Final Self Reflection
5729sy93p
class_6.pptxChapters 9 and 10
Writing
to Persuade
1
Today’s Agenda: Writing to Persuade
Chapter 9
General Principles of Persuasion
The Basics
Using Stories
Using Graphics
Today’s Agenda: Writing to Persuade
Chapter 10
Writing Tips for Business Documents
The Executive Summary
Proposals
Grant Applications
Project Reports
Today’s Agenda: Writing to Persuade
Chapter 9
General Principles of Persuasion
The Basics
Using stories
Using graphics
General Principles
Believe it yourself
Have a clear story
Know what you want
Understand your audience
Focus on benefits not features
5
General Principles
Be sincere
Avoid huge leaps
Provide a vision
Organize in logical way
Create trust
6
General Principles
Acknowledge other viewpoints
“Show don’t sell”: stories and anecdotes
Provide examples
Appeal to emotions
Keep their interest
7
Volvo Wins Ad Award by Letting a 4-Year-Old Drive One of Its Trucks
8
Discuss with a partner
Which of the “General Principles” discussed above did Volvo use in its add?
General Principles
Believe it yourself
Have a clear story
Know what you want
Understand your audience
Focus on benefits not features
Be sincere
Avoid huge leaps
Provide a vision
Organize in logical way
Create trust
Acknowledge other viewpoints
“Show don’t sell”: stories and anecdotes
Provide examples
Appeal to emotions
Keep their interest
10
Today’s Agenda: Writing to Persuade
Chapter 9
General Principles of Persuasion
The Basics
Using Stories
Using Graphics
The Basics
Write with a particular person in mind
Keep it simple
Build for speed
Cut all hyperbole
12
Today’s Agenda: Writing to Persuade
Chapter 9
General Principles of Persuasion
The Basics
Using Stories
Using Graphics
Stories:
Instruct
Persuade
Motivate
Entertain
Break down barriers
14
Today’s Agenda: Writing to Persuade
Chapter 9
General Principles of Persuasion
The Basics
Using Stories
Using Graphics
Graphics
See page 208 in text for “Graphic Designer’s Advice on Good Presentations”
16
17
Today’s Agenda: Writing to Persuade
Chapter 10
Writing Tips for Business Documents
The Executive Summary
Proposals
Grant Applications
Project Reports
Writing Tips for Business Documents
Write simple, crisp sentences
Use short, vivid, concrete words
Avoid jargon and clichés
Choose action verbs
19
Writing Tips for Business Documents
Maintain positive tone
Avoid hedging
Use strong lead and headlines
20
Executive Summary (ES)
Tell complete, self-contained story
Limit to one or two pages, 5-10% of document
Finish ES after document
Use narrative or outline style
21
Today’s Agenda: Writing to Persuade
Chapter 10
Writing Tips for Business Documents
The Executive Summary
Proposals
Grant Applications
Project Reports
Writing Tips for Executive Summary
Know your audience
Know your goal
Know the organization’s problem
Know your story
23
Writing Tips for Executive Summary
Give them proof
Don’t get bogged down in detail
Remember that people hire people
24
Today’s Agenda: Writing to Persuade
Chapter 10
Writing Tips for Business Documents
The Executive Summary
Proposals
Grant Applications
Project Reports
Proposals
When possible, discuss in person first
Provide a vision of problem solved
Leave out the “boilerplate”
Skip the tech-speak
Go for speed
Inject energy and enthusiasm
26
Today’s Agenda: Writing to Persuade
Chapter 10
Writing Tips for Business Documents
The Executive Summary
Proposals
Grant Applications
Project Reports
Grant Applications
Get in touch
Take the grantor’s mission seriously
Answer the questions asked
Don’t be boring
Focus on outcomes
Demonstrate accomplishments
Report project results
28
Today’s Agenda: Writing to Persuade
Chapter 10
Writing Tips for Business Documents
The Executive Summary
Proposals
Grant Applications
Project Reports
Project Reports
See them as opportunities
Provide the big picture
Know the story
Be interesting
Use executive summary when appropriate
Use action heads
Put the backup in back
30
Recap: Writing to Persuade
Chapter 9
General Principles of Persuasion
The Basics
Using Stories
Using Graphics
Recap: Writing to Persuade
Chapter 10
Writing Tips for Business Documents
The Executive Summary
Proposals
Grant Applications
Project Reports
Any Questions?
33
