EN - ARTICLE - PERSUASION

by Natalie Azcona 4 min read · Apr 11, 2024

If you’re anything like me and you’re irresistibly drawn to the power of words, you’ve probably asked yourself questions like: “How can I make my speeches more persuasive? What are the most effective political strategies? Which phrases actually help sell my product?”

All valid questions, but here’s the thing: while they can sharpen your creativity, none of them have simple answers. The effectiveness of communication always shifts with time, social context, and the inevitable fatigue of marketing tactics.

After years of writing in all kinds of formats, here’s the one truth I’ve come to believe:

👉 If you want to persuade people with your words, stop trying to persuade them. Let me explain.

We’re absolutely saturated with ads. And I don’t just mean me, the person who clicks “skip” the second a YouTube ad pops up (even if it’s something I’d actually like). The numbers back it up.

Did you know that 33.8% of internet users have an ad blocker installed (source: GWI data)? Or that in 2023, over 912 million people used ad-blocking tools (source: Blockthrough)?

That resistance goes far beyond software. It’s in the automatic rejection we all feel toward any message that tries to sell us something, TV ads (for those who still watch), Instagram stories, billboards, political speeches… you name it.

Recently, I was at a friend’s place with some coworkers. We grabbed a few drinks and hung out in the living room, just chatting while music played in the background, a completely normal evening.

Then, the ads on my friend’s free Spotify account kicked in. You can guess what happened next: people groaned, laughed, and said things like, “Why don’t you just get Premium?” That brief ad instantly became the unwanted guest in the room, not because of the product itself, but because it interrupted our flow. Even three seconds felt unbearable.

Now, think about how you react to similar situations:

You get a cold call offering a new phone plan.

Someone hands you a charity flyer on the street.

A pop-up appears while you’re reading the news.

Do those moments feel comfortable... or intrusive? Chances are, you tune them out. And that’s the problem: traditional marketing is wearing thin. So, is this the end of advertising as we know it? Not necessarily, but it does call for a shift in how we communicate.

For me, the key lies in not trying too hard to convince. Paradoxically, that’s what makes your message truly convincing.

1. Stop trying to sell Instead of leading with a sales pitch, focus on offering something genuinely useful or authentic. The best marketing gives value, something people want to save, share, or remember because it adds something to their day.

Build trust through quality, not pressure. Subtle persuasion beats aggressive messaging every time.

2. Keep it real, keep it humble Authenticity and humility are the backbone of good writing. Readers can sense when you’re being genuine. Avoid exaggerations, unrealistic promises, or arrogant tones, they create distance. Be honest about your limits, show empathy, and communicate like a real person, not a brand.

3. Less is more In an information-overloaded world, brevity and clarity win. Assume your reader doesn’t want to waste time, because they don’t. Get to the point, and do it creatively.

If your text needs to be long, break it up. Use bold text, white space, bullets, visuals, anything that makes reading easier. Simplicity isn’t just aesthetic; it’s a sign of respect for your audience’s attention.

4. Tell a story Storytelling is your most powerful tool. Our brains are wired to remember stories, ever since cave dwellers first used them to explain where to find food.

A well-told story with a smart reflection, a twist, or a touch of emotion can turn a simple message into something unforgettable.

5. Good actions speak louder than good ads We live in a time of social and environmental awareness. A brand’s reputation doesn’t just come from its products, but from its actions.

Beyond promoting what you sell, think about promoting what you stand for. Support causes, highlight positive impact, and share values that inspire others. A good action is the best kind of marketing there is.