The Psychology of Persuasive Writing Techniques

Imagine a 1950s housewife, staring at a television ad for a machine that would wash dishes automatically and could be easily installed in her kitchen. It promised speed and convenience. It also provided facts and benefits such as:

• Washes up to 62 dirty dishes, plus glasses and flatware
• Costs less than a dime a day
• Promotes hygiene and sanitary results
• Eliminates “your most disagreeable task”

Even though the first commercially viable dishwasher was invented in the 1800s by Josephine Garis Cochran, U.S. homes did not see dramatic increases in dishwasher purchases until the 1950s. The post-war economic boom was one reason. The other: persuasive advertising.

Do your own search for 1950s print advertising. You will see whole paragraphs of persuasive copywriting for each ad, using techniques developed in cognitive psychology and neuroscience.

Advertisers were tapping into this simultaneous boom in behavioral research. Academic researchers, corporations and governments were all asking the prime question: “How do you change minds on a massive scale?”

Why Ancient Persuasion has Modern Applications

Any writer in marketing or advertising knows that persuasion is important. You need to:

• Attract interest through emotion
• Follow up with logic and data
• Show proof and earn trust
• Encourage action

These fundamentals of persuasion date way back to the Greek philosopher Aristotle. Without getting into the weeds about how Aristotle influenced modern communication and advertising psychology, just know that this basic flow is used in today’s proposals, ads, sales videos and eblast communications.

But how do we, as marketers, use philosophy and psychology for copywriting that fits a differentiated brand and appeals to a real prospect? Fortunately, there are many persuasion techniques that apply to modern business goals.

Get to Know Your Persuasion Technique

The following are persuasion techniques that can offer a foundation for inspiring and framing your firm’s marketing and prospecting content.

Due to the limited attention spans of most people today, marketers don’t have the luxury of writing several paragraphs of persuasive copy. After reviewing these persuasion techniques, the final section of this article will provide some examples of how a persuasion technique can support short, influential, and persuasive messaging.

1. Authority

This persuasion technique is important for marketers today on two fronts. Prospects are impressed by credentials and followers (other firms are using/hiring). Marketers must also persuade AI agents, which seek authors and sourcing when providing search results.

What is the Authority Principle? When uncertain, buyers will seek reassurance through credentials, signals of authority or recognized brands.

Best used by: Firms with well-known names, niches with recognized “experts” or organizations that back up their offerings with deep research and authoritative data.

Example of Authority:

“Our valuation opinions are prepared by credentialed CPAs and are routinely relied upon by attorneys, lenders, and courts in complex ownership and transaction decisions.”

2. Social Proof

Building upon the Authority Principle, this persuasion technique uses group behavior to influence the buyer’s decision, particularly in a competitive or saturated market.

What is the Social Proof Principle? Prospects will see how many other similar clients have chosen the solution and base their decision on trusting the group.

Best used by: Fast-growing firms or niches that are attracting clients and using testimonials and client storytelling to grow their market share.

Example of Social Proof:

“After switching, senior living operators consistently report faster closes, improved cash flow and fewer compliance surprises.”

3. Loss Aversion

If you choose the wrong provider, what’s the consequence? This persuasion technique focuses on what a prospect could lose (the pain) by not choosing the provider.

What is the Loss Aversion Principle? People experience the pain of loss twice as much as the pleasure of gain.

Best used by: Experienced business development leaders and marketers who understand their true value proposition and what the prospect loses by choosing a competitor.

Example of Loss Aversion:

“Avoid layers of approval and hand-offs to junior-level staff by choosing the direct partner access at XYZ advisory. Maintain speed and influence over your financial strategy.”

4. Contrast Principle

This persuasion technique explains why prospects seek multiple proposals from accounting and advisory firms. They want to compare and contrast at their leisure. However, marketers and growth professionals can proactively use this technique to avoid the RFP trap when possible.

What is the Contrast Principle? It is easier for people to make decisions by weighing their options between different service providers or offers.

Best used by: Firms that offer tiered fees to compare and contrast service offerings or firms that can demonstrate ‘before and after’ return on investment. Some firms can also compare and contrast against competitors (e.g. large firm vs. small boutique firm).

Example of Contrast:

“Accepting fixed fees isn’t the only option. Instead, choose flexible pricing that adapts to your life science company.”

5. Scarcity and Urgency Principle

Putting prospects into a tighter timeline or sense of missing out can spur conversion rates. If the offer is desirable enough and possibly limited to a few, prospects are encouraged to “act now.”

What is the Scarcity and Urgency Principle? Scarcity and rarity increase perceived value and speed in decision-making.

Best used by: Marketers who can develop limited-time offers, discounts or deals to a select number of people. An example might be an exclusive invitation to a desirable event: the first 200 registrants.

Example of Scarcity and Urgency

“Waiting to build your succession plan doesn’t preserve flexibility. It quietly erodes it.”

6. Reciprocity Principle

This principle highlights the psychology of receiving a gift. People instinctively want to return the favor. This reciprocity could include referrals, new business or, in the case of accounting content marketing, valuable information that is free.

What is the Reciprocity Principle? Offer something of genuine value to the other person before asking for their business.

Best used by: Marketers and growth professionals who can bring about a desirable opportunity, offer free registration, share a valuable piece of free content or share their knowledge.

Example of Reciprocity:

“Receive the same industry forecasting in this e-book that we share with our advisory clients, at no cost to you.”

7. Other Techniques

The principle’s above are just a few of the psychologically based persuasion principles available to accounting marketers for enhancing their writing. For more guidance, consider researching these authors and psychologists:

• Robert Cialdini, Influence
• Leon Festinger, A Theory of Cognitive Dissonance
• Paul Zak, The Neuroscience of Narrative
• Amos Tversky, Thinking, Fast and Slow
• Shelly E. Taylor, Social Cognition: From Brains to Culture

Let’s Practice!

After reviewing these persuasion principles, match the principle to each message.

Key: 1, d; 2,f; 3, e; 4, b; 5, c; 6, a