A masterclass in persuasive writing

 

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.

Stay tuned.

What publishers think about the future of books

Last week, I went to Forest for the Trees—a Sydney Writers’ Festival workshop—to hear industry insiders talk about the state of writing and publishing in Australia in 2016. A panel chaired by David Hunt, author of Girt: the unauthorised history of Australia and the podcast Rum, Rebels & Ratbags, talked about the rise of audio books and the spoken word.

Audio has taken us into new territory with new audiences. Instead of cannibalising readership, as some have feared, however, they were optimistic about the power of new technologies to tell stories. Think driving. It’s a no-brainer. An enclosed, climate-controlled space is the perfect environment for audio books. And ironing has never looked so appealing. The phenomenal success of the Harry Potter audio books, even before Stephen Fry’s narration, is testament to the power of a good story.

We’re looking for substance again too. After nearly two decades in thrall to the digital experience, its breadth, colour, movement, we’ve discovered that we have been feasting on junk food. Bedazzled by its sheer volume, we didn’t notice how quickly content had been replaced by snippets, distracting hyperlinks, visual muzak.

But now, we see the long form article appearing more and more, and we are paying for good content. It’s worth it.

Innovators are working on media and platforms that I cannot imagine. Creativity will continue to unfurl through their channels and find new audiences. But for all the bells and whistles of the future, the act of reading continues to be a solitary, introspective activity.  I cannot be alone in savouring it for the freedom it offers in being able to look up, away from the page and into my own thoughts (not ‘enhanced’ by anything), and return in my own time.

The long-form book give that complete immersive experience and as long as we are human, it will be with us.http://www.swf.org.au/program/swf2016/forest-for-the-trees-writers-and-publishing-in-2016-W17

Everybody likes a system

Everybody likes a system. The smooth operation of our civilisation depends on following rules. Sure, some are ill-designed, some are just stupid and others are unfair. We all flout some rules, sometimes with excellent reasons but, in the main, they stand between us and that other law—the jungle.

I was reminded of this today. Volunteering at my daughter’s school at the ‘kiss and drop’, resplendent in my high-viz vest, I set up traffic cones, directed incoming cars into the designated lane, opened doors, helped the kids with their bags and waved the driver on. If more than four cars lined up, we directed those at the end to drive round the block. Although they had to join a queue and might have to go round again, instead of cutting in further down, the parents loved it. They saw a system that  worked for everybody. Everybody played, everybody understood the rules.

And, recently, stuck on one side of the barricades at the Boston Marathon, our guesthouse on the other side, the air was cooling faster than the runners. The road was long. How would we get across?  Dark mutterings were heard in the crowd. But there was a system! We found a crossing point where security checked the oncoming ‘traffic’ then waved us over in groups of two or three. And the crowd of tired onlookers, thinking about home and dinner, formed a line. The mood lifted.  We danced across, happy to be a part of the whole shebang.

Grammar is a set of rules which lets us discern meaning.

Take apostrophes. They only ever show ownership or indicate a contraction.

If the owner is singular, (the club), the apostrophe come before the s: the club’s soccer ball. If the owner is plural (the girls), the apostrophe comes after the s: the girls’ soccer ball.

With the exception of ‘its’. We don’t use an apostrophe when we show ownership by the pronoun ‘it’: the club won the game playing with its best team.

This distinguishes it from the contraction of ‘it is’ (it’s going to be a hot day). In a contraction, you put the apostrophe exactly where the missing letters belong: where they’d (they would) be, if you’d (you had) written the word in full.

Never use them in plurals and you can skip them when talking about a number of years (1970s). The jury’s out on that one but I think it looks better without it.

Rules helped us cross the marathon’s barricades and will help you sort your soccer balls.

 

Boston marathon crossing