Rhetoric in Marketing: How to Write Persuasive Content

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How can we apply concepts of rhetoric in content marketing? Our Digital Content Executive, Sian Moss, talks us through the three modes of persuasion that form the Rhetorical Triangle, and how they might appeal to your target audience.

Whether you’re selling a product or service, using convincing, influential language in your digital content is a must. But what’s the most effective way to be persuasive in your writing? And how do we apply the concepts of rhetoric in content marketing?

First up, what is rhetoric and where did it come from?

“[Rhetoric is] the art of using language effectively so as to persuade or influence others, especially the exploitation of figures of speech and other compositional techniques to this end.”- Oxford English Dictionary

Rhetoric is embedded in everyday communication – when we speak, listen, read or write, it’s there. In all kinds of social situations, we use our words to persuade and influence others. So whether you’re convincing your partner to buy one loaf of bread over another, you’re asking for a pay rise or you’re getting yourself out of a sticky situation, you’re using some form of rhetoric. But where did it …

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