Tips on persuasive writing

Persuasive writing involves presenting your case logically and systematically to influence your target audience to adopt a specific position or take a particular course of action. Whether you’re a copywriter promoting a new product, a marketer for an insurance company, a social activist advocating for or against the proposed legislation, or an entrepreneur seeking funding, persuasive writing is an essential skill.

To effectively persuade your audience, start with a straightforward premise, which is the basis of your argument. Rather than telling your audience your hypothesis, it is best to demonstrate it through an example. For instance, consider the case of Jane, a 12-year-old girl who is pregnant and faces the dilemma of whether to have an abortion or keep the baby. Complicating her situation is that she is about to start attending a school requiring all students to undergo a pregnancy test. Her family also struggles financially, and her father is a strict disciplinarian. Should Jane consider keeping the baby, or should she consider having an abortion?

Identifying your target audience and their beliefs, objections, and opinions regarding your premise is essential to present a compelling argument. By doing so, you can tailor your discussion to their perspective, making persuading them to your way of thinking easier.

To appeal to your target audience, you must build a strong case for your position. Further, use authoritative sources such as studies and reports that support your premise and employ emotive language that appeals to their emotions.

Building bridges with those who oppose your position is essential to finding common ground and addressing their concerns. In addition, this approach can help win over people who are undecided or firmly opposed to your stance.

Finally, the conclusion is an opportunity to summarise your key points and galvanise support for your position or course of action. Providing a solid and unequivocal closing statement highlighting why your position or course of action is the best option is critical.

Strongly arguing your case requires thorough research, a clear understanding of your target audience, and an effective communication strategy that combines logic and emotion to persuade your audience.