1/4/22, 9:06 PM Print https://content.uagc.edu/print/Brown.6412.20.2?sections=sec102,sec103&content=content&clientToken=7a02ad2f-3bc8-28e3-2d19-dfcd5fd8c3bb&np=sec102 1/3 8.2 Thinking About Tone and Language The words we choose to express our attitudes and opinions say a lot about the intelligence of our arguments and the persuasiveness of our writing. Be sure to choose your words carefully. Bear in mind that different audiences will be persuaded by different language. For example, some words are politically sensitive. Terms like "capital punishment," "right-winger," "liberal," or "entitlement" are especially charged, depending on the audience. Knowing the words that can persuade your particular audience is critical. To be truly persuasive, writers must think about their readers, imagining a typical recipient who needs to be persuaded and remembering to write in plain English. Writer’s Sidebar: The Magic Dozen Often quoted is a study of the twelve most persuasive words in the English language. The study is credited to researchers in the Yale University psychology department, although Yale disavows ownership. Regardless of the study’s origin, the twelve words cited make sense. Here they are: You Money Save New Results Easy Health Safety Love Discovery Proven Guarantee 1/4/22, 9:06 PM Print https://content.uagc.edu/print/Brown.6412.20.2?sections=sec102,sec103&content=content&clientToken=7a02ad2f-3bc8-28e3-2d19-dfcd5fd8c3bb&np=sec102 2/3 Writer’s Sidebar: The Deadly Dozen Just as there are tried-and-true words and phrases to attract readership, so, too, are there hoary clichés that must be avoided if one is interested in persuading. These words and phrases are so overused as verbal crutches that reading or hearing them yet again will cause one’s eyes to glaze over. In the 21st century, the following clichés are as stale as it gets: tipping point hot button issue first and foremost easier said than done push comes to shove the point of no return rock star pivoting game changer guilty pleasure just wait and see at the end of the day 1/4/22, 9:06 PM Print https://content.uagc.edu/print/Brown.6412.20.2?sections=sec102,sec103&content=content&clientToken=7a02ad2f-3bc8-28e3-2d19-dfcd5fd8c3bb&np=sec102 3/3 8.3 Final Tips Persuasive writing—writing in which you want to convince readers, listeners, or viewers to agree with your opinions—isn’t easy. It requires thought, practice, and passion, especially the last. You may ultimately disagree with the point of view of a really good persuasive writer, but you can’t doubt his or her sincerity or passion. A persuasive writer must also present content that invites people to read. In an Internet era in which millions publish their own blogs, the more shareable the content, the more readers are reached and potentially persuaded. The following types of content tend to work best: Lists. People love lists. They will click on articles such as “Top 10 Tips for Producing YouTube Vi ...