If you're American, you may be familiar with the reality TV show Shark Tank, where a series of inventors and budding entrepreneurs pitch their products and business ideas to a handful of millionaire investors. Believe it or not, this show concept actually originated north of the border, with our very own Canadian version, called Dragon's Den.
Marketing guru Arlene Dickinson is one of my favourite dragons, mostly because of how she balances honesty and compassion in her responses to the pitching individuals, many of whom have dedicated their lives -- and their financial well-being -- to pursuing their business dreams. So when Dickinson came out with her first book a few years ago -- Persuasion: A New Approach to Changing Minds -- I eagerly snapped it up.
When Dickinson talks about persuasion, she doesn't mean the underhanded, dishonest type one would associate with, say, a caricature of a used car salesman. Instead, her approach, which she refers to as "principled persuasion", focuses on convincing others to do what you want in a way that leaves you both feeling good. Through stories of her own journey to success backed by social science, Dickinson shares how to use the art of persuasion to attract followers, voice your ideas, and open doors to new opportunities. Basically, to do the things that so many of us strive to do here on Steemit.
Here's how you can use Dickinson's approach to make your writing more persuasive so that you, too, can achieve your goals.
A good pitch is based on three things: authenticity, honesty and reciprocity.
Authenticity -- This means knowing who you are and what matters to you. You need to have a clear idea of what you want to get out of the relationship and what you're willing to negotiate or let go. You need to know your values. Authenticity also means being vulnerable at times. This can be scary, but it's one of the best ways you can connect with your readers and engage them in your story. When we honestly share ourselves with others, we give them an opportunity to relate.
Honesty -- As Dickinson says, "Authenticity is about being true to yourself. Honesty is about being truthful with others." Of course, this can be difficult to do because honesty also means admitting to our mistakes. However, being honest is key if you want to build and maintain trust with your readers.
Tip: If you want to create trust with your readers, you need to ensure that your message is clear and easy for them to understand. Often, writers will try to force trust by presenting themselves as an "expert" on a given topic, filling their writing with industry terms, acronyms and jargon that make it difficult, if not impossible, for their audience to follow. Dickinson says, "If I can't understand what you're talking about, then I can't trust you. Real expertise involves the ability to take a complex subject and distill it to the point where it's accessible to everyone." See The Five Cs of Good Communication.
Reciprocity -- Last, but certainly not least, you need to make sure you have something of value to offer. If you want to persuade your reader, or anyone else, to do something, then you must be clear about what they will get in return. And it must be something that they will value.
For example, often on Steemit, people will say, "Upvote my post and I'll upvote yours!" And that might work if all the other person wants is an upvote. But many Steemians want more than that. They want to be part of a site that offers consistent, high quality content. These people are more inclined to give upvotes to those they believe will create quality content in the future. Or who will engage in the community via comments.
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1. Prepare.
Do your research. Choose reliable sources. Make sure you understand your audience: What interests them? What matters to them? What do they want to know and what do they hope to get by reading your work?
2. Listen.
In many ways, listening is part of preparation; it's your avenue to understanding your audience. As writers, listening means taking the time to read what others have written or shared about a topic. It means engaging in discussions by asking genuine questions -- not just voicing your own opinion. It means being open and responsive to comments and feedback on your work. It means taking the time to put your audience and their needs first. When you do this, you create "the foundation for an emotional connection."
3. Understand.
Dickinson notes that it's difficult to create an emotional connection through written communication. And she's right -- it is difficult. But it isn't impossible if you are authentic and honest, and if you find ways to engage with and reciprocate to your readers. There are many times where I've read someone's else's work and felt an emotional connection with them because I could relate to what they were sharing. Because I felt that they understood.
As a writer, understanding is more than doing your research and listening to your audience. It means bringing a sense of empathy to your work by using your imagination to put yourself in your reader's shoes. For example, if you write a personal finance blog, you'll be more likely to attract followers if you show that you know what it feels like to struggle with money. Because people don't just want expert advice. They want expert advice from someone who understands what they're going through.
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4. Pitch.
Ok, so you've done all of your prep-work and now you're ready for your "pitch" -- meaning now you're ready to sit down and write. Here are a few things to consider when you write.
Recap what you've heard. You've done your research. You've listened. You understand your audience. Now, you need to show this. As Dickinson says, this means taking time to describe a problem that you know your reader faces (not just jumping to the solution you're trying to sell).
Focus on the benefits, not just the features. If you want to convince someone to do something -- whether it's to follow your blog, or buy your product -- you need to explain what's in it for them, a.k.a. reciprocity. So, for example, if you're trying to convince someone to join Steemit, don’t just write about steem, upvotes and comments. Tell them how these features enable them to earn money and engage in a community.
Keep it simple. Again, if you're reader doesn't understand what you're writing, they won't trust you and they want do what you want them to do.
Take them on a journey. Maya Angelou said, "At the end of the day, people won't remember what you said or did. They will remember how you made them feel." Sharing a personal story as part of your writing is a great way to draw on your readers' emotions and ensure they remember your work. For example, if you want your reader to follow your career counselling blog, then you may want to write a post about how it felt the first time you lost a job or had to deal with a difficult co-worker.
Write from the heart. Don't just regurgitate the facts you've discovered or the things that other's have written before. Put this information into your own words. Show why the topic you're writing about matters to you.
Be positive. Ok, this is one of my own, learned from personal experience. The fact is that negatives like fear and guilt can be very powerful tools of persuasion (see politics), but they don't last. If you want to build a long-term relationship with your readers, then you're better off keeping a positive focus. Remember, your goal is to convince others to do what you want in a way that leaves you both feeling good.
If you enjoyed this post, I highly recommend picking up a copy of Dickinson's book Persuasion.
@redhens. Thank you and best wishes on your writing journey.