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A four-part series showing you how to write to persuade.
Here are the four parts of my persuasive writing masterclass in one article. Mix it up, take what you need. Your situation is unique and your appeal will be too. #1 Facts It was astonishing to hear a spokesperson from the Donald Trump camp question whether a ‘fact’ even existed anymore. Her argument that ‘truth’ is in the …
Structure and tone How you put your pitch together is crucial. You need to get the structure and the language right if you want to turn your reader’s head and then keep them looking. If you have the other elements in play (facts, understanding and motivation), you don’t want to blow your opportunity for a …
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 …
The second lesson in my persuasive writing masterclass is about understanding. Once you know what you want to say and can support it with the right facts, demonstrating understanding is critical. Your words need to ring with confidence. You are building trust with your reader. If you are going to persuade, expect to defend. And …
It was astonishing to hear a spokesperson from the Donald Trump camp question whether a 'fact’ even existed anymore. Her argument that ‘truth’ is in the eye of the beholder is a disturbing sign of the pervasiveness of spin, and complete rubbish. In the world that the rest of us inhabit, facts matter. While the …
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 …
Your Second Draft 