Creative Thinking, Views and Musings

Stealth Copy: Writing Under the Radar for Results!

Thursday, July 22, 2010

B Y  O W E N  P A R D U E

This 6-part post is designed to help you get your hands on some of the most effective techniques used in copywriting today so that you can make your copy more powerfully persuasive to a larger audience to gain a higher response to your call-to-action.

If you don’t have a clear call-to-action (a request you are making of the visitor to your Website, such as: telephone for an appointment, call us now to get your discount, sign-up for our blog, etc.) how do you expect anyone to respond to it? (More of that in next month’s post.)

As you familiarize yourself with the six techniques I will be discussing in this series, you will begin to appreciate that, in a manner of speaking, what you say ‘under the radar’ can be far more effective than what you say ‘on the radar’…


That premise simply means that when you can better communicate with the unconscious mind of your prospective customer, the faster you can cause the change in behaviour that you’re looking for (e.g., for them to stop buying your competitor’s product and switch to buying yours).


The following six techniques for writing persuasive copy will be covered in this series of posts:

  1. Powerfully Persuasive Language Patterns – One of the things you’re really going to love about these persuasive language patterns is how easily you can learn and begin using them right away.

  2. Preferred Thinking Styles – I’ll tell you what these are, show you how they work, and help you get a good grasp of them because when you understand these, your copy will appeal to the widest audience.

  3. Presuppositions – The fact that you can already write means that you can learn how to make what you write be accepted more quickly and easily by your visitors.

  4. Pacing & Leading – It is natural for some people to assume that it can be difficult to get another person to change their mind – it can be. And it may be worth considering that some people find it easy to make it easy for the person you are addressing to change his/her mind and buy into a better idea/product/service. You can do this too when you begin to appreciate and get good at the art of Pacing & Leading (which is one of the most important skills in any effective communication).

  5. The 4-Mat System – Why? Because it ensures that you present your idea(s) in such a way as to ‘make more sense’ to more people. What is it? A simple process that allows you to appeal to the four distinct learning/reading styles people use. How? By following a 4-step pattern. What if you could write in such a way that every person reading feels that you are ‘speaking his/her language’? That’d be pretty cool, wouldn’t it?

  6. Embedded Commands – when you discover how these work, you’ll be more influential  because you will be able to deliver one’s that work!  There are 100’s of powerfully persuasive language patterns, but I’ve chosen to share six of them with you, the six that I think are the most important. In each new post I will share one, and if you practice them, you’ll quickly get the hang of how to use them effectively in your copy. And if you pay close attention, you may be able to pick out where I use them (and others) in the sentences in these blog posts.

Here’s how it works: If I am too direct, if I make too many statements or claims without checking in with you, you are more conscious of what I’m saying than if I take the messages I really want to drive home and wrap them in a larger sentence structure. This way (if done elegantly) they are more subtle and easier to take. There’s a lot more to it than that, but that’s enough to understand for the moment.

I wonder if you can imagine yourself getting more business because you choose to use more influential language.

This Month's Tip: Powerfully Persuasive Language Pattern
Imagine yourself (experiencing benefit). Invite someone to imagine and they make pictures inside their head, and when pictures are imaged-in, feelings soon follow.

  • Imagine yourself waking up each morning and looking out at this beautiful view. 
  • Imagine yourself being recognised as the person who solved your company’s cash-flow problem.
  • Imagine yourself getting the copy on your Website rewritten by a professional copywriter who knows how to use powerfully persuasive language patterns.

As they start to make the pictures, you can add details of what they’ll see, hear and feel to make their experience even more vivid. Imagine that!

Owen Pardue © 2010