Welcome to the first of your regular Magneto e-zines, loaded with practical persuasive writing tips you can implement NOW. This edition’s “all about YOU,” which is the fundamental shift needed to get more people reading what you write, acting on your advice, and buying. Your Brain Food is served below – enjoy!
P.S. What's your biggest writing challenge? Click here to take our 1-minute survey — we’ll share the results in our next e-zine. P.P.S. For a real boost to your results, check out our writing masterclasses in June 2006. Early-bird rate closes 12 May, so jump to it! |
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It's all about “you”! Imagine you're writing a letter to a big company whose business you want to win: “Dear Prospect, I'm glad we had the chance to meet and discuss our widget program. We have a lot to offer and are excited about the possibilities ahead...” [Cue screeching tyres] Whoa! Who is this letter to? [Hint: the prospect.] Yet who is it about? YOU, not them. The first step to influencing readers is to make your message all about THEM. Why? Because most of us are very interested in...us! Remedy: use the word “you” a lot. The American researcher Dr Rudolph Flesch (no relation to Hannibal Lecter) found people are more likely to read writing if it contains two or three times more instances of “you” (and “your,” “yours,” etc, and the reader’s name), than references to the writer (“me,” “I,” “our,” “we,” etc, and the writer’s name). Focus on your reader and what's important to them and you’ll grow the relationship, and with it your business.
Tips are from Magneto's persuasive business writing course, Write More Business.
Public courses in June 2006 (filling fast). |
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If you really want to persuade others, Dr Robert Cialdini’s “Influence: The Psychology of Persuasion” is a must-read. One story he tells highlights the importance of speaking directly to people to get their attention (which is what using “you” does in your writing). Dr Cialdini was in a bad car accident. Immediately afterwards, he was dazed and bloodied, and the other driver unconscious. But no one stopped to help. They thought someone else must already be helping. He realised he needed to single people out to get them to act. So, pointing directly at a man, he yelled, “You, sir, in the blue jacket, I need help. Call an ambulance,” and so on. They instantly swung into action, calling the ambulance and police, and helping the two victims. Cialdini’s book is a fascinating insight into psychology that will help you at work and personally. His “weapons of influence” include Reciprocation, Commitment and Consistency, Social Proof, Liking, Authority and Scarcity – all of which can be applied for powerful effect in your writing (naturally our Write More Business course explains how!). More great learning ideas in our Knowledge Store. Cialdini’s book is available from good bookstores. |
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