Over the next few weeks, I’ll be sharing some of the ways you can get results with clever use of words. I’ll teach you how to attract someone’s attention, hold it, and get a result.
Writing for outcomes is a blend of basic elements which can be ticked off in a checklist, and poetry which cannot. But, once understood, you will be able to create some of your own magic. And, like any difficult skill, you will get better with practice. I’ll work through the mechanics of persuasive writing and then touch on its artistry.
My own masterclass in persuasive writing occurred over many years working with executives and politicians and in grassroots advocacy. Getting that second look, ensuring that my letter or submission or paper was read beyond the first paragraph is key. You might only have 30 seconds of a senior official’s time before they decide its fate. To keep my appeals moving towards favourable decisions, I had to make every word count.