Persuasive Writing

JON D. MARKMAN- columnist, CNBC; TheStreet.com; L.A. Times; Forbes- author of books “Swing Trading” and “Online Investing”- Joe’s dad

power strategies to makereaders agree with you

What is persuasive writing?

The use of logic and reason to show that one idea is better than another.

An attempt to bring about some action or change.

An attempt to influence others. A highly organized and directed

argument. A sales job!

What works?

Argue a goal or point that matters to you. But … you are only effective when you

focus on what matters to your audience. You are most effective when you focus on

primary emotional, financial, political or personal concerns of your audience.

Never underestimate individuals’ desire to be part of a group. (Everyone’s doing it!)

Who is the audience?

Primary focus: Determine who the audience is and what they want from you.

Not effective to force your beliefs on audience solely for your benefit. Not: “Here’s what I want.” Instead: Here’s how I can help you.”

Example: How can we characterize this audience? What are your needs, dreams, desires?

Focus on simple appeal

Advertisers/speechwriters focus on a USP …. a “unique selling proposition.”

It must be simple, direct, emotional. It distinguishes your idea/product/service

from the competition in a genuine way. Key phrase usually 6 words or less. Not just for ads. It’s at bedrock of all great

speeches & songs. It’s a memorable “hook.” Examples?

Famous USPs / hooks…

“Things go better with Coke.” “Your potential…. Our passion.” “Think different.” “I have a dream.” “Dude, you’re getting a Dell!”

Note: We like and love alliteration.

Group appeal

One of the best USPs of all time – “Things go better with Coke.”

Convenience appeal

Emotional appeal

Note at bottom: Appeals to price, speed and belonging to group

Persuasion = selling

When writing your essays, think of a USP or hook that represents your goal, or point.

Focus on the benefit of your product, service or idea – not just the feature.

Get the phrase down to 6-7 words or less. Play around with it. Don’t give up. Have fun. Use it as punch line in second or third

paragraph. Repeat as necessary, with subtle changes.

Audience appeals

Commercial advertising Financial:: “Geico can save you $265 on

your auto insurance!”• Message: Save money

Emotional: “Football has sudden death. So will you if you forget Valentine’s day.”

• Message: Be a hero … and don’t be a jerk.

Convenience: “DVD rentals delivered. No late fees. 30,000 titles. Free shipping.”

• Message: Save time, hassle; prevent conflict

Nothin’ but the facts

After determining your goal & audience … And after determining the emotional,

personal or group message … And after inventing a good hook … Gather a battery of important, interesting

facts to support your point. Nothing is more persuasive than facts

arrayed like little soldiers. Ready, aim, fire! 3 facts per point max.

How to make a point

Decide on a goal, or “thesis” “I want the cafeteria to serve milkshakes.”

State at least 3 main reasons Milkshakes a good source of calcium. Milkshakes makes kids happy and energized Milkshakes could generate school revenue.

State 1-3 facts/examples for each reason 800 milligrams of calcium = stronger bones 500 calories = power for afternoon $2 / glass * 20 glasses * 200 days = $8000

Hook: “TOPS deserves a better shake” … or “Let’s shake TOPS up.”

Choose words carefully

Use colorful words and active phrases, not dull words and passive phrases. “The cafeteria would delight and energize

the TOPS community with milkshakes.” Not: Milkshakes should be served by the caf.

Use repetition and alliteration effectively. “Milkshakes are a tasty and tasteful snack,

and will turn our kids into trustworthy teens. Never underestimate the “group” appeal.

“90% of Seattle schools serve milkshakes.”

Persuasive dimensions

Focus on factors that distinguish your proposal from the current state of things. Your idea might be …

• Faster … higher … stronger … newer Add speed & acceleration to your proposal

Your idea might be …• “Increasingly” faster … “more and more”

appealing to community members. Apply a sense of urgency if possible

Your idea …• Must be done now … before it’s too late

Gettysburg Address

Four score and seven years ago our fathers brought forth on this continent a new nation, conceived in liberty, and dedicated to the proposition that all men are created equal.

Now we are engaged in a great civil war, testing whether that nation, or any nation so conceived and so dedicated, can long endure. We are met on a great battlefield of that war. We have come to dedicate a portion of that field, as a final resting place for those who here gave their lives that that nation might live.

Gettysburg Address II

But in a larger sense, we cannot dedicate - we cannot consecrate - we cannot hallow - this ground. The brave men, living and dead, who struggled here, have consecrated it, far above our poor power to add or detract.

The world will little note, nor long remember, what we say here, but it can never forget what they did here.

It is for us the living, rather, to be dedicated here to the unfinished work which they who fought here have thus far so nobly advanced.

Gettysburg Address III

It is rather for us to be here dedicated to the great task remaining before us - that from these honored dead we take increased devotion to that cause for which they gave the last full measure of devotion - that we here highly resolve that these dead shall not have died in vain - that this nation, under God, shall have a new birth of freedom - and that government of the people, by the people, for the people, shall not perish from the earth.

Winston Churchill, 1940

I would say to the House: "I have nothing to offer but blood, toil, tears and sweat.”

“We have before us an ordeal of the most grievous kind. We have before us many, many long months of struggle and of suffering.

You ask, what is our policy? I can say: It is to wage war, by sea, land and air, with all our might and with all the strength that God can give us; to wage war against a monstrous tyranny, never surpassed in the dark, lamentable catalog of human crime. That is our policy.

Martin Luther King

We have also come to this hallowed spot to remind America of the fierce urgency of Now.

This is no time to engage in the luxury of cooling off or to take the tranquilizing drug of gradualism. Now is the time to make real the promises of democracy.

Now is the time to rise from the dark and desolate valley of segregation to the sunlit path of racial justice. Now is the time to lift our nation from the quicksands of racial injustice to the solid rock of brotherhood. Now is the time to make justice a reality for all of God's children.

Markman column on water

Markman column

Starts w/ colorful anecdote to hook audience. Vivid use of words encourages readership. Quick transition to current event. Tie past event to current event to show neither is

isolated. I.e, issue is important and not rare. Deliver punchline (point). Present, then quickly dismiss counter-argument. Fact, fact, fact to buttress point. Summation of point … and repeat w/ subpoints.

Final points

Persuade and conquer Three-quarters of your life as a college student and

worker will involve persuasive writing assignments. Combine at least 3 of these appeals in each essay,

and you will be golden: financial, emotional, personal and convenience.

Back each with 2 facts, and you will have terrific shot at winning any persuasive essay contest.

Develop a jazzy “hook,” use it at least twice, and you should be unstoppable.