Paul Le Roux: Persuasive Writing and Landing Pages
Posted: Tue Dec 10, 2024 10:18 am
In 1988 Paul Le Roux presented to the public the book “Presenting to Convince. Presentation Strategies ” in which he set out his theory of the 7 stages of conviction .
7 phases just as there were 7 rules of persuasive communication by Robert Cialdini, but more than rules in this case it is about text structure, argumentation and timing; dispositio we could say.
Le Roux recommends a textual structure called “funnel” which includes - in order - 7 consecutive phases:
OVERVIEW . Framing the problem and placing it in context.
PROBLEM/NEED . From the general to the particular, from a generic and widespread problem the focus towards the individual reader.
IDEA/SOLUTION . Explanation of the idea or proposed solution.
EVIDENCE . Facts, statistics, objective data, expert opinions, specific cases, examples… social proof.
ADVANTAGES . From the general to the specific, highlighting the advantages - consequent to the action - for the individual reader.
SUMMARY . Brief summary of what has been said.
ACTION (CTA and Call To Action)
The final goal, to reach which we have established the whole discourse.
Paul Le Roux's 7 stages of persuasion can be oman whatsapp shopping data applied to both written and spoken text, they represent a guideline for advertising persuasion first and foremost, but also for a scientific argument aimed at convincing .
Paul Le Roux's 7 stages of persuasion are therefore also perfect for a Sales Page!
Let's start from the basics again: a Sales Page is a Landing Page (i.e. a web page that is longer than a more concise Squeeze Page (or Opt-in Page ) and is designed to convince or persuade the purchase of a product or service.
The length of the text in it allows us to provide all the information necessary to ensure the user maximum transparency and the virtues of our offer.
Comparative advertising and social proof are at the basis of Le Roux's strategy, just as they were in Cicero's or Cialdini's, but the dispositio is in this case the focal point of the discussion: it is the fruit of a detailed analysis of the psychology of purchasing , very similar to the S (or Z) reading modes studied for headed letters.
Paul Le Roux recommends inserting the CTA at the bottom of our Sales Page, but the debates on the choice between BLOT, BLIM and BLOM are always very lively.
What are we talking about with these acronyms?
Cicero already provides us with part of the answer and Le Roux confirms it.
Using the comparison made by Alessandro Lucchini in his book “Business writing”, the answer is comparable to the “qb” (“quanto basta”) used for spices in cooking recipes: the answer is it depends .
7 phases just as there were 7 rules of persuasive communication by Robert Cialdini, but more than rules in this case it is about text structure, argumentation and timing; dispositio we could say.
Le Roux recommends a textual structure called “funnel” which includes - in order - 7 consecutive phases:
OVERVIEW . Framing the problem and placing it in context.
PROBLEM/NEED . From the general to the particular, from a generic and widespread problem the focus towards the individual reader.
IDEA/SOLUTION . Explanation of the idea or proposed solution.
EVIDENCE . Facts, statistics, objective data, expert opinions, specific cases, examples… social proof.
ADVANTAGES . From the general to the specific, highlighting the advantages - consequent to the action - for the individual reader.
SUMMARY . Brief summary of what has been said.
ACTION (CTA and Call To Action)
The final goal, to reach which we have established the whole discourse.
Paul Le Roux's 7 stages of persuasion can be oman whatsapp shopping data applied to both written and spoken text, they represent a guideline for advertising persuasion first and foremost, but also for a scientific argument aimed at convincing .
Paul Le Roux's 7 stages of persuasion are therefore also perfect for a Sales Page!
Let's start from the basics again: a Sales Page is a Landing Page (i.e. a web page that is longer than a more concise Squeeze Page (or Opt-in Page ) and is designed to convince or persuade the purchase of a product or service.
The length of the text in it allows us to provide all the information necessary to ensure the user maximum transparency and the virtues of our offer.
Comparative advertising and social proof are at the basis of Le Roux's strategy, just as they were in Cicero's or Cialdini's, but the dispositio is in this case the focal point of the discussion: it is the fruit of a detailed analysis of the psychology of purchasing , very similar to the S (or Z) reading modes studied for headed letters.
Paul Le Roux recommends inserting the CTA at the bottom of our Sales Page, but the debates on the choice between BLOT, BLIM and BLOM are always very lively.
What are we talking about with these acronyms?
Cicero already provides us with part of the answer and Le Roux confirms it.
Using the comparison made by Alessandro Lucchini in his book “Business writing”, the answer is comparable to the “qb” (“quanto basta”) used for spices in cooking recipes: the answer is it depends .