Structure and tone—Persuasive writing #4

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 result by poor construction.

The opener

Start strongly. You need to make an impression from the beginning. Imagine you have only 30 seconds of their time before they put your appeal aside. Maybe they’ll pick it up later, but maybe they won’t. Don’t take that risk.

Using what you know of your reader, think what would work best as an opener. A fact? A personal anecdote? A direct appeal? If you know what they are used to seeing, perhaps try something different. You want it to register.

Choosing and placing words

Keep your language as simple as possible. It does not talk down to your audience. Remember, you want this to be read, to be understood and to generate a response. If your subject is technically difficult, instead of tricking up language with jargon or density, give it space to let the reader reflect. The more complex the topic, the plainer the language needs to be.

Use a mix of short and long sentences. This allows the reader to absorb detail without being overwhelmed. A full stop is a chance to rest. The sentences should follow each other, linking logically. Similarly, paragraphs—look at the final sentence of each paragraph and make sure it links to the first sentence of the next. Keep paragraphs short and be sure to only introduce one concept or cluster of ideas in each.

No surprises

Let your reader see what lies ahead. Helping them to link the elements together draws them inescapably to the conclusion, your conclusion. Build your momentum. Repeating a phrase or term is a good way to do this. You want your reader to think ‘Yes,’ or ‘I see it,’ or ‘This makes sense,’ by the time they reach the end.

Keeping your reader onside means no surprises. You don’t want to trigger anxiety. And you are not writing a whodunit so leave your reader with closing words which recap your position.

No mistakes

Finally, keep it clean. Grammatical mistakes look careless. And you care. If you can’t be sure about getting this right, ask for a second opinion.

This has been my last instalment of the persuasive writing masterclass, giving you tools for writing prose to persuade. You can read more at I’d love to hear thoughts on it and other writing techniques you would like to learn more about or have found useful.

Motivation—Persuasive writing #3

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.

Next steps

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.