Copyblogger contributor Amy Harrison has published ‘Aristotle’s Ancient Guide to Compelling Copy’.

She says, “Aristotle was also well-versed in rhetoric and persuasion, and he thought some of the Sophists might be using rhetoric to manipulate by focusing too much on emotion, and rather handily washing over “fact” with large brush strokes.

It’s not that he was against persuasion. When you’ve got an important message that can inspire, educate, or help people, you need to be able to communicate that.

He believed there was a better way of persuading people without using bloated testimonials, yellow highlighter, false scarcity, too much poetry and fanciful language.

So, Aristotle (just like any ace copywriter) came up with his own rules of persuasion”.

Aristotle’s Ancient Guide to Compelling Copy


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