Flattery works in persuasive writing because it makes readers feel good, shows them that you value them, and gives them the confidence to act. Used sincerely, in the right context, and in moderation, a compliment before a request makes people more likely to say yes.
"Flattery will get you nowhere," some people say. That is an odd thing to say, because flattery can get you almost anywhere if you use it correctly.
In a persuasive text, for example, flattery will get you far. Copywriters know this very well, which is why they praise their readers before they ask them to do something. You can try it yourself when you want people to subscribe to your newsletter or your video channel.
But why does flattery work at all? Here are three reasons.
Flattery makes people feel good
People love compliments. We love it when a colleague compliments our new tie. We also love it when our children tell us what a good parent we are. That is why we are so open when that colleague asks for a favor, or when our child asks for some extra pocket money right after the compliment.
Once a compliment has lifted our mood, doing a favor seems like a small thing. In fact, even if the person paying the compliment is a stranger, you cannot help feeling a little warm inside. If that were not the case, copywriters would have a much harder time getting you to buy something.
Flattery shows people in a good light
Everyone has good qualities. When you put your audience's positive traits in a good light, you present yourself as someone who appreciates them.
Sure, some people are a bit conceited and put themselves on a higher pedestal than they should, but that is hardly your problem. What matters is that you acknowledge them, and people tend to remember that for a long time.
Flattery makes people feel confident
In copywriting, you want to move readers past their indecision. Well-timed flattery is just what you need to give them that extra nudge. If too few visitors to your website do what you ask, add a sincere compliment before you ask them to buy, call, subscribe, or take any other action. For more ways to win readers over, read about persuasive writing and popular copywriting formulas.
Keep it honest, though. Readers quickly see through empty praise, and flattery that sounds fake does more harm than none at all.
Check your spelling before you flatter
Now you know that you should flatter your audience before you make a request. But a compliment only works if it is spelled right.
One day you may want to greet your readers with "Your Highness" and end up writing "Your Heinous", because the two sound alike in your head. So double-check everything before you publish your writing online. The Spell Checker finds misspelled words in your copy, and the AI Spell Checker also catches real words in the wrong place, such as Heinous for Highness.