Sunday , 14 April 2024

Perry Marshall & Dave Frees On Persuasion In Writing

Just a quick post to get you to take a look at my friend Perry Marshall’s recent article on the greed/generosity of entrepreneurs.

I’ll give you the link to Perry Marshall’s brilliant piece of persuasion in a minute, but first, a few things to consider as you read:

Persuasion in the Subject Line of Email

Let’s start with the subject line of Perry’s email to me and the title of the article. “Entrepreneurs and our insatiable greed.” How well does it catch your attention (regardless of your view on the issue), spur your curiosity, and make you interested in reading more?
Both pro and anti capitalists want to know more.

Creating Curiosity Changes The Reader’s Body Chemistry and How They React/Perceive

Just as in conversational persuasion, when you are writing to persuade, or at least to get your word out, be sure to create curiosity in the reader at appropriate times (especially at the start – to get them involved) and at the end (to keep them hungry and interested in more from you).

The ability to engage the reader and to change their body chemistry from disinterested to curious or amused and curious is worth practicing. Do it in your email subject lines, your headlines or sub heads, and in the body of your copy. As you read his essay, watch for this.

Create Mini Beginnings and Endings To Enhance Memory and Persuasiveness

Consider creating mini beginnings and endings at important points since your reader will have a much better level of long and short term memory of the content at the beginning and ending. If you want a popular literary example of this read one of Dan Brown’s books and pay attention to the cliff hanger endings of each chapter as well as how he uses short and long chapters to vary the pace and to keep the reader engaged.

Perry Marshall’s Questions and Sub Headings

Notice Perry Marshall’s use of the “Have you ever…” sub heading. What does this do and why?

Be aware of Perry’s use of questions. He is trying to persuade from a coaching perspective. He wants the reader to reach the conclusion not to be told what to think. And that makes him radically more persuasive.

Creating Trust and Avoiding or Disclosing Bias

Also, does this article seem self serving? What does Perry have to gain? Does the fact that his customer base is almost exclusively entrepreneurial make them likely to feel better after reading this article? Is he doing something for their psychological well being as well as mounting a powerful argument for their position? Is this successful even if it doesn’t actually persuade one anti-entrepreneur? Why?

There are many more techniques.

Let me know which others you see. Which techniques do you think really work and why? The link is just down below…

Perry Marshall is the Google AdWords Guru that internet and non-internet entrepreneurs turn to when they need to radically improve their marketing and their Google AdWords campaigns. Need to start a campaign? Want to start using Google ad words more effectively?

Check out Perry Marshall. Perry and I have arranged to give you a free gift just for visiting. Yes it is an affiliate arrangement, but his Google Adwords Cheat Sheet is totally free and very helpful. And, whenever Perry Marshall sends me a check, I give part of that to Charity Water or to our annual domestic campaign for children, to provide fresh clean drinking water to those who don’t have it or to provide for the needs of kids here at home.

To help with fresh clean drinking water where 100 of your gift goes to water and none of it for charitable expenses, click here for the Frees Family Fund and Charity Water.