Your customers know they have a choice. They can either buy from you or from someone else.  So sales and marketing is all about persuading people to choose you. Persuasion Copywriting recognises that people are prepared to be persuaded honestly and is a combination of creativity, direct response advertising and the behavioural science insights that influence human decision making. It works by understanding your customers' wants and needs, explaining how you can fulfill their expectations and  respecting their intelligence and not insulting it.