If you need your content to persuade people to do something (vote, take action on an issue, buy your product, etc.), it helps to brush up on persuasive writing and design. Here are some things to keep in mind when you need to go beyond just entertaining folks:
- Purpose and audience. If you regularly read this blog, you will find that I am a broken record when it comes to purpose and audience. That’s because without being clear on these two things, no marketing efforts will ever truly pay off. Know who you’re talking to, what you want them to learn or do, and why.
- Be sure that your why is their why. In other words, how does it benefit your audience to both believe what you’re saying and act on it? Your goals should align with theirs, even in a sales situation, because you want them to be happy and satisfied.
- Tell the truth. No matter what you want people to do, you have a responsibility not to publish false or misleading statements. We’re living in an age of deep fakes, propaganda, and online rage. Don’t add to the problem, even if it’s just to make a sale.
- Support your statements with solid research, actual facts, and the opinions of actual experts. Evaluate your sources carefully. Bring facts and statistics together in a logical way. Give your audience the reasoning behind what you’re saying.
- Appeal to emotion. As longasyou are using sound reasoning, there’s nothing wrong with appealing to powerful emotions like nostalgia, hope, and a sense of justice, Avoid appealing to anger and fear. While those feelings can be powerful motivators, the results are usually either negative or fleeting.
- Employ storytelling. People respond to narrative, metaphor, and pretty words. Personal stories can be especially powerful; however, keep your audience in mind. Some people will prefer logical analysis and will not appreciate personal anecdotes. Others will respond to the personal touch.
- Choose visuals carefully. If you’re presenting data, create charts and graphics that are clear and don’t confuse the audience. Choose the type of chart that makes sense and provide context for the data. If you’re creating marketing collateral or a sales campaign, make sure to stay on brand even as you enhance specific pieces with striking new graphics. Employ basic rules of good design. Choose colors and fonts according to your purpose and audience.
- Have empathy for the “other side.” Before you bite my head off, I am not suggesting that you need to hear out fascists or see a terrorist’s point of view. But those (presumably) aren’t the people you’re trying to persuade. If they are, you’re probably going to be disappointed. Your audience – the people you are actually writing to – deserve your respect and your willingness to hear them out. Avoid being nasty and divisive when you can.
- Be inclusive. Choose language that includes your whole audience. Avoid using terms that alienate your customers. Keep your visuals (graphics, contrast, fonts, your website, etc.) as ADA compliant as possible. Persuasion is a numbers game, so you don’t want to leave people out.
- Use powerful language and good writing. Repeat key elements. Put thought into the order of things and structure your content for maximum effect. Emphasize one key thing at a time. Give enough detail and context. Present things in groups of three when possible (generally with the most important one coming last). Edit, edit, edit.
Substance and Style 