Proven Techniques for Writing Persuasively

By Craig Miyamoto, APR, Fellow PRSA

(This is an expanded version of the 2005 Second Quarter issue of Public Relations Strategies, a quarterly publication of Miyamoto Strategic Counsel)

The art of public relations demands that we perfect the craft of our writing. It is with words and action that we are able to persuade groups of people to do what we wish them to. And as such, we become word-smiths and need to rely on special techniques that will perfect our craft. Here are a few strategies you can use to become a more persuasive writer.

Use Triads: Triads are simply lists of three. Use the �magic� of three to help cement recollection of your vital points. An even number of points always gives the reader a feeling of instability. Two points will always convey incompleteness. Four points almost shout for the inclusion of more, but to do so would run the risk that the entire list will be cast aside as too complex. But three provides stability and ease of recollection.

Practice Haiku: Haiku poetry writing requires a certain discipline in order to convey feelings and thoughts with economy of words. Write and think in terms of haiku to achieve conciseness and precision. Haiku consists of three lines of poetry � the first line has five syllables, the second has seven, and the third has five.

Vary Paragraph Size: Do this to achieve a rhythm and to avoid monotony of tone. Plus, it also makes the printed page interesting and more conversational. A good rhythm is necessary, but not to the point of sameness throughout.

Focus on Benefits: You want to readers and listeners reasons to do what you ask of them. Simply telling them what a product or service does will not persuade them. You must tell them what it will do for THEM. This is very basic. People think with their heads, but they follow their hearts.

Reword Familiar Phrases: Our literature abounds with aphorisms and proverbs, with which most of us will easily recognize. If you take one of these phrases and turn it around, it will give the reader something to latch onto. Example: Reword �A rolling stone gathers no moss� to �Moss doesn�t cling to a moving stone.� Then, go on to expand on that thought, perhaps talking about how one needs to concentrate on the problem at hand, and not become sidetracked by irrelevant issues that only confuse the situation.

Reverse the Story Idea: This is somewhat similar to the �Reword Familiar Phrases� technique. What it does is perk interest in your story. For example, sometimes it�s more intriguing to read a story on �How to Get Sued� instead of �How to Avoid Lawsuits.�

Don't Reinvent The Wheel: In other words, try not to over-complicate matters. There are five basic ways to organize your information: Thematically, chronologically, hierarchically, geographically, or alphabetically. If you mix the organization, you risk losing the audience�s concentration and focus.

Prepare a �Walk-Away�: Before you start writing, write a �walk-away� sentence, that one idea you want your reader to walk away with. That is your basic communication message. Everything else you write complements and supports the walk-away. If you can't tell the reader what your story is in one sentence, you probably haven't figured it out yet.

Do Etymological Research: This is a valuable tool to have and use. Know the various meanings and derivations of words. This allows you to add layers of meaning to your topic. It will make your copy more creative, by looking into the meanings behind � and the origins of � your key words. Words are like nails, screws and fasteners. They are useless unless you have the tools to utilize them correctly.

Pay Attention to the End: The very last word in your piece is powerful, and you should make sure it is forceful and dramatic. If it is, then total communication will have more impact on the reader or listener. Strive to use words with an accented last syllable � one where the jaw drops (such as �sinCERE�) � or a single strong word such as �BRAIN.� If need be, rearrange your sentence to achieve this.