Persuasive Writing: Why Logic Isn’t Enough
This guest post is by Tracey Palmer, freelance writer and editor and founder of Palmer Communications and Chicks Who Write.
As journalists, we love nothing more than quoting facts and figures. You can’t argue with them, right? Logic rules. That’s what I always thought. But remember Mr. Spock? The Star Trek icon, part human, part Vulcan, who was at all times logical. Well, it didn’t always make him the most popular guy, did it?
“I fail to comprehend your indignation, sir. I have simply made the logical deduction that you are a liar.” —Mr. Spock
And who was Spock’s best friend? The big man on campus? That’s right, the testosterone-oozing, sometimes overly emotional, logic-be-damned, popular-with-everyone (including the ladies) Captain James T. Kirk. They were opposites, but they needed each other, like you need both logic and emotion in your writing. Don’t believe me? Think Star Trek is lame? Well, how about Aristotle, the guy who invented logic? He and his ancient Greek buddies knew that to be persuasive you need more than Logos (logic, smarts, the brain). You also needed Ethos (character, trustworthiness, the gut), and Pathos (emotion, feelings, the heart). As humans (and not Vulcans) when we’re reading, we subconsciously use all three. Our gut tells us whether or not we can trust the writer, our brain weighs the facts presented, and our heart makes us want to take action.
You know all about Logos (logic). So I’ll move on to Ethos—your “street cred.” This is where the reader says: Why should I listen to you? What makes you the expert? Well, I don’t know about you, but when I’m assigned a story, I’m very rarely the expert. So the first thing I do, like all of you, is interview a bunch of experts. Another way to build trustworthiness with the reader is to tell her up front what you’re about to do. For example, one of my favorite fundraising letters starts out like this:
At the end of this letter I’m going to ask you for money. Here’s why….
People appreciate honesty. It helps them be open to what you have to say. And no matter what case you’re trying to make, anticipate and address counter arguments. If you tell only your side, you lose credibility.
The last persuasive tool, Pathos, or emotion, is often the one we’re least comfortable with. But if you want to draw your reader in, and allow him to persuade himself, there’s nothing more powerful. Don’t believe me? Here’s what an expert has to say:
“To get your audience to do what you want, it has to desire the act. And desire requires emotion.” —Jay Heinrichs, author of Thank You for Arguing: What Aristotle. Lincoln and Homer Simpson Can Teach Us About the Art of Persuasion (www.figarospeech.com)
And in my 20 years of writing, I’ve found that the most compelling method is telling the reader a story. It doesn’t have to be long. Here’s Ernest Hemingway’s six-word story:
“For sale. Baby shoes. Never worn.”
It makes my heart stop every time. Good stories are full of anger, guilt, humor, fear, courage, love—you name it. And remember, show don’t tell. You don’t have to tell the reader to do the right thing and make a donation, just let him get to know the little girl with no shoes.
It’s a bit ironic, but to some degree, we never convince anyone of anything, we simply help others independently decide that we’re right. But I promise you this—if you learn to tell better stories, you’ll be a more persuasive writer.
What are your tips for writing persuasively, whether you’re persuading a reader with your article or an editor with your query? Please post in the Comments below. [lf]
Confidence. If you write with confidence and authority, readers will be more inclined to trust you.
Well said, Tracey. As a writer who pens many fundraising letters, I would add that keeping it short and sweet, a la Hemingway, is most appreciated by readers. Nothing closes the mind – and wallet – faster than a sea of words, especially if (heaven forbid) those words spill on to a second page. State your case, make your point, and wrap it up.
I like the “show, don’t tell” rule – it is my experience that in any story, or life situation, if you can show someone what is going on rather than merely argue your point, you have a much better shot of persuading them.
Of course, there are always a lot of things going on. Which brings back the power of the writer to pick out those that are the “most important” to show!
I’m going to try the “up front with total honesty” tip you offered from the fundraising letter, in a query type letter I have to send today. We’ll see how it works. It came at a good time as I was stuck on putting together this particular letter. So, thanks!
Anyone who can use Star Trek to illustrate a lesson in persuasion has my affection – the emotional, James T. Kirk side. And then you threw in Aristotle for the vulcan side. You’re good.
I work from the mindset that the reader already wants the product or service I’m writing about, and my job is to show them that this is what they’re looking for.
One thing is certain: simply calling something amazing with extra exclamation marks is not the most effective persuasion (unless, maybe, you’re telling your best friend). My thinking is that persuasive writing will reach the emotions of a person by elucidating their problem. It doesn’t have to “seem” emotional; if it touches on the need the consumer has (in copywriting), or the belief that the reader holds (in journalism), then the reader has that, “Yes! You understand me!” response, and is more receptive to the rest of the argument.
Terrific, thought-provoking post. Thanks!