7 More Things, This Time About Persuasion

Consider a few basic, macroscopic rules that will take your word and phrase from drab to fab:

• Show, Don’t Tell: Use concrete examples and anecdotes to illustrate your points. I worked with X to design Y and Z which led to an uplift in $AM and B%” says a lot more than "I am a great designer.”


• Use Active Verbs : Active verbs make your writing flow dy

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Let’s zoom in closer and go from abstract theory to applicable practice with the 4Cs.

1. Clear : Avoid ambiguity, be direct, and use simple words/sentences.


2. Concise : Be brief.


3. Cogent : Ensure your writing follows a logical, relevant sequence. Each point should naturally lead to the next, building a cohesive argument backed up by data, examples, and/o

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Simplicity —The idea can be expressed simply and succinctly, without sacrificing depth (e.g., “It’s the economy, stupid,” used during Bill Clinton’s 1992 U.S. presidential campaign). 2. Surprise —The idea contains an element of surprise, which grabs attention (e.g., when the Center for Science in the Public Interest wanted to alarm consumers to the

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