A Persuasive Backbone

This is about Integrity

In the lessons that follow, you will learn the basics of persuasive writing: channeling your prospect’s innermost desires and linking them to your cause, product, or offer in a way that inspires action.

As far as I’m concerned, learning to do this is magic. And as such, it’s a superpower that must be wielded responsibly

Because there is a fine line between persuasion and manipulation. Persuasion is the pursuit of truth. Seek the truth, believe it, and you will find yourself a persuasive writer. It is a means of manipulation. Manipulation, on the other hand, involves using deceptive or coercive tactics to exploit vulnerabilities or mislead someone into making a decision that is not in their best interest. It often involves hidden motives and a lack of transparency.

Doing so, in my most humble opinion, is not about trickery.

• This is a guiding principle–without it, the other persuasive elements might as well be useless; they may work for a time, but the truth always comes out
• Write with integrity
• Only write it if you believe it
• If you believe it, others will too—this gives you credibility
• the ad is a reflection of the company, yes, but also you

(is this a separate thing? credibility with persuasion and integrity with writing?)

Credibility is about being believable—perhaps the most persuasive element of all. if someone doesn’t believe you, they don’t trust you, and you aren’t going to inspire them to act. The moment the reader says no or i don’t believe this or I don’t think this is me, they’re gone. You’ve lost them. On the flip side, people will do crazy shit for something they believe in—love, this, this… Crazy, crazy shit. (heck, they might even read all of your copy.)

To be believable, be honest. Raise common objections and air them out in the light of day—own them. Tell your prospects why. Be specific with your copy. Answer questions/Keep your communication straight-forward, honest, and credible. Don’t beat around the bush. And don’t make shit up.

So there you have it. Your first lesson. Don’t make shit up. Don’t be a bullshitter.

“We all take our food supply for granted. And for good reason. Americans have always had plenty. But we may be heading for one of the most serious periods in our history. Let me explain.”

this could also be the buying environment. Ways to give your ad integrity: • The look of your ad • Clean and neat Even the typeface you choose