Persuasive copywriting is a matter of exploiting a number of proven, well-established principles. The principle of scarcity states that people value something more if it is in short supply.

The principle of authority states that people defer to experts, and are more likely to accept a suggestion if it is backed up by authority.

The principle of consistency states that people align their actions with their clear commitments. Once they’ve made a public or explicit commitment, they tend to stick to it, since they want to appear consistent and honest.

Copywriters can exploit the principle of social proof by positioning a product or service as the choice of the majority.

The principle of liking can be exploited to persuasive effect by setting up a rapport with the reader.