{"id":19574,"date":"2022-03-15T09:52:51","date_gmt":"2022-03-15T13:52:51","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=19574"},"modified":"2024-01-16T10:09:13","modified_gmt":"2024-01-16T14:09:13","slug":"7-persuasive-writing-techniques-to-try","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2022\/03\/7-persuasive-writing-techniques-to-try\/","title":{"rendered":"7 persuasive writing techniques to try"},"content":{"rendered":"<h2>\u2018Make \u2019em sick, make \u2019em well\u2019 &amp; 6 other ways to move people to act<\/h2>\n<p>Start with the problem.<\/p>\n<figure id=\"attachment_29078\" aria-describedby=\"caption-attachment-29078\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"29078\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/03\/7-persuasive-writing-techniques-to-try\/persuasive-writing-techniques\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/11\/persuasive-writing-techniques.png\" data-orig-size=\"300,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"persuasive-writing-techniques\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Lead the pack&lt;\/strong&gt; Stand out from the crowd and align readers with your point of view with these persuasive-writing techniques. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/money-origami-digit-7-number-folded-1349369315&quot; rel=&quot;noopener&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by shutter2photos&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/11\/persuasive-writing-techniques-300x300.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/11\/persuasive-writing-techniques.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/11\/persuasive-writing-techniques.png\" alt=\"7 persuasive writing techniques to try\" title=\"7 persuasive writing techniques to try\" width=\"300\" height=\"300\" class=\"size-full wp-image-29078 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/11\/persuasive-writing-techniques.png 300w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/11\/persuasive-writing-techniques-150x150.png 150w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/11\/persuasive-writing-techniques-100x100.png 100w\" data-sizes=\"(max-width: 300px) 100vw, 300px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 300px; --smush-placeholder-aspect-ratio: 300\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"29078\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/03\/7-persuasive-writing-techniques-to-try\/persuasive-writing-techniques\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/11\/persuasive-writing-techniques.png\" data-orig-size=\"300,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"persuasive-writing-techniques\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Lead the pack&lt;\/strong&gt; Stand out from the crowd and align readers with your point of view with these persuasive-writing techniques. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/money-origami-digit-7-number-folded-1349369315&quot; rel=&quot;noopener&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by shutter2photos&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/11\/persuasive-writing-techniques-300x300.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/11\/persuasive-writing-techniques.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/11\/persuasive-writing-techniques.png\" alt=\"7 persuasive writing techniques to try\" title=\"7 persuasive writing techniques to try\" width=\"300\" height=\"300\" class=\"size-full wp-image-29078\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/11\/persuasive-writing-techniques.png 300w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/11\/persuasive-writing-techniques-150x150.png 150w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/11\/persuasive-writing-techniques-100x100.png 100w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/noscript><figcaption id=\"caption-attachment-29078\" class=\"wp-caption-text\"><strong>Lead the pack<\/strong> Stand out from the crowd and align readers with your point of view with these persuasive-writing techniques. <a href=\"https:\/\/www.shutterstock.com\/image-photo\/money-origami-digit-7-number-folded-1349369315\" rel=\"noopener\" target=\"_blank\"><em>Image by shutter2photos<\/em><\/a><\/figcaption><\/figure>\n<p>Communicators are often too eager to rush in with the solution \u2014 the product, service or idea. After all, that\u2019s what we\u2019re selling. But one powerful persuasive technique invites writers to focus on the problem first.<\/p>\n<h5>\u201cWhen you advertise fire extinguishers, open with the flames.\u201d<\/h5>\n<h6>\u2014 \u00a0David Ogilvy, ad man<\/h6>\n<p>Call it \u201cmake \u2019em sick, make \u2019em well\u201d: Persuade people by first showing your audience members how bad life can get without your product, service or idea. Here\u2019s how it works in a financial services campaign:<\/p>\n<table class=\"pinktable\" style=\"background-color: #ffffff;\" border=\"1\" cellspacing=\"0\" cellpadding=\"3\">\n<tbody>\n<tr style=\"background-color: lightgrey;\">\n<td style=\"width:45%;\"><strong>Make \u2019em sick<\/strong><\/td>\n<td style=\"width:45%;\"><strong>Make \u2019em well<\/strong><\/td>\n<\/tr>\n<tr>\n<td valign=\"top\">If you\u2019re an individual trustee managing trust assets on your own \u2014 even if you\u2019re working with a professional investment adviser \u2014 you are personally responsible to the trust for the performance of its assets.<\/td>\n<td valign=\"top\">To protect yourself against a lawsuit and possible damages for poor performance, turn to ABC\u2019s XYZ service.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>\u201cWhen you advertise fire extinguishers, open with the flames,\u201d counseled ad man David Ogilvy. Remember: Fire first, fire extinguisher second.<\/p>\n<p>Here are 6 more writing techniques for bringing people around to your point of view:<\/p>\n<h3>1. <a href=\"https:\/\/www.wyliecomm.com\/2021\/02\/how-to-use-statistics-in-persuasive-writing\/\">Reframe statistics for persuasion<\/a>.<\/h3>\n<p>Which is more dangerous? A disease that kills 1,286 out of every 10,000 people it strikes? Or one that kills 12.86% of its victims?<\/p>\n<p>The former is about 20% more dangerous, said a group of college students, according to Paul Slivic, University of Oregon psychologist. In fact, 1,286 out of 10,000 is just a different expression of 12.86%.<\/p>\n<p>\u201cIf you tell someone that something will happen to one out of 10 people,\u201d Slivic told <em>Money<\/em>, \u201cthey think, \u2018Well, who\u2019s the one?\u2019\u201d<\/p>\n<p>Writing to persuade? To make statistics more compelling, make them more emotional. When writing about people, use whole numbers instead of percentages.<\/p>\n<h3>2. <a class=\"locked\" href=\"https:\/\/revvingupreadership.com\/2018\/11\/offer-a-or-b\/\" target=\"_blank\" rel=\"noopener\">Narrow their options<\/a>.<\/h3>\n<ul>\n<li>Would you rather meet on Thursday or Friday?<\/li>\n<li>Would you like the premium or the deluxe model?<\/li>\n<li>Do you prefer package A, B or C?<\/li>\n<\/ul>\n<p>The best persuasive writers frame their messages to include a limited number of options. That way, the communicator, and not the audience member, selects the options. &#8220;A or B,&#8221; for example, reframes the usual buying decision from &#8220;yes or no&#8221; to &#8220;this or that.&#8221;<\/p>\n<p>Limit options to a handful: In one study, researcher Sheena Iyengar set up a tasting booth of gourmet jams. When six flavors were offered, 30% of folks who stopped by the booth bought some jam. When there were 24 options, only 3% made a purchase.<\/p>\n<p>Too many options can paralyze readers. Don\u2019t cause your audience members to opt out altogether. To persuade people, offer this or that.<\/p>\n<h3>3. Have a great IDEA.<\/h3>\n<p>Whether you\u2019re selling products, services or your company\u2019s new casual dress program, you\u2019ll want to start with getting your readers\u2019 attention and close with a call to action.<\/p>\n<p>This IDEA approach is a great persuasive writing technique:<\/p>\n<ul>\n<li>Start with an <strong>interesting<\/strong> fact, anecdote or quote to get audience attention.<\/li>\n<li>Make your <strong>defining<\/strong> statement, your key message point.<\/li>\n<li>Use <strong>examples<\/strong> to illustrate and support your message.<\/li>\n<li>Request their immediate <strong>action<\/strong>. Let readers know what to do with the information you\u2019ve given them.<\/li>\n<\/ul>\n<h3>4. Don\u2019t We-we on your readers.<\/h3>\n<p>To make sure you\u2019re writing to persuade readers \u2014\u00a0and not about your own organization and its stuff \u2014 try <a href=\"http:\/\/www.amazon.com\/exec\/obidos\/ASIN\/0976218402\/wwwwyliecomco-20?creative=327641&amp;camp=14573&amp;adid=0G9MAMF25BBAQYVG1MNC&amp;link_code=as1\" target=\"_blank\" rel=\"noopener\">John Sweeney\u2019s N-I-C model<\/a>. Write persuasive copy that focuses on the readers\u2019:<\/p>\n<ul>\n<li><strong>Need<\/strong>. What \u201cgo and do\u201d information do they need? Contact information, URLs, maps? Those become your calls to action.<\/li>\n<li><strong>Interest<\/strong>. What information do these particular readers want? Consider their demographics and psychographics. Are they mostly .coms, .orgs or .edus?<\/li>\n<li><strong>Curiosity<\/strong>. Human interest, narrative drama, suspense and other creative elements appeal to all readers and make even the most boring topics more interesting.<\/li>\n<\/ul>\n<h3>5. Think \u2018who\u2019 and \u2018ooh.\u2019<\/h3>\n<p>Michael Sheehan has coached more presidents, vice presidents, cabinet secretaries, governors and members of Congress than anyone in the country. Here\u2019s his two-step approach to <a href=\"http:\/\/www.fastcompany.com\/magazine\/87\/sheehan.html\" target=\"_blank\" rel=\"noopener\">helping these power brokers frame their messages<\/a>:<\/p>\n<ul>\n<li><strong>Ask \u201cwho?\u201d<\/strong> Who\u2019s your target audience? Who will be reading, watching or listening to this message?<\/li>\n<li><strong>Ask \u201cooh?\u201d<\/strong> What can you do to make them say, \u201cOoh, that\u2019s interesting!\u201d<\/li>\n<\/ul>\n<h3>6. Pull the trigger.<\/h3>\n<p>When my bookkeeper asked me recently to bring a bag full of business documents over, I put the bag on the bench by my front door so I\u2019d see it on my way out. After forgetting the bag twice, I laced my purse straps through the bag handles. The act of untangling my purse finally reminded me to carry the bag to the car.<\/p>\n<p>That\u2019s called an environmental trigger \u2014 a visual cue in the right place to remind you to act in a certain way. You use environmental triggers all the time:<\/p>\n<ul>\n<li>That\u2019s why your vitamins are on the shelf in front of your cereal box.<\/li>\n<li>It\u2019s why your take-at-bedtime prescription is on your bedside table next to your reading glasses.<\/li>\n<li>It\u2019s why the first thing I see when I open my refrigerator is a party-sized tray of crudit\u00e9s from Costco. (Which, sadly, doesn\u2019t keep me from reaching around the tray to grab the sour cream dip.)<\/li>\n<\/ul>\n<p>Environmental triggers move you to act. You can also use them to move audience members to act.<\/p>\n<p>AT&amp;T\u2019s used a persuasive trigger for its \u201cIt Can Wait\u201d pledge:<\/p>\n<h5>Take out your phone right now and look at the last text message you got. Read it out loud. Is that text worth causing an accident?<\/h5>\n<h5>Texting and driving, it can wait. Please take the pledge not to text while driving. \u2026<\/h5>\n<p>Why not \u201cThink of the last text message you got?\u201d Because your phone\u2019s the trigger. Next time you pull it out while you\u2019re behind the wheel, AT&amp;T communicators hope, you\u2019ll think \u201cIt can wait.\u201d<\/p>\n<p style=\"text-align: center;\"><strong>What persuasive writing techniques do you use to bring readers around to your point of view? Please share in the comments section below.<\/strong><\/p>\n<div id='MMC-Persuasive' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-82\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Persuasive-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/persuasive-writing-workshop\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/persuasive-writing-training-mmc.png\" alt=\"Persuasive-writing workshop, a mini master class\" title=\"Persuasive-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/persuasive-writing-training-mmc.png\" alt=\"Persuasive-writing workshop, a mini master class\" title=\"Persuasive-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>Move readers to act with persuasive writing<\/h3>\r\n\t\r\n<p>Your readers are bombarded with the data equivalent of 174 newspapers \u2014 ads included \u2014 every day, according to a study by USC\u2019s Annenberg School for Communication.<\/p>\r\n\t\r\n<p>In this environment, how do you grab readers\u2019 attention and move them to act?<\/p>\r\n\t\r\n<p>Learn how to write more engaging, persuasive messages at our <a title=\"Persuasive-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/persuasive-writing-workshop\/\" target=\"\" rel=\"noopener\"><strong>persuasive-writing workshop<\/strong><\/a>.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/persuasive-writing-workshop\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" 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<\/p>\n","protected":false},"author":6,"featured_media":29078,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[305],"tags":[67,464],"class_list":{"0":"post-19574","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-persuasive-writing-techniques","8":"tag-writing","9":"tag-writing-techniques","10":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>7 persuasive writing techniques to try<\/title>\n<meta name=\"description\" content=\"Lead the pack: Stand out from 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