Powerful Written Persuasion Techniques – Part 4 (pre-suppositions and pre-framing)

Welcome back… In this next chapter of Powerful Written Persuasion Techniques we’re going to cover the concept of using pre-suppositions and pre-framing in our copy.

Over the years I’ve read dozens of books and articles about pre-suppositions, and the definition(s) of what they are. But the definition I’m using today is a little different from most that I’ve seen.
(Of course I’m leaving myself wide open to be criticized by English teachers and grammarians. But we’re talking about sales copy here. And academic rules don’t always apply in this theater)

So for the sake of this post, we’re going to combine pre-suppositions and pre-framing together.  And defined it as “casually implying a statement as a given fact, so we can bypass our readers critical skepticism and have our message more readily accepted.”


OK, I admit that definition is a mouthful. But rather than trying to break it down, I’d rather just show you what I’m talking about…

So if that works for you, let’s just dive right in. Shall we…
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Powerful Written Persuasion Techniques – Part 2 (invoking emotions)

OK, in the last chapter we talked about the powerful written persuasion technique of appealing to your readers identity. And how connecting your offer to the personal story of your audience, can subtly turn your product or service into a part of their lives.

When we do it effectively we’re no longer selling, but we’re having our products welcomed into their lives without resistance.

This time we’re going to touch on another powerful persuasion technique…
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Powerful Written Persuasion Techniques – Part 1 (appealing to identity)

Whether you’re writing an advertisement, a sales page, an email, or just trying to convince someone to agree with your way of thinking… These simple, yet powerful persuasion techniques will make your job of persuasion much easier.

These techniques have been used by politicians, copywriters, lawyers, and propaganda masters throughout history. But for the sake of this series of posts, we’ll be using them to create compelling sales copy for your products or services.

I’ll give some short examples for each technique, just to give you a basic idea of how they could work. But you can certainly expand each one to create much more powerful sales copy for your own business.

So if you’re ready… here we go…

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The ultimate list of the best copywriting books ever written

best copywriting books

This is a list of the best copywriting books of all time

No, it’s not a complete list of all the great copywriting books. Because the truth is, there are too many great copywriting books to list on a single page.

In fact, I’ve devoured hundreds of marketing and copywriting books over the last 25 years. And many of them were great. (many were also garbage… and most were somewhere in between)

Truth be told, the hardest part of compiling a list like this, is knowing where to start. But, I had to start somewhere… so here we are.

I’ll be sure to add more to this list (time permitting, with my busy schedule) But if you read, and study just the few books listed here… It will still put you miles ahead of 90% of the people calling themselves copywriters, today.

And if you’d like to add your own candidate to this list, feel free to add it in the comments below.

(Note: NONE of the links on this page are affiliate links. I make no money from these recommendations. I just think these are some of the best copywriting books ever written)

So, without further ado…


Here’s (the beginning of) my ultimate list of the best copywriting books ever written

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