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Tuesday, March 19, 2013

Write to Persuade

Persuasion is the most difficult type of writing because you are up against inertia--the law that states a body at rest tends to stay at rest and a body in motion keeps moving! When you are persuading, you want someone to do something they are not already doing or to stop doing something. You have to overcome inertia. How?

Take time to identify the objections your readers will have to taking the action you want them to take. Once you know what the objections are, focus on benefits that outweigh them. For example, if cost is an objection, use a cost-benefit analysis to show a return on investment. If time is an issue, show the reader how taking the action will take less time than they think.

You must address objections because each objection that is not addressed results in NO! 

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