You’ve heard of the power of the pen? I’m pretty sure whoever wrote that was talking about persuasive writing. We are surrounded by persuasive writing: advertisements online or in print; movie posters at the theater; social media feeds; book reviews; letters to the editor; political campaign ads. Anytime someone tries to convince the reader to their way of thinking, that’s persuasive writing.
Persuasive writing is a balancing act. Essentially you are making an argument without being argumentative. Let me explain. Let’s say you want to persuade school administrators to keep chocolate milk on the lunch menu. The key is to acknowledge the downsides of chocolate milk. Then state your position. Next use fact-based data to support your view while countering the points of the administration. Finally make an emotional plea based on the evidence you have laid out and conclude with what I like to call “a Bedford Falls moment.”
Acknowledge Opposing Viewpoint
By acknowledging an opposing viewpoint you show your reader that you recognize their position. It also allows you to focus on why you disagree. Let’s say School Administrators think the health consequences of high sugar content in chocolate milk is bad for students. That is a legitimate concern. Your job in persuasive writing is to show a competing view, support it with facts, and ask your reader to consider your position.
State Your Position
Try to be as focused as possible when stating your position. It is helpful if you can take an element of the opposing viewpoint and use it to your advantage. In the chocolate milk example, School Administrators concentrate on the health consequences. You will be smart to do the same. What are the health benefits of chocolate milk, you might ask. Milk is high in calcium. Growing bodies need calcium for teeth and bone development. You might not think it’s fair to co-opt the administration’s argument. But by using their concerns and twisting them to your ends it will be difficult for them to ignore your argument. In fact it will be easier for you to persuade them!
Persuade with Supporting Data
Here is where you provide facts and data. How many students drink milk with lunch? What percentage is chocolate milk? Poll students to determine if they would drink regular milk if chocolate was not an option. Is there a difference in calcium content between the two milks? What healthy food item contains the same amount of sugar as a serving of chocolate milk?
Persuasive Emotional Plea
Now you’re ready to touch your reader’s heartstrings. Give your reasons for wanting chocolate milk at lunch. Use the facts and data you presented in the previous paragraph. Be sure to clearly state what you want your reader to do or think.
Show a Bedford Falls moment
Every Christmas season I watch the film It’s a Wonderful Life. In it, George Bailey believes his little town of Bedford Falls would be better off if he had never been born. A bumbling angel grants his wish and George stumbles into a parallel universe where the lack of his good deeds changes the character of his hometown. In the end, he recognizes his value and all is restored.
Consider showing your readers the alternative to your position in your persuasive writing. In the chocolate milk example, you could show an increase in broken bones due to reduced calcium consumption, increased soft drink consumption, and so forth.
Convince your reader to your way of thinking and you’ve done your job!
