The Key to Persuading Your Reader: Logic!

Eric had a strong case for why his company’s cloud-based CRM software was the right solution for his prospect. He’d elicited key pain points that he knew the software addressed, like the need for real-time customer data, mobile device access, and better multi-channel customer engagement. But after receiving his proposal, his prospect went with another company’s software. Eric asked himself, What was missing from my proposal?

Has this happened to you?  

Persuasion is at the heart of almost all business writing. We write to get someone to accept or agree to something—our point of view, our recommendation, our solution. But making your case can be challenging even if you have ample support for your position. Eric didn’t persuade his reader—despite having solid reasons and client insights. As a result, he didn’t achieve his writing goals.

Have you ever struggled to persuade when writing? Your excellent data showed you had a great solution, but your readers weren’t convinced. You may have wondered, How could they not agree? The facts were clear. Well, the strength of your position may have been clear to you, but not to your readers. And the problem may be in how you’re structuring your writing.

Make sure your readers follow you: use logic to make your case.

If you want a proven way to convince your readers when writing, highlight the strength and clarity of your thinking: use logic to structure your argument.

• Logic helps your reader follow and make sense of your points. We’ve all had this experience: when someone lays out something for us logically, we find ourselves saying, “That makes sense to me!”

• Logic gives you a blueprint for writing, a way to effectively organize your support. And when you use logic strategically, you’re able to present your solution persuasively.

A well-organized document or deck could make the difference between prevailing—with your position, your recommendation, your sale—or not!

How does using logic work?

Logical structuring is a strategic way of presenting your facts to build a sound argument.

In broad strokes, you organize your deck or document to highlight your

1. proposed solution (or conclusion if you are writing a report)

2. primary points to make your case

3. supporting facts.

Each supporting point anticipates and answers your readers’ likely questions. And they’re usually asking “Why?” By answering these questions in your document, you draw readers into your reasoning and lead them to agree.

An example: take my car, please!

Let’s say I ask your advice on whether to fix or retire my old car. You do your homework and recommend I buy a new car. I’m much more likely to find your recommendation credible—and follow it—if you structure your argument logically.

1. You recommend a new car purchase; I’m going to ask “Why?” (Of course!)

2. You then lay out your main points in response to that question—your most compelling reasons that I should agree with:

   1. My current car is too expensive to fix.

   2. I drive too many miles for leasing to be cost-effective.

   3. I can get some great deals on new cars right now.

3. Under each of your main points a, b, and c, you include data that support that main point. (How do I know your car is too costly to fix? I took it to a mechanic. And here’s the bill.)

By logically defending each of your key points along the way, you have made it easy for me to see your thinking and have compelled me to accept your recommendation. I’m getting a new car!

If you build it (with logic), they will come—and share your point of view.

Sound logic is the key to creating a convincing and credible business story. Learn the details and a proven process for structuring clear, well-organized, and winning decks and documents in Better Communications’ Persuasive Writing: Using Logic to Structure Your Communications workshop.