Discussion

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8.2 Thinking About Tone and Language The words we choose to express our attitudes and opinions say a lot about the intelligence of our arguments and the persuasiveness of our writing. Be sure to choose your words carefully. Bear in mind that different audiences will be persuaded by different language. For example, some words are politically sensitive. Terms like "capital punishment," "right-winger," "liberal," or "entitlement" are especially charged, depending on the audience. Knowing the words that can persuade your particular audience is critical.

To be truly persuasive, writers must think about their readers, imagining a typical recipient who needs to be persuaded and remembering to write in plain English.

Writer’s Sidebar: The Magic Dozen Often quoted is a study of the twelve most persuasive words in the English language. The study is credited to researchers in the Yale University psychology department, although Yale disavows ownership. Regardless of the study’s origin, the twelve words cited make sense. Here they are:

You

Money

Save

New

Results

Easy

Health

Safety

Love

Discovery

Proven

Guarantee

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Writer’s Sidebar: The Deadly Dozen Just as there are tried-and-true words and phrases to attract readership, so, too, are there hoary clichés that must be avoided if one is interested in persuading. These words and phrases are so overused as verbal crutches that reading or hearing them yet again will cause one’s eyes to glaze over. In the 21st century, the following clichés are as stale as it gets:

tipping point

hot button issue

first and foremost

easier said than done

push comes to shove

the point of no return

rock star

pivoting

game changer

guilty pleasure

just wait and see

at the end of the day

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8.3 Final Tips Persuasive writing—writing in which you want to convince readers, listeners, or viewers to agree with your opinions—isn’t easy. It requires thought, practice, and passion, especially the last. You may ultimately disagree with the point of view of a really good persuasive writer, but you can’t doubt his or her sincerity or passion. A persuasive writer must also present content that invites people to read. In an Internet era in which millions publish their own blogs, the more shareable the content, the more readers are reached and potentially persuaded. The following types of content tend to work best:

Lists. People love lists. They will click on articles such as “Top 10 Tips for Producing YouTube Videos” or “10 Powerful Ways to Enhance Facebook Fan Engagement” or “Five Devices to Make Your Writing More Persuasive.”

Negative stories. Sorry to say it, but bad news works. People enjoy the negative angle, particularly when it concerns someone else. That’s why negative political advertising is so persuasive. Adopt a negative angle, and people will read.

How-to stories. People also appreciate simple, step-by-step instructions that may help them master a difficult concept or activity. Explaining how things work will persuade many to listen.

Case studies. By the same token, people also appreciate examples that work in similar organizations or industries. If you can learn what worked someplace else, you can save time in coming up with a likely solution.

Timely news. People want to know what’s going on—in their organization, industry, region, or world. If you provide commentary, advice, or knowledge that is related to what’s happening in a timely manner, people will be interested.

The simple always triumphs over the complex. And when the concepts are complex, consider using infographics, videos, and other media to make your content easier to decipher and more accessible. The most effective persuasive writing is that which exhibits logic and passion in a fresh and fascinating manner while taking advantage of the methods of content delivery that regularly attract a large audience.