By Dana P Skopal, PhD
Persuading your reader
Too much dense information often can distract your reader, but as a writer you need to persuade them to agree with your position. How do you focus on your key arguments?
Some writers refer to the art of rhetoric and talk about logos, ethos and pathos – from the work of the Greek philosopher Aristotle. These three elements are what can persuade a reader: logos by presenting a logical argument; ethos as in arguing with ethical values; and pathos through presenting links to a person’s emotions. If logic does not work, linking a reader’s emotions to the story may work!
In business writing such as business cases, a writer is pushing for their recommendation. In a way they are addressing a problem and providing a recommended solution. A problem plus solution structure often works for readers, as presenting a solution is a coherent step when organising information. A solution becomes a predictive stage in a text, which can be linked to a reader’s cognitive approach of processing the information (see Skopal, 2014). A writer must present their reasoning for the solution, which means listing their key evidence or arguments linked to logos, ethos and pathos.
First, the solutions and arguments need to be presented coherently (a logical order), with good signposting (eg headings) for the reader. Here is a good visual arrangement of a possible document structure – see the work of Michael Jordon. (1980, p. 234).
Then the arguments need to link to logos, ethos and pathos for a range of readers. The linguistic devices (see the work of El Hamad et al., 2023, p. 420) can be:
- using pronouns to create a community
- describing causes and effect relationships (even as a negative, ie if we do not act, then xyz may happen as a consequence)
- providing appropriate examples
- presenting data clearly
- using suitable metaphors and analogies for your audience
- using rhetorical questions
- stating clearly the authority to recommend or act – be it qualifications or experience.
References
El Hamad, W., Moerman, L., & Pupovac, S. (2023). Chevron Australia and Tax Justice Network: a case of rhetoric. Pacific Accounting Review, 35(3), 412–431. https://doi.org/10.1108/PAR-04-2022-0059
Jordan, M. P. (1980). Short Texts to Explain Problem—Solution Structures — And Vice Versa: An Analytical Study of English Prose to Show the Relationship Between Clear Writing and Clear Thinking. Instructional Science, 9(3), 221–252. https://doi.org/10.1007/BF00177328
Skopal, D. P. (2014). Exploring the concept of communicative expertise: the relationship between features of the written text and perceptions of readability. Doctoral dissertation. Macquarie University.
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