The 5 levels of persuasion

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    Let's start with a quick thank you.
  A lot of people joined Copyblogger Academy last week. We appreciate every person who takes a chance on us, and we're grateful for all the people who just subscribe to the newsletter too. Thanks for sticking around.
  Now, let's get into your weekly essay...
  
  The 5 Levels Of Persuasion
  I'll give these to you in the form of thoughts your buyer is having:
    I want what they're promising.
  I trust them to deliver on that promise.
  I believe they're a uniquely good option.
  This deal is especially appealing.
  I should get it right now.
  
  Let's pretend I'm a copywriter selling conversion rate optimization. I can create marketing materials that say the outcomes I deliver, but is that really persuasive? Is it going to make clients want to hire me for big fees?
  No, it's not. Because that's only level one. Instead, I need to:
    Promise appealing outcomes like raising conversion rate, expanding profits, and giving them higher ROI in ad spend.
  Show them that I can deliver results by sharing past case studies. If I don't have these, I might temporarily work for free.
  Explain why my approach is different than most CRO people. Maybe it also raises average order value, not just conversion rate.
  Sweeten the deal a bit. Maybe I give them one high-impact change to their homepage for free or have a results guarantee.
  Possibly add a little bit of real scarcity. I might only have 8 client spots, and currently there's only 1 open for them.
  
  See how much more persuasive that is? 
  Don't settle for just promising outcomes.
  Add trust. Add uniqueness. Add deal sweeteners. Add urgency.
  In other words, level up.
  - Charles
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The 5 levels of persuasion

The 5 Levels Of Persuasion

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