“Persuasive Writing” is part of The Greatest Copywriter: Instruction and Inspiration from His Maximum Persuasion and Matchless Profit” (book is scheduled for publication at the latter part of 2017).
Therefore, knowing the fear of the Lord, we persuade others. . . . For the love of Christ controls us, because we have concluded this: that one has died for all, therefore all have died.
2 Corinthians 5:11, 14
Copywriting is persuasive writing—seeking a favorable response from the reader. This can easily become manipulation, having dollar signs in view in stead of the reader’s best interest. The key to proper copy is whether or not it truly serves the reader’s best interest, having real benefits.
- Use copywriting appropriately
- Avoid manipulating your audience
- Beware of having only or primarily dollar signs in view
- Truly seek the best interest of the reader
- Highlight the real benefits for the reader
- Use the greatest possible persuasion if it truly serves the reader’s best interest
No doubt Jesus is the greatest communicator. It’s said of Him: “And when Jesus finished these sayings, the crowds were astonished at his teaching, for he was teaching them as on who had authority, and not as their scribes” (Matt. 7:28-29). Even his enemies said: “No one ever spoke like this man!” (John 7:46).
He’s also the greatest persuader. The matter at hand is life or death—eternal life with God or eternal separation from Him. He has our very best in mind—salvation from sin, judgment, and eternal separation from God. His modus operandi is love: “The love of Christ controls us.” Everyone He “employed” in writing the Bible expressed that same urgency and love. There’s no manipulation at all, only the greatest possible persuasion, stressing infinite benefits.
He also communicated the greatest possible “fear” for not favorably responding to His message. Throughout His “copy” there are only two possible responses. You’ll either accept or reject Him: “Whoever has the Son has life; whoever does not have the Son of God does not have life” (1 John 5:12). What’s your response?
The Christian Copywriter
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