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Crash course on persuasive business writing

admin Posted by

2021-10-07 07:10:46.962555+00:00

 It is clear that at some point we may need to reach out to potential clients through cold emails, emails to your boss, or even work messages which also means we need a persuasive tone to get their attention. Before we begin, do you remember the last person you persuaded? Was it a sales email or a proposal? How did you go about it? Share your experience with us on Instagram 

With the constant flow of information, it is easy to get overwhelmed. So how do we make sure that we get our point across without bombarding people?  

1. Identify your argument.
What are you trying to say or get people to do? Jotting down 2 or 3 points before writing to stay on track. 

2. Don’t bury your lede.
A lede is an opening sentence or paragraph summarizing the most important aspects of your writing. Be sure to emphasize your key points up front. It will save your audience valuable time. Remember, this advice does not fit all audiences. Some audiences would prefer to have the supporting facts first before your main conclusion. In short, keep your audience in mind while writing.

3. Avoid uncertain language.
Uncertain language includes: maybe, in my opinion, I think, it seems like, or it might be. We are trying to have an emotional influence, so confidence is the key here. Confidence coupled with an active voice will make your business writing more persuasive.

4. Format properly.
At some point have you gotten a long, bulky text from a friend or family and thought, “Ugh do I have to read all this?” right? Instead, use headers to make your writing small and digestible 

5. Check for Typos.
It goes without saying proper spelling, grammar, and punctuation shows your competence level. When checking for typos, it is important to check for initialism or acronyms. Just because your company uses something all the time, doesn’t mean everyone else understands it. 

So start with how you text people to how you write memos and slowly break your patterns of using acronyms or making typos in texts. Check whether you are observing the 5 Cs (Context, Clarity, Color, and Carrier).

P.S Proofread your work before sending it. Better yet have someone else read what you wrote, we tend to miss something someone else can catch.

Baring all the above in mind, how do we go about persuading the reader? 

1. Convince yourself.
Asking yourself whether your piece convinces you, helps put a perspective on your end goal. Do it by answering the following questions;

  • What are you trying to convey?

  • What audience are you targeting?

  • What actions are you trying to inspire? (Is it selling a product, taking a specific action, or convincing your boss of an idea?)

  • Where will it be read? (Website, email, or in print?)

2. Translate the benefits.
If selling a product, translating the benefits the reader stands to gain goes a long way. You have to make the case for why and how the features lead to the benefits, and how they can help the reader with a particular problem or need. Take Yusudi Sales Academy as a case study, their goal is to help youths gain employment by training them in sales for 2 months, 1-month hands-on experience, and placing them in partner companies. Based on this, both companies and individuals stand to gain a lot from one company.

3. Know your product.
Being persuasive relies on having solid facts and reliable information to base your claims on. You have to know why your product works, or how you’ll be implementing your idea. If you are suggesting a new marketing idea, understand and highlight the potential ROI (Return on Investment). If you are promoting a product, try to get client testimonials.

4. Support your case.
Skillful structuring applies at every level, from the layout of your document to the construction of a sentence. The right words in the wrong order will convince no one. There are lots of ways to structure a document and argument, such as:
• The ‘inverted pyramid’ presents the most important
information first.
• A “profile or case study” highlights the significance of a
single experience.
• The “traditional pyramid” structure leads the reader gently
to a persuasive conclusion.

5. Close with a Kick.
Start and finish with a bang. Grab their attention from the onset and leave them with
something to think about. It’s a great way to ensure your writing is making an impact on your audience. To do this, you’ll want to:
• Be clear and concise
• Encapsulate and reiterate your central idea
• Make it explicit what action you want your reader to take
• Avoid introducing a new idea when you’re coming to a conclusion
• Leave a memorable impression

I believe Persuasion is a superpower embedded deep in us, all we need to do is tap into it. Let’s chat more about your best and worst experiences, be it you trying to persuade someone or someone trying to persuade you.

Written by: Grace Mwarania

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2022-05-20 21:07:44.211964+00:00
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