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Wednesday, May 30, 2012

48 Elements of Persuasive Written Content | Uttoran Sen, Copyblogger

"[W]ords are very powerful things," writes blogger Uttoran Sen:
They can make us buy things we didn’t think we needed. They can reveal ideas that we’ve been looking for for years. They can make us cry or laugh almost hysterically.
Sen writes that if you want to master persuasive writing, you'll need to learn the ABCs of the craft, apparently covered in the 48 terms listed here in alphabetical order. Some examples:
12. Common Language
We know you’re smart and you know all sorts of big, fancy words. But unless you’re trying to be irritating, don’t talk down to the reader. Give us something conversational with a common language that we can understand.
24. Instructions
Content leading up to something — a sign-up, a petition, a purchase — must include explicit instructions. Sure, you can leave your reader alone to figure it out, or you can help him out with simple instructions to simply fill in his email address below to get new coupons and specials!
36. Questions
What better way to make people think while reading your material than to ask questions? Rhetorical questions are a highly effective way to engage a reader and transition through text.
48. Voice
Hand in hand with tone is the sound of your voice coming through content. Persuasive content isn’t technical writing, and your unique voice should be present as you’re writing. A strong voice is entertaining, engaging, and enjoyable to read.
For related information, check out Garbl's Action Writing Links. It's  an annotated directory of websites that can help you get people to read your writing, keep readers interested and persuade them to respond while they're reading or afterward. In a democracy, we each have the right and the responsibility to speak out on matters that concern us.



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