Surf Excel is one of the leading detergent brands in India. You’ve probably come across the daag achhe hain advertisement campaign, which not only changed the brand’s fate but also helped it establish a unique brand identity in the detergent market. The ads address the value kids can demonstrate, despite tough stains.

In short, Surf Excel convinces its customers of the power of the detergent through the daag achhe hain slogan. This is how persuasive writing is used to convince people to act and listen. Read on to find out what is persuasive writing and its importance in the business world.

  1. What Is Persuasive Writing?

  2. Common Persuasive Writing Techniques

What Is Persuasive Writing?

As the name suggests, persuasive writing is a type of writing style that’s used to persuade or convince a reader. It provides an opportunity to convince someone of a particular viewpoint or take a particular action. Examples of persuasive writing are commonly found in advertising, newspapers, blogs and editorials. In professional settings, writing recommendation letters and sales pitches are some popular examples of persuasive writing.

Successful business writers use persuasive writing in social marketing, emails, requests for meetings, reports and speeches. There are several reasons behind choosing this type of writing style.

  • Helps you express your views about a topic

  • Encourages you to do research before you write and present information

  • Helps you impress your reader and sway their decision

Common Persuasive Writing Techniques

Persuasive writing is a useful skill that allows you to present your thoughts in a clear and structured manner. But presenting facts in an expressive yet succinct way isn’t always easy. Here are several persuasive writing techniques that’ll help you enhance your writing process.

  1. Know Your Audience

In order to appeal to your readers, you need to understand them first. For example, if you’re trying to convince women to purchase your product, you need to identify what is it that appeals to that target group.


  1. Captivate Reader’s Attention

The primary goal of a persuasive writing format is hooking your reader’s attention. You need to clearly express your viewpoints by using declarative sentences. Research findings and evidence help you establish your stance quickly—use them to your advantage.


  1. Think About Both Sides

If you’re getting someone to agree with something, you also need to know what you’re trying to get them to disagree with. The more effectively you can counter the opposition, the more credible and convincing will your arguments look.


  1. Be Empathetic

Emotional appeal is what drives your persuasive writing format. It adds credibility as readers are more inclined to believe you when they read something they can relate with. Targeting the audience’s sensitivities while convincing them why their beliefs should change is the crux of the persuasive style.


  1. Ask Rhetorical Questions

Asking questions to your readers that they’ll be encouraged to answer themselves later is a fruitful persuasive technique. By doing so, you provide them with nudges that are supportive of your views.


  1. Emphasize Your Point

Exaggeration is another persuasive writing strategy that can express urgency and exclusivity. Hyperbolics can also be used to communicate an impactful image. For example, Disney’s slogan says ‘happiest place on earth', which immediately creates a desirable feeling for its target audience (children).


  1. Repeat Yourself

Repetition helps you remind your readers of your core message. Make sure that you find different ways to reinforce your point without making it sound boring. You can use metaphors, anecdotes, rephrasing and other literary devices for strategic repetition.

While these strategies are useful ways to enhance your persuasive narratives, it’s equally important to pay attention to the persuasive writing format. Additionally, make sure that you proofread and edit as required. You don’t want to send across a sloppy email to your client or someone at the workplace.

Harappa Education’s Writing Proficiently course will teach you how to write clearly, concisely and compellingly. This online writing course will help you structure your thoughts and polish your writing style to convey your message effectively. The SCQR (Situation, Complication, Question and Resolution) framework, in particular, will help you present your points and tell your story confidently. Discover how to tell your story with every communication you draft!

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