Effective Persuasion & Advocacy – Tips & Trip Ups

In my line of work, policy, advocacy & communications, the lion’s share of my writing is intended to persuade. In fact, when you think about it, even when writing a simple notice about a new online survey or upcoming event, the intent is to motivate participation, so still involves a “grab”, a “call to action”.

Given that reality, here are a few things I have learned, mostly by trial and error. While not a comprehensive list by any means, and it’s pretty basic, I hope it will jog some ideas and strategies for you:

1. Get their attention early: Start with a strong statement that summarizes the case you intend to make. Some trainers say you can open with an anecdote or a quotation, but I discourage this. Those to whom you are advocating, particularly in a business setting, are busy people who much prefer the bottom line to a “song and dance”. If you think an example or quote strengthens your argument, then add in where appropriate – but don’t open with it or you’ll have lost the battle before it begins.
2. Know your audience: Having a general sense of who I am trying to persuade really helps me to craft the “ask”. This is particularly true with writing strategic policy to advocate to government. If it’s under provincial jurisdiction and I send it to the feds, I’ve just wasted my time and theirs. Additionally, since I am trying to persuade, I want to know what matters to the target audience and use language and examples that will speak to them.
3. Don’t make assumptions: This is a tough one for me. I get immersed in an issue and forget that others may not have a clue what I am talking about. I am developing a habit, now, of writing all the background details of an issue into the document, and then going back afterward to vet the fluff and make it succinct. The other thing I am learning to do is leave it for a while and then go back and reread it, trying to put myself in the shoes of the recipient. This is quickly becoming a staple part of my writing routine and I sharply notice when I skip this step.
4. Avoid accusations and guilt trips: Since I am also a politician – but don’t hold that against me – I know what it is like to be blasted. Huge tip here: vilification and aggressive presentation is counter-productive. When I am on the receiving end of advocacy, and it is delivered to me like a cannon, I cannot hear the message, even if there is a valid point in there somewhere, because I am focused on the insults. Done in written form, the most frequent response of the target audience is to simply place your letter in the “round file”. Keeping your verbiage respectful and focused on the issue is the best way of getting for message across. The same is true of guilt trips: it is an ineffective method of getting real results. The recipient wants something they can get on board with and be motivated to respond to; guilt as a motivator generates begrudging actions at best. I make a practice of carefully considering what will make my advocacy palatable to the target, asking, “What’s the carrot in this?”
5. Tell them what you want and when you want it: If I had a dollar for every piece of writing I’ve seen where the problem or issue is presented very effectively but the “ask” is missing or else stated very passively. Don’t say “please consider doing this, but if you don’t want to or it doesn’t really work for you, maybe try this instead”. Indicate clear recommendations or requests in a direct manner; it’s the recipient’s job to sort out the details and decide how to proceed. Always ask for a meeting or a response and include a deadline; if it appears to be something that can be relegated to the back burner until that sweet someday when time permits, that is exactly where it will end up.
6. Follow up: I don’t like babysitting people and they don’t like being hounded, so there is a real balance in how to accomplish good follow-up. I send ONE reminder and always frame it as “just following up”. People appreciate having their memories jogged but they don’t want to be backed into a corner.

So, those are some quick and simple tips for effective persuasive writing. I’d love to hear your thoughts on this, and what works for you. Happy writing!
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Hailing originally from Edmonton, Danielle considers herself a true Alberta girl, having lived in several Alberta communities. She came to Red Deer in 1997 and settled in Penhold in 2001. She is married and has three grown children, one teenage step-daughter and two grandchildren.