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Powerful...Yet Simple... Persuasion Techniques to Improve Website Marketing
Web Marketing Series
The art of getting skeptical prospects to believe the claims you
make in your web site promotions, to agree with what you're
saying, is one of the most difficult challenges facing
advertisers and copywriters. And bottomline - if the prospect
doesn't believe you, he's not going to buy from you.
One of the most effective writing methods for getting prospects
to believe your claims and turning them into customers is a
technique known as 'Pacing and Leading'. Let me define these
terms.
Pacing statements are statements of fact. They are easily proven
as true or are commonly accepted as true. Some examples;
· "No effective solution is possible unless one understands the
problem"
· "Doctor visits are increasing across America...with more heart
disease and obesity than ever before"
See...the prospect is consciously aware of the veracity of these
statements.
Leading statements are the statements, the claims, you want your
prospect to believe, but have not been proven true, or are not
commonly accepted as true. Some examples:
· "The use of commonly available vitamins and minerals is
insufficient for improving our health."
· "We would all be healthier and less disease-prone if our
doctors and nutritionists understood the root problem."
· "Our product will revive your energy and protect you against
age-related disease."
Notice the difference? The truth of our pacing statements are
obvious. The leading statements are the 'selling' statements we
want our prospect to believe, to buy into.
So...how do we turn these statements into powerful and
compelling copy? It's all in the rhythm. Example:
Pace- "Most middle-aged men would love to feel like 20 again, to
have more energy...to be free of worry from those age-related
diseases, such as heart disease, cancer, alzheimers."
Pace- "However, we have all either read about, seen or
experienced the fatigue and disease which strikes a large
proportion of men as they
age.
Lead- "Product X's unique blend of vitamins, herbs and minerals,
used for centuries in Eastern medicine, specifically address
male related aging maladies.
Now eliminate the two pacing statements and allow your lead
sentence to stand alone as a 'selling' statement. Not very
credible, is it?
However, when these statements are strung together, notice the
powerful effect as the lead grows naturally out of the pacing
statements. For your prospect, it's another 'yes'.
And as any experienced marketer knows, each prospect's
unconscious 'yes' is a suble, yet powerful, means for
comfortably moving that person to your desired end.
A good rhythm to use in your copy is to write two or three
pacing statements, or questions, where 'yes' is the only answer.
Follow with your lead statement. The writing style should be
conversational, with a logical flow between pacing and leading
statements. Throughout your copy, gradually reduce the number of
pacing statements between leads. For example; three pacing
statements followed by a lead...two pacing statements followed
by two lead statements...then one pacing statement and three
leads.
Try it. List the 'truths', the pacing statements that apply to
your product or service. Now list your leads, those statements
which you want your prospect to believe. Experiment with the
pace and lead rhythm mentioned above. As subsequent paces follow
naturally from the previous lead, you will experience the power
of this technique.
Copyright Alan Richardson
About the author:
Alan Richardson is a well-known internet consultant and
publisher with http://www.optimalwebservices.com - a Web
resource firm in North Easton, Massachusetts, offering free
advice and information for web-based small businesses and
entrepreneurs.
To read other articles by Alan, click
http://www.optimalwebservices.com/articles
To signup for the free 'Optimal Web Services for Small Business'
ezine, click http://www.optimalwebservices.com/subscribe
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