How to foster curiosity and buy-in
4 - How to Better Connect with your Readers
Whether you're crafting tales to promote brands or writing stories to captivate your audience, the key is to ignite curiosity and keep your readers hooked.
In this class, we'll explore techniques for both fiction and nonfiction storytelling. It's important to pay attention to both since these techniques can complement each other and prove useful in everyday communications.
For non-fiction, it's important to keep in mind that even if you don't consider yourself a nonfiction writer, think about your daily communications. We constantly tell nonfiction stories, trying to gain support and curiosity from those around us, making this class crucial for all writers.
Persuasive Writing Tactics:
To capture your reader's attention and maintain it throughout your story, whether it's an email, blog, landing page, SMS, or more, you'll need persuasive writing tactics.
These tactics include:
- Crafting a captivating hook
- Using repetition (within reason)
- Providing 'because' reasoning
- Employing consistency and comparisons
- Using lists of three
- Asking thought-provoking questions
- Incorporating data
- Crafting a clear thesis
- Demonstrating empathy for your reader
Here's a helpful resource on persuasion techniques for writing: A Writer’s Guide to Implementing the Science of Persuasion in Copywriting.
1) The power of a hook
Your hook is the opening statement, the first lines in any nonfiction piece, and it determines how much of your reader's attention you command.
There are five types of hooks: Statistics, quotations, anecdotes, questions, and statements.
Statistics and statements are strong choices, especially in a business context, while quotations can also be compelling.
Questions and anecdotes can engage your readers and help them relate to your content.
Statistics as Hooks:
Using statistics, especially those highlighting problems or negative trends, can grab your reader's attention effectively.
For example, using productivity stats to support the case for remote work can challenge existing beliefs.
Quotes for Authority:
Incorporating quotes from authoritative figures, like Mark Zuckerberg, can enhance your argument's credibility and connection with the reader.
The power of anecdotes
Anecdotes are rapid, relatable micro-stories that can connect with your readers, making them more likely to invest in your content from the start.
Engaging Questions:
Thoughtful questions in your hook can instantly connect with the reader by addressing common experiences and demonstrating understanding.
Using Statements:
Statements are claims or declarations made by the writer. They differ from quotes in that they come from the author rather than authoritative figures.
When using statements, it's essential to back them up with research, especially when writing for brands.
Watch for Unsupported Statements:
Be cautious of making unsupported statements in your hooks, as they can weaken your credibility. Ensure any claims are substantiated.
There you have it! Understanding these hook-building techniques will help you captivate your readers and keep them engaged in your nonfiction writing, whether it's for business or personal purposes.
2) Repetition as a powerful tool
Repetition is essential for connecting with your reader and driving your point home, but it should be used judiciously, whether topically or stylistically.
Topical Repetition:
Topical repetition means reinforcing the argument you're making, not just repeating the subject itself.
For example, instead of saying "remote work is great" in every paragraph, emphasize why or how remote work is great to keep the reader engaged.
Stylistic Repetition:
Stylistic repetition involves more obvious forms of repetition, such as repeating words or phrases.
Acknowledging this repetition in your writing can maintain a persuasive and playful tone while connecting with your reader.
3) Following up with "because"
Avoid using "because" literally after a point, as it may weaken your authority.
Instead, mentally follow up your points with "because" to provide reasoning, enhancing buy-in from your readers.
4) Consistency and comparisons
Consistency in your writing style, including structure, spelling, formatting, and rhythm, creates reader comfort and fosters buy-in.
Combine this with comparisons to help readers understand unfamiliar topics.
5) The magic of lists of three
Lists of three are incredibly powerful for winning buy-in, whether in speech writing or other forms.
They can vary in length and fill paragraphs effectively, making them a versatile tool.
6) Engaging with questions
Asking questions in your writing encourages active reading and keeps readers curious, even if they answer in their heads.
7) Utilizing data
Recent data, collected within the last 2-3 years, can add weight to your arguments.
However, be cautious not to overuse it, as excessive data can clutter your article.
Remember to quote data from primary sources (those actually doing the research, not just presenting it). This will not only add even more weight to your arguments but it will showcase your research skills. Additionally, adding those links will provide a better SEO profile of your website. Google will think: "Hey, this website cites high-quality websites, it must actually be providing useful information!"
8) Crafting a clear thesis
State your argument or claim early in your writing, ideally within the first two paragraphs.
Revisit your thesis periodically to remind readers of your focus and affirm it in your conclusion.
9) Empathizing with your reader
Show empathy subtly, acknowledging situations your reader likely experiences or addressing industry pain points.
Demonstrating understanding early in your writing can quickly win buy-in from your readers.
Stay tuned for the next lesson, where we'll explore how to maintain clarity and explicitness in your writing.
See you in the next lesson!