Transcript
How toW I T H
W R I T E P E R S UA S I V E LYALECIA HANCOCK
YOU WANT TO BE A BETTER WRITER, AND WANT TO PERSUADE PEOPLE WITH YOUR
WORDS
You are in the right place if…
TELL THE RIGHT STORIES IN THE RIGHT PLACE
TO THE RIGHT PEOPLE AT THE RIGHT TIME
Just Sayin’
WHAT YOU’LL LEARNSET THE GOALPOSTS HOW TO PERSUADE
WRITE LIKE A PROFESSIONAL FEATURES
VS BENEFITS
To prevail on a person to do something, as by advising or urging.To induce belief by appealing to reason or understanding.
Plan for Success
01
WHY?Story published in the newspaperTo raise more money because more people are aware of our new projectHire a new staff coordinatorFeed 1000 more homeless people
Set a Target
TIPKnowing your desired outcome is the most
powerful tool you have
Know your Audience
IF YOU DON’T KNOW WHO YOU ARE WRITING FOR,
HOW CAN YOU WRITE TO THEM?
-
Question
Talk to meWho thinks this will
change something for them?
7 Steps to Persuade
Show you understand the problemThen solve it
01
Always talk to you readersNot about yourself
02
Our mission is to ensure no child under the age of 10
drowns in Australia in 2016.Keep your child alive. Learn these 5 steps to simple pool
safety.Will your child be one of the 212 that drown in backyard pools in
2016?
Understand the painWork towards pleasure
03
Find the emotionFacts alone don’t inspire
04
Anticipate objectionsThen pre-empt them
05
EXAMPLEYou are writing a grant application to
receive $100,000 in funding. You want to feed the homeless of
Subiaco. Your charity is new, with a small young team.
What objections can you see? How can you pre-empt them?
Build trustAdmit weakness
06
Build trustAdmit weakness
06
Social proofLet others demonstrate
07
EXAMPLEYou are writing a brochure to
encourage people to volunteer their time to support your organisation.
How could you social proof the message?
Talk to meWhat stood out for you the
most? How can you apply it?
Write Like a Professional
KEEP IT CASUALGive me a better example:This notification is to inform you that the new report has been release, and has a number of
signigicant findings that substantially will impact on the future way that we feed the homeless.
KEEP IT CASUALTIPS
Read it out loud.Colloquial words.
Contractions.Abbreviations.
You, I, me, your.Show empathy & emotion
SHORT.Remove extra words
As a matter of fact, there were actually far more injuries from motor vehicle accidents in Subiaco 10 years ago then there are today since we installed
the new road.
SHORT.Eliminate tautology
Plummeted downward.I went there personally
He made a prediction about the future.The students took turns, one after another.
GET TO THE POINTResist the urge to fill space
Start each new section / topic with a sentence that summarises then point you want to make – then
make it.
STAY FOCUSEDRemember your goals
Have you wandered off the path? Does every sentence still help you achieve your
gaols?
WIIFMIs your reader getting what
they need?We understand our goal and our reader, so is our reader getting what they need to be persuaded?
Try the WIIFM or ‘so what’ test on your copy.
TAKE A BREATH
(white space is good)
AVOID JARGONQuestion
What is some of the most 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 lound as a jet engine.
Heart disease kills 5 times more people than smoking.
TRANSITIONSMore than 5,000 people are in danger of Scheufoid
disease.
The disease is more likely to strike women than men.
TRANSITIONS
More than 5,000 people are in danger of Scheufoid disease.
It is important to eat more pineapples.
TRANSITIONSFor example
AlsoThis means
HoweverSimilarly
Next
Word echo
HOW DO THESE RULES CHANGE FOR DIFFERENT
TYPES OF WRITING? -
Question
Benefits not Features
FeaturesBlack or white
5GB hard drive Intuitive navigation
1.8 inch screen
IN YOUR POCKET1,000 songs
EXAMPLEYou are hosting an event to promote
heart health. It is a fitness class targeted towards overweight males
aged 35-50.Maximum of 15 students per class
$5 per person30 minute sessionsHeld 3 times a week
Run in parks all over Perth
Talk to meWhat is one thing that has resonated most for
you in this session?
Talk to meWho thinks they will be more persuasive in their
writing from now on?
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