Persuasive Writing
power strategies to make
readers agree with you
JON D. MARKMAN
- columnist, CNBC; TheStreet.com; L.A. Times; Forbes
- author of books “Swing Trading” and “Online Investing”
- Joe’s dad
What is persuasive writing?
The use of logic and reason to show
that one idea is better than another.
An attempt to bring about some action
or change.
An attempt to influence others.
A highly organized and directed
argument.
A sales job!
What works?
Argue a goal or point that matters to you.
But … you are only effective when you
focus on what matters to your audience.
You are most effective when you focus on
primary emotional, financial, political or
personal concerns of your audience.
Never underestimate individuals’ desire to
be part of a group. (Everyone’s doing it!)
Who is the audience?
Primary focus: Determine who the audience
is and what they want from you.
Not effective to force your beliefs on
audience solely for your benefit.
Not: “Here’s what I want.”
Instead: Here’s how I can help you.”
Example: How can we characterize this
audience?
What are your needs, dreams, desires?
Focus on simple appeal
Advertisers/speechwriters focus on a USP
…. a “unique selling proposition.”
It must be simple, direct, emotional.
It distinguishes your idea/product/service
from the competition in a genuine way.
Key phrase usually 6 words or less.
Not just for ads. It’s at bedrock of all great
speeches & songs. It’s a memorable “hook.”
Examples?
Famous USPs / hooks…
“Things go better with Coke.”
“Your potential…. Our passion.”
“Think different.”
“I have a dream.”
“Dude, you’re getting a Dell!”
Note: We like and love alliteration.
Group appeal
One of the
best USPs of
all time –
“Things go
better with
Coke.”
Convenience appeal
Emotional appeal
Note at
bottom:
Appeals to
price, speed
and
belonging to
group
Persuasion = selling
When writing your essays, think of a USP or
hook that represents your goal, or point.
Focus on the benefit of your product,
service or idea – not just the feature.
Get the phrase down to 6-7 words or less.
Play around with it. Don’t give up. Have fun.
Use it as punch line in second or third
paragraph.
Repeat as necessary, with subtle changes.
Audience appeals
Commercial advertising
Financial:: “Geico can save you $265 on
your auto insurance!”
• Message: Save money
Emotional: “Football has sudden death. So
will you if you forget Valentine’s day.”
• Message: Be a hero … and don’t be a jerk.
Convenience: “DVD rentals delivered. No
late fees. 30,000 titles. Free shipping.”
• Message: Save time, hassle; prevent conflict
Nothin’ but the facts
After determining your goal & audience …
And after determining the emotional,
personal or group message …
And after inventing a good hook …
Gather a battery of important, interesting
facts to support your point.
Nothing is more persuasive than facts
arrayed like little soldiers.
Ready, aim, fire! 3 facts per point max.
How to make a point
Decide on a goal, or “thesis”
“I want the cafeteria to serve milkshakes.”
State at least 3 main reasons
Milkshakes a good source of calcium.
Milkshakes makes kids happy and energized
Milkshakes could generate school revenue.
State 1-3 facts/examples for each reason
800 milligrams of calcium = stronger bones
500 calories = power for afternoon
$2 / glass * 20 glasses * 200 days = $8000
Hook: “TOPS deserves a better shake” …
or “Let’s shake TOPS up.”
Choose words carefully
Use colorful words and active phrases, not
dull words and passive phrases.
“The cafeteria would delight and energize
the TOPS community with milkshakes.”
Not: Milkshakes should be served by the caf.
Use repetition and alliteration effectively.
“Milkshakes are a tasty and tasteful snack,
and will turn our kids into trustworthy teens.
Never underestimate the “group” appeal.
“90% of Seattle schools serve milkshakes.”
Persuasive dimensions
Focus on factors that distinguish your
proposal from the current state of things.
Your idea might be …
• Faster … higher … stronger … newer
Add speed & acceleration to your proposal
Your idea might be …
• “Increasingly” faster … “more and more” appealing
to community members.
Apply a sense of urgency if possible
Your idea …
• Must be done now … before it’s too late
Gettysburg Address
Four score and seven years ago our fathers brought
forth on this continent a new nation, conceived in
liberty, and dedicated to the proposition that all men
are created equal.
Now we are engaged in a great civil war, testing
whether that nation, or any nation so conceived and
so dedicated, can long endure. We are met on a
great battlefield of that war. We have come to
dedicate a portion of that field, as a final resting
place for those who here gave their lives that
that nation might live.
Gettysburg Address II
But in a larger sense, we cannot dedicate - we
cannot consecrate - we cannot hallow - this
ground. The brave men, living and dead, who
struggled here, have consecrated it, far above
our poor power to add or detract.
The world will little note, nor long remember,
what we say here, but it can never forget what
they did here.
It is for us the living, rather, to be dedicated
here to the unfinished work which they who
fought here have thus far so nobly advanced.
Gettysburg Address III
It is rather for us to be here dedicated to the
great task remaining before us - that from
these honored dead we take increased
devotion to that cause for which they gave the
last full measure of devotion - that we here
highly resolve that these dead shall not have
died in vain - that this nation, under God, shall
have a new birth of freedom - and that
government of the people, by the people, for
the people, shall not perish from the earth.
Winston Churchill, 1940
I would say to the House: "I have nothing to
offer but blood, toil, tears and sweat.”
“We have before us an ordeal of the most
grievous kind. We have before us many, many
long months of struggle and of suffering.
You ask, what is our policy? I can say: It is to
wage war, by sea, land and air, with all our
might and with all the strength that God can
give us; to wage war against a monstrous
tyranny, never surpassed in the dark,
lamentable catalog of human crime. That is our
policy.
Martin Luther King
We have also come to this hallowed spot to
remind America of the fierce urgency of Now.
This is no time to engage in the luxury of cooling
off or to take the tranquilizing drug of gradualism.
Now is the time to make real the promises of
democracy.
Now is the time to rise from the dark and desolate
valley of segregation to the sunlit path of racial
justice. Now is the time to lift our nation from the
quicksands of racial injustice to the solid rock of
brotherhood. Now is the time to make justice a
reality for all of God's children.
Markman column on water
Markman column
Starts w/ colorful anecdote to hook audience.
Vivid use of words encourages readership.
Quick transition to current event.
Tie past event to current event to show neither is
isolated. I.e, issue is important and not rare.
Deliver punchline (point).
Present, then quickly dismiss counter-argument.
Fact, fact, fact to buttress point.
Summation of point … and repeat w/ subpoints.
Final points
Persuade and conquer
Three-quarters of your life as a college student and
worker will involve persuasive writing assignments.
Combine at least 3 of these appeals in each essay,
and you will be golden: financial, emotional,
personal and convenience.
Back each with 2 facts, and you will have terrific
shot at winning any persuasive essay contest.
Develop a jazzy “hook,” use it at least twice, and you
should be unstoppable.