{"id":21233,"date":"2022-04-25T10:35:04","date_gmt":"2022-04-25T14:35:04","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=21233"},"modified":"2024-01-16T09:23:22","modified_gmt":"2024-01-16T13:23:22","slug":"reader-centered-business-writing","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2022\/04\/reader-centered-business-writing\/","title":{"rendered":"Learn reader-centered business writing from Dale Carnegie"},"content":{"rendered":"<h2>Take a tip from the author of <em>How to Win Friends and Influence People<\/em><\/h2>\n<p>I was coaching a communicator for a California health insurance plan the other day. The headline for her news story:<\/p>\n<figure id=\"attachment_29311\" aria-describedby=\"caption-attachment-29311\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"29311\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/04\/reader-centered-business-writing\/reader-centered-business-writing\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/reader-centered-business-writing.png\" data-orig-size=\"451,300\" 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=\"reader-centered-business-writing\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;WWDCD?&lt;\/strong&gt; Learn to move people to act from the master of persuasion. &lt;a href=&quot;https:\/\/www.istockphoto.com\/photo\/perfect-target-gm181075181-25601095&quot;&gt;&lt;em&gt;Image by kickimages&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/reader-centered-business-writing-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/reader-centered-business-writing.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/reader-centered-business-writing.png\" alt=\"Reader centered business writing\" title=\"Reader centered business writing\" width=\"451\" height=\"300\" class=\"size-full wp-image-29311 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/reader-centered-business-writing.png 451w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/reader-centered-business-writing-300x200.png 300w\" data-sizes=\"(max-width: 451px) 100vw, 451px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 451px; --smush-placeholder-aspect-ratio: 451\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"29311\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/04\/reader-centered-business-writing\/reader-centered-business-writing\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/reader-centered-business-writing.png\" data-orig-size=\"451,300\" 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=\"reader-centered-business-writing\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;WWDCD?&lt;\/strong&gt; Learn to move people to act from the master of persuasion. &lt;a href=&quot;https:\/\/www.istockphoto.com\/photo\/perfect-target-gm181075181-25601095&quot;&gt;&lt;em&gt;Image by kickimages&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/reader-centered-business-writing-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/reader-centered-business-writing.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/reader-centered-business-writing.png\" alt=\"Reader centered business writing\" title=\"Reader centered business writing\" width=\"451\" height=\"300\" class=\"size-full wp-image-29311\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/reader-centered-business-writing.png 451w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/reader-centered-business-writing-300x200.png 300w\" sizes=\"(max-width: 451px) 100vw, 451px\" \/><\/noscript><figcaption id=\"caption-attachment-29311\" class=\"wp-caption-text\"><strong>WWDCD?<\/strong> Learn to move people to act from the master of persuasion. <a href=\"https:\/\/www.istockphoto.com\/photo\/perfect-target-gm181075181-25601095\"><em>Image by kickimages<\/em><\/a><\/figcaption><\/figure>\n<h5 class=\"standalone\">Provide Care to XYZ HMO Members<\/h5>\n<p>Oy! If only \u201cDo it \u2019cause I said so\u201d messages actually worked. That would make my life a lot easier! But nobody\u2019s swayed by a scream. So I reminded my client of Dale Carnegie. In 1936, the author of <em>How to Win Friends and Influence People <\/em>wrote:<\/p>\n<h5 class=\"standalone\">\u201cThere is only one way under high heaven to get anybody to do anything. By making the other person want to do it.\u201d<\/h5>\n<p>So, Carnegie wrote:<\/p>\n<h5 class=\"standalone\">\u201cBefore you [communicate], pause and ask yourself: \u2018How can I make this person want to do it?\u2019\u201d<\/h5>\n<p>How can you make your readers want to do what you want them to do? <strong><em>That\u2019s<\/em><\/strong> your headline.<\/p>\n<h3>Dale Carnegie\u2019s persuasive techniques<\/h3>\n<p>Here\u2019s what I learned from Dale Carnegie\u2019s classic techniques in the art of persuasion:<\/p>\n<h5 class=\"standalone\">It\u2019s all about the other person.<\/h5>\n<p>That\u2019s it. That\u2019s how you win friends. That\u2019s how you influence people.<\/p>\n<p>Forget logical arguments. Forget mirroring your clients\u2019 body language. Just take the other person\u2019s point of view.<\/p>\n<p>People aren\u2019t interested in us and our stuff. They\u2019re interested in themselves and their needs. If you would persuade people, Carnegie writes:<\/p>\n<h5 class=\"standalone\">\u201cRemember that the people you are talking to are a hundred times more interested in themselves and their wants and problems than they are in you and your problems. A person\u2019s toothache means more to that person than a famine in China which kills a million people. A boil on one\u2019s neck interests one more than forty earthquakes in Africa.\u201d<\/h5>\n<p>So what are your writing about? Your neck-boil remedy? Or the reader\u2019s aching neck?<\/p>\n<h5 class=\"standalone\">\u201cIf salespeople can show us how their services or merchandise will help us solve our problems, they won\u2019t need to sell us. We\u2019ll buy. And customers like to feel that they are buying \u2014 not being sold.\u201d<\/h5>\n<p>It seems so obvious that the topic is the topic. But if you want to change minds and behavior, you need to make the reader the topic.<\/p>\n<h5 class=\"standalone\">\u201cPeople are not interested in you. They are not interested in me. They are interested in themselves \u2014 morning, noon and after dinner.\u201d<\/h5>\n<p>And on the phone. Definitely on the phone.<\/p>\n<h5 class=\"standalone\">\u201cThe New York Telephone Company made a detailed study of telephone conversations to find out which word is the most frequently used. You have guessed it: it is the personal pronoun \u2018I.\u2019 \u2018I.\u2019 \u2018I.\u2019 It was used 3,900 times in 500 telephone conversations. \u2018I.\u2019 \u2018I.\u2019 \u2018I.\u2019 \u2018I.\u2019\u201d<\/h5>\n<p>Any questions?<\/p>\n<h5 class=\"standalone\">\u201cWhen you see a group photograph that you are in, whose picture do you look for first?\u201d<\/h5>\n<p>Me too. I\u2019m my own favorite subject.<\/p>\n<h5 class=\"standalone\">\u201c\u2018Talk to people about themselves,\u2019 said Disraeli, one of the shrewdest men who ever ruled the British Empire, \u2018and they will listen for hours.\u2019\u201d<\/h5>\n<p>Are you talking about the reader?<\/p>\n<p>Highlight the subjects of each of your sentences. How many of them refer to the reader? How many refer to your organization or your products, services, programs and ideas? Write more of the former and less of the latter.<\/p>\n<p>That\u2019s how you <em>Win Friends and Influence People. <\/em>Make it about them.<\/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\" href=https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/persuasive-writing-workshop\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" angle=\"180\" color=\"#f16522\" color2=\"#f16522\"><\/v:fill><v:textbox style=\"mso-fit-shape-to-text:t\" inset=\"0px,11px,0px,11px\"><center style=\"font-size:16px;line-height:24px;color:#FFFFFF;font-family:sans-serif;font-weight:bold;mso-line-height-rule:exactly;mso-text-raise:4px\">BOOK NOW<\/center><\/v:textbox><\/v:roundrect><\/p>\r\n<![endif]--><\/div>\r\n<\/div><\/li><\/ul><\/div><!-- widgets_on_page -->\n","protected":false},"excerpt":{"rendered":"<p>Take a tip from the author of How to Win Friends and Influence People<\/p>\n","protected":false},"author":6,"featured_media":29311,"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":[303],"tags":[525,195],"class_list":{"0":"post-21233","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-think-like-a-reader","8":"tag-dale-carnegie","9":"tag-persuasion","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>Learn reader-centered business writing from Dale Carnegie<\/title>\n<meta name=\"description\" content=\"WWDCD? 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