February 1, 2023
Chicago 12, Melborne City, USA
Articles Writng Styles

Write From the Heart to Persuade – 4 Tips

If are writing to persuade, you need to appeal to emotions. Even if your topic is dry and your audience serious, you need to touch some of the emotions that propel everyone.

Here are four tips for hitting those emotional buttons.

1. Focus on your audience, not you

2. Show you understand what drives them

3. Tell anecdotes

4. Don’t go overboard with emotion

1. Focus on your audience, not you

Whether it’s a post or presentation, your writing has to be more about the reader or audience and less about you and your product, service or expertise. Whether you’re aiming to build respect, sales or support, you need to answer the question: what’s in it for me?

2. Show you understand what drives them

In order to understand what motivates people, you need to drill down to the emotions that drive them. Fear, frustration and pain are the big ones. The desire to escape the clutches of negative emotions like these is what compels people to think or act in a certain way. Maybe your readers are worried about losing their jobs, exasperated with an ill-informed call center rep or just want that damn headache to stop.

Unless you’re writing for a very targeted audience, you may need to tap into more than one emotion. So think carefully about your readers, then pick the most important ones. With business communication, the emotions may be more subtle, such as looking well-informed to their colleagues after reading your white paper.

3. Tell anecdotes

Talk about feelings you share with your readers and audience. Use an anecdote to explain. For example, a CEO can talk about learning the basics of customer service when she was a teenager working in fast food.

Anecdotes are also a good way to reinforce your benefits. For example, you can talk about the customer who stopped biting his nails from stress because of how your software simplified his work. Or you can go on about the children you met who will eat because of their donation.

Unless you are a very gifted storyteller, you need to keep the anecdote short and to the point, including only enough physical detail to paint a picture and add credibility. No one likes people who tell stories that are too long, in conversation and especially in writing and speeches.

To keep it short, focus on the conflict and resolution parts of the story structure. Don’t spend any more time than is absolutely required to provide setting or develop character. You’re not writing the great American novel. Just a quick anecdote that supports your credibility or benefits.

If it’s a really good story, use it both in your opening and closing. In addition to doubling the emotional wallop, this technique can help link problem-solution-you in the reader’s mind.

4. Don’t go overboard

Remember that a little emotion can go a long way. There’s a fine line between schlock and warm and fuzzy. Choose your stories and details carefully. And think carefully about the appropriate emotional tone and balance when you revise.

Source by Barb Sawyers

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