Writing To Persuade

Question:

I’ve been told that my writing is often not persuasive enough. How do I make it persuasive?

Answer:

If you look at TV ads and adverts in the press, you’ll probably notice some of these devices used:

1. Assertion (when facts are given as opinions. Eg. Our washing machine is the best)
2. Repetition (when phrases are repeated)
3. Rhetoric (questions that assume an answer. Eg How could you not afford it?)
4. Emotive language (Look at charity adverts for the best examples.)
5. Cute pictures of kittens/children
6. ‘only’
7. Outline the benefits
8. Statistics / figures / percentages (eg. 9 out of 10 cats prefer Whiskas)
9. Defeat the opposition (We compared Bold with a supermarket brand …)

Now, it isn’t sensible to use all of these at once, so just try to use 4 or 5.

Once you’re aware of these devices, look at past questions – such as this one: Write a letter persuading someone to give you £10,000

Let me help you plan you answer.

Okay, so, you want £10,000.

Why should I give it to you?

Want are you going to do with it?

Well, here’s what I’d do:

1. Go on a very long cruise to somewhere hot
2. Give some to charity ( … perhaps)
3. Go shopping
4. Hire a gardener, a decorator and a plumber

Hopefully your choices will be different.

Once I’ve got my ideas down, I’ll put them in order. Actually, I could with some new clothes before I go on my holiday, so shopping will have to come first. I’d probably give to charity or invest what I don’t spend, so my 2 would move to 4 and my list would go:

1. Go shopping
2. Go on a very long cruise somewhere hot
3. Hire a gardener, a decorator and a plumber
4. Give some to charity

Then you need to explain your choices. Use another column and complete it like this:

Spending	Explanation
Go on a cruise	I deserve it: I’ve worked hard this yearAnd it will be a good reward. When I back, I’ll be able to start teaching again and I’ll be enthusiastic and refreshed.I will be able to share my experiences with friends and family and entertain them.I will meet other people and develop my social skills and perhaps pick up new words from other languages.
Give money to charity	It’s good to help othersFeeling of goodwillCould help find cure for eg CancerPositive contribution to society

Put your explanations in order, with the most important reasons going first. Have I done this already?

Now, remember to make your arguments persuasive. Look back at the list at the top of the first page.

I might use emotive language and tell you how poor and needy I am. I’d probably tell you my wardrobe is currently suffering from 1985 syndrome, and contains old, torn, faded jeans. I might tell you my poor little feet hurt at the end of a long, hard day slaving away at work.

See what a hard life I have?

All the stuff underlined is emotive. It should make you feel sorry for me.

I might use some statistics and tell you that 60 percent  of people who donate to charity become more sensitive to the needs of others, and giving me some money to give to charities will make me a better person in the long run because I’ll be more aware of the problems other people have and will feel good about having helped those less fortunate.

When I tell you I need a gardener, I might talk about how my poor little kittens at home keep getting caught in the brambles and hurt their tiny, pink paws, and how wouldn’t it be great if they could run away without the risk of injury?

See how rhetoric is used here?

Okay. Compile your own list of spending and explanations.

Link your points together.

You could have a third column, if you like, listing what rhetorical devices you’d use for each point.

Give anecdotes and stories to help you illustrate your arguments.

You can make things up about yourself if you like. (I’m actually a very snappy dresser!)

Remember you get marks for spelling, punctuation and grammar – so check your writing carefully; using long, sophisticated words; and, of course, for linking paragraphs and arguments and for being persuasive!

If you’re doing the higher tier, aim to write two sides of A4; if you’re doing the foundation tier, write at least one side of A4.