Copywriting uses written words to persuade people to take a given action.

To write copy that persuades people to click the CTA button you have to learn how to use the “right” words persuasively.

Robert Cialdini identified 7 principles of persuasion that help you write compelling copy.

Cialdini doesn’t talk about persuasion as something to use to manipulate people on a negative side, but he talks about genuine persuasion.