1. Writing to
convince
Being persuasive
©Amanda Sturgill, 2013

2. All persuasive writing
Need to convey accurate information
Needs to be credible
Needs to make sense
©Amanda Sturgill, 2013

3. persuasive writing Tricks
Repetition
• Directly, in an example, in a quote. Vary methods,
but make sure message is taken home
Reason why
• People more likely to comply with reason, even if it
is bad or non-sensical one
Social proof
• Notion that other people are doing something.
Testimonials, celebrity endorsements, social media
©Amanda Sturgill, 2013

4. Persuasive tricks 2
Comparisons
• Metaphors (makes you feel this way)
• Similes (whitening your teeth is like putting up a
friend beacon)
• Analogies (try false comparisons. Compare the cost
of my book to the cost of a college course on the
topic)
©Amanda Sturgill, 2013

5. Persuasive tricks - 3
Remind of a problem and solve it
• Activate a reader’s pain and then show how your
solution can make it better
• Remember that time you were up all night for 3
nights in a row and your stomach hurt from all the
caffeine and you slept through your alarm and
missed the class you were supposed to turn in the
paper during and…Come to my study group and
get stuff done early!
©Amanda Sturgill, 2013

6. Predict the future
Only works if you can do it credibly
•Use the past to predict what will happen to the
person in the future
• You’ll be stressed and out of time the week
before Christmas
• You’ll be ready for the kids to go back to school
in August
©Amanda Sturgill, 2013

7. Make the reader feel exclusive
• Doing what I tell you will make you part of
an in group
• Teenage girl magazine based heavily on
this
©Amanda Sturgill, 2013

8. Address objections
This is hard!
If some objections are obvious, can help to
address up front
• Volunteering will take too much time
• Our position only takes 1 hour/week
©Amanda Sturgill, 2013

9. Structure of persuasive
writing
Lead tells reader what’s in it for them
Tell reader what to do
• Give them very specific reasons, each with a why
• Use background information as much as possible
Make an offer (do this, and this will happen)
©Amanda Sturgill, 2013

10. Structure of persuasive
writing
Lead tells reader what’s in it for them
Tell reader what to do
• Give them very specific reasons, each with a why
• Use background information as much as possible
Make an offer (do this, and this will happen)
©Amanda Sturgill, 2013