I loved Brian Clark?s post on Copyblogger ?Ten Timeless Persuasive Writing Techniques?.

I have listed the things that it reminded me of and that I consider vital for writing great copy, as well as a few others that surprised me.

It reminded me:

• How important it is to give the reasons why we are inviting someone to perform a specific action. The power of the word ?because?.
• How important it is to be consistent throughout our patter, without being afraid of repeating certain messages (although ideally in different form and using different expressions).
• How important metaphors and similes are to relate what we are arguing with the reasons that our reader already believes to be true.
• How difficult but how important it is to be able to tell a story to help explain what excellent products or services we provide.
• How effective it is to use our words to help our readers imagine what their lives will be like once they have chosen our products or services.

I was pleasantly surprised to see:

• How important he feels it is to emphasize our user?s ?pain? as a way to empathise with him/her and help him/her see that we understand the problem perfectly.
• The importance of focusing on fighting our potential clients? objections before arguing how good our products are, especially since we know that there is a place in our brain which puts a brake on any impulsive decisions.