The Power of Persuasive Writing in Business Leadership
Writing.
Good writing = emails that persuade leadership, a business case that frames the problem in the perfect light, proposals that bring in the money, and strategy docs that get your team pumped about a future plan.
Bad writing = lingering questions, a confused team, a proposal that stalls out, a pitch deck that bores everyone.
You’ve seen it happen. Or you’ve experienced it. Good writing gets everyone on the same page. It motivates. It energizes.
I’m fortunate enough to know some stellar writers. They make the craft look so easy. The words they write are sharp enough to cut and incredibly witty. But the contrast between what they do so well and what I can do passably is no excuse to not grow this vital skill.
And the same goes for you.
Writing is salesmanship in print.
You write each and every day. Understand copywriting for what it really is: salesmanship in print.
Writing well is a differentiator in your workplace and your market. Writing well instantly separates you from the competition. Writing well can bring you new opportunities.
Good writing shows good thinking.
Simple black text on a sheet of paper with no decoration and no design can outperform the flashiest approach when using a simple and compelling message. Whether you’re explaining a new strategy to your team or trying to sell a product, your message must be clear. Always and forever.
The three things readers never do (at first).
Michel Fortin, a digital marketing expert and renowned copywriter says there are three things prospects who read your copy never do first.
They never read anything at first.
They never believe anything at first.
They never buy anything at first.
This is how people read. Before they read; they skim. Before they read; they scan your subheads and major points to see if what you have to say matters. If you’re able to show them you have something worth reading, you’ve won the first half of the battle. From there, you must focus every word on overcoming their objections to what you want to communicate.
Communication is the transfer of emotion.
Good communication is story-telling. Seth Godin likes to say that communication is the transfer of emotion. While copywriting is salesmanship in print, it becomes more if you believe it offer the reader what they need.
So how should you approach the reader? You want to be seen as smart and in control, so you lead with information and statistics. But facts and figures don’t motivate people to action.
People don’t want what you’re selling—they want their problems solved.
They want a transformation.
So the more you talk about the transformation you offer, the more the reader will pay attention. If you stop speaking about the problem you can solve, the reader will tune you out.
How to get started.
There are hundreds of different approaches to writing, none of them a magic bullet. Here’s where I start…
1. Know the big idea.
Start by knowing your big idea. What is the core thing you need to communicate? Keep it at the root. Don’t wander.
2. Use a framework.
Build your outline with a “know, feel, do” structure…
Know. What do people need to know? What problem are they facing?
Feel. What do people need to feel about the problem?
Do. What do people need to do? Call them to action.
3. Start big.
Advertising giant David Ogilvy said, “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”
Never underestimate the power of the headline. The goal of the headline is to get the first sentence read. If you can’t start right, don’t worry about writing the rest…the reader will be long gone.
4. Be simple and clear.
Constantly ask yourself, “how can this be misunderstood?” If you’re writing a very important piece, get feedback before you share. What may seem clear to you may be clear as mud to someone else.
Tricks of the trade.
I’m thankful for all the great tricks and tools people have shared with me along the way. The following are some of my favorite…
Hemingway app
Use the Hemingway app. Paste in your text in and see where your writing is too difficult or too passive.
Keep it simple.
Choose simple words, simple sentences, and short paragraphs.
Use the active voice.
Use the active voice (subject, verb, object) to make your writing more interesting.
Passive: People are confused by unclear writing.
Active: Unclear writing confuses people.
Use active & transitive sentence construction.
“We start modeling words as soon as we start reading them,” so there is more power to our words when we help the reader generate the action in a logical manner.
Use rhythm.
No one likes boring people or boring words. Keep your flow and rhythm in mind as you write.
Use the StoryBrand framework.
Every good story has a character that has a problem and meets a guide who gives them a plan and calls them to action that ends in success or failure. Read Building a StoryBrand and learn the seven universal elements of story can dramatically improve how you connect with your audience and win.
Start a swipe file.
There is great writing everywhere. Start a small folder (digital or physical) of the best writing examples you find. Your taste will grow and your output will improve as you sample the best of the best. When you find something great, share it with me.
Write to win.
We all can grow as writers. Writing can win the day and set you above the competition if practiced and employed well.
If you’re working on an important piece of writing this week shoot me an email. In 15 minutes we could review what you’re trying to accomplish and make sure it’s poised for success.
And don’t forget, when you focus on helping others rather than yourself, you make the world a better place.
Go, be the guide.
