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Writing a persuasive
      document
      Erin Blasco
    blascoe@si.edu
Advanced organizer
• Structuring our persuasive document and
  identifying key phrases
• Best practices
• Questions
Persuading Secretary Clough
           to…
     • We have to write a persuasive
       document to convince Secretary
       Clough to OK our project.
     • We’ll structure the document
       and identify key phrases.
What project should we convince
 Secretary Clough to approve?
  • Monthly celebrity chef program at SAAM to
    create art-inspired desserts for visitors and
    staff to increase multi-sensory engagement
    with art and knowledge about use of color and
    texture in art

  • Tech library from which staff can freely borrow
    iPads, video cameras, and other tools for work
    projects to increase skill levels and creative
    use of technology
  • Traveling exhibition of 50 objects that tell the
    story of America as voted for by the American
    public to increase nationwide understand of
Persuading Dr. Clough: Know your
           audience!
• What do we know about Dr. Clough?
  – Focused on the Grand Challenges
  – Pro-technology, but not jargon
  – Wants SI to be a 21st century institution
  – Civil engineer
  – Wants to improve SI infrastructure
  – Loves creative solutions, innovation,
    collaboration across units, and low costs
  – Georgia boy
Connect your audience with your
project: What might Dr. Clough relate
                to?




              +
Identify things Dr. Clough may not
                like
             • We won’t change these
               things about the project,
               but we will anticipate
               and address his
               possible concerns.
Don’t look at a blank Word
               document
• Make yourself a form to complete. What does Dr.
  Clough need to know to be persuaded to OK the
  project?
• What topics should we be sure to address?
   – Who is it for? Why is this audience important?
   – What needs will it address?
   – How will it improve that unit and SI in general?
   – How will it impress outside stakeholders?
   – What will it cost?
   – How does it relate to his agenda, grand challenges, brand,
     etc?
   – How will you address his key concerns?
• Identify key sub-topics to address and then fill these
  in. Bold topic headings aid reading and send clear
  messages.
How does the project connect with
     Dr. Clough’s agenda?
                                Grand Challenges
• Identify key phrases,    Pro-technology, not jargon
                             21st century institution
  sentences, or points    Civil engineer, Infrastructure
                          Creative solutions, Low cost
                                   Georgia boy
  you want to make in
  each sub-topic.
• These can be
  messy and
  disorganized.
  Beautify later.
Complete your form, adding key
    phrases, quotes, and data
• Who is it for? Why is this audience
  important?
  – Important stakeholders, underserved
    communities
• What needs will it address?
  – Valuable tech training, transferrable skills
  – 40% of staff said they ―lack necessary training‖ to
    complete technology projects
• How will it improve that unit and SI in
  general?
  – Inspire creativity and provide to tools to put it into
    action. ―This will revolutionize our ability to make
Repetition
• Make your point different ways. Directly,
  through an example, a story, a quote, a
  graph.
• Repeat the point at the beginning and the
  end.
                                           What speech is
                                               this?




    Fun trick: paste your text into Wordle.com to see
     if you’re repeating your key words and themes
                         enough.
Reasons why
• Duh!
• Reasons why Dr. Clough should OK your
  project from your perspective, your boss’s
  perspective, and his perspective.

  The              It will
                 address          It will
 project            the
 will be                        impress
                museum’s
  fun.            needs.        funders.
Consistency
• Start with something Dr. Clough already
  agrees with—something difficult to refute,
  perhaps his own idea.
• Then make your case.

 SI needs          Can’t
to digitize       digitize      Solution
    our           without        : tech
collections        tech
     .           training.      library!
Social proof
  • We naturally look to others to know what
     to do. Take advantage of that.
  • Are other museums doing similar projects?
  • Has the audience asked for a project like
     this?
9 out of 10 proposal readers agree:
   testimonials are great
Comparisons
• Metaphors are your friends.
• Reframe: It’s not a bailout, it’s a safety net.
• Be visual: you can envision a net, but what
  does a bailout look like?
• For example:
  – We are a microscope: We dig deep into issues.
  – We are a telescope: We step back and consider
    the big picture.
  – We are a kaleidoscope: We see the world
    through many lenses
Agitate & Solve
• Does it solve a need?
• Yes, but how needy is the need?
• Prove, don’t tell.
Predict the future
• What will happen if the
  project doesn’t happen?
• What local, regional, and
  national trends have you
  observed that make this
  project necessary now?
Address objections
      • If you don’t know your
        audience very well, ask
        somebody who does to
        review your proposal.
      • Don’t say, ―I know you
        object to…‖ You may
        accidentally
        paraphrase concerns in
        a way he won’t
        appreciate.
Tell a story
• Character: Once upon a time, there was a
  museum visitor…
• Conflict: Who thought art was really
  boring…
• Speech: ―If only there was a way to get the
  whole family interested in art…‖
Other best practices?
What if your persuasive writing
            doesn’t work?
• Other non-text modes of communicating
• Find an advocate or partner
• Scale down: can my proposal move
  forward on a pilot/experimental/smaller
  basis?
• Bribery.

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Writing a Persuasive Document

  • 1. Writing a persuasive document Erin Blasco blascoe@si.edu
  • 2. Advanced organizer • Structuring our persuasive document and identifying key phrases • Best practices • Questions
  • 3. Persuading Secretary Clough to… • We have to write a persuasive document to convince Secretary Clough to OK our project. • We’ll structure the document and identify key phrases.
  • 4. What project should we convince Secretary Clough to approve? • Monthly celebrity chef program at SAAM to create art-inspired desserts for visitors and staff to increase multi-sensory engagement with art and knowledge about use of color and texture in art • Tech library from which staff can freely borrow iPads, video cameras, and other tools for work projects to increase skill levels and creative use of technology • Traveling exhibition of 50 objects that tell the story of America as voted for by the American public to increase nationwide understand of
  • 5. Persuading Dr. Clough: Know your audience! • What do we know about Dr. Clough? – Focused on the Grand Challenges – Pro-technology, but not jargon – Wants SI to be a 21st century institution – Civil engineer – Wants to improve SI infrastructure – Loves creative solutions, innovation, collaboration across units, and low costs – Georgia boy
  • 6. Connect your audience with your project: What might Dr. Clough relate to? +
  • 7. Identify things Dr. Clough may not like • We won’t change these things about the project, but we will anticipate and address his possible concerns.
  • 8. Don’t look at a blank Word document • Make yourself a form to complete. What does Dr. Clough need to know to be persuaded to OK the project? • What topics should we be sure to address? – Who is it for? Why is this audience important? – What needs will it address? – How will it improve that unit and SI in general? – How will it impress outside stakeholders? – What will it cost? – How does it relate to his agenda, grand challenges, brand, etc? – How will you address his key concerns? • Identify key sub-topics to address and then fill these in. Bold topic headings aid reading and send clear messages.
  • 9. How does the project connect with Dr. Clough’s agenda? Grand Challenges • Identify key phrases, Pro-technology, not jargon 21st century institution sentences, or points Civil engineer, Infrastructure Creative solutions, Low cost Georgia boy you want to make in each sub-topic. • These can be messy and disorganized. Beautify later.
  • 10. Complete your form, adding key phrases, quotes, and data • Who is it for? Why is this audience important? – Important stakeholders, underserved communities • What needs will it address? – Valuable tech training, transferrable skills – 40% of staff said they ―lack necessary training‖ to complete technology projects • How will it improve that unit and SI in general? – Inspire creativity and provide to tools to put it into action. ―This will revolutionize our ability to make
  • 11. Repetition • Make your point different ways. Directly, through an example, a story, a quote, a graph. • Repeat the point at the beginning and the end. What speech is this? Fun trick: paste your text into Wordle.com to see if you’re repeating your key words and themes enough.
  • 12. Reasons why • Duh! • Reasons why Dr. Clough should OK your project from your perspective, your boss’s perspective, and his perspective. The It will address It will project the will be impress museum’s fun. needs. funders.
  • 13. Consistency • Start with something Dr. Clough already agrees with—something difficult to refute, perhaps his own idea. • Then make your case. SI needs Can’t to digitize digitize Solution our without : tech collections tech . training. library!
  • 14. Social proof • We naturally look to others to know what to do. Take advantage of that. • Are other museums doing similar projects? • Has the audience asked for a project like this? 9 out of 10 proposal readers agree: testimonials are great
  • 15. Comparisons • Metaphors are your friends. • Reframe: It’s not a bailout, it’s a safety net. • Be visual: you can envision a net, but what does a bailout look like? • For example: – We are a microscope: We dig deep into issues. – We are a telescope: We step back and consider the big picture. – We are a kaleidoscope: We see the world through many lenses
  • 16. Agitate & Solve • Does it solve a need? • Yes, but how needy is the need? • Prove, don’t tell.
  • 17. Predict the future • What will happen if the project doesn’t happen? • What local, regional, and national trends have you observed that make this project necessary now?
  • 18. Address objections • If you don’t know your audience very well, ask somebody who does to review your proposal. • Don’t say, ―I know you object to…‖ You may accidentally paraphrase concerns in a way he won’t appreciate.
  • 19. Tell a story • Character: Once upon a time, there was a museum visitor… • Conflict: Who thought art was really boring… • Speech: ―If only there was a way to get the whole family interested in art…‖
  • 21. What if your persuasive writing doesn’t work? • Other non-text modes of communicating • Find an advocate or partner • Scale down: can my proposal move forward on a pilot/experimental/smaller basis? • Bribery.

Notes de l'éditeur

  1. The story of somebody pitching a website to Allen. As the guy is pitching, you can see Allen being like GRRR. Then you can see Marty translating the website stuff into Allen language. The pitching guy should have talked to Marty first.
  2. When addressing his concerns be careful not to paraphrase them in a way he may not recognize
  3. Keep filling in the sections until you have
  4. Psychological studies have shown that people are more likely to comply with a request if you simply give them a reason why… even if that reason makes no sense.Which of these is most important? Your reasons of THEIRS?
  5. But remember that comparing us to an institution Sec. Clough DOES NOT like will backfire.