Persuasive Writing

Overview

Systematic procedure for writing persuasive content that influences readers and motivates action

Steps

Step 1: Analyze the audience deeply

Before writing anything, understand who you’re persuading:

1. Who exactly is the audience? (demographics, role, relationship)
2. What do they already believe about this topic?
3. What do they care about most? (values, priorities, fears)
4. What objections or concerns will they have?
5. What would motivate them to act?
6. What’s their knowledge level on this topic?
7. What’s their emotional state likely to be?

Step 2: Define the objective precisely

Clarify exactly what you want to achieve:

1. What specific action do you want them to take?
2. What belief change is needed for that action?
3. What’s the minimum viable outcome (if they don’t do everything)?
4. How will you know if the writing succeeded?
5. What’s the timeline for action?

Step 3: Gather and organize evidence

Collect materials to support your argument:

1. What data/statistics support your position?
2. What examples or case studies are relevant?
3. What expert opinions or authorities can you cite?
4. What stories or testimonials are available?
5. What analogies might make complex points clear?
6. What responses to objections do you have?

Step 4: Choose structure and framework

Select the right persuasive structure for your situation:

For neutral audiences with clear problems:

• Problem-Solution: Describe problem -> Agitate -> Present solution -> CTA

For short-form marketing:

• AIDA: Attention -> Interest -> Desire -> Action

For speeches or longer persuasion:

• Monroe: Attention -> Need -> Satisfaction -> Visualization -> Action

For logical audiences with complex arguments:

• Argument-Evidence: Claim -> Evidence -> Explain -> Counter -> Restate

For emotional appeals:

• Story-based: Hook with story -> Build tension -> Resolution -> Lesson -> Ask

Step 5: Create detailed outline

Build the skeleton of your piece:

1. Craft the hook (surprising stat, provocative question, story, etc.)
2. Sequence main points for maximum impact
3. Place evidence strategically to support each point
4. Plan transitions between sections
5. Position objection handling (preemptive vs responsive)
6. Design the call to action (specific, simple, urgent)

Step 6: Write the first draft

Execute the outline into prose:

1. Write the hook first - make it compelling
2. Follow the outline structure
3. Don’t edit while writing - get it down first
4. Use “you” frequently - make it about them
5. Write the CTA to be unmistakably clear
6. Include all planned evidence and examples

Step 7: Revise for persuasive power

Strengthen the persuasive elements:

1. Is the hook compelling? Would you keep reading?
2. Is the value/benefit to THEM immediately clear?
3. Is evidence credible and well-placed?
4. Are objections addressed before they’re thought?
5. Is the ask specific and easy to do?
6. Is there urgency/reason to act NOW?
7. Have you applied relevant psychological principles?

Step 8: Revise for clarity and style

Polish for readability and impact:

1. Shorten sentences - aim for average 15-20 words
2. Use active voice - “We will deliver” not “It will be delivered”
3. Replace jargon with plain language
4. Strengthen verbs - “accelerate” not “help to speed up”
5. Add white space - short paragraphs (2-4 sentences)
6. Vary sentence length for rhythm
7. Check flow - do transitions work?

Step 9: Final polish and format

Complete final preparation:

1. Proofread for errors (spelling, grammar, typos)
2. Format for medium (email subject lines, slide layouts, etc.)
3. Ensure CTA is visually prominent
4. Check length against constraints
5. Read aloud - does it sound natural?
6. Get feedback if possible before sending

When to Use

• Writing proposals to clients, executives, or stakeholders
• Crafting emails that need to get a response or action
• Creating pitch decks or investor communications
• Writing op-eds, blog posts, or opinion pieces
• Developing marketing copy or sales materials
• Composing advocacy messages or fundraising appeals
• Writing cover letters or application materials
• Creating internal communications that need buy-in
• Drafting requests for resources, budget, or support
• Writing recommendation letters or endorsements

Verification

• {‘Hook would make a busy person keep reading (test’: ‘would YOU read on?)’}
• Benefit to reader is clear within first paragraph
• Evidence is specific, credible, and well-placed
• All likely objections are addressed before they arise
• Call to action is specific, simple, and prominent
• Urgency or reason to act NOW is present
• Language is clear enough for a smart 12-year-old
• Format is appropriate for the medium and audience

Input: $ARGUMENTS

Apply this procedure to the input provided.