ONE-FAGE PERSUASION: Write Thi, Not Thet Is there a better way to say it? You know there is. Here are the top 45 do's and don'ts of written persuasion. SaaS eT Jargon Abstract Theoretical Hypothetical Mixed Metaphors / Analogies Adverbs + Ubiquitous Verbs “Not” /*Can't"/ “Don't” Overwriting ANYthing Underdeveloping ANYthing Writing to Think Nobody-Gives-a-Grap Background “For Me" /"In My Opinion’ /*I Think” "You Should’ /“Try To” “She told me to use dialogue’ No or Pussyfoot Call-to-Action > Sth Grade Reading Level Naked Cliché Predictive but Wrong ABGYL Bruh, | Know That, WTF? But It Could Be Better Ego Without a Cause Success Doesn't Scale Zombie Modifiers "You Should” Conscious Bias Editing to Edit Does This Look Right? ‘What Else Can | Add? Targeting General Audiences Ignoring Reader Expectations Missing Reader Sensibilities > 3 Prepositions Per Sentence Identical Sentence Structures Hedging Blended Points Repeat Examples ‘Assuming Readers Agree Third-Party Quotes Internal Inconsistency Lacking Pai “In Order To" /*So That’ 35 Years / 97% / One Hundred Bucks Leaving It up to Readers 177 ABC’, aa Teer, tae ae Ln Mee Ost oe Vernacular Concrete Sensory Example Complementary Metaphors / Analogies Visual Verbs The Affirmative ‘Only What You Mean—Once Precisely What You Mean Writing to Persuade Need-to-know Details The Way Its Imperative Verb “Use dialogue,’ she said.” Jackboot Call-to-Action < Sth Grade Reading Level Clear Before Clever Predictive and Right A,B,C, D,E Wow, Never Heard It That Way Goad Enough Is Good Enough Why You (Already) Care Systematize Your Success Purposeful Word Choice “You Must” Inclusive (Or Offensive) Editing for Impact Does This Sound / Feel Right? What Else Can | Cut? Writing for Ideal Readers Embracing Reader Expectations Understanding Reader Sensibilities <3 Prepositions Per Sentence Balanced Sentences Structures Risking Siloed Points ‘One Example Per Point Making Your Case Say It Better Uniform Message lel Phrases and Clauses 'So” /__ Thirty-Five Years" /97 Percent / $100" Leading Readers 127 ABC," Cr