Be the Reader, Not the Writer


Keep in mind that the reader is always asking, "What's in it for me?"

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How to Not Dig a Hole

#editing #persuasion Jan 29, 2021

Close your speech, essay, or appeal with your request -- your call to action -- then be quiet. Here's the how and the why.

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Letters to the Editor: A Quick How-To

Getting published is easier than you think, but you have to follow a few simple rules... and here they are. 


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Anything But a Yes... Is a No


We tend to say "yes" immediately but beat around the bush when it's no -- but that only telegraphs the rejection to come. Here's how to stop doing that.

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Facts Alone Don't Win the Argument


Readers weigh not just the facts but also feelings – yet communicators often blast away with fact after fact… and nothing else. There’s a better way.


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To Hook the Audience, Talk Feelings More Than Facts -- Humanize!


Our initial interest is on the basis of emotion, then we look for facts only later.

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Don't Lash Out On Social Media

#persuasion Aug 24, 2020


Nobody reacts well to hostility, so what’s the benefit of being hostile on social media?

There is none.

If you want to change minds on social media, think about what other people write that makes you stop listening to them… and stop writing that way, yourself.

It’s not easy, but it’s powerful.

How to engage constructively on social media – check out the video.

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Internal/External Comms- A Better Approach

#audience #persuasion Aug 05, 2020

Internal comms? External comms? There's no difference. 

Instead ask only this: what will it take to get this person to take the action I have in mind?

We are motivated most by the basics: what we like, love, hate, need, desire, fear – common needs of all humans, not the particulars of our day.

Keep your eyes on what makes us human, not what defines our jobs. That stuff is secondary.

Always has been. Always will be.

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Great Writers Start at the End


Most of us start writing when we get the topic.

That’s a work-wrecking mistake.

Start with what you want the reader or listener to do.

The topic isn’t the goal. It’s the road you’ll take to get there.

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Nothing You Write Is Just "Informational"


If you’re writing to inform, you’re not connecting with the audience.

People need a reason to go where you’re leading. They need a goal.

Write to persuade – every time.

Not only will you be more compelling, the writing will come easier because you’re focused on the action you want readers (or listeners) to take.

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