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A common problem when testing positioning and ads is: how do I create 2 or 20 or 40 substantially different value props to test? Most of us aren't gold-tier copywriters, and this can be tough.
Fortunately, there's a 2,400 year old trick for this.
Let's have a thread!
Fortunately, there's a 2,400 year old trick for this.
Let's have a thread!
Aristotle, in his book Rhetoric, talks about the common persuasive tactics.
If you've ever gotten college-level marketing training, you probably spent a week or two talking about this as a theory and never thought of it again.
That's a mistake; it's a valuable mental model.
If you've ever gotten college-level marketing training, you probably spent a week or two talking about this as a theory and never thought of it again.
That's a mistake; it's a valuable mental model.
But let's apply it in the real world instead of in a theoretical academic universe.
Aristotle teaches 3 ways to persuade, and that has since evolved into 7 common persuasive techniques: https://ourenglishclass.net/class-notes/writing/types-of-writing/persuasion/persuasive-techniques/
(I know this link discusses 8, but I don't like one of them. :P)
Aristotle teaches 3 ways to persuade, and that has since evolved into 7 common persuasive techniques: https://ourenglishclass.net/class-notes/writing/types-of-writing/persuasion/persuasive-techniques/
(I know this link discusses 8, but I don't like one of them. :P)
Let's show you each of these in action.
I just grabbed the first retargeted ad I saw on Facebook. Let's use this as an example, from the excellent folks at @SendGrid
It's a decent enough ad, but it lacks any strong persuasive elements. Let's tackle 7 rewrites.
I just grabbed the first retargeted ad I saw on Facebook. Let's use this as an example, from the excellent folks at @SendGrid
It's a decent enough ad, but it lacks any strong persuasive elements. Let's tackle 7 rewrites.
The first persuasive method is appeal to emotion. There are tonnes of brands that have mastered this even in "boring" spaces (ahem @Shopify @fast @stripe )
Sometimes you'd rather appeal to reason. This appeals to a different *kind* of person.
Think about your buyer when you write to persuade.
This ad might work with growth hackers more than copywriters, for example.
Or not! That's why we test.
Think about your buyer when you write to persuade.
This ad might work with growth hackers more than copywriters, for example.
Or not! That's why we test.
Maybe you need to appeal to a more cautious person with an appeal to trust--the next persuasive method.
(I don't think JD Salinger uses SendGrid, BTW, but since I get to make up their copy from whole cloth for this ad, I trust his estate will forgive me)
(I don't think JD Salinger uses SendGrid, BTW, but since I get to make up their copy from whole cloth for this ad, I trust his estate will forgive me)
The old saying in B2E sales is "No one ever got fired for buying IBM".
If you're selling to later adopters in a market, they're likely motivated by an appeal to popularity. They don't need new features, they just need to know that you're the default choice these days.
If you're selling to later adopters in a market, they're likely motivated by an appeal to popularity. They don't need new features, they just need to know that you're the default choice these days.
Slightly different than popularity is the appeal to ubiquity: It's so simple even a child could do it!
This, again, is more likely to appeal to someone in a later phase of market adoption. You could use this to sell email marketing, but probably not cloud-based AI training.
This, again, is more likely to appeal to someone in a later phase of market adoption. You could use this to sell email marketing, but probably not cloud-based AI training.
In spoken language, the appeal to repetition is a powerful tool to persuade.
In online marketing, it can be even more so.
In online marketing, it can be even more so.
But to appeal to repetition, you definitely need to repeat that message.
As often and as consistently as possible.
I think you get the point. :)
I think you get the point. :)
The appeal to response (also called a rhetorical question) is a risky one.
Do you remember when life was better and grass was still green? @PepperidgeFarm remembers.
But usually when you appeal to response, you risk the answer is "no."
Do you remember when life was better and grass was still green? @PepperidgeFarm remembers.
But usually when you appeal to response, you risk the answer is "no."
So here's my quick thread on the 7 common persuasive techniques and why you should use them. If you found this helpful, thank Aristotle. 
I think I'll flesh this out a little more in a blog post shortly, but I wanted to share the idea here.
I think I'll flesh this out a little more in a blog post shortly, but I wanted to share the idea here.
Thanks to @SendGrid for advertsing to me and prompting this whole thread.
Hopefully y'all don't mind me using your ads for an impromptu thread on persuasive technique.
Hopefully y'all don't mind me using your ads for an impromptu thread on persuasive technique.
If you made it all the way here, congrats. Here's the blog post I wrote from this: http://www.crowdtamers.com/this-2000-year-old-trick-is-crucial-to-improving-your-growth-experiments/
