Step four in the five steps of writing persuasive articles
Writing persuasive articles or speeches can be a challenge for the best writers. This is because some basic understanding of psychology and how readers are motivated is required to present a successful persuasion. Most of us have good instincts on how to convince others on a particular issue. We learned this before we were two years old. As children, we study the reactions of our parents and caregivers to our behaviors. We quickly discovered which behaviors produced the desired results. By the time we hit adolescence, we were old pros at figuring out how to elicit certain responses. We found that our rudimentary persuasive techniques worked with teachers, friends, clergymen, police officers, and many others. What we didn’t always know was how to organize our persuasive techniques for formal situations like writing articles and business deals.
The Five Steps to Persuasive Article Writing presented in this series are designed to guide writers through a well-recognized and reliable method for ensuring success with any given topic. The methodology, used in secondary and higher education to prepare students for standardized tests or intensive writing courses, is based on the findings of Aristotle. In ancient Greece, the ability to influence or motivate others to action was considered a laudable talent that was much studied among philosophers and leaders of society. The great thinker Aristotle based the power of persuasion on the use of three human appeals. In the previous articles, the Second Step used the Pathos appellation and the Third Step was based on the Logos appellation. The Fourth Step is based on the attractive Ethos, which will be covered in this segment of the series. Please note that there are five steps in total, however only the three steps in between revolve around specific appeals.
To begin with, the final appeal (Step Four in the process), which is called Ethos or ethics, refers to the use of credibility in writing or speaking persuasive articles. Aristotle and his companions recognized the power of persuasion and its potential to influence the masses. They also recognized the possibility of abusing that power. It was determined that all formal public persuasion should strive to assert ethical appeals to establish credibility on the part of the speaker and prevent misuse of the power of persuasion. Evidence of unethical persuasion can be seen abundantly in the media today. Information consumers can easily believe that four out of five dentists recommend a certain toothpaste when the source of the information looks and sounds credible. The need to act and think like the majority of consumers may lead some to change their toothpaste.
Appeals to ethos or ethics are less complicated than they seem. Writers enhance their persuasive writing and further secure their persuasive goal by convincing readers that they are credible, honest, and astute about the topic. We, readers and listeners, have spent a lifetime building our belief systems. When a writer or speaker says “I believe as I do” or “I think and do as I believe,” the intelligent consumer of information will no doubt ask why. Readers may wonder, “how do I know the writer is honest, fair, and knowledgeable?” How does the writer convince readers that the plot and source are credible?
First of all, the writer must be well informed. Being knowledgeable goes one step further than providing the reader with information based on the writer’s persuasion. When a writer understands and can address all aspects of the plot, he is well informed. A writer must respect the knowledge and intellect of the readers. In doing so, it becomes critical to address the inevitable opposition. Unless a reader completely agrees with the argument (which makes the argument a moot point), the writer should assure the reader that he or she has considered the counterarguments, weighed the counterarguments in light of persuasion, and cares about the possible objections of the reader.
An example of an appeal to the Ethos or appeal to the opposition, as it is sometimes called, could be:
“I’m sure many people who currently smoke don’t want to read another article about the dangers of smoking. Many of you find that quitting can lead to a whole new set of problems, like weight gain and anxiety. In some cases, I’ve read, People gained 10 pounds or more in the first two months of quitting. They needed something to fill the void, and snacks replaced smoking. Fighting the sudden void and the anxiety that comes with it is never easy. I won’t lie to you and I will say quitting smoking will be the end of your problems. For many, new problems will come as a result. However, there are ways to have your cake and eat it.”
When a reader understands that the writer has thought about the counterpart to an argument (and there is always a counterpart), has taken the time to explain how the counterpart impacts the persuasive argument, and cares that the reader has concerns, the reader will be less resistant. Readers will resist less because they have found the source to be honest, fair, and well-informed. This is a necessary step to ensure the persuasive success of an article or speech. It is not too complicated, but it is essential. The strength and specificity of the appeals will depend on the argument. Determining what the opposition might be might take some thought. Credibility depends on taking the time to be thorough and knowledgeable in your arguments. The writer may need to use specific facts, statistics, or other data related to the counterargument in order to present a well-informed and well-thought-out rebuttal. In all cases, the goal is to confront the opposition and discuss it in the context of the situation.
To recap, when writing your persuasive article, use step four to establish an understanding of the argument as a whole, rather than presenting one side—your side. A positive result is based on the creation of credibility and knowledge. The business of writing persuasive articles or persuasive speaking is serious business. The more time spent understanding the audience and targeting them according to these age-old and effective steps, the greater the potential rewards for both writer and reader.
Stay tuned for the fifth and final step of the five steps of writing persuasive articles. In the meantime, keep expressing yourself. Happy writing!