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What Made Kennedy’s Speeches Magical? 6 Secrets of Persuasive Writing

November 21, 2013 by Barbara McNichol Leave a Comment

Editor’s note: I’m always fascinated by John Forde’s ability to tell a personal story and then make it relevant and practical to his readers: copywriters. This is a timely, engaging, and informative example of that for all of us. Enjoy!

by John Forde

A little after 12:30 in the afternoon, a young woman fed her seven-day-old son. They were, in fact, just two days home from the hospital.

Like a lot of young mothers, she was just then coming to grips with how much her life had already changed — when it changed again.

That was my mother and brother, on the day Kennedy was shot. Where was I? Not even an idea yet.

But growing up Irish Catholic… in definitively Democratic Philadelphia… there was no debate: Kennedy, we were all taught, had been a hero.

These days, you might not have to look too hard to find people who question that assessment. I’m pretty sure, in fact, a few would love to tear down that version of history.

But even they might have to agree, if there was one thing about Kennedy — other than his family money and his weakness for Hollywood starlets — it’s that the guy sure could deliver a great speech.

And what is a speech but a format-test on a kind of persuasive sales piece?

Think about it…

Kennedy knocked the cover off the ball with his “Ask not…” inaugural address. It’s been called the best inaugural speech ever given.

Kennedy did it again with “Ich bin ein Berliner,” delivered to thundering applause in West Berlin.

He also famously used words to undo the Cuban missile crisis. Not a shot was fired.

And then there’s that time he challenged America to walk on the moon, “because it’s there,” delivered in a speech he gave to the graduating class of Rice University.

The examples could go on.

But, as we close in on the 50th anniversary of Kennedy’s assassination, I’ll bet there a few things you didn’t know.

For instance, according to historian Robert Caro, Kennedy wasn’t always so great at the pulpit.

Says Caro…

“[Kennedy’s] early speeches… were read from a prepared text with all the insecurity of a novice, in a voice ‘tensely high-pitched’ and “with a quality of grave seriousness that masked his discomfiture . . . He seemed to be just a trifle embarrassed on stage.”

Once, goes the story, Kennedy was so nervous about forgetting a speech while he was running for Congress, his sister Eunice stood in front of the stage, mouthing the words to help him remember.

That changed with practice on the campaign trail. It also changed when Kennedy started working with his great speechwriter, Ted Sorensen, who became Kennedy’s wingman (and possibly more, though Sorensen always insisted otherwise) on all those Kennedy “moments” we still talk about now.

What also made a big difference, according to Sorensen and many others, was that Kennedy and his writing team mastered six powerful secrets rhetorical persuasion — all six of which seem worthy of using in your sales copy writing, too.

Which six? Per the BBC, Kennedy’s secret sauce drew largely from the following list…

1.) The Power of Contrasts, as in Kennedy’s famous line, “Ask not what your country can do for you, but what you can do for your country”

2) The Power of Threes, especially in lists, like in the Kennedy line, “Where the strong are just, and the weak secure and the peace preserved.”

3) The double-punch you get by combining lists and contrasts together, as in the line, “Not because the communists are doing it, not because we seek their votes, but because it is right.”

4) The Apt Application of Alliteration, as you see (and hear) in a line like Kennedy’s, “Let us go forth to lead the land we love.”

5) The Pull of Powerful Imagery, like he gave us in the simple phrase, “The torch has been passed to a new generation of Americans.”

6) The Simple, Sensible Secret of Knowing Your Audience. Kennedy’s was the first inaugural speech delivered to a global audience, in real time. And he (and Sorensen) made sure everybody knew it, with no fewer than six lines that directly addressed allies and enemies overseas.

Again, this isn’t only for speechwriters… or presidents. These are tricks you can lean on too. Just something to think about, as the airways echo Kennedy’s words on the anniversary of his assassination.

John offers a free report “15 Deadly Copy Mistakes You Can Easily Avoid” and other bonuses at his website http://copywritersroundtable.com

Filed Under: Business Writing Tagged With: 6 powerful secrets of rhetorical persuasion, John Forde, Kennedy assassination, Kennedy speeches, speechwriters, Ted Sorensen

Good vs. Great Business Writers: Cite 6 Differences

October 19, 2013 by Barbara McNichol Leave a Comment

by Dianna Booher

Face-to-face and phone communication is fading fast from our everyday experience. We work, love, and live now by writing—Facebook posts, tweets, LinkedIn messages, Google+ posts, blogs, white papers, website copy, emails, sales proposals, activity reports, résumés, job offerings, performance reviews, reports, and recommendations.

improve business writing from good to great

Business writing tools

The good news: Great writing skills will give you the edge for career advancement. Having made authorship my life’s work for three decades and having presented hundreds of business writing and technical writing workshops during the same span, I’ve discovered these distinct differentiators between good and great business writers:

1. Structure

Good writers may organize, draft, think, reorganize—in whatever way works best for each project. They may end with a well-written document, but it may take them a while to do so.

Great writers have a repeatable system. They typically spend more time thinking about their writing than actually drafting.

2. Word Choice

Good writers select clear words. They avoid ambiguous phrasing that has different meanings for different people.

Great writers choose precise words. They tickle the ear with eloquent phrasing so that their sentences beg to be reread.

3. Conciseness

Good writers get to the point.

Great writers get to the point—but they never sacrifice clarity for the sake of brevity.

4. Grammar

Good writers consider grammar important; they want to get things right. They know when sentences sound right.

Great writers understand the link between grammar and clarity; they insist on getting the grammar right. They know the rules—and which “rules” are only style matters.

5. Tone

Good writers convey their message (even a sensitive email about a negative situation) in a clear, straightforward style.

Great writers communicate their message in a clear, straightforward style—but with an upbeat, conversational warmth.

6. Editing

Good writers edit their work to spot weaknesses.

Great writers rarely trust themselves to edit their own work. They welcome other opinions.

So let me paraphrase Ben Franklin as I sum up: Either do something worth writing about or write well about something you’re doing.

Can you add other differentiators in the “Comments” section below?

© 2013 Dianna Booher. Booher Consultants, a communications training firm, works with business leaders and organizations to increase effectiveness through better oral, written, interpersonal, and enterprise-wide communication. Founder Dianna Booher is the author of 46 books, published in 26 languages. Her latest titles include Creating Personal Presence: Look, Talk, Think, and Act Like a Leader and Communicate With Confidence! The Revised and Expanded Edition. www.Booher.com

 

Filed Under: Business Writing Tagged With: authorship, business writing skills, Dianna Booher, professional book editing services, professional editing, self-editing, social media messages, write better social media messages

Writers: Ever Been Embarrassed by an Unintentional “Bump” in the Road?

September 29, 2013 by Barbara McNichol Leave a Comment

By Barbara McNichol

As a member of Society of Southwestern Authors, I receive the group’s e-newsletter The Write Word. One article that tickled my fancy lines up perfectly with my Wordshop’s intentional writing theme. It goes like this: Before you press the SEND button, always ask “Is what I say what I intend to convey?”

[quote style=”1″]Is what I say what I intend to convey?[/quote]

In his article, Dan Baldwin refers to writers’ unintended mistakes (catch the redundancy?) as “bumps from a dip in the road.”

Let me share my favorite 7 “bumps” from several that Dan listed:

  • Include Your Children When Baking Cookies
  • The Humane Society offers a free spay/neutering to senior citizens…
  • Try our cough syrup. You will never get any better.
  • FOR SALE: Bulldog. Will eat anything. Loves children.
  • Now you can borrow enough money to get completely out of debt.
  • The patient has no past history of suicides.
  • Beauty Queen Unveils Bust At Dedication Ceremony

Yes, these examples are highly entertaining, but do you see how they get in the way of stating the meaning intended—and could lead to embarrassment?

Intentional Writing Reins

The fix: First, write with intention. Then, proofread everything with fresh eyes and do so from the readers’ perspective, not your own!

Have you come across embarrassing “bumps” like these? Please share them here. All “bump” originators will be kept anonymous, I promise.

Filed Under: Writing Tips, Writing Workshops Tagged With: Dan Baldwin, intentional writing, nonfiction book editing, Society of Southwestern Authros, The Write Word

Better Blog Writing: Put Ideas Out There Persuasively to Attract Prospects

August 26, 2013 by Barbara McNichol Leave a Comment

Put Ideas Out There Persuasively to Attract Prospectsby Barbara McNichol

Are you looking at blogging to drive leads to your business? If so, how can you write your blog posts to achieve that?

Let me offer you three tips that won’t guarantee new clients knocking at your door, but they will help you put your ideas out there persuasively.

1. Write remarkable headlines that zero in on your prospects’ problem.

Often, the only thing a potential reader sees is that headline, so it must have its own magnet to attract readers. Styles of headlines can take the form of:

• A question or puzzle (How Well Do You Sleep at Night?)

• An active command (Make the Most of the Season Now)

• An urgent need to avoid something (Don’t Live with Pain Another Day)

Remember, when you share your post with others or through social media, your headline gets seen first. If it’s not compelling, your post won’t get opened.

2. Use bulleted lists to get your points across.

Why include bullet points in your post? Because they:

• make the information easy to scan quickly

• allow readers to quickly find a reference when they go back

• can be lightning-fast easy to understand when they’re simply written

Here are two suggestions for writing your bullets clearly and concisely:

• Use bold or italics to accentuate key words in your bulleted sentences.

• Start each bullet point with the same part of speech (always a verb or a noun, not mixed) or you risk setting up confusion.

3. End with a strong, clear call to action.

Everything you write in your post points to its purpose—what you want your readers to do, think, believe, or remember as a result of reading it. So after you’ve made your case, be sure to summarize it briefly at the end in a call to action.

I suggest crafting it by stating it as a command—e.g., Attend this meeting—and be sure to include a benefit—or you’ll miss out on airing your opinions about this critical issue.

One more thing: Make it your standard to request readers share the post with others and/or leave a comment. Engaging them by asking for their opinions makes reading fun—and meaningful—for all.

Please share your tips to writing client-attracting blog posts.

 

 

 

Filed Under: Article Writing Tagged With: nonfiction book editing, use of bullet points, write headlines, writing better blogs

How to Proofread EVERYTHING with Fresh Eyes

July 8, 2013 by Barbara McNichol Leave a Comment

by Barbara McNichol

What’s the last step you take before finalizing what you’ve written and pressing the SEND button? No doubt you’ve heard the magic word “proofread” before. But what does it actually mean to proofread well?

In my writing Wordshops, we go through a fill-in-the-blank exercise that leads to a lively discussion because the answers can be slippery. However, here’s your chance to confirm what proofreading means — and a sharp reminder to do at least two of these activities EVERY TIME when polishing your own work.

When you proofread, do some or all of these activities: 

Reread what you wrote at least t____ or t_____ times.

Have at least  t__ other people read it, too.

Save it and p_______ it out, and then read it, preferably in another room.

Reread ONLY after you have let it sit for t___ to t_____ minutes minimum.

Read every sentence o___  l___. Even read it b________!

Consider the readers’ v_________. What do  they want or need? 

*******************************************************

Here are my recommended answers. Were you close?

Reread what you wrote at least two or three times.

Have at least  two other people read it, too.

Save it and print it out, and then read it, preferably in another room.

Reread ONLY after you have let it sit for ten to twenty minutes minimum.

Read every sentence out  loud. Even read it backwards!

Consider the readers’ viewpoint. What do  they want or need? Have you succeeded in writing this piece that way?

Do you have your own proofreading protocol? Please share it here.

Filed Under: Writing Tips Tagged With: how to proofread, nonfiction book editing, professional editing services, proofread, proofreading, tips for proofreading

Longest Day of the Year — Well, Not Quite

June 24, 2013 by Barbara McNichol Leave a Comment

by Barbara McNichol

When it comes to speaking and writing accurately, strive for precision!

Case in point. An attendee in my June Wordshop noted a misuse of language I’d never thought about before. In the spirit of being precise, I’m pointing it out here.

June 21th–declared the longest day of the year in the northern hemisphere–has 24 hours like every other day. So to be accurate, we’d say June 21st had the most number of daylight hours in 2014.

How many similar inaccurate phrases do you catch yourself using? Please share any that come to mind.

 

Filed Under: Writing Tips Tagged With: editing nonfiction books, June 20, longest day, professional book editor, writing Wordshop

5 Ways to Blog Post Writing Success

May 19, 2013 by Barbara McNichol Leave a Comment

by Barbara McNichol

Ever wondered why some blog posts get read and others don’t?

Author/speaker and entrepreneur David Kerpen wrote a blog that sets out 5 ways to strengthen your blog post and get it read. His first point–write an amazing headline–showed up in his own headline. That’s exactly what attracted my attention.

How to Write More Successful Blog Posts

Yes, I want that for myself and for my readers who write!

I invite you read his entire post and share your thoughts with David and with me.

http://www.linkedin.com/today/post/article/20130429113637-15077789-how-to-write-more-successful-blog-posts

Would you add tactics to David’s list? If so, what would you add?

To David’s concluding comment about writing “simple, interesting content,” I’d add “expressing your ideas clearly, concisely, and logically with examples.” He modeled this beautifully!

A few more questions to consider: What was your most successful blog post? Which of David’s tactics do you think is most/least important?

Thanks for engaging!

 

 

Filed Under: Article Writing, Writing Tips Tagged With: amazing headline, David Kerpen, professional book editing, writing blog post

Anatomy of a One-Sheet

May 13, 2013 by Barbara McNichol Leave a Comment

by Barbara McNichol

For nonfiction authors and speakers to market themselves—online and in print—a one-page (often two-sided) description helps persuade decision-makers to hire them for presentations.

Ideally, the information will contribute to the problem-solving already occurring in the decision-makers’ minds.

Specifically, a one-sheet should communicate:

  • Key problems you can solve for targeted clients (benefits)
  • Services and products you offer them (programs)
  • Successes, credentials, and qualifications (bio/products)
  • Proven results in the eyes of others (testimonials, desired client list)
  • Call to action and contact information (how to reach you)

The elements on the page can vary in order, but the outline shown here has proven effective.

Overall Benefit is Highlighted in Top Headline—Often, the headline is an awareness statement that comes out of a needs-inquiry conversation or an “aha” from a previous presentation participant. For example, a woman who attended one speaker’s workshop said: “The most beneficial part of the workshop was learning to break down my goals into small goals and, no matter what, take action.” That feedback could turn into a headline like this:

Big Goals Freeze the Action; Small Ones Move Your Life Forward.

Take Action, No Matter What

Three Presentations Offered—No matter how many presentations you have, if you list more than three, it gets overwhelming for any decision-maker. Any variations, additions, and adaptations to those you list can be discussed in one-on-one communications. Make sure the description of each one zeros in on what problems need to be addressed and which solutions will make a difference.

Brief Bio—Key points in your background substantiate why you’re qualified to deliver the benefits promised based on your experience, education, authorship, etc. Be sure to include names of books and other products related to the presentations you offer.

How Others Receive Presentations—This can take the form of short, strong testimonials and a list of preferred clients similar to those you want to work with in the future. For example, if you want association decision-makers to bring you in for a conference keynote, list similar association-related achievements and leave out others (like church groups).

Call to Action—A good call to action brings in the theme or tagline from the top headline while stating what action the reader should take next. To tie in our headline example, you might write:

 Take action and move forward today.

Call xxx-xxx-xxxx for more details.

Below the Call to Action, you’d include icons for FaceBook, LinkedIn, Twitter, etc. and list affiliated organizations that are meaningful to those in your target audience.

Follow this outline and, voila, you’ve conveyed the elements that can sell your presentation.

 

Filed Under: Writing Tips Tagged With: author one-sheet, nonfiction book editor, persuasive writing, speaker one-sheet

The Six Parts of a Nonfiction Book

May 7, 2013 by Barbara McNichol Leave a Comment

By Bobbi Linkemer, from her book  How to Write a Nonfiction Book: From planning to promotion in 6 simple steps (used by permission)

write-a-nonfiction-cover-web

Bobbi’s book

There are six parts of a nonfiction book. What follows is a list of those parts in order of their appearance and what each one contains if you choose to include it.1. Front cover: title, author’s name, illustration or type, and perhaps an endorsement or line from a favorable review

2. Spine: title, author’s name, publisher

3. Front matter:

  • Copyright page: (required) provided by the publisher; title, author’s name, copyright date, copyright rules, country of publication, ISBN, Library of Congress number, publisher and location, and contact information.
  • Foreword: written by an expert in the field; may be mentioned on the cover
  • Preface: explains why and how you wrote the book; can tell your story in a personal way
  • Introduction: practical guide  to using the book; explains what the book is about, why it was written, and how it should be read
  • Acknowledgments: recognizes people who provided assistance in some aspect of the book

4. Chapters: (required) content—research, narrative, quotes from interviewees, resource materials, graphics—separated into sections and labeled with main headings and subheads; bulk of the writing

5. Back matter:

  • Bibliography: acknowledges sources; provides list of references to dig more deeply into the subject
  • Appendices: background information or detail; scientific data, charts, reports, and detailed explanations without ruining the flow of main text
  • Glossary: optional,  alphabetically arranged dictionary of terms peculiar to the subject of the  book
  • Epilogue: one last thought
  • Index: two types—subject-matter and analytical; should be written by professional indexer

5. Back cover: description of main features, category, brief bio and photo of author, publisher, ISBN, bar code, and price

What you need; what you don’t
This list encompasses every section you could write if you wish to; but other than the copyright page, the chapters, and (according to many experts) an index, they are all optional. This is particularly true of the back matter. A bibliography is only necessary if you consult resources. If you are able to include all relevant material in your chapters, you won’t need one or more appendices. If you don’t feel it necessary to define terms or did so in the copy, there is no need for a glossary. Chances are slim you will need an epilogue for the “one last thought” you did not fit in your last chapter.

In the front matter, you write the preface in first person (I, my, mine) and the introduction in third person (he, she, his, hers). A foreword lends credibility, and acknowledgments show good manners.

Bobbi Linkemer is a ghostwriter, editor, and the author of 17 books under her own name. She has been a professional writer for 45 years, a magazine editor and journalist, and a book-writing teacher. http://www.WriteANonfictionBook.com

Filed Under: Book Writing Tagged With: Bobbi Linkemer, Bobbi Linkmeyer, nonfiction book editing, nonfiction book writing, parts of a book, Words to Live By

Powerful Affirmations for Writers

May 2, 2013 by Barbara McNichol Leave a Comment

by Grael Norton (used by permission)

Feeling stuck?

Take a few minutes to switch gears in your brain by repeating one or more of these powerful affirmations for writers.

1. What I write today doesn’t have to be good but I do need to be good and write. Perfectionism is the biggest inhibitor for writers. It makes the blank page win every time. Slay that dragon by setting the timer and start writing.

2. I will write every day until my book is completed. The quote by Thomas Edison, “Genius is one per cent inspiration, ninety-nine per cent perspiration,” is worth applying to your writing project.

3. Every minute that I spend writing is making me a better writer. Rome was not built in a day, but it was built. Concentrate on writing every day. Write and rewrite. You will get better.

4. Consistency in writing every day is more important than spasmodic writing marathons. As any accomplished musician will tell you, fifteen minutes of practice a day, every day, will improve your playing more than two hours of practice once a week. Slow and steady builds writing muscles and improves writing technique.

5. I will not let my negative feelings today affect my writing today. If you let your feelings dictate when and how much you write, you’re not in control. Your feelings are. Feelings are affected by outside circumstances such as lack of sleep, too much sugar, a negative comment, almost anything, and everything.

6. The reality is, if I continue to write, I am a writer. This is a play on the quote “The reality is, if you plant corn, corn will come up.” Think about this one. If you plant writing seeds every day, you will produce an abundant harvest.

Grael Norton is Acquisitions Manager at Wheatmark, a company that helps authors with every step of the writing and publishing process.

Filed Under: Book Writing Tagged With: Grael Norton, nonfiction editor, professional book editing, stuck writing, Wheatmark, writing affirmations

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