Ninety percent of selling is conviction, and 10 per cent is persuasion.
I noticed that these days, more and more, we are facing an overwhelmingly strong tendency to hit the “Submit” or “Enter” button very much too quickly – be it in accepting T&Cs, in posting Facebook statuses, in sending instant messages and SMS and also… in sending over quotes or emails. And for as much as I’m concerned about #grammarnazi issues here, I am talking about the content. Needless to say that you could be the most talented of translators or freelancer or designer or architect but when communication comes in, you need to produce compelling text that convey the message and get you where you want to be (in a nutshell, writing better content and use persuasion). And writing with “text appeal” (quoting my friend Jorge ), ladies and gents, is part of a smashing brand effort.
As I read on BBC, when writing you can:
- write to argue
- write to persuade
- write to advise
In all of the above, you are offering ideas to other people. However, each style does this in different ways. If you argue, the writing tends to look at both sides and come to a conclusion. If you persuade, it tends to be one-sided, making your ideas the only sensible choice. If you advise, it tends to be softer, guiding someone towards your ideas. And the one we want to focus on is persuasion. Get an idea of what it is using this wheel: