Persuasion Diagnostic

Step 1 of 8

What are we looking at?

Choose the format and paste the existing copy.

Content type

EmailNewsletter, nurture or sales email. Landing page/sales letterA focused piece of content built around an action (usually a sale). HomepageThe main entry point to a business. LinkedIn postThe text for the post (not image, video or carousel). This could be applied to other social media platforms, but I’m no expert on what works best on others. AdvertisementPaid social, display or print—but where the copy is minimal. If it’s a long printed sales letter, choose landing page/sales letter. Something elseAnother piece of persuasive content that doesn’t fit in the above types.

The piece

Paste the existing copy

Step 2 of 8

Who are you writing to?

Build the context you’ll use to define the belief gap in Step 3.

Where is their head at?

The 95%They’re not actively looking to buy. The 5%They’re considering their options.

Not sure?

Choose the 95% if they could reasonably think, “Interesting—but I don’t need this right now.” Choose the 5% if they’re comparing options or deciding whether to act.

Pick one person

You don’t have to answer all of these, but the more detailed you are the better your copy will be.

Step 3 of 8

What is the belief gap?

Remember to check your reader context. Don’t answer these questions from scratch.

What do you believe?

What does your reader believe?

Step 4 of 8

What are the objections?

List the reasons your reader might dismiss, reject, delay or talk themselves out of accepting your argument.

Step 5 of 8

How will you overcome them?

Pair every important objection with an argument and a reason your reader should believe it.

Step 6 of 8

Bring the argument together

Use the objections and answers beside the form to define the single case this piece needs to make.

What argument do you need to make to align your reader’s belief with yours?

Step 7 of 8

What could strengthen the case?

Choose only the Influence levers that genuinely help this particular piece. They support the argument; they don’t replace it.

Step 8 of 8

Your diagnostic

Review the complete case and channel-specific guidance before you revise the copy.

WHAT’S INSIDE

PERSUASIONDIAGNOSTIC.