Write To Win
3 Classic Techniques In 3 Tweets
[ THREAD ]
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3 Classic Techniques In 3 Tweets
[ THREAD ]
Let’s go 👇
1: Repeat, Repeat, Repeat
School teaches us not to repeat ourselves.
But good persuasion is ALL about repetition.
School teaches us not to repeat ourselves.
But good persuasion is ALL about repetition.
Make your point in several ways.
- State it directly
- Use a testimonial
- Show it with a story
And, of course, re-use words.
Look at how Winston Churchill, a persuasion grandmaster, not only repeats words here but structure.
He conveys the same idea in eight ways.
- State it directly
- Use a testimonial
- Show it with a story
And, of course, re-use words.
Look at how Winston Churchill, a persuasion grandmaster, not only repeats words here but structure.
He conveys the same idea in eight ways.
2: Agitate / Resolve / Agitate / Resolve
Our brains are terrible at evaluating things in isolation. But great at comparing things.
For people to get on board with your vision of the world, they need to understand what the alternative is and why it’s a bad option.
Our brains are terrible at evaluating things in isolation. But great at comparing things.
For people to get on board with your vision of the world, they need to understand what the alternative is and why it’s a bad option.
If you discuss only the solution, there’s no contrast.
But if you describe the problem first (agitate), your solution delivers huge relief.
Our brains love that.
Look at how MLK builds tension in his Dream speech before providing relief in his vision of a brighter future.
But if you describe the problem first (agitate), your solution delivers huge relief.
Our brains love that.
Look at how MLK builds tension in his Dream speech before providing relief in his vision of a brighter future.
3: Use “Because”
Studies show that people are more likely to comply with a request if you give them a reason WHY.
This is true even if the explanation makes no sense!
In one study, when people used the word “because” in their question, positive compliance skyrocketed...
Studies show that people are more likely to comply with a request if you give them a reason WHY.
This is true even if the explanation makes no sense!
In one study, when people used the word “because” in their question, positive compliance skyrocketed...
Format 1—
“Excuse me, I have 5 pages. May I use the Xerox machine?”
60% of those asked responded yes.
Format 2—
“Excuse me, I have 5 pages. May I use the Xerox machine BECAUSE I’m in a rush?”
94% of those asked responded yes.
“Excuse me, I have 5 pages. May I use the Xerox machine?”
60% of those asked responded yes.
Format 2—
“Excuse me, I have 5 pages. May I use the Xerox machine BECAUSE I’m in a rush?”
94% of those asked responded yes.
People like to understand why they're being asked to do something.
The word "because" indicates that you're giving them one.
Look at how Obama uses because four times in just one paragraph of his 2012 convention speech.
The word "because" indicates that you're giving them one.
Look at how Obama uses because four times in just one paragraph of his 2012 convention speech.
Conclusion:
There are several proven techniques for persuasive writing.
- Repetition is not just okay, it's good.
- Make your point in several ways.
- Create contrast through an agitate-resolve structure.
- Use the word "because" and explain "why".
There are several proven techniques for persuasive writing.
- Repetition is not just okay, it's good.
- Make your point in several ways.
- Create contrast through an agitate-resolve structure.
- Use the word "because" and explain "why".
That's all friends!
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