There is one rule in copywriting: “A copywriter should not judge for his or her audience what it wants. Attempts to get under potential buyer skin, inside of his head and control him always fail. The reader instantly feels manipulation in the text. As a result, he or she can give up on you and end up with your rivals.
If you want to know how to inspire trust, not apprehension, how to write effective but not in-your-face selling texts, how to establish this writer-reader connection, this article will be useful.
What is trolling?
What is trolling and what does trolling mean? In texts, trolling is used, on the one hand, to sharpen the information flow, shocking (which activates the use of thematic shifts), and on the other hand, to stop the meaningless dialogue in order to dilute the information flow (for which various means of creating a comic effect are used). In the first case, we can talk about the destructive nature of trolling, which becomes noise in the general information flow. In the second, the destruction of interaction has a constructive basis, clearing the information flow from unnecessary information.
What is manipulation?
What does manipulation mean? Manipulation is a psychological trick, the goal of which is to force a person, contrary to his interests, to perform the actions you need. The target is perceived as an object. Naturally, if a reader realizes the con, he will feel indignant at it.
As an honored copywriter, writing a commercial text, you should not practice con and trolling techniques, but persuasion. You should provide the reader with real info about the goods or services, to enforce an argument with facts and details, to tell how products will benefit the reader. He or she will draw his own conclusions.
What are the techniques?
For business sake, creators often use various language means, communication tactics, and psychological tricks. I’ve analyzed the contrasts between the two methods of influencing the reader. Now it’s your turn to find out what can be used in texts and what should be ignored.
1. The use of means of expression
These means make our text more eloquent and enable highlighting the critical points. They are extraordinary methods of influencing the minds of readers.
With them, you can cultivate a favorable public image around your business.
I suggest not to use epithets to describe readers. Even if you speak positively, it will bring a person to the belief that the writer is trying to wriggle into favor. If you place emphasis on negative traits, it will cause only irritation.
It’s an implicit comparison. For instance, the primary definition of the word “ice” is frozen water. But the word “ice” in the phrase “his eyes were ice” it obtains a new definition – “a cold stare” and again this is a metaphor.
Metaphors are also required for selling texts to create a vivid picture of a product. It works nicely in headlines and ads.
Invent unique associations with your goods. But do it wisely, odd, unsuitable comparisons will not elicit a response from readers, but will lead to misconception.
Avoid stock metaphors. Some of them have become cliche due to constant use. They will draw only an adverse reaction from the reader as they clutter up your writing.
There are more expressive means and stylistic devices which can be freely used: metonymy, simile, irony, oxymoron, hyperbole, allusion, inversion, parallel constructions, rhetorical question, ellipsis, aposiopesis. But they are suitable only for informative and entertaining content. They will be out of place for selling texts.
2. The use of contrasts
This method is based on the opposition f.e. “friends – strangers” or “others- I,” in texts it can be accomplished by expressive means and particular ways of constructing sentences.
Define your TA to identify consumers who are ready to buy. For instance, in the headline of the article, state the specific reader:
New X Features: A Guide for Digital Marketers
Do not directly set oneself up against competitors and bring out the worst in them.
3. Focus on the pros
Some of you will say that ‘it’s not the fair technique, but sometimes you can not do without it.
In this case, the writer concentrates only on the advantages of a company or product, thereby promoting its idea. Eventually, he or she achieves the desired result – creates a positive image. Still, that is a con of the psyche of another person.
Not so fair techniques
They exist, a lot of writers actively use it. But it ‘doesn’t speak for their professionalism, it speaks about the impossibility to get out a message with their lexical resources and literacy.
1. False Presupposition
This concept is used by artists to create hype around the heading. The purpose of it is to draw the attention of the readers and convince them to read the whole article. Here are examples: France Has Successfully Fought Off the Narcotraffic. It presupposes that the was narcotraffic, and the government managed it. But in fact, who knows whether there was one?
It will provoke the ire of readers if they get to the core of the matter. They won’t waste their cash on the products of people who tried to trick them. It is vital to communicate the real profits for the reader, to develop the product.
2. Specific terminology
In this way, you seek to unconsciously lower the ‘reader’s status, as well as develop a feeling of inconvenience, as a result of which he or she is surfing the meaning of a term out of false modesty or self-doubt. That enables the manipulator to turn the tables. Well, lowering the status of the reader allows you to find yourself in a vantage position initially and eventually achieve the desired result.
Note that there is a possibility for your reader to give up the idea of reading the article until the end. ‘That’s why I do not advise to use it.
3. Reference to Vir Magnificus
You operate with quotes from the speeches of famous people. Thus, you unknowingly lower ‘reader’s status. That way you say, “look, all respected and well-known people say that, and you think differently, and who you are and who they are, etc.,”
Do you want your reader to feel that way?
4. The formation of false stupidity and failure
Sayings like “this is trite, it is bad taste and so on” form the artificial dependence of a reader on the opinions of others. This means that you can freely further your ideas to the reader. That is, in other words, the ground for manipulation.
5. Imposing thoughts
You accustom the reader to any information that you are conveying through constantly or periodically repeated phrases.
The principle of advertisement is built on such manipulation. When at first some information appears before you (moreover, regardless of your conscious approval or denial of it), and then when a person is faced with the need to choose a product, he unconsciously selects one of several types of goods of unknown brands about which you’ve heard somewhere. Moreover, based on the fact that through advertising an exclusively positive opinion is received about a product, it is much more likely that an exclusively positive opinion about this product is formed in an unconscious person.
Though the copywriting aim is quite similar to manipulation – make people do what you want, remember, a copywriter does not manipulate, copywriter persuades, providing arguments and proofs.