Copywriting Template: How To Use The Power of Analogical Persuasion

Are you using Analogical Persuasion to make your marketing as persuasive as it can be?

I hope so…

…because you’re already good at it, whether you know it or not.

Better yet, Analogical Persuasion is super easy to leverage…especially with the help of my handy 5-step template.

What Is Analogical Persuasion?

What I call ‘Analogical Persuasion’ is actually something you’ve been doing your whole life.

It’s simply convincing someone of something by drawing an analogy between two things:

1) Thing #1: Something that’s unfamiliar

2) Thing #2: Something that’s familiar

The goal is to make a connection between (a) the new thing you want them to accept and (b) what they already accept.

Analogical Persuasion Example

For example, let’s say I want to convince you that by restricting access to what your business provides, you will actually cause your prospects to want it more.

(HINT: That’s the unfamiliar thing: less access means more desire.)

So I say:

“Your clients will find you increasingly attractive if you do NOT make yourself immediately available to them, just like the kid at Christmas who’s forced to wait weeks before ripping open those presents.”

(HINT: That’s the familiar thing: a kid eager to open a present.)

See how that works? Great! Now it’s your turn.

Your 5-Step Copywriting Template

Here’s how to put this powerful marketing strategy to work for you.

But before you experience any anxiety about putting your copywriting hat on, remember this…

… good marketing copywriting simply means writing in a way that connects your prospects’ desires with what you offer.

And to make the process even easier, here’s my simple 5-step template to get you going.

Copywriting Template Step #1

“STEP #1: Identify the unfamiliar thing you want to convince your prospects of”

For example, if you sell raw pet food, the unfamiliar thing could be that raw food is what nature intended your pet to eat.

Or if your company’s widget isn’t the cheapest in your market space, the unfamiliar thing could be that, because you charge a little more, you can provide a widget that lasts 20% longer.

Once you’ve identified the unfamiliar thing that you want to convince your prospects of, it’s time to move on to Step #2.

Copywriting Template Step #2

“STEP #2: Identify the specific outcome your prospect will get from the unfamiliar thing”

For example, feeding your pet what nature intended means you get a pet that ‘works’ properly.

Or paying a bit more now for a longer lasting widget means you save money in the long run.

Easy enough. Now for Step #3.

Copywriting Template Step #3

“STEP #3: Identify the general essence of the specific outcome from Step #2″

What is ‘general essence,’ you ask?

Well, the easiest way to understand that is through some examples.

SPECIFIC OUTCOME: Feeding your pet what nature intended means you get a pet that ‘works’ properly.

GENERAL ESSENCE: When you do things the natural way, things work better.

See how that works? Here’s another example.

SPECIFIC OUTCOME: Paying a bit more now for a longer lasting widget means you save money in the long run.

GENERAL ESSENCE: Investing in quality now puts money in your pocket later.

Got it? Excellent! Let’s move on to Step #4.

Copywriting Template Step #4

“STEP #4: Identify a familiar example that captures the ‘general essence’ from Step #3″

Once again, the easiest way to understand this step is through some examples.

GENERAL ESSENCE: When you do things the natural way, things work better.

FAMILIAR EXAMPLE: Feeding a baby mother’s milk.

Here’s another example…

…but this time, the familiar example captures the opposite of the ‘general essence.’

Or, in other words, it’s an example of what NOT to do.

SPECIFIC OUTCOME: Paying a bit more now for a longer lasting widget means you save money in the long run.

FAMILIAR EXAMPLE: Buying the $9.99 hot air popcorn maker today and then heading back to the store a year later to buy a replacement.

Okay, now for the final step.

Copywriting Template Step #5

“STEP #5: Say that the unfamiliar thing from Step #1 is like the familiar example from Step #4″

Once again, the easiest way to understand this step is through some examples…so check these out.

“Feeding your pet what nature intended it to eat – raw food – is like feeding a baby mother’s milk.”

Here’s another example (do you see how this one uses contrast to drive your point home?).

“Saving a handful of dollars now by choosing a widget that’ll last 20% less time is like buying the $9.99 hot air popcorn maker today and heading back to the store a year later to buy a replacement.”

You’re Already Good At This!

Like I said at the start, you’ve been using ‘Analogical Persuasion’ your whole life.

You’re simply convincing others of things by saying that something unfamiliar is like something familiar.

And my 5-step copywriting template just makes the process easier to put that strategy to work with written words.

How Do You Use Analogical Persuasion?

What examples do you have of using Analogical Persuasion in your marketing copy? Do you prefer analogies that contrast the unfamiliar thing with the familiar thing? Have any questions?

Take a sec to enter your comment below, so we can all become better marketers…and Analogical Persuaders!