How to Persuade in Words

Remove the first person pronouns wherever you can. When you say “I” or “me,” you become the focus. But the subject is your audience.

“You” speaks directly to your target reader/donor and the benefits they gain from doing as you say. “He/She/It/They/Them” directs attention to the people you serve.

People remember the first and final things plus anything outstanding in the middle.  Shorter paragraphs give you more beginnings and endings.

Go through your message to find the key ideas and terms they MUST understand and agree with to get your message. You must give those the proper emphasis. Don’t bury them in the middle of a 5-line paragraph. Make them easy to see by putting them in the hot spots.

If you are to speak it, first read it aloud to make sure you can say it smoothly and with confidence. Listeners cannot go back and re-listen, so use a bit of repetition and summary.

Slow down and pause for emphasis. The mind can go fast, but the heart is slower. Speak to their hearts and their ideals.