The Art of Persuasion – Copywriting or Preaching?

I’m an internet business entrepreneur. Doing business on the internet involves some copywriting skills.  As you may know, I’m also serving as a missionary in southern Mexico. Once I decided to become a “preacher” I became determined not to deliver boring messages.

Some of the things that I am learning in my internet business are overflowing into my ministry. Especially when it comes to delivering messages.

I took some homiletic courses in Bible College. What I’m about to share is a little different. It’s not homiletics and it’s not even copywriting .

Think of it as a persuasion. When we think of internet business we think of writing good copy. As copywriters we learn the art of persuasion to a very high level.

As preachers we should be very skillful in the art of persuasion. Those skills can be translated to audio and video also.  And it would be the audio and video versions that would apply more directly to a sermon.

The Foolishness of Preaching

We usually think of preaching when we here an audible voice. We sometimes even think of it as shouting. Preaching may not be perfect and it can certainly be frowned upon when it is negative, critical or judgmental. However it is the best way and even God’s chosen way to deliver messages of hope, love and salvation to the masses.

For after that in the wisdom of God the world by wisdom knew not God, it pleased God by the foolishness of preaching to save them that believe. -1Corinthians 1:21.

In all the world’s wisdom, it still didn’t know God…so he sent PREACHERS!

The Modern Copywriter

Many copyrighters are far from perfect. In fact, we’d like to shout back at some of them and tell them to “get another job”.

What have I specifically learned about persuasion from my internet business that has helped me to be a better preacher?

The goal of copywriting is to persuade our prospect to to accomplish a specific goal, to take action or perform a given task. This is especially true when it comes to an internet business. This has really helped me as to deliver better messages as a preacher as well.

We usually think of copywriting as material that is read. However, as I mentioned above, Persuasion techniques can and should be in an audible and visual format.  For that reason, we are seeing audio and video copywriting presented more and more often on the internet.

Can I Persuade You to Become a Better Copyrighter or Preacher?

9 Key Elements of Persuasion

Listed below are 9 key elements of persuasion that fit a sermon and like wise can be considered as good copywriting.

1. Identification

People like those who are like them in some way.  One would think this would be tough as a missionary, but we should always look for something common we can connect to. Paul said he became all things to all people 1 Corinthians 9:21-23. Can you identify with the visitors to your website?

2. STORIES are what convince

A story convinces people to act- not telling people something. All of Jesus’ parables are an example of this – he always taught as a story. Great sermons are filled with illustrations and stories. Good copywriting is the same way.

I read a story in the bible about a man named Eutychus. He fell off the 3 story loft and died when he fell asleep listening to a sermon. The fact that the sermon was very long didn’t help much.  Miraculously the story had a happy ending (Acts 20:7-12)

A good “short”story will keep your listeners from falling to sleep and could give life to your otherwise boring  web copy

3. A logical lead from where you are to a buying decision.

So many ministers are illogical in their overall presentation.  A copywriter will get killed with an illogical jump.  Persuasion also dies for the ministry if you make people jump their logic too far.  We do live by faith, but it is NOT a blind faith by any standard  (always be ready to have an answer for your faith 1 Peter 3:15).

4. Why in the world should I listen to you!

The disciples did this by saying they had been with Jesus -others constantly drew their connection back to Christ.  Tell me your story and how your life changed.

5. Testimonials and social proof

Who else is believer – who else like me is a believer – how has their life changed such as more peace, joy, etc.
(Jesus did this often by pointing to those who had faith as an example for everyone else).

6. Scarcity

No offer is good without a deadline.  We actually usually do those well in altar calls.  “If you don’t make a decision today, then _____”
(we have a very serious deadline anyway as NO ONE knows the length of their life).

7. People think in terms of benefits.

What will this do for me – and my family? I could quote a bunch of scriptures here.  “All those who are weary and heavy laden come unto me, for I shall give you rest” Matthew 11:28-30

Jesus there did a short sales pitch -

• he said the problem (weary)
• gave a call to action (come to me)
• and I will give you rest (benefit).

8. Why is what you’re offering a bargain

Don’t even get me started on this one. Jesus already gave you His life in exchange for ours.  Living life with God versus living without Him…it’s a bargain!

9. The Guarantee

Now guarantee is one that I think we don’t have as strongly in.  We can’t really tell people to “try God” as that is not a full commitment to their life.
We can point to everything else they tried, but not really God…as coming halfway doesn’t work.

You can offer a money-back guarantee but you can’t guarantee to have you life back to live all over again. The good news is that you can have a new life. That’s Christ’s guarantee to everyone- He said, “The thief (Satan) has come to steal, kill and destroy, I am come that You May Have Life, and that, more abundantly (John 10:10)

This relates best to God’s guarantee of eternal life and its the only guarantee we have in all of life! (see John3:16 below)

Applying What we’ve learned about Persuasion

I mentioned the importance of using a good story in copywriting and preaching. I also mentioned the importance of using modern technology in our persuasion efforts. Here’s a good example of sending a message through the use of video. It includes many of the elements of persuasion from above:

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Wisdom and Persuasion

So we most definitely can take our skills of persuasion and apply them to our preaching.  I used to be “overly confrontational” and am now much more wise as a serpent of conveying the message to people. You do that by meeting people where they are…and moving from there.

I think Paul’s presentation of the “Unknown God”is the best representation in the scriptures of a “sales presentation” in evangelism because he met the audience right where they were thinking…and then led them in a logical/emotional format to God. —Acts 17:22-17:31

Even though he didn’t change the city, they said they wanted to hear more.

How about you? How are your persuasion skills?

A few weeks ago I wrote an article that turned out to be very popular called  Christians and Internet Business.

I also mentioned that part of my ministry as a missionary is my internet business. It’s hard to separate the two.  I use this business to support my family and ministry. But I’m also compelled to share Christ with the world since I have experienced the joy of having a relationship with him.

I realize that there will be some who object to me writing this kind of article. One of the key points that apply to both copywriting and preaching is this- “Your audience will need to be convinced”. That is part of my goal in this article. Have I convinced you?

Do you think that I’ve totally lost my rockers by publishing this post that intertwines ministry and internet business? I’d appreciate your comments below.

The Perfect Words of Persuasion

I leave you with this prime example of persuasion from John 3:16

“For God so loved the world that he gave his one and only Son, that whoever believes in him shall not perish but have eternal life.”
John 3:16, NIV

“For God so loved the world -the reason why He is making this offer
that he gave his one and only Son – a free gift to you
that whoever believes in him -your call to action of what you must do
shall not perish - this is the big problem He is solving
but have eternal life. -this is the big benefit of the offer

See…that’s good copy!  No wonder we quote that scripture so much.