Motivation—yours and theirs
The core of any half-decent piece of persuasive writing is the why. If you are looking for an outcome, you have to keep this front and centre. What will make your reader do what you’re asking? It’s both carrot and stick. These things will keep you on track.
Where is the power?
Even if you have influence and can wield it, this is rarely the best option. Especially not if you want to draw on it again. It is a blunt instrument and often resented. If you have any clout or leverage, use it sparingly.
Think about what will make your audience sit up and take notice. If you are not able to wield direct power, how will you get to them?
Who has a stake in the outcome? The most effective strategy for getting something done, that you can’t do yourself, is to make the other party want it as much as you do. Once your problem is theirs too, you may find them willing to help.
When you have identified who is involved, think about their situation. If there is more than one, are they united, or do they have different objectives? Can you play one against the other? Remember, the enemy of your enemy is your friend. Find out who could be adversely affected by a decision. It might not be immediately obvious.
Where are they vulnerable?
If you want to change somebody’s mind, you need to know their pressure points. Their weak spots. If you don’t know, you can indulge their vanities, flatter them. While on one level we all know what’s happening when we’re being sold something, we still have an innate human desire to be seen, to be understood. Use this.
Pick your battles
How often would you make an appeal like this? Think about how badly you need it and keep your powder dry for these times. When I worked in grassroots advocacy, I’d have several tiers of appeal. First up was the killer approach. This was for a case that had our strongest support. I would write a personal, tailored submission that went to the heart.
But if I had pulled this on every one of my caseload, nothing I wrote would have been taken seriously.
Then there was the ‘individual but muted’ appeal which made the case without significant investment. Finally, cases that were less plausible or less serious received a more formulaic approach. Using language to signal your commitment gets the best result when you know your reader, but it is useful to manage workload in any high-volume environment. Set your own tiers and codes to escalate urgency.
Your appeal will be stronger if you can follow up. What are the possible outcomes and how can you plan for them? How will your reader interpret your approach? Do they know what your next steps are too? Be one step ahead.
Next time, I’ll discuss the basic structure of a persuasive text. There are some simple rules which will help your writing get results.