How to write persuasive copy (the X / LinkedIn bros are wrong)

If you’re a writer, marketer or content creator, you might have seen this advice online:

I’m not dissing anyone here, but have you noticed that it’s mainly the same clique of content bros who have clubbed together behind the scenes that are regurgitating this (then sharing, liking and reposting each others’ content)?

This method may work to get a quick sale, but if you want to write copy that builds trust and inspires people to take action – without sounding like a sleazy salesperson or feeling like a master manipulator – we’re going to need another approach.

We want to:

• Get readers' attention

• Build trust and credibility

• Influence readers' actions

• Not be a di*k

Here’s how we do it:

1. Lead with common ground 

Start with a positive statement that readers can relate to. You want to find some common ground with your audience.

Why it works: This common ground approach invites your reader to immediately connect with your cause, project or offer. If you present a problem, then another, then ‘agitate’ it, people will switch off — either literally or metaphorically — before you get to your solution.

Stating negative tropes, then challenging them actually has the effect of doubling down on the unwanted thing. You can read more on this in my post about how to frame your words so people take action.

Here’s an example from the Social Care Future website that perfectly illustrates this in action:

2. Give wider context 

Following on from the last point, you can talk about the problem in your copy, but frame it as a wider issue, not as any one individual’s problem.

Why it works: From my experience in marketing and communications teams in both children and adult social care in the UK, I can tell you that it is never the individual’s problem. It’s always a wider, systemic cause, which means there needs to be a wider, systemic solution. 

Talk about an individual's strengths, achievements and challenges. It’s the most truthful and effective way to bring people along with you. Then let people know the wider context in which that individual is living.

Here’s an example of this from the children’s charity, Barnardo’s (where I used to work):

3. Show how change is possible

Adopt a can-do approach by being clear about how you / we can solve a problem. Use a specific and straight-forward solution. No need to get overly optimistic (this will trash your credibility) – simply be positive, clear and just.

Why it works: Being fatalistic doesn’t work when it comes to engaging people and inspiring them to take action. Offering a clear solution to the issue at hand gives people hope and agency – it’s very persuasive.

This example from the BookTrust sets up their solution to a very emotional challenge in a clear, positive way:

4. Use storytelling

I write about the power of stories a lot. I'm kind of obsessed. Just check here, here and here.

People don't respond to features, facts and details in the way they respond to emotional benefits. People engage because of how stuff makes them feel.

Find stories that illustrate how your cause, service or idea has helped someone overcome a challenge, achieve a goal or experience a transformation. 

Why it works: Stories are engaging, relatable and memorable. They make your readers feel like they're part of things, and that their input or action can make a real difference.

This example from Certitude (the social care org I work for) uses a first person story from somebody who attends community activities at an initiative called The Gate:

5. Use social proof 

Social proof is evidence that shows how your cause, project or offer is popular and credible. (Popular and credible is good. 😁)

Social proof can be in the form of stories (see above), reviews, stats awards etc.

Why it works: Social proof is reassuring, convincing and influential. It’s also truthful.

The Newsletter Operator uses social proof on its landing page to persuade people to subscribe to their newsletter:

So there you have it.

If you want to know how to structure and write a persuasive landing page, including how to use call-to-actions, headlines, supporting copy, images and social proof, check out: ​​The 5 elements of an effective landing page (and how to nail them).