguments are points of view that challenge our own.

Why embed a naysayer?

Recall above how a helpful strategy for beginning a persuasive essay (the introduction) is to briefly mention a debate—what some writing textbooks call “joining the conversation.” Gerald Graff and Cathy Birkenstein’s They Say / I Say explains why engaging other points of view is so crucial:

Not long ago we attended a talk at an academic conference where the speaker’s central claim seemed to be that a certain sociologist—call him Dr. X—had done very good work in a number of areas of the discipline. The speaker proceeded to illustrate his thesis by referring extensively and in great detail to various books and articles by Dr. X and by quoting long pas-sages from them. The speaker was obviously both learned and impassioned, but as we listened to his talk we found ourselves somewhat puzzled: the argument—that Dr. X’s work was very important—was clear enough, but why did the speaker need to make it in the first place? Did anyone dispute it? Were there commentators in the field who had argued against X’s work or challenged its value? Was the speaker’s interpretation of what X had done somehow novel or revolutionary? Since the speaker gave no hint of an answer to any of these questions, we could only wonder why he was going on and on about X. It was only after the speaker finished and took questions from the audience that we got a clue: in response to one questioner, he referred to several critics who had vigorously questioned Dr. X’s ideas and convinced many sociologists that Dr. X’s work was unsound.

When writing for an academic audience, one of the most important moves a writer can make is to demonstrate how their ideas compare to others. It serves as part of the context. Your essay might be offering a highly original solution to a certain problem you’ve researched the entire semester, but the reader will only understand that if existing arguments are presented in your draft. Or, on the other hand, you might be synthesizing or connecting a variety of opinions in order to arrive at a more comprehensive solution. That’s also fine, but the creativity of your synthesis and its unique contribution to existing research will only be known if those other voices are included.

Aristotelian argumentation embeds counterarguments in order to refute them. Rogerian arguments present oppositional stances in order to synthesize and integrate them. No matter what your strategy is, the essay should be conversational.

Notice how Ana Mari Cauce opens her essay on free speech in higher education, “ Messy but Essential “:

Over the past year or two, issues surrounding the exercise of free speech and expression have come to the forefront at colleges around the country. The common narrative about free speech issues that we so often read goes something like this: today’s college students — overprotected and coddled by parents, poorly educated in high school and exposed to primarily left-leaning faculty — have become soft “snowflakes” who are easily offended by mere words and the slightest of insults, unable or unwilling to tolerate opinions that veer away from some politically correct orthodoxy and unable to engage in hard-hitting debate. counterargument

This is false in so many ways, and even insulting when you consider the reality of students’ experiences today. claim

The introduction to her article is essentially a counteragument (which serves as her introductory context) followed by a response. Embedding naysayers like this can appear anywhere in an essay, not just the introduction. Notice, furthermore, how Cauce’s naysayer isn’t gleaned from any research she did. It’s just a general, trendy naysayer, something one might hear nowadays, in the ether. It shows she’s attuned to an ongoing conversation, but it doesn’t require her to cite anything specific. As the previous chapter on using rhetorical appeals in arguments explained, this kind of attunement with an emerging problem (or exigence) is known as the appeal to kairos . A compelling, engaging introduction will demonstrate that the argument “kairotically” addresses a pressing concern.

Below is a brief overview of what counterarguments are and how you might respond to them in your arguments. This section was developed by Robin Jeffrey, in “ Counterargument and Response “:

Common Types of counterarguments

Could someone disagree with your claim? If so, why? Explain this opposing perspective in your own argument, and then respond to it.
Could someone draw a different conclusion from any of the facts or examples you present? If so, what is that different conclusion? Explain this different conclusion and then respond to it.
Could a reader question any of your assumptions or claims? If so, which ones would they question? Explain and then respond.
Could a reader offer a different explanation of an issue? If so, what might their explanation be? Describe this different explanation, and then respond to it.
Is there any evidence out there that could weaken your position? If so, what is it? Cite and discuss this evidence and then respond to it.

If the answer to any of these questions is yes, that does not necessarily mean that you have a weak argument. It means, ideally and as long as your argument is logical and valid, that you have a counterargument. Good arguments can and do have counterarguments; it is important to discuss them. But you must also discuss and then respond to those counterarguments.

Responding to counterarguments

You do not need to attempt to do all of these things as a way to respond; instead, choose the response strategy that makes the most sense to you, for the counterargument that you have.

If you agree with some of the counterargument perspectives, you can concede some of their points. (“I do agree that ….”, “Some of the points made by ____ are valid…..”) You could then challenge the importance/usefulness of those points. “However, this information does not apply to our topic because…”
If the counterargument perspective is one that contains different evidence than you have in your own argument, you can explain why a reader should not accept the evidence that the counterarguer presents.
If the counterargument perspective is one that contains a different interpretation of evidence than you have in your own argument, you can explain why a reader should not accept the interpretation of the evidence that that your opponent (counterarguer) presents.
If the counterargument is an acknowledgement of evidence that threatens to weaken your argument, you must explain why and how that evidence does not, in fact invalidate your claim.

It is important to use transitional phrases in your paper to alert readers when you’re about to present an counterargument. It’s usually best to put this phrase at the beginning of a paragraph such as:

Researchers have challenged these claims with…
Critics argue that this view…
Some readers may point to…
A perspective that challenges the idea that . . .

Transitional phrases will again be useful to highlight your shift from counterargument to response:

Indeed, some of those points are valid. However, . . .
While I agree that . . . , it is more important to consider . . .
These are all compelling points. Still, other information suggests that . .
While I understand . . . , I cannot accept the evidence because . . .

When concluding, address the “so what?” challenge

As Joseph W. Williams mentions in his chapter on concluding persuasive essays in Style ,

a good introduction motivates your readers to keep reading, introduces your key themes, and states your main point … [but] a good conclusion serves a different end: as the last thing your reader reads, it should bring together your point, its significance, and its implications for thinking further about the ideas your explored.

At the very least, a good persuasive conclusion will

Summarize the main points
Address the So what? or Now what? challenge.

When summarizing the main points of longer essays, Williams suggests it’s fine to use “metadiscourse,” such as, “I have argued that.” If the essay is short enough, however, such metadiscourses may not be necessary, since the reader will already have those ideas fresh in their mind.

After summarizing your essay’s main points, imagine a friendly reader thinking,

“OK, I’m persuaded and entertained by everything you’ve laid out in your essay. But remind me what’s so important about these ideas? What are the implications? What kind of impact do you expect your ideas to have? Do you expect something to change?”

It’s sometimes appropriate to offer brief action points, based on the implications of your essay. When addressing the “So what?” challenge, however, it’s important to first consider whether your essay is primarily targeted towards changing the way people think or act . Do you expect the audience to do something, based on what you’ve argued in your essay? Or, do you expect the audience to think differently? Traditional academic essays tend to propose changes in how the reader thinks more than acts, but your essay may do both.

Finally, Williams suggests that it’s sometimes appropriate to end a persuasive essay with an anecdote, illustrative fact, or key quote that emphasizes the significance of the argument. We can see a good example of this in Carr’s article, “ Is Google Making Us Stupid? ” Here are the introduction and conclusion, side-by-side: Definition: Term

[Introduction] “Dave, stop. Stop, will you? Stop, Dave. Will you stop, Dave?” So the supercomputer HAL pleads with the implacable astronaut Dave Bowman in a famous and weirdly poignant scene toward the end of Stanley Kubrick’s 2001: A Space Odyssey . Bowman, having nearly been sent to a deep-space death by the malfunctioning machine, is calmly, coldly disconnecting the memory circuits that control its artificial “ brain. “Dave, my mind is going,” HAL says, forlornly. “I can feel it. I can feel it.”

I can feel it, too. Over the past few years I’ve had an uncomfortable sense that someone, or something, has been tinkering with my brain, remapping the neural circuitry, reprogramming the memory. …

[Conclusion] I’m haunted by that scene in 2001 . What makes it so poignant, and so weird, is the computer’s emotional response to the disassembly of its mind: its despair as one circuit after another goes dark, its childlike pleading with the astronaut—“I can feel it. I can feel it. I’m afraid”—and its final reversion to what can only be called a state of innocence. HAL’s outpouring of feeling contrasts with the emotionlessness that characterizes the human figures in the film, who go about their business with an almost robotic efficiency. Their thoughts and actions feel scripted, as if they’re following the steps of an algorithm. In the world of 2001 , people have become so machinelike that the most human character turns out to be a machine. That’s the essence of Kubrick’s dark prophecy: as we come to rely on computers to mediate our understanding of the world, it is our own intelligence that flattens into artificial intelligence.

Instead of merely rehashing all of the article’s main points, Carr returns to the same movie scene from 2001 that he opened with. The final lines interpret the scene according to the argument he just dedicated the entire essay to presenting.

The entire essay should use rhetorical appeals strategically

The chapter “ Persuasive Appeals ” introduces students to logos, pathos, ethos, and kairos. Becoming familiar with each of those persuasive appeals can add much to an essay. It also reinforces the idea that writing argumentative essays is not a straightforward process of jotting down proofs. It’s not a computer algorithm.

Logos (appeals to evidence and reasoning) is the foundational appeal of an argument essay. Clearly identifying the claim, then supporting that claim with reasoning and evidence will appeal to the reader’s logos demands. As the previous chapter on argumentation mentions, however, what constitutes solid evidence will vary depending on the audience. Make sure your evidence is indeed convincing to your intended reader.
Pathos (appeals to emotion) are a crucial component and should permeate should every section of the essay. Personal anecdotes are an effective way to illustrate important ideas, and they connect with the reader at an emotional level. Personal examples also cultivate voice .
Ethos (appeals to character, image, and values) is essential to gaining the reader’s trust and assent. The tone of your essay (snarky, sincere, ironic, sarcastic, empathetic) is immensely important for its overall effect, and it helps build the reader’s image of you. A careful attention to high-quality research reinforces a sincere and empathetic tone. When supporting certain claims and sub-claims, it’s also important to identify implied beliefs (warrants) that your reader is most likely to agree with, and to undermine beliefs that might seem repugnant.
Kairos (appeals to timeliness) impresses the reader with your attunement to the situation. This should be practiced especially in the introduction, but it can appear throughout the essay as you engage with research and other voices that have recently weighed in on the topic.

All of these appeals are already happening, whether or not they’re recognized. If they are missed, the audience will often use them against you, judging your essay as not being personable enough (pathos), or not in touch with commonly accepted values (ethos), or out of touch with what’s going on (kairos). These non-logical appeals aren’t irrational. They are crucial components to writing that matters.

Argument Outline Exercise

To get started on your argument essay, practice adopting from of the outlines from this Persuasive Essay Outline worksheet .

How to Write Persuasive Product Descriptions that Sell

When you buy a product from a brick-and-mortar store, you can get a good impression of its quality and usefulness by handling it yourself. But online, all you have to go on is the product description and reviews left by previous customers. That’s why a massive 87% of consumers consider product content hugely important in making a purchasing decision.

The problem is that many businesses write product descriptions that just, well, describe the product. While this is great for conveying information, it does very little to convince shoppers that your products are actually worth buying.

If your product descriptions simply offer specs, facts, and figures, chances are you’re missing out on a vast wealth of sales potential. But with our top tips for how to write product descriptions, and what to include in a product description, you can win over potential customers in no time!

What to include in a product description

A product description needs to tell readers what your product is and does. So every description you write should include essential information such as features, specifications, and usage instructions where necessary.

The trick to winning more sales, however, is to show readers how buying your product will enhance their lives. A designer watch, for example, isn’t just a timepiece, but an elegant status symbol that can be passed down through the generations as a treasured heirloom. And a fixed-rate savings account is less about squirreling money away than it is ensuring the best possible education for the holder’s children.

As well as demonstrating the value customers will gain from your product, your descriptions should also answer vital questions such as:

What problems does the product solve?
How will customers benefit from your product?
Why is your product better than the competition?
What makes it truly special?
When is the best time to use it?

Presenting the benefits of a product in a creative, compelling way can massively increase sales and improve customer satisfaction. This allows you to build a reputation as an industry-leading brand .

How to write product descriptions that sell

1) focus on one ideal buyer.

Unless a product is particularly niche, it’s probably bought by a wide variety of customers. Unfortunately, if you try to write a description that appeals to all of them at once, you’re likely to lose them all.

Rather than addressing a huge crowd, think about the one ideal buyer who’s most likely to want your product. What are their needs and problems? What do they want to know? What kind of language do they use? Would they appreciate some light humor, or do they prefer to keep things serious?

Once you know who you’re talking to, try to write a product description that really appeals to that one person. It also helps to speak to the reader directly, so never be afraid to include “you” in your copy. Use everyday language rather than pompous corporate speak, and try to create a conversation that draws your customer in.

Keep Reading: 2023 Holiday Ecommerce Marketing Guide

2) Benefits first, then features

Customers need to know the technical details of your products. But these aren’t what make the sale. To effectively persuade a potential customer, you need to show how your products address their biggest pain points.

Direct marketing expert David Garfinkel argues that most people buy for one of eight reasons:

Making money
Saving money
Saving time
Saving effort
Improving health
Reducing or eliminating pain
Increasing pleasure
Increasing prestige

Engage customers by explaining how your product gives them the means to overcome their greatest struggles. Then, follow up with technical details to add credibility to your claims and help potential buyers to justify their purchase.

3) Make your descriptions easy to scan

Eye-tracking studies by Dejan Marketing show that people read online content word-by-word just 16% of the time. So while engaging, well-written product descriptions are essential, making your copy easy to scan is arguably much more important.

One popular way of making product descriptions scannable is to include a short “benefits” section containing around five bullet points. That way, visitors can quickly discover how your product will address their pain points and make a decision about whether or not to buy. You could also include a short FAQ section to further convince readers who are on the fence.

Good ways to make your product descriptions easy to scan include:

Using clear headers for each section
Using short bullet points
Leaving plenty of white space
Slightly increasing font size
Using high-quality images

The easier your copy is to scan and read, the better your chances of reeling in potential customers.

4) Use specific language

Many ecommerce vendors are excited to tell customers that their products are “high quality” or “extremely effective”. But if everybody uses generic phrases like these, they tend to lose their selling power.

Instead of simply telling potential customers that your products are good, prove it by highlighting the biggest benefits. This not only makes your product descriptions more persuasive, but also helps them stand out from the competition.

If your products truly are “the best”, then explaining why should be easy. If it’s not, then you might want to reconsider what qualities make your product truly valuable so you can better focus your product descriptions.

5) Vision of life with product

A study from the Journal of Consumer Research showed that touching a product creates a sense of perceived ownership. In other words, it creates a connection between product and buyer that encourages them to make a purchase.

Online, you don’t have this advantage. So you need to fill in the gaps by presenting readers with an engrossing, relatable vision of life with your product.

Starting a sentence with evocative words like “picture” or “imagine” lets you stir the reader’s imagination. After that, explain how the reader will feel owning the product and how it can solve their problems to stoke desire.

6) Leverage sensory language

Many copywriting gurus recommend removing non-essential adjectives and adverbs from sales copy wherever possible. This helps keep product descriptions short and impactful – qualities that can contribute to higher sales.

However, the one place this almost never applies is in using sensory language.

Adjectives like “crunchy”, “bright”, “smooth”, and “juicy” create a vivid image in a potential customer’s mind. They bring the product to life and allow the reader to experience it even before they buy.

It’s easy to use sensory language when selling food. But it’s also effective for selling a wide range of other products. After all, a blanket that’s “soft” and “cozy” is a lot more appealing than one that isn’t!

7) Provide social proof

The greatest failing of online product descriptions is that they always come from the seller. Since you would never tell readers anything that would put them off, the impact of your words is limited. But that doesn’t apply when existing customers praise your products on your behalf.

Genuine, unbiased reviews and testimonials from satisfied customers are a powerful tool for boosting your sales. In fact, product pages that feature at least on customer review produce a 354% increase in conversion rates!

When you’re building your product page, make sure to include a testimonials section with a selection of your top reviews. You could even provide a rating system or integrated social media feed as further proof of your product’s popularity.

8) Track your success

Once you’ve updated your product descriptions, you need to know whether they’re actually generating more sales. To do this, you need to set a specific sales goal and track metrics that show which descriptions are working and which need further improvement.

Popular key performance indicators (KPIs) to track the performance of your product descriptions include:

Sales conversion rate
Average order value
Cart abandonment rate
Organic search rankings
Returning customer rate
Bounce rate
Product return rate

If you have the time and resources, you might be able to further increase conversions and sales by running A/B tests for new product descriptions.

Partner with LimeLight Marketing for product descriptions that sell

Understanding how to write product descriptions that hook in potential customers is vital for maximizing your ecommerce sales . But actually developing the skills to create captivating copy takes more time and resources than most businesses can spare. That’s why ecommerce companies throughout the US rely on the experts at LimeLight Marketing to craft persuasive product descriptions that make more money.

Get in touch with our team today to find out how we can optimize your product descriptions to increase your online traffic and product sales.

Keep Reading

Google merchant center overview: optimizing your free google shopping listings, guide to cro: how implementing simple a/b tests can accelerate your ecommerce sales, limelight marketing wins 4 silver addy awards.

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Amazing Persuasive Speech Outline with Sales Presentation Examples

“ Wait… sales presentation? Oh, I’m not a professional salesperson. This may not work for me.”

Whether you are a salesperson or just trying to persuade coworkers to accept your ideas , this process is important to success. By the way, this technique works both in written format and in a speech. The best way to prepare for them is by treating them the same way. Start by creating a speech outline. Obviously, when you create persuasive speeches, you don’t want them to be scripted. A quick outline will typically work much better.

Amazing Persuasive Speech Outline

In the post, How to Design a Speech Quickly , we gave a few tips to create a quick presentation outline. In this session, we add a little more detail about how to make your presentation more persuasive. First things first, erase what you were taught about persuasive essays and public speaking in high school. A great persuasive speech can be broken down into these basic sections. This simple, three-step process will help you persuade even the toughest audiences.

An important part of being persuasive is to show your audience how they can get what they want. It is amazing how so many people will try to be persuasive by being self-centered. By switching the main ideas or focus from your own accolades to helping solve a customer’s needs you’re far more likely to succeed in a sale.

For instance, many salespeople begin their sales presentations by talking about their product or their company. “My company has 20 years of experience in this industry,” or “This product has a number of different features.” Using more appropriate words and following this three-step process will help you think like your audience. When you think like your audience, your audience will more likely agree with your conclusions. They’ll be less driven to throw back an oppositional claim about what you are saying or selling.

Sales Presentation Examples Using the Three-Step Persuasive Speech Outline.

Step 1: change your mindset from a feature/benefit to a problem solver..

That is good, but it fails to identify a problem that the patient might be experiencing that he/she wants to fix. It cuts off the chance for you to reach or solve a clear goal.

A good way instead would be to start with the problem statement. Something like, “If you want to avoid another root canal and crown, try brushing two minutes both in the morning and at night.” Even better would be to make the problem statement relevant to your audience on a daily basis. Show them how you have a relevant solution to their daily lives.

If you are selling a product, think about the customer’s problem, not what your product does. For instance, a feature of a computer might be the speed of the processor. The benefit is a more efficient workday. However, what problem will this increased speed solve? It gets rid of that spinning wheel of death on your computer screen. The point is that when you make the solution personal to the person, you will be more persuasive.

By the way, if you are looking for a shorter, easier version of this technique, try this post. Persuasive Impromptu Speech Strategies .

Step 2: Identify the Three Most Important Problems that Your Product or Idea Solves.

Erase the idea that you need to write out a complete persuasive speech outline template. These three problem statements become the backbone of your persuasive speech outline. An easy way to do this is to just repeat step one a couple of more times instead of moving to the next step. Another way is to ask yourself, “What are the major problems that my product or idea solves?”

For instance, if you are selling a car to someone, these items may be potential problems. “I’m embarrassed to invite friends to ride with me in my old clunker.” “I spend too much money on gasoline.” “My car has been in the shop twice in the last year.” If you know these are the potential problems, you can easily design a series of relevant ideas that solve them.

Step 3: Prove to Your Audience that You Can Solve These Problems.

external evidence can be thought of as supporting material

Be careful, though. Don’t fall into the trap of presenting a list of facts, figures, or statistics. When we present a fact that is 100% true every time, human nature is to become argumentative. Your audience will think, “ I bet I can come up with one situation where that fact isn’t true. ” Instead, look for a real-life example (or story) of a time when you (or someone else) were able to solve the problem.

An effective persuasive argument is to use success stories from other clients or customers.”My car can solve [aforementioned issue] in the following way.” On a foundational level, create audience adaptations based on your arguments.

External Evidence Can Be Thought of as Supporting Material. However, the Best External Evidence Is a Simple Story about a Past Success.

Going back to the problem statements for the car buyer, we just need some good real-life examples of successes.

Persuasive Speech Outline Example: “ I had a customer last week who told me that she and a coworker carpooled to work. She said that she was looking for a car that was more dependable. Although she didn’t come right out and say it, I think she was nervous that she and the coworker would end up stranded on the side of the road. When I handed her the keys to her new car, she smiled and said, ‘I’m driving to work Monday. I can’t wait!’ “

For the gas mileage problem, an example that hits home might be in order. The improved gas mileage of the new car may allow the driver an extra couple of days between fill-ups. Over a year, that could add up to over 10 full tanks of gasoline that you save. This goes back to your audience adaptation, college students and young adults concern themselves with saving money. Money plays an important role in their lives because it allows for activities of high quality or happiness output.

Finally, just the fact that the car is new means that it will likely be more dependable. However, if you can reinforce this with a success story, you will be more persuasive.

Another Persuasive Speech Example: “ One of my customers had a job where he commuted over 50 miles, each way, five days a week. He traded in a four-year-old version of this car and replaced it with the exact same make and model. He had put over 125,000 on the car and never did any maintenance except oil changes. “

Don’t lose credibility by sharing made-up stories, rather think about successes based on factual information.

Put It All Together to Create an Amazing Persuasive Speech Outline

So, start by thinking about the problems that the audience members are experiencing. Next, organize the potential problems into the top three challenges . Finally, use stories and examples to prove that your idea or product can solve these problems. If you do this, you will create a fantastic persuasive speech outline .

Throw out the use of an attention grabber, final section, or particular action. In a conversation or presentation, the attention of the audience is already in your hand. Not all persuasive strategies are necessarily bad, but they limit your conversation to a specific purpose.

If you are looking for a way to design your presentations more quickly and easily, register for a 2-day Fearless Presentations ® class in your area. You will experience the power of these three simple steps first-hand. We’ve trained over 20,000 people in the last 18 years, and we’ve never had even a single person fail to increase confidence dramatically. The process works. It will work for you as well!

For additional details try a few of these other posts:

How to Write an Effective Persuasive Speech .
How to Write a Speech in Just a Few Minutes .
Free Online Speech Creator .

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10 Tips to Write Persuasive Product Descriptions

There’s no denying that the influence of social psychology plays a substantial role in our everyday lives. Whether we notice it or not, we fall under its sway all the time. Plus, it’s more than fair to say that the science of persuasion is especially relevant in the sphere of eCommerce as, after all, if product descriptions and page elements are able to convince a customer to purchase something in an online store, then they work. But what defines the success of such texts?

Without a doubt, product descriptions are among the most important product page elements that can influence the behavioral patterns of users and urge them to make purchase decisions. Of course, there is a technical side to it as well, so, in many cases, it makes sense to turn to eCommerce developers for assistance or Magento 2 consulting .

In this article, we’ll give you 10 recommendations on the dos and don’ts of writing persuasive product descriptions as a technique to convert users and increase an eCommerce website’s sales . We’ll also gladly share examples of the descriptions of renowned brands.

Tip 1: Relate to Your Audience

The art of persuasion starts with personalization. Therefore, among the first things you can do when crafting your product description is to address the readers with “you”, keeping in mind a single person who sees this text. As you describe your product or service, try to make your text geared towards every individual as opposed to a broad vague audience. Such messages can create a dialogue and the illusion that you’re addressing this specific user.

The approach that highlights those qualities and points that your target audience can relate to is another thing that determines whether your product description will work or not. You have a clear vision of who you’re writing to, what these people are into, and what matters to them. Therefore use that tone and those words that’ll allow you to “click” with your audience . Asking questions is another thing to note.

By showing that you’re on the same page with the prospect, you have a bigger chance to persuade them to buy the product. One more personalization element that can do that is the personalized product pick section that collects things that a user might fancy on the basis of their earlier buys.

Let’s take a look at the NMD_R1 V2 sports shoes page on the official Adidas website . The product description is well-targeted and uses the “you” approach and compares the qualities the users cherish with those of the shoes. Here’s what the extract reads:

You’re a creator. An innovator. Where do your ideas come from? Lots of ambition, hard work, and attention to detail. These are the same motivating factors behind these Adidas NMD_R1 V2 Shoes.

Tip 2: Highlight Product Value

Nothing speaks better than the actual value your customer can gain from purchasing the product you are offering. Yes, you can use a bunch of fancy but meaningless words such as “top-notch”, “outstanding”, and “marvelous”, yet they don’t really describe the product in its essence.

So if you’re trying to answer the question of “how to write persuasive product descriptions”, double down on the value . Focus on those qualities and strong points that can help your customer in some way solve a common issue that they may encounter. By doing so, you can motivate your clients to buy the product.

For instance, below is a description of the Gel Semi-Matte Lipstick on the official Mary Kay website . Apart from separating the description from tips on how to apply the product and some specifications of how it works, they accent the strong sides of the lipstick that customers can take advantage of. Some of these include: “ technology for rich, stay-true color ”, “ without leaving lips looking or feeling dry ”, and “ the clear-top window makes finding your favorite semi-matte shade a snap, whether it’s in a cluttered handbag or makeup drawer ”.

Mary Kay persuasive product copy analysis

Tip 3: Catchy Wording Works

When applying wordplay, splashy openers, or humor, you can capture the attention of your users. Puns, jokes, and interesting lexical constructions are eye-catching, nevertheless, they aren’t obligatory. And if you’ve decided to use them, then you must use them scrupulously. Keep in mind, that play-on-words aren’t always appropriate, for instance, they rarely appear in descriptions of luxurious and expensive goods, whereas are fun to use for items for children.

Giving you a persuasive eCommerce product description sample of such, here’s how the official Anthropologie website describes the Lucinda Silk Tunic Dress: “ Botanical blooms dance across this silk tunic dress ”. Further on they give advice on what to wear to complement the look, some words about the collection, and other details.

Anthropologie persuasive product copy analysis

Tip 4: Use Storytelling

Another great “move” is telling your customers a story in the product description. It can be based on the actual history of the item’s making, a described scene, or something fictional that mixes the background with the item details.

Among the persuasive product description examples with storytelling is that on the official Hermes website . In the description of the Jige Elan 29 Clutch, Hermes tells the story behind the creation of the item: “ Named after the initials of its inventor, the Jige has been, since 1975, a symbol of union of love, as illustrated by its delicate, pared-down H clasp. ” In separate sections, there’s more information on which year it first appeared on the market, materials, dimensions, etc.

Tip 5: Mind Text Length

An often occurring question is how long should a product description be? Honestly, the fairest answer is, it depends. If a product is quite self-explanatory and needs no lengthy introduction, then keeping it short is the way to go. Your message doesn’t necessarily have to be very extensive to be persuasive.

On the other hand, in case the product you’re selling is complex, giving additional details on how to use it, how to take care of it, what are its peculiarities, surely won’t hurt.

The example below is taken from the official Tiffany & Co. website . The Band Ring from the Victoria collection is an item worth 18 thousand USD, and its description was fit into 50 words, mentioning all the key pointers including an intro, the collection name, the used metals, how many diamonds it has, and their total carat weight.

Tiffany's persuasive product copy analysis

Tip 6: Split & Organize Data

The next thing worth mentioning is about structuring information on the product in a proper way. The layout in much influences perception and browsing behavior. According to Dr. Robert Cialdini , an Arizona State University professor emeritus of psychology and marketing:

Persuasion is no longer just an art, it’s an out-and-out science .

Having everything squashed together can result in poor readability and user experience. This is why you must make sure that the details on the product and the description are divided logically.

To illustrate, this is a screenshot of a suit product page on the official Hugo Boss website . As you can see, the price, color variations, fit, and material are given at the top of the page. The more extended description, care instructions, and size & fit sections are placed lower. Large images and information on the sizes of the model who’s wearing the suit are also available.

Hugo Boss persuasive product copy analysis

Tip 7: Use Client Reviews as Back-up

A powerful tactic to not overlook deals with powering your product pages with the feedback from those who have purchased this item and can share their thoughts on it. That said, generally, product descriptions that convert are those that can be proven in this or that way. Therefore, it is vital to encourage customers to give a rating to the product, leave a review, even better if with uploaded images. In return, you may offer them a discount, a coupon, or some other bonus for doing that.

Such social proof that the item you’re showing and describing really meets expectations can influence other shoppers to add items to the cart and order. As seen on the screenshot taken from the official Converse website , there’s a star rating at the top of the page that can take users to the section with client reviews that’s right below the description. This block has an outstanding heading: “ The people have spoken ”. It also shows the grade that the customers have rated the item with, a scale with its “fit”, as well as extracts of the clients’ comments.

Converse persuasive product copy analysis

Tip 8: Brand Ambassadors & Authority Figures

Having an opinion leader represent your brand or product line is one more favored persuasion strategy. For influencer marketing reasons, numerous companies around the world team up with famous figures for celebrity endorsements.

As such, here’s a persuasive online store description sample that’s backed-up by a brand ambassador. The official Clinique website as of recent has Emilia Clarke as the global representative of the Clinique iD line. Apart from explaining the difference between the five hydration bases and their pros in the description texts, the use of the Clinique iD line is demonstrated by Emilia.

Clinique persuasive product copy analysis

Tip 9: Test Your CTAs

Your choice of the call to action text is no less vital than a strong product description. It has been proven that some CTAs are more effective for certain target audiences. Ordinarily, words that create an element of urgency (“Limited offer”, “Buy now”, “Limited edition” or “Last chance”) are quite effective.

For this reason, conducting A/B tests is one of the ways to determine which combination works best specifically for this product group. Usually, in the course of the test, part of the users see one variation, and the other part sees a second option. In the end, click through rates and other metrics help to conclude which of them is best.

Check out this transparent A/B Testing tools comparison we compiled, highlighting all the details you need to know to pick the best A/B testing tool.

For example, the official Cartier website uses the “ ADD TO SHOPPING BAG ” call to action button text with all uppercase letters. At the same time, the headings of the “Description” tab and the ones neighboring it are regularly capitalized.

Cartier persuasive product copy analysis

Tip 10: Mind SEO

Finally, the last thing to bear in mind as you craft your product descriptions is search engine optimization. By inserting keywords in the product naming, the image Alt texts, and the descriptions, you can increase your chances for the item to be found faster and easier by search engines. Tagging and metadata are more points not to miss, and it is also advised to use bullet points in descriptions to help the engines pitch data into snippets.

Have a look at the product page on the official Chloé website . Instead of giving the item’s article name and number, they use an SEO-friendly “ CHECKED COAT ” in the product title and use its keyword combo in the description too: “ Checked coat for women in a wool blend with a vibrant blue-play colorway ”.

Summing up the given above, there are many factors that need to be taken into consideration as you put together your ultimate descriptions. You have to keep in mind your target audience, think the wording and text length through, organize it properly, and not forget about the SEO side of the deal. Hopefully, you’ve found these examples of persuasive product descriptions to be helpful for creating your own ones.

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A Great Sales Pitch Hinges on the Right Story

Esther Choy

Listen to your customers, make an emotional connection, and think from their point of view.

When you’re working in sales, you need to master the art of persuasion and that involves being able to tell a compelling story that explains why your product or service will meet someone’s needs. It involves listening, making an emotional connection, and thinking from the customer’s point of view. The earlier you can learn how to communicate in this way, the faster you will likely grow in your role. But too often we tell the customer a story we believe sets our product or service apart without addressing, or considering, the concerns of the customer. A better approach is to step out of your own head and get curious about how the world looks, sounds, and feels to your clients.

When you work in sales, you need to be a great storyteller. This is true whether you’re talking to a potential client, a partner, or a distributor of your product. In a grocery store, for example, where shelf space is limited, you must convince the retailer that placing your product in a visible spot will result in greater profits for everyone. Similarly, at a sales convention, you need to assure prospective clients that what you’re selling is worth their investment. Both situations require a level of persuasion , and that often involves telling a compelling story.

As a professor at Northwestern University Kellogg School of Management and a consumer anthropologist who discovers and shares customers’ stories to help clients create relevant products and experiences (Gina) and the founder of Leadership Story Lab that coaches business leaders on the art of storytelling for business success (Esther), we use storytelling as the cornerstone of our work.

Through our experience, we’ve learned that “a compelling story” is a narrative that explains why your product or service will meet someone’s needs, especially in sales. It involves listening, making an emotional connection, and thinking from the customer’s point of view. The earlier you can learn how to communicate in this way, the faster you will likely grow in your role. The first step is avoiding a common mistake we often see those new to the industry make.

What Not to Do

A food and beverage company we worked with wanted to convince a supermarket chain to place its beverage on a more visible shelf. Their sales team told a story about what they considered their product’s biggest selling point: a state-of-the-art production process. They explained that having their beverage in a highly visible spot would increase their sales, allow them to scale distribution, and eventually, lower the price for customers, making their premium product more accessible.

This story was their first mistake, and it’s one we see often.

The story the sales team told focused entirely on why a better shelf space would benefit the company and their customers. It focused on what they believed set their product apart, but did little to address, or even consider, the concerns of the retailer.

Unsurprisingly, the supermarket chain wouldn’t budge, citing the low sales of the beverage, which cost 50% more than similar offerings.

When the food and beverage company met with us to discuss how to break this impasse, their sales team complained: “The retailer just doesn’t get it.”

This was their second mistake.

Rather than passively-aggressively accusing a client of “not getting it,” the sales team needed to take a pause, listen more closely, and reframe their narrative to meet the retailer’s needs.

As you begin your own career in sales, don’t make these same mistakes. Do this instead.

How to Craft Stories that Connect with Your Customers

In sales, the key to persuasive storytelling is to suspend your own judgments about why other people should buy, sell, or highlight your product or service. This is not to say that your knowledge doesn’t matter — you likely know the product or service better than anyone. But focusing too much on your own opinions can push you into that passive-aggressive mindset of others “not getting it.”

A better approach is to use your knowledge to highlight what it is about your product or service that will meet the customer’s needs. To do that, you need to step out of your own head and get curious about how the world looks, sounds, and feels to your clients.

By following these three steps — identifying their obstacles, fostering a shared sense of understanding, and creating and curating a meaningful narrative — you’ll be better equipped to get buy-in from anyone you want.

Step 1: Look for and listen to blocks and obstacles.

Let’s say you work at a car dealership and are trying to sell a newly released vehicle. You’ve told your story with compelling facts and figures, spotlighting all its high-tech bells and whistles. But, to your disappointment, the customer isn’t convinced that this car is worth the cost.

You’re frustrated — and we get it. Just like the food and beverage company, you’re struggling to understand why the potential buyer doesn’t appreciate the state-of-the-art features associated with your product.

Rather than leaning into that frustration, now is the time to step back and show some humility. Remember that, for you, the value proposition is clear: You view your product as superior because of its special attributes and functionality — and your instinct is to talk about those selling points. But technical lingo often appeals only to a few who speak that language. Jargon will never be as effective as the emotional connection you create when you listen to and relate to someone else’s pain point.

So, instead, get curious about your customer. Sticking with our original example, you might start by asking: “Why are you looking to buy a new vehicle today?” Then listen. Tap into your empathy by placing yourself in their shoes and try to identify what obstacles this sale could help them overcome. In this case, you may learn that the customer’s current vehicle is not fit for their growing family. With that information, you can begin to tell a different story — one that is responsive to the customer’s pain points.

In our conversations with the food and beverage company representatives, we identified two obstacles that were preventing the supermarket from featuring their product on a more visible shelf: the beverage’s high price point and its low sales. The food and beverage company’s sales team was not going to make any headway unless they addressed those two points specifically. In other words, they needed a different story.

Step 2: Tap into emotions — not just logic.

Emotions play an important role in decision making. Psychologists have f ound that our feelings influence what we believe to be true. This means, to persuade someone, you need to not only appeal to them rationally, but emotionally.

Consider the example of the car dealership. Now that you know the customer is growing their family, you can aim to understand them on an emotional level by asking yourself: Why would a new parent want to buy this vehicle? What would a parent care about most when driving their family members?

In the same way, the food and beverage company’s sales team needed to shift its tactics away from the purely logical to the emotional. That could only happen, however, if they understood the mix of emotions their consumers experienced before making a decision — particularly parents (their ideal customers) who often make price-driven decisions in the grocery store, as we’ve seen in through our work.

Instead of focusing on how the product was made, the sales team began to ask themselves: What would drive a parent to spend more money on our product? Ultimately, this helped them step more fully into the customer’s point of view.

Step 3: Tell a different story.

Once you understand your customer emotionally, your story shifts — and, along with it, your sales pitch. In the example of the car dealership, you might choose to focus your pitch on the vehicle’s spacious backseat or family-friendly entertainment system. You can even focus on the fancy bells and whistles you highlighted in your original pitch, but tell a more intentional story about them, one that is crafted specifically for your customer. Explain why those new technologies make the car safer and more reliable — two points that will likely appeal to a parent.

As for the food and beverage company, its sales team began contemplating how to frame a new story as part of a better pitch to distributors and retailers. As it turned out, they had a chance encounter that changed everything. The sales team, all wearing company shirts, stopped at a diner for lunch. A waitress noticed the logo and approached their table. “I love your product,” she said. “I buy it all the time.”

Here was their ideal customer in person: someone who willingly paid a premium price for their product and, in her case, on a modest salary. With curiosity and empathy, they asked her why.

“My son has health issues,” she explained. “Your product has helped him so much.”

Her decision wasn’t based on the company’s production processes and filtration. It was because she saw the difference in her son’s health. This was the story they needed to tell — to distributors, to retailers, and to consumers.

The sales team sought out testimonials and feedback from other customers about why they bought the beverage, despite its higher price point. The feedback was consistent: Consumers believed the product saved them money in the long run by avoiding other costs, from nutritional supplements to medical care.

In the next meeting with the retailer, the sales team shared the waitress’s story and other customer testimonials. It was a pitch centered on their product’s value proposition and this time it landed. The retailer made a small commitment to give the beverage premium shelf space, concurrent with new marketing based on consumer stories. Sales increased and, over time, so did the store’s shelf space commitment.

As a sales professional, you have a story to tell — a narrative you believe will differentiate what you’re selling from everything else in the market. The effectiveness of that story, however, rests not with what you want to say, but with how meaningful it is to your customers. When your story clears obstacles, creates emotional connections, and fosters a shared understanding, that’s when your narrative will rise above the rest. That’s the moment when everyone will truly “get it.”

Gina Fong is a consumer anthropologist at Fong Insight and a Clinical Assistant Professor of Marketing at The Kellogg School of Management at Northwestern University, where she teaches ethnographic research. She received the school’s highest teaching honor, the L.G. Lavengood Outstanding Professor of the Year, in 2023.
Esther Choy has been training and coaching executives to become more persuasive through the use of classical storytelling elements since 2010. She is the author of “Let the Story Do the Work” published by HarperCollins in 2017. Her thought leadership on storytelling and first-generation wealth creators has appeared in leading US media outlets such as Forbes, Entrepreneur and the New York Times.

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40 Strong Persuasive Writing Examples (Essays, Speeches, Ads, and More)

Learn from the experts.

The American Crisis historical article, as an instance of persuasive essay examples

The more we read, the better writers we become. Teaching students to write strong persuasive essays should always start with reading some top-notch models. This round-up of persuasive writing examples includes famous speeches, influential ad campaigns, contemporary reviews of famous books, and more. Use them to inspire your students to write their own essays. (Need persuasive essay topics? Check out our list of interesting persuasive essay ideas here! )

Persuasive Essays
Persuasive Speeches
Advertising Campaigns

Persuasive Essay Writing Examples

First paragraph of Thomas Paine's The American Crisis

From the earliest days of print, authors have used persuasive essays to try to sway others to their own point of view. Check out these top persuasive essay writing examples.

Professions for Women by Virginia Woolf

Sample lines: “Outwardly, what is simpler than to write books? Outwardly, what obstacles are there for a woman rather than for a man? Inwardly, I think, the case is very different; she has still many ghosts to fight, many prejudices to overcome. Indeed it will be a long time still, I think, before a woman can sit down to write a book without finding a phantom to be slain, a rock to be dashed against. And if this is so in literature, the freest of all professions for women, how is it in the new professions which you are now for the first time entering?”

The Crisis by Thomas Paine

Sample lines: “These are the times that try men’s souls. The summer soldier and the sunshine patriot will, in this crisis, shrink from the service of their country; but he that stands by it now, deserves the love and thanks of man and woman. Tyranny, like hell, is not easily conquered; yet we have this consolation with us, that the harder the conflict, the more glorious the triumph. What we obtain too cheap, we esteem too lightly: it is dearness only that gives every thing its value.”

Politics and the English Language by George Orwell

Sample lines: “As I have tried to show, modern writing at its worst does not consist in picking out words for the sake of their meaning and inventing images in order to make the meaning clearer. It consists in gumming together long strips of words which have already been set in order by someone else, and making the results presentable by sheer humbug.”

Letter From a Birmingham Jail by Dr. Martin Luther King Jr.

Sample lines: “We know through painful experience that freedom is never voluntarily given by the oppressor; it must be demanded by the oppressed. Frankly, I have yet to engage in a direct action campaign that was ‘well timed’ in the view of those who have not suffered unduly from the disease of segregation. For years now I have heard the word ‘Wait!’ It rings in the ear of every Negro with piercing familiarity. This ‘Wait’ has almost always meant ‘Never.’ We must come to see, with one of our distinguished jurists, that ‘justice too long delayed is justice denied.'”

Civil Disobedience by Henry David Thoreau

Sample lines: “Even voting for the right is doing nothing for it. It is only expressing to men feebly your desire that it should prevail. A wise man will not leave the right to the mercy of chance, nor wish it to prevail through the power of the majority. There is but little virtue in the action of masses of men.”

Go Gentle Into That Good Night by Roger Ebert

Sample lines: “‘Kindness’ covers all of my political beliefs. No need to spell them out. I believe that if, at the end of it all, according to our abilities, we have done something to make others a little happier, and something to make ourselves a little happier, that is about the best we can do. To make others less happy is a crime.”

The Way to Wealth by Benjamin Franklin

Sample lines: “Methinks I hear some of you say, must a man afford himself no leisure? I will tell thee, my friend, what Poor Richard says, employ thy time well if thou meanest to gain leisure; and, since thou art not sure of a minute, throw not away an hour. Leisure is time for doing something useful; this leisure the diligent man will obtain, but the lazy man never; so that, as Poor Richard says, a life of leisure and a life of laziness are two things.”

The Crack-Up by F. Scott Fitzgerald

Sample lines: “Of course all life is a process of breaking down, but the blows that do the dramatic side of the work—the big sudden blows that come, or seem to come, from outside—the ones you remember and blame things on and, in moments of weakness, tell your friends about, don’t show their effect all at once.”

Open Letter to the Kansas School Board by Bobby Henderson

Sample lines: “I am writing you with much concern after having read of your hearing to decide whether the alternative theory of Intelligent Design should be taught along with the theory of Evolution. … Let us remember that there are multiple theories of Intelligent Design. I and many others around the world are of the strong belief that the universe was created by a Flying Spaghetti Monster. … We feel strongly that the overwhelming scientific evidence pointing towards evolutionary processes is nothing but a coincidence, put in place by Him. It is for this reason that I’m writing you today, to formally request that this alternative theory be taught in your schools, along with the other two theories.”

Open Letter to the United Nations by Niels Bohr

Sample lines: “Humanity will, therefore, be confronted with dangers of unprecedented character unless, in due time, measures can be taken to forestall a disastrous competition in such formidable armaments and to establish an international control of the manufacture and use of the powerful materials.”

Persuasive Speech Writing Examples

Many persuasive speeches are political in nature, often addressing subjects like human rights. Here are some of history’s most well-known persuasive writing examples in the form of speeches.

I Have a Dream by Dr. Martin Luther King Jr.

Sample lines: “And so even though we face the difficulties of today and tomorrow, I still have a dream. It is a dream deeply rooted in the American dream. I have a dream that one day this nation will rise up and live out the true meaning of its creed: We hold these truths to be self-evident, that all men are created equal.”

Woodrow Wilson’s War Message to Congress, 1917

Sample lines: “There are, it may be, many months of fiery trial and sacrifice ahead of us. It is a fearful thing to lead this great peaceful people into war, into the most terrible and disastrous of all wars, civilization itself seeming to be in the balance. But the right is more precious than peace, and we shall fight for the things which we have always carried nearest our hearts—for democracy, for the right of those who submit to authority to have a voice in their own governments, for the rights and liberties of small nations, for a universal dominion of right by such a concert of free peoples as shall bring peace and safety to all nations and make the world itself at last free.”

Chief Seattle’s 1854 Oration

Sample lines: “I here and now make this condition that we will not be denied the privilege without molestation of visiting at any time the tombs of our ancestors, friends, and children. Every part of this soil is sacred in the estimation of my people. Every hillside, every valley, every plain and grove, has been hallowed by some sad or happy event in days long vanished. Even the rocks, which seem to be dumb and dead as they swelter in the sun along the silent shore, thrill with memories of stirring events connected with the lives of my people, and the very dust upon which you now stand responds more lovingly to their footsteps than yours, because it is rich with the blood of our ancestors, and our bare feet are conscious of the sympathetic touch.”

Women’s Rights Are Human Rights, Hillary Rodham Clinton

Sample lines: “What we are learning around the world is that if women are healthy and educated, their families will flourish. If women are free from violence, their families will flourish. If women have a chance to work and earn as full and equal partners in society, their families will flourish. And when families flourish, communities and nations do as well. … If there is one message that echoes forth from this conference, let it be that human rights are women’s rights and women’s rights are human rights once and for all.”

I Am Prepared to Die, Nelson Mandela

Sample lines: “Above all, My Lord, we want equal political rights, because without them our disabilities will be permanent. I know this sounds revolutionary to the whites in this country, because the majority of voters will be Africans. This makes the white man fear democracy. But this fear cannot be allowed to stand in the way of the only solution which will guarantee racial harmony and freedom for all. It is not true that the enfranchisement of all will result in racial domination. Political division, based on color, is entirely artificial and, when it disappears, so will the domination of one color group by another. … This then is what the ANC is fighting. Our struggle is a truly national one. It is a struggle of the African people, inspired by our own suffering and our own experience. It is a struggle for the right to live.”

The Struggle for Human Rights by Eleanor Roosevelt

Sample lines: “It is my belief, and I am sure it is also yours, that the struggle for democracy and freedom is a critical struggle, for their preservation is essential to the great objective of the United Nations to maintain international peace and security. Among free men the end cannot justify the means. We know the patterns of totalitarianism—the single political party, the control of schools, press, radio, the arts, the sciences, and the church to support autocratic authority; these are the age-old patterns against which men have struggled for 3,000 years. These are the signs of reaction, retreat, and retrogression. The United Nations must hold fast to the heritage of freedom won by the struggle of its people; it must help us to pass it on to generations to come.”

Freedom From Fear by Aung San Suu Kyi

Sample lines: “Saints, it has been said, are the sinners who go on trying. So free men are the oppressed who go on trying and who in the process make themselves fit to bear the responsibilities and to uphold the disciplines which will maintain a free society. Among the basic freedoms to which men aspire that their lives might be full and uncramped, freedom from fear stands out as both a means and an end. A people who would build a nation in which strong, democratic institutions are firmly established as a guarantee against state-induced power must first learn to liberate their own minds from apathy and fear.”

Harvey Milk’s “The Hope” Speech

Sample lines: “Some people are satisfied. And some people are not. You see there is a major difference—and it remains a vital difference—between a friend and a gay person, a friend in office and a gay person in office. Gay people have been slandered nationwide. We’ve been tarred and we’ve been brushed with the picture of pornography. In Dade County, we were accused of child molestation. It is not enough anymore just to have friends represent us, no matter how good that friend may be.”

The Union and the Strike, Cesar Chavez

Sample lines: “We are showing our unity in our strike. Our strike is stopping the work in the fields; our strike is stopping ships that would carry grapes; our strike is stopping the trucks that would carry the grapes. Our strike will stop every way the grower makes money until we have a union contract that guarantees us a fair share of the money he makes from our work! We are a union and we are strong and we are striking to force the growers to respect our strength!”

Nobel Lecture by Malala Yousafzai

Sample lines: “The world can no longer accept that basic education is enough. Why do leaders accept that for children in developing countries, only basic literacy is sufficient, when their own children do homework in algebra, mathematics, science, and physics? Leaders must seize this opportunity to guarantee a free, quality, primary and secondary education for every child. Some will say this is impractical, or too expensive, or too hard. Or maybe even impossible. But it is time the world thinks bigger.”

Persuasive Writing Examples in Advertising Campaigns

Ads are prime persuasive writing examples. You can flip open any magazine or watch TV for an hour or two to see sample after sample of persuasive language. Here are some of the most popular ad campaigns of all time, with links to articles explaining why they were so successful.

Nike: Just Do It

The iconic swoosh with the simple tagline has persuaded millions to buy their kicks from Nike and Nike alone. Teamed with pro sports-star endorsements, this campaign is one for the ages. Blinkist offers an opinion on what made it work.

Dove: Real Beauty

Beauty brand Dove changed the game by choosing “real” women to tell their stories instead of models. They used relatable images and language to make connections, and inspired other brands to try the same concept. Learn why Global Brands considers this one a true success story.

Wendy’s: Where’s the Beef?

Today’s kids are too young to remember the cranky old woman demanding to know where the beef was on her fast-food hamburger. But in the 1980s, it was a catchphrase that sold millions of Wendy’s burgers. Learn from Better Marketing how this ad campaign even found its way into the 1984 presidential debate.

De Beers: A Diamond Is Forever

Diamond engagement ring on black velvet. Text reads "How do you make two months' salary last forever? The Diamond Engagement Ring."

A diamond engagement ring has become a standard these days, but the tradition isn’t as old as you might think. In fact, it was De Beers jewelry company’s 1948 campaign that created the modern engagement ring trend. The Drum has the whole story of this sparkling campaign.

Volkswagen: Think Small

Americans have always loved big cars. So in the 1960s, when Volkswagen wanted to introduce their small cars to a bigger market, they had a problem. The clever “Think Small” campaign gave buyers clever reasons to consider these models, like “If you run out of gas, it’s easy to push.” Learn how advertisers interested American buyers in little cars at Visual Rhetoric.

American Express: Don’t Leave Home Without It

AmEx was once better known for traveler’s checks than credit cards, and the original slogan was “Don’t leave home without them.” A simple word change convinced travelers that American Express was the credit card they needed when they headed out on adventures. Discover more about this persuasive campaign from Medium.

Skittles: Taste the Rainbow

Bag of Skittles candy against a blue background. Text reads

These candy ads are weird and intriguing and probably not for everyone. But they definitely get you thinking, and that often leads to buying. Learn more about why these wacky ads are successful from The Drum.

Maybelline: Maybe She’s Born With It

Smart wordplay made this ad campaign slogan an instant hit. The ads teased, “Maybe she’s born with it. Maybe it’s Maybelline.” (So many literary devices all in one phrase!) Fashionista has more on this beauty campaign.

Coca-Cola: Share a Coke

Seeing their own name on a bottle made teens more likely to want to buy a Coke. What can that teach us about persuasive writing in general? It’s an interesting question to consider. Learn more about the “Share a Coke” campaign from Digital Vidya.

Always: #LikeaGirl

Always ad showing a young girl holding a softball. Text reads

Talk about the power of words! This Always campaign turned the derogatory phrase “like a girl” on its head, and the world embraced it. Storytelling is an important part of persuasive writing, and these ads really do it well. Medium has more on this stereotype-bashing campaign.

Editorial Persuasive Writing Examples

Newspaper editors or publishers use editorials to share their personal opinions. Noted politicians, experts, or pundits may also offer their opinions on behalf of the editors or publishers. Here are a couple of older well-known editorials, along with a selection from current newspapers.

Yes, Virginia, There Is a Santa Claus (1897)

Sample lines: “Yes, Virginia, there is a Santa Claus. He exists as certainly as love and generosity and devotion exist, and you know that they abound and give to your life its highest beauty and joy. Alas! How dreary would be the world if there were no Santa Claus. It would be as dreary as if there were no Virginias.”

What’s the Matter With Kansas? (1896)

Sample lines: “Oh, this IS a state to be proud of! We are a people who can hold up our heads! What we need is not more money, but less capital, fewer white shirts and brains, fewer men with business judgment, and more of those fellows who boast that they are ‘just ordinary clodhoppers, but they know more in a minute about finance than John Sherman,’ we need more men … who hate prosperity, and who think, because a man believes in national honor, he is a tool of Wall Street.”

America Can Have Democracy or Political Violence. Not Both. (The New York Times)

Sample lines: “The nation is not powerless to stop a slide toward deadly chaos. If institutions and individuals do more to make it unacceptable in American public life, organized violence in the service of political objectives can still be pushed to the fringes. When a faction of one of the country’s two main political parties embraces extremism, that makes thwarting it both more difficult and more necessary. A well-functioning democracy demands it.”

The Booster Isn’t Perfect, But Still Can Help Against COVID (The Washington Post)

Sample lines: “The booster shots are still free, readily available and work better than the previous boosters even as the virus evolves. Much still needs to be done to build better vaccines that protect longer and against more variants, including those that might emerge in the future. But it is worth grabbing the booster that exists today, the jab being a small price for any measure that can help keep COVID at bay.”

If We Want Wildlife To Thrive in L.A., We Have To Share Our Neighborhoods With Them (Los Angeles Times)

Sample lines: “If there are no corridors for wildlife movement and if excessive excavation of dirt to build bigger, taller houses erodes the slope of a hillside, then we are slowly destroying wildlife habitat. For those people fretting about what this will do to their property values—isn’t open space, trees, and wildlife an amenity in these communities?”

Persuasive Review Writing Examples

Image of first published New York Times Book Review

Book or movie reviews are more great persuasive writing examples. Look for those written by professionals for the strongest arguments and writing styles. Here are reviews of some popular books and movies by well-known critics to use as samples.

The Great Gatsby (The Chicago Tribune, 1925)

Sample lines: “What ails it, fundamentally, is the plain fact that it is simply a story—that Fitzgerald seems to be far more interested in maintaining its suspense than in getting under the skins of its people. It is not that they are false: It is that they are taken too much for granted. Only Gatsby himself genuinely lives and breathes. The rest are mere marionettes—often astonishingly lifelike, but nevertheless not quite alive.”

Harry Potter and the Sorcerer’s Stone (The Washington Post, 1999)

Sample lines: “Obviously, Harry Potter and the Sorcerer’s Stone should make any modern 11-year-old a very happy reader. The novel moves quickly, packs in everything from a boa constrictor that winks to a melancholy Zen-spouting centaur to an owl postal system, and ends with a scary surprise. Yet it is, essentially, a light-hearted thriller, interrupted by occasional seriousness (the implications of Harry’s miserable childhood, a moral about the power of love).”

Twilight (The Telegraph, 2009)

Sample lines: “No secret, of course, at whom this book is aimed, and no doubt, either, that it has hit its mark. The four Twilight novels are not so much enjoyed, as devoured, by legions of young female fans worldwide. That’s not to say boys can’t enjoy these books; it’s just that the pages of heart-searching dialogue between Edward and Bella may prove too long on chat and too short on action for the average male reader.”

To Kill a Mockingbird (Time, 1960)

Sample lines: “Author Lee, 34, an Alabaman, has written her first novel with all of the tactile brilliance and none of the preciosity generally supposed to be standard swamp-warfare issue for Southern writers. The novel is an account of an awakening to good and evil, and a faint catechistic flavor may have been inevitable. But it is faint indeed; novelist Lee’s prose has an edge that cuts through cant, and she teaches the reader an astonishing number of useful truths about little girls and about Southern life.”

The Diary of Anne Frank (The New York Times, 1952)

Sample lines: “And this quality brings it home to any family in the world today. Just as the Franks lived in momentary fear of the Gestapo’s knock on their hidden door, so every family today lives in fear of the knock of war. Anne’s diary is a great affirmative answer to the life-question of today, for she shows how ordinary people, within this ordeal, consistently hold to the greater human values.”

What are your favorite persuasive writing examples to use with students? Come share your ideas in the WeAreTeachers HELPLINE group on Facebook .

Plus, the big list of essay topics for high school (120+ ideas) ..

Find strong persuasive writing examples to use for inspiration, including essays, speeches, advertisements, reviews, and more.

Persuasive Essay Topics: Should we allow little kids to play competitive sports?

101 Interesting Persuasive Essay Topics for Kids and Teens

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21 Persuasive Sales Email Templates [With Examples and Best Practices]

It takes a lot of practice to write good sales emails .

First, you must be engaging enough to capture recipients’ attention. Second, you should be persuasive enough to keep their attention to read your pitch. And finally, considerate enough to show you have their best interests at heart. And you have to do it all in just a few phrases.

How does one construct an irresistible email and make a sale alone?

It can be overwhelming if you’re doing this for the first time. But with the right templates up your sleeve, you’ll be engaging with new customers in no time.

So, here are 21 sales email templates for your perusal! Feel free to use them as is or modify them as per your needs.

Quick links: • 5 Rules for writing the perfect sales email • 21 Persuasive sales email templates » Build a relation » Sales discovery email » Sales follow-up emails » Sales proposal » Trails and/or demo pitch » When the demo didn’t go as expected » After meeting thank you email template » How to respond to inbound inquiries » Reward email template » Intro email for referrals » Check-in email » Congratulate prospects » To reach the right decision maker » Increase engagement » Video emails » The end of the road email • How to keep track of response you receive or follow-ups you need

5 Rules for writing the perfect sales email

Sales pitch emails can be tricky to write if you’re new to the art of selling.

We tend to make some rookie mistakes as salespeople. The emails may be lengthy, too self-centered, and offer little or no value to the receiver.

Understandably, the vast majority of those emails go unseen or get classified as spam. Barely 9 percent of sales emails get opened by recipients.

So, what are the rules of thumb to stick to when writing sales emails?

#1 Personalize

Personalizing subject lines helped us increase open rates by 327.75% .

If you have their name, address them in the subject line. If that information isn’t available, use the word “ you .” The word “you” is a powerful tool of persuasion. A name is always better, but “you” creates a similar effect that personalizes your sales pitch .

#2 Let the spotlight be on the receiver

Pack a punch with your opening lines.

Instead of writing an introduction like “I am…..”, write something that puts them at the center of the mail. Something along the lines of “I loved your talk on……” or “Congratulations on the……” puts the receiver at the heart of the message.

#3 Be relevant

Segment your list.

Sending a mail about car insurance to someone who doesn’t own a car won’t help you sell. Figure out who’s your target audience and then proceed to pitch your product.

#4 Ask questions

Emails asking questions attain 50 percent more responses.

At times, the best way to get an answer is to ask a question. “Do you own ____ product?” “Do you know___?” Asking these questions creates a sense of curiosity and pushes the prospect to open the mail.

If it doesn’t suit the current context, use a pitch that arouses emotion. That’s because emotional mails get 13-15% better response rates .

That doesn’t mean you write it with any emotion, such as negative or fear-inducing. Maintain the decorum while having the emotional quotient in your email.

#5 Tell them the next step

Always have a clear call to action.

Whether you’re persuading them to purchase your product or trying to re-engage with a cold lead, ensure that you inspire them to take action.

The most common way to direct the recipient towards the next step is to provide a link. It can be a resource you want them to read or software you want them to try. But be clear on what you want them to do.

Here’s an example of a very nice email my colleague received quite some time ago. It has all the elements I mentioned for writing a persuasive email copy.

Remember these guidelines when writing your next sales email.

Let’s now look at some tried and tested persuasive sales email templates. I’ll also give you reasons why they work.

21 Persuasive Sales Email Templates with Examples

1. sales email template to build a relation.

Every customer is different, and they have different needs.

The best way to kick off a strong introduction is to create a connection.

Most sales reps try to connect with higher-ups and decision-makers across organizations. But what we don’t realize is that if we know who the decision-makers are, we can get our foot in the door much faster.

In this section, we’ll deal with three scenarios:

You haven’t met the prospect
You’ve briefly met the prospect at an event
You’re already in discussion with the prospect

Template #1

For example, your prospect is a manager who cares deeply about sustainability. You can reach out to them with the following email.

sales email template to initiate a conversation

What this sales email does well:

It shows that you’ve done ample research and know what your prospect wants. The email creates a connection between both your organizations on some common grounds.

The next sales email tries to help the prospect recall your acquaintance.

Template #2

Now let’s look at the sales email template that tries to re-engage with the prospect.

Template #3

2. sales discovery email template.

If you offer a customizable product or are in a SaaS sales business, you might want to conduct a discovery call to understand if you can serve their requirements. You can also send an email to initiate the discovery process. Here’s a template to use in this scenario.

Template #4

What this template does well:

You could have asked a few questions in the email itself. But people tend to avoid sending anything in writing, especially to someone they don’t know. Therefore, the safest bet is to ask for a time and get on a call to explore their needs. This way, you get a chance to probe further into their requirements.

3. Sales follow-up email templates

Would you like to know something strangely ironic and funny about follow-ups?

A whopping 92% of salespeople quit following up after no response on the 4th call. And 60% of customers say no four times before agreeing and saying yes.

How unfair it feels to find out that you might have quit right when you could’ve made the sale.

So, follow-up.

Don’t be pushy, be persistent instead.

When you’re following up after a meeting, use this template.

Template #5

What this template does well:

The perfect follow-up should offer an incentive for a response.

This follow-up sales email template successfully piques interest and offers a reward at the end of the process. It conveys that you remember and have sent exactly that information, which your customer wanted from you.

The learning: when you meet a prospect, record the call or take notes. This way, you can build your upcoming follow-up by answering unanswered questions.

Here’s one more sales follow-up email template you can use.

Template #6

Follow-up emails can improve your overall campaign response rates. In some situations, follow-up emails can have higher open rate than the original email itself.

For instance, last month we sent 4 emails to a segment of 26,000 subscribers for an upcoming webinar. We planned a sequence of 4 emails:

Introducing the event
Follow up 1
Follow up 2
Follow up 3

We found that the follow-up email had an open rate of 23.6% , whereas the original email had just 20.1%

So, when in doubt, follow-up and follow through !

4. Sales proposal email template

You’ve been communicating with your prospect for long enough to propose your pitch. You know that your foot is in the door and that it’s the ideal opportunity. These are the best emails to write because you get to make that sweet sale. So, use this template to craft your perfect proposal.

Template #7

The template shows that you have created a relevant proposal for your customer. The inclusion of testimonials increases trust. (It’s even better if they’re well-known brands.) The final point about an estimate gives the incentive to respond. And finally, you haven’t made any false promises in the proposal that shows transparency.

Here’s an example of this kind of sales email.

sales email template for sending a proposal

5. Sales email pitch for trials and demos

Cold emails can be daunting to compose and send.

Most sales reps spend long hours emailing prospects to never receive a response. But intense research brings in rewards for every cold caller or emailer.

Use the following template when you’re prospecting for customers who aren’t aware of your product.

Template #8

Your offer is specific and relevant to the receiver. Your demo and free trial offer are useful, and they have an option to choose from. The mail is simple and effective in its sale. The call to action is clear, and they can reach out whenever they want.

6. Email template for when you get a demo but fail to sell

Now, this can be a disheartening situation for many. Sales reps face crushing rejections day in and out but failing to sell after a demo sucks.

You’ve invested a ton of effort, and if it falls through for no apparent reason, don’t let it go. It’s fine if they don’t purchase the product but find out the why behind it. Once you know the “why” you’ll know what not to do next time. Try to find out whether there has been any miscommunication and solve it as soon as possible. Use the following email template when your prospect doesn’t buy after a demo.

Template #9

This template helps in gaining clarity about what you may need to change during demos.

Once you get a response to this mail, you can carry forward the conversation if it’s fixable. If their reason was due to any misunderstanding, you can solve it immediately. If they have any other reason about the presentation or product itself, you can note it down.

This way, you can ensure you don’t repeat the same mistakes in future demos. Every call leaves you with a lesson to learn, especially if you fail to make the sale.

7. After meeting sales email template

Is it customary to send an email after the meeting?

They serve a different purpose.

Sending an email immediately after a meeting helps you keep the conversation going. A simple thank you email opens up the opportunity to re-engage with the customer.

Template #10

This template gives the impression that you value your prospect’s time and are thankful for the opportunity to interact with them. In the email, you also share helpful resources, which they can revisit had they have any doubts.

8. Email templates to respond to inbound inquiries

When someone signs up for a free trial or downloads content, reach out as soon as possible. This ensures that you keep them engaged and interested in your services. It also gives them a chance to ask questions and make clarifications about the product.

Use this template in a similar situation.

Template #11

Sometimes, people want to explore things themselves before getting in touch with anyone. Not pitching anything at this stage gives them the desired space. This email template reflects that you understand the prospect’s stage in the sales funnel . You also give them an option to reach you if they need any help.

Another case is when you receive inbound inquiries for your products or services. Usually, companies have autoresponders for common queries.

You can use this auto-response email template for inbound inquiries.

Template #12

9. sales email template offering rewards to loyal customers.

Everyone loves getting a good deal. Rewards and discounts can boost customer retention .

Customer loyalty programs are a great way to retain customers and improve CLV .

In fact, 57.4% of customers join loyalty programs to save money whereas, 37.5% join for awards and personalized offers.

So, craft your next campaign while targeting existing customers. Use this template for your campaign.

Template #13

The subject line intrigues the reader and helps increase open rates. The discount will push the receiver to respond so that they don’t miss out. It also sets up a deadline, which compels customers to purchase before time is up.

10. Sales email templates for referrals

A referral is always impactful, especially if your customer refers you to a friend. It works even if you reach a prospect through their friend, who is a customer or someone in the industry.

Research shows that for every single satisfied customer, you can get nine referrals in return .

So, reach out to prospects who are friends or acquainted with your existing customers. You can even reach out to them through your friends.

Here’s a template you can use.

Template #14

Here’s an example email.

What this sales email template does well:

This email template shows that you’re ready to help them become more successful. The mail exudes empathy and conveys your understanding of their situation. You’ve done your research and have specific solutions to their website. All of this and the added referral can hook in any customer with little effort.

Here’s another email template to initiate conversations with referrals.

Template #15

11. check-in email template.

Check-in emails can be boring and feel pushy to the point of weirdness. However, there’s no way of knowing where you stand with your prospect unless you check in on their status.

Sending too many follow-up emails can increase annoyance instead of getting a response. But like we’ve already learned 60% of customers say no four times before agreeing and saying yes.

So, don’t give up. Instead, add a little pressure to push them down the sales pipeline .

Use this template to get an immediate response:

Template #16

Here’s an example for how to use this sales email template.

sales email template to follow-up with the client after meeting

The template cuts to the chase and instantly delivers the information. Adding a gif helps reduce pressure. Mentioning your manager increases a sense of responsibility and authority. Most people feel compelled to obey when the orders come from a higher-up official.

12. Email template to congratulate prospects in times of success

A trigger event like funding, promotions new office locations are opportunities to sell.

Reach out to your prospects with hearty congrats and pitch your perfect sale.

Use this template when your prospect gains an established brand as a customer. Or even if they’ve established new locations, set up new factories, and so on.

Template #17

While it may sound like a simple congratulation email, you’ve also made your pitch. You’ve also offered social proof by talking about your clients who are part of the same industry. It increases their interest and can help you make a sale.

13. Sales email template to reach the right decision-maker

At times we don’t have complete information about our prospect’s organization. Reaching out to a decision-maker can be difficult if they aren’t the first touchpoint.

It can be confusing to compose the email for the response you want. Use this template in these scenarios.

Template #18

The subject line is concise and engaging. You have clearly described the purpose and what you want them to do. Mentioning your customers can persuade them to respond. There is a clear call to action. And the receiver can refer you to the right person if they aren’t the decision-maker.

14. Sales email template to increase engagement

Your prospects may have engaged with your ads, social media posts, or other sales and marketing campaigns. However, if they have not signed up or purchased something means that it’s time to nurture them. You can use the following template in this scenario.

Template #19

This email template aims to help the prospect with a resource/content. It also gives an option to respond to you—creating opportunities for the recipient to engage with you.

15. Video email template

Reading long emails stuffed with information can take time and effort. Instead, adding images with text or a video can convey the same information and boost open rates. Videos in emails can increase open rates by 19% and improve click rates by 65%.

So, in your next email campaign, include a video to capture more clicks.Make sure you include your company logo, add captions for accessibility, optimize for mobile devices, and have a compelling call-to-action.

An example of this is the email sent by Soapbox by Wistia.

The above example illustrates the use of videos in marketing emails. But if you’re wondering how to use video in your sales email, here’s a template you can use.

Template #20

This template is an honest confession of a sales rep with his prospect, which is hard to say no to. If nothing else, the recipient admires the creativity of the sender.

16. The end of the road email template

You’ve sent multiple follow-up emails and received no response . This situation is easily heart-breaking and makes us feel awful.

But there’s no point in pushing for a sale that isn’t taking place. Persistence can take you far but knowing when to quit is equally important.

So, if you realize that you haven’t gotten a response in more than a couple of months, send a final follow-up. It is to check if they have any interest. If they don’t respond, you can close communications completely.

Use this template when you’re closing their account:

Template #21

This template conveys that you will close the conversation if you don’t receive a response. But it does give your customer a chance to reconnect and interact. The template shows your respect for their time and effort and is direct.

These are some sales email templates you can use across the sales cycle . If you’ve noticed, there is a running theme with almost all emails. You write these emails after doing your research and understanding the prospect.

I’m assuming you must be actively prospecting and sending out hundreds of emails every month. So, the next big question is—how do you keep track of the response you receive? How do you know that you’ve not received a response yet, and you’ll need to send a follow-up email?

Well, I have a solution.

How to keep track of responses you receive or follow-ups you need

Usually, companies use different software for their sales and marketing teams. In this context, email marketing software and CRM.

So, they have visibility on the email campaign performance, such as open rates and click rates. However, they might not accurately associate the engagement with the prospects. That is, you might not know the prospect that replied to the email and the one that needs further follow-up.

So, what’s the solution?

The solution is to use software that addresses the issue at hand. For instance, LeadSquared Sales CRM.

It notifies the sales reps whenever their leads respond to their emails. It also allows you to segment leads based on lead activities and engagement. This way, you can tune your emails or create a sequence of follow-up emails to nurture leads who don’t respond .

Do you want to explore how LeadSquared can make your life easier?

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Top Tips • 5 min read

Top Tips for Persuasive Selling

Strategies for sealing the deal.

By the Mind Tools Content Team

Persuasion is a vital skill when it comes to selling products, services and even selling your ideas to others or encouraging behavior change. Preparation, communication and confidence are key. These top tips provide useful pointers on how to develop your powers of persuasion.

Do Your Homework

Persuasive selling starts with really understanding your potential customer and where they are coming from. This may mean getting to grips with the type of industry they are in, who their competitors are, and the main challenges they face. Ways to gather relevant information include looking at their organizational website and annual reports, relevant news and industry websites and using your personal and professional networks . Social media such as Twitter or LinkedIn can also provide valuable insights. It may be that you are trying to sell an idea or a project to others in your organization. Spend some time trying to put yourself in their shoes - what needs might your proposal satisfy, and, equally, what issues or concerns might it present to them?

Build Rapport

Persuasive selling isn’t just about convincing someone to spend money with you, or to buy into your ideas. It means developing a connection between you and your potential customer from the start. Ensure you maintain eye contact (without staring) and ask open-ended questions during the conversation. Using small talk , such as asking what they did at the weekend, can help break the ice and uncover shared interests. Mirroring the other person’s body language, certain words and phrases and their tone of voice can also help to build rapport. But be careful not to overdo it, as matching the other person too closely can make them feel uneasy.If you are connecting with someone remotely , e.g. by telephone, then smiling while you are speaking can help inject warmth into your voice. When the other person is speaking, it’s also important to let them know you are listening and engaged using ‘verbal nods’ (the ‘mms’ and ‘ahs’ we make during conversation). [1]

Ask Probing Questions

Effective salespeople know the importance of active listening to really understand their prospects' wants and needs. Bear in mind, too, that what the customer thinks they want may not necessarily be what they actually need . Listen carefully to what they are saying, and ask clarifying questions before starting to describe your product, service or idea in detail, or offering up potential solutions.

Differentiate Between Features and Benefits

The difference between features and benefits is neatly captured in the phrase ‘ features tell but benefits sell ’. [2] In other words, while your prospect will wish to know some details about your product or service, e.g. ‘this is a low energy, high output lighting unit’, what buyers are often most interested in is the benefits it brings, e.g. 'based on your average consumption, replacing your existing lighting with these units will cut your energy bill by £1,500 a year, and reduce your carbon emissions by 5%’.

Use Social Proof to Build Credibility

People can be strongly influenced by what other clients say about your product or service. This can be particularly true if you are already doing business with their competitors. This type of influence is often referred to as social proof. [3] At the very least, you can build confidence in your organization and what it does by providing a list of current clients .* Even better are written, audio or video testimonials , detailing how clients have used your product or service, and the benefits it has delivered. If you are not sure whether such testimonials are available, speak to your sales or marketing department, if you have one. Entrepreneur and author Tim Eisenhauer has three suggestions for using social proof to great persuasive effect in the workplace: [4]

Lead by example - if you want to persuade employees to, say, fill their annual review forms out before the deadline, be sure to role model this behavior yourself.
Highlight positive rather than negative behaviors - say '75% of you have submitted your forms already - thank you', not '25% of you haven't done the paperwork yet'.
Make it easy to give feedback - that way, your use of social proof can only get better.

While it is important to accentuate the positive, it is important not to mislead the customer or overpromise on what you can deliver in order to secure a sale or to get the go-ahead for your project or idea. Any exaggeration, however slight, may undermine your credibility. Where you are unable to offer particular features to your customer, consider offering similar or equivalent ones instead. For example, ‘While this TV doesn't have built-in Freeview, it can be connected to your existing set-top box, which will give you access to all the same channels.’

Look for Buying Signals

If your prospect is interested in what you are saying, they are likely to exhibit some or all of the following buying signals. Keeping an eye out for these signals can help you to assess how well your pitch is going, and whether it is appropriate to try to close the deal:

Maintaining eye contact . This usually shows that your prospect is really listening to what you are saying.
Frequent nodding . This is another sign that the customer is engaged. It can, however, also mean ‘Hurry up, I already know all this’, so be sure to ask further questions to gauge your prospect’s interest.
Asking lots of questions about your product or service.
Handling the product or supporting information . Any interaction from your prospect with your product or sales information about your product or service is a potentially good sign.

Consider Making a Limited Offer

Also known as ‘fear of loss’, some prospects are motivated to buy when they know the offer you are presenting is only available for a limited time. This tends to work best when an additional incentive such as a discount or upgrade is applied. Use this approach sparingly with existing or past customers, though, as overuse of these types of offers can lead them to believe that your standard prices are inflated.

Close With Confidence

Finally, all the effort you put into understanding and engaging the customer will come to nothing if you don’t close the sale - in other words, you need to ask the customer to buy. Some tips to bear in mind are:

Get the timing right - if you try to close the conversation too early this can be seen as pushy and can put your customer off. Leave it too late, however, and an engaged customer may start to lose interest. So keep an eye on those buying or buy-in signals.
Use open-ended questions rather than closed ones, e.g. ‘The license costs £5,000 for a year. How does that sound to you?’ rather than ‘Would you like to subscribe today?’
Visualize success . The power of positive thinking can work wonders. Before you even start, it can help to anticipate how you might close the conversation, and to visualize success when you do.

Be Yourself

Finally, people buy from, and buy into, people they like and trust. The best way to come across as credible and convincing is simply to be yourself. You can have all the training you like, but you need to be able to deploy the knowledge in a way that still allows you to be authentic, and feel confident in your own abilities. As with so many other things in life, a bit of trial and error and plenty of practice is the best way to discover the best approach for you.

*Only share details about clients with a third party if you are sure they will be happy for you to do so, or you have gained their express permission.

[1] 'Top Tips for Building Rapport on the Telephone' (updated 2018). Available at: www.callcentrehelper.com (Accessed August 9, 2023).

[2] Cari Gornik, 'Why Features Tell, But Benefits Sell'. Originally available at: www.ideacrossing.org (Accessed August 9, 2023)

[3] Social proof can be defined as "The positive influence created when someone finds out that others are doing something. It's also known as informational science." Aileen Lee, 'Social Proof is the New Marketing'. Available at: techcrunch.com (Accessed August 9, 2023).

[4] Tim Eisenhauer, 'Social Proof at Work: How to Master Persuasion in Your Workplace' (12 March 2017). Available at: https://axerosolutions.com/blogs/timeisenhauer/pulse/829/social-proof-at-work-how-to-master-persuasion-in-your-workplace (Accessed August 9, 2023).

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Persuasion selling helps customers continue to purchase from the same salesperson because they feel that their contact has their best interests in mind when they're recommending products and services. Greater job satisfaction: Because persuasion selling is a method that helps you connect with your customers and offer product suggestions that'll ...
A Great Sales Pitch Hinges on the Right Story
Step 3: Tell a different story. Once you understand your customer emotionally, your story shifts — and, along with it, your sales pitch. In the example of the car dealership, you might choose to ...
40 Persuasive Writing Examples (Essays, Speeches, and More)
Harvey Milk's "The Hope" Speech. Sample lines: "Some people are satisfied. And some people are not. You see there is a major difference—and it remains a vital difference—between a friend and a gay person, a friend in office and a gay person in office. Gay people have been slandered nationwide.
21 Highly Persuasive Sales Email Templates
21 Persuasive Sales Email Templates with Examples. 1. Sales email template to build a relation. Every customer is different, and they have different needs. The best way to kick off a strong introduction is to create a connection. Most sales reps try to connect with higher-ups and decision-makers across organizations.
13 of the Most Persuasive Ads We've Ever Seen
We looked far and wide across all of these mediums for the best examples of persuasive ads, and we rounded up 13 ads that are exceptionally persuasive. Let's take a look at what these ads are doing well and, most importantly, how you can use these techniques in your own ads. 1. Streeteasy: Find your place. Streeteasy used the "Find your ...
Top Tips for Persuasive Selling
Gain essential management and leadership skills. Busy schedule? No problem. Learn anytime, anywhere. Subscribe to unlimited access to meticulously researched, evidence-based resources. Join today and save on an annual membership! Persuasion is a vital skill when it comes to selling products and services. These top tips provide useful pointers ...
PDF Persuasive Essay Example about Product
Persuasive Essay Example about Product. We live in tough times. Gas prices continue to increase, the economy is falling apart, and some believe that the environment is changing for the worst. All of these problems can be related to two things, the cost of fuel and the inefficient vehicles we drive. Both of these problems can be solved with one ...
Persuasive essay about selling product Free Essays
Persuasive Essay On Selling Organs. cases of mistreatment‚ murder‚ and corruption. Most people fail to acknowledge that such abuses stem directly from the legal bans on selling body parts. Those opposed to a market in organs argue that selling body parts not only threatens the quality of the organ supply but will inevitably exploit people ...
Give me a persuasive essay about selling a product? Please ...
Example of a product.book as all we know the books may not be as usual as the kids may read.they have to criticize the main purpose of the book.on this book you may learn a different aspects you wanted to do a best book you may dream of the book that full of amazing stories and amazing inspirational quotes you may be great as usual what you speak as what you gave and have to read

Example of a Persuasive Letter to Sell Something

How to Write High-response Sales Letters

Header to Attract the Eye

Appealing Introduction

Succinct and Useful Body

Closing and Call to Action

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19 Persuasive Marketing Techniques For Product Descriptions That Sell

Darren DeMatas

1. Use Repetition To Make Your Claims Believable

2. Use Maslow To Match Search Intent

3. Turn Shoppers Into Buyers With Benefit-Focused Copy

4. Use Forum Research To Get Inside Your Buyers’ Mind

5. Use Sensory Words To Connect With Your Buyer’s Subconscious

6. Use Scarcity To Boost Sales

7. Use Micro Commitments To Turn New Customers Into Big Spenders

8. Use The Blemishing Effect To Increase Trust

9. Amplify Your Top Pages With Power Words

10. Improve Ad Performance by “Borrowing” from Tested Copy

11. The Disrupt and Reframe Technique (DTR)

12. Use Buyers’ Words to Build Brand Preference

13. Use the Endowed Progress Effect To Build Customer Loyalty

14. Sway Buyers On The Fence With A Rhyming Sequence

15. Be Ultra Specific

16. Use Social Influence To Lift Conversions

17. Use Mini Stories to Fascinate Readers

18. Improve Message Recall with The Serial Position Technique

19. Use The Priming Technique to Make Your Marketing Their Idea

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What is Persuasion Selling? (Explained With Examples)

1. What is Persuasion Selling?

1.1 Definition of Persuasion Selling

1.2 Advantages of Persuasion Selling

1.3 Disadvantages of Persuasion Selling

2. Examples of Persuasion Selling

2.1 Example in a Startup Context

2.2 Example in a Consulting Context

2.3 Example in a Digital Marketing Agency Context

2.4 Example with Analogies

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