Marketing Persuasion Techniques Do Not Make a Good Argument

6 out of 100?Even if I agree that there are people who buy books to look smart and never read them, I can’t agree with the statement that there are ‘many’ people that do.

From the experience I have in my geographic location, and from the lack of precision in the sentence’s claim, I’m not convinced to consider otherwise.

If that statement is left to stand alone without any supporting facts, it’s simply hyperbole, and weakens the entire piece.

Subjective Claims Posing As Objective:Example: “Craft is the only thing that matters when it comes to writing success.

”So if Alan Moore hid his script for WATCHMEN in a drawer after writing it, it’d still end up on Time’s Top 100 Novels list?Sentences like these can be received as bold and authoritative.

They can even rally up people who place the same importance on craft that the author does.

That’s good, isn’t it?But here’s the thing: you’re just charging up people who already agree with you.

Sentences like these fail to convince the people you hope might see things differently.

When subjective statements like these are scattered throughout an argument, you definitely have the tone of conviction, but what you’re really doing is just telling the reader how you’re feeling.

Meanwhile, anyone who was inclined to disagree could end up feeling put-off.

You may have succeeded in stirring up feelings from your reader, but you haven’t succeeded in changing anyone’s minds.

Concealed Claims:Example: “When do you plan to start taking my program?”What makes you think I’ve even considered taking it in the first place?This is another bold one used, often to end a piece with some weight.

The reader hasn’t been given time to consider the points presented, and is suddenly being singled out to make a decision.

What’s worse is that the question baits the reader towards your bias, and hiding that it is — albeit thinly.

You haven’t succeeded in convincing people to see your way with a concealed claim.

It cannot even be considered as being persuasive.

Simply put: concealed claims are manipulative.

And you’ll find that even if the reader was initially taken by it, they’ll likely regret that they were.

Whether they can put their finger on it or not, the reason will be because they were coerced by your words, not convinced.

The negative feelings instilled by a concealed claim damage the reader’s perception of what you were hoping to convince them of in the first place.

When building your piece, don’t fall into these fallacies.

They’ll make your conclusion unconvincing, and that’s putting it mildly.

What’s interesting to consider is that fallacies are often used to get reactions from people.

They’re a major element in creating headlines that get attention and in drafting opinions that stir up controversy.

If any of these were used in arguments presented for an investigation or in a court of law, they’d be called out.

They wouldn’t hold up —— Yet in marketing, they’re admired.

By GDJ on PixabayThey appeal to a reader’s feelings —pity, fear, spite, belief — in positive or negative ways, in order to sell an argument.

An argument which sells even stronger with backing from likes, hearts, claps — perhaps from people already inclined to agree before reading the first word.

Selling an argument isn’t the same as delivering a convincing argument.

In presenting a point of view, convincing arguments stick; sold ones won’t.

Sometimes they’re made unintentionally, perhaps resulting from all the interest in translating marketing techniques to other avenues.

More often than not, they can be drafted in ways that are difficult to spot — even to the point where you don’t notice you’ve done it.

But even when it’s unintentional, understand that it’s just the same as hiding behind a group, or targeting a person’s ego to serve in your favor.

If you want your writing to have impact, or illicit change —— if you feel that your argument has true value —— then construct it in a way where it will stand on its own.

Don’t confuse marketing persuasion techniques as a means to construct a good argument.

And notice when you see it.

Helping each other write better.


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