The Knowledge Exchange - Know Injury · How to write persuasively. Alecia Hancock Hancock Creative...
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The Knowledge Exchange How to write persuasively. Alecia Hancock Hancock Creative June 2015
Transcript of The Knowledge Exchange - Know Injury · How to write persuasively. Alecia Hancock Hancock Creative...
The Knowledge Exchange
How to write persuasively.
Alecia Hancock Hancock Creative
June 2015
What we will cover
Tell the right stories, in the right place, to the right people, at the right time.
• Set the goalposts • How to persuade • Write like a professional • Features versus benefits
SET THE GOALPOSTS
To prevail on a person to do something, as by advising or urging. To induce to believe by appealing to reason or understanding, to convince
What does it mean?
Your Audience
If you don’t know who you are writing for, how can you write to them? EXAMPLE AUDIENCES • Executive managers earning 200k+ • Working mums • People living in aged care facilities • New employees in admin roles
Your Goals
If you don’t know what you want to achieve, how do you expect to succeed? EXAMPLE • Story published in the newspaper • Prevent fall injuries in over 60+ • Budget allocation for a new project • Report on game changing study into preventing child
drowning
HOW TO PERSUADE
Show you understand the problem. Then solve it.
Always talk to your readers.
Not about yourself.
Our mission is to ensure no children under the age of 10 drowns in Australia in 2016.
Keep your child alive, by following these simple pool safety steps.
Will your child be one of the 234 that drown in backyard pools in Australia in 2016?
Understand the pain. Work towards
pleasure.
Find the emotion. Facts alone
don’t inspire.
Anticipate objections. Then pre-empt them.
SCENARIO You are writing a grant application to receive $100,000 in funding, which you will use to combat falls in the aged community. What objections can you see? How could you pre-empt them?
Build trust. Admit weakness.
Social proof. Let others
demonstrate.
SCENARIO You are writing a brochure to encourage people to volunteer their time to support your organisation. How could you social proof the message?
WRITE LIKE A PROFESSIONAL
Keep it casual
This notification is to inform you that the new report has been released, and has a number of significant findings that substantially will impact on the future way that we…
Keep it casual.
Read it out loud. Colloquial words. Contractions. Abbreviations. You I, me, you, your. Show empathy and emotion.
Short. Remove extra words. As a matter of fact, there were actually far more injuries from motor vehicle accidents 10 years ago then there are today.
Short. Eliminate tautology. Plummeted downward. I went there personally. He made a prediction about the future. The student took turns, one after another.
Get to the point. Resist the urge to fill space. Start each section with a sentence that summarises the point you want to make, then make it.
Stay focused. Remember your goals? Have you wandered off the path? Does every sentence still help you achieve your goal?
WIIFM Is your reader getting what they need? Try the WIIFM or ‘so what’ test.
Take a breath.
(white space is good)
Avoid jargon
QUESTION What is some of the common jargon in your industry? How could it be said differently?
Use analogies. (or similies or metaphors)
It’s like the Rolls Royce of aged care. As loud as a jet engine. Kills five times more people than smoking.
Transitions.
One in 5,000 people are in danger of Scheurafoid disease. The disease is more prevalent in women then men.
Transitions.
Scheurafoid disease symptoms include hair loss, fatigue and itchy feet. Children experience rashes.
Transitions.
For example However Also Similarly This means Next Word echo
Different mediums.
Talk benefits.
Talk benefits. (not features)
Black or white 5GB hard drive Intuitive navigation 1.8 inch screen
iPod
1,000 songs in your pocket
SCENARIO You are hosting an injury prevention event. It is a balance class for older adults to prevent falls. • Maximum of 15 students • $5 per person • 30 minute sessions • Held three times a week • Run at every local council office in Perth v
Summary
GOAL POSTS What persuasive means Understand your audience Clear goals
Summary
HOW TO BE PERSUASIVE Solve a problem Talk to your reader Understand the pain Find the emotion Anticipate objections Build trust Social proof
Summary WRITE LIKE A PROFESSIONAL Casual Short Get to the point Stay focused WIIFM Take a breath Avoid jargon Use analogies Transitions Benefits vs Features
Make it Happen
Feedback? Want to share on social media?
Engage with us
[email protected] 08 6336 8000 facebook.com/HancockCreative @aleciahancock
