In this month’s issue of Psephology Today (see subscription info in the PS), I explained in detail “Why You Should Fire Your Communications Director.” Every candidate and elected official should read it.
If winning is your objective, that is.
And I just finished reading Scott Adams’ (author of the Dilbert comic) “Win Bigly” book detailing many of the reasons why Donald Trump triumphed against all odds over “Crooked” Hillary Clinton in 2016.
Mainly because he’s more of a “Master Persuader” than “Great Communicator.”
And his book’s Appendix B – “How to Be a Better Writer” – is along the same lines of why you should fire your communications director. The most important part…
“Good writing is also persuasive writing. People will judge your credibility by the quality of your writing. And you need credibility to persuade.”
Indeed. And here are four specific suggestions Adams provides to make your writing more persuasive…
1.) “Business writing is about clarity and persuasion. The main technique is keeping things simple. Simple writing is persuasive. A good argument in five sentences will sway more people than a brilliant argument in a hundred sentences. Don’t fight it.”
2.) “Simple means getting rid of extra words. Don’t write ‘He was very happy’ when you can write ‘He was happy.” You think the word ‘very’ adds something. It doesn’t. Prune your sentences.”
3.) “Your first sentence needs to grab the reader.”
4.) “Write short sentences. Avoid putting multiple thoughts in one sentence.”
Even with those tips, some people are just better writers than others – just as some people are better artists or car mechanics or many other things.
If writing – especially PERSUASIVE writing – isn’t your strong suit, hire someone else to be your “ghost” writer.
Most top candidates and elected officials have ghost-writers. Problem is, most are run-of-the-mill, blah-blah-blah communicators, not persuaders.
I can’t tell you how many times clients have sent me documents written by their communications director or political consultant – such as campaign bio’s and fundraising letters – that I’ve had to completely re-write from scratch.
They were that bad.
Remember: There’s more incompetence in the field of political consulting than in any field other than TV psychiatry.
I can’t write it any clearer than that.
Dr. Chuck Muth, PsD
THE CAMPAIGN DOCTOR
Professor of Psephology*
[UPDATE: For the few who missed the point, the grammatically incorrect headline, “If You Don’t Write Good,” was intentional. Sheesh.]
P.S. By the way, if you suspect your bio, fundraising letter or other campaign material lacks punch, zip and the power of persuasion, I offer “Copy Critiques” for $250. Which could save you a ton of money and/or save you from making some terrible mistakes.
If you’re a subscriber to Psephology Today, I’ll do one for you this month – Merry Christmas! – for just a fraction of the regular fee: $25. A 90% discount!
That way you can see for yourself just how different, better and more persuasive your campaign copy can and should be.
And I guarantee your 100% satisfaction with the report – or I’ll refund your $25. So you have absolutely nothing to lose and everything to gain.
Just shoot an email to email@example.com and I’ll tell you how to take advantage of this special Christmas gift to Psephology Today subscribers. Which reminds me…
P.P.S. If you’re not yet a subscriber to my Psephology Today newsletter – conveniently delivered right to your door every month by your friendly neighborhood mailman (or woman) – you’re missing a TON of in-depth information that’ll get you more votes, more donors, more volunteers and more media coverage.
Click here for details and a very special LIMITED-TIME offer – including 50% off the subscription price and 10 FREE bonus “Special Reports” for new subscribers.
And yes, you’ll automatically be sent a copy of December’s issue with the “Why You Should Fire Your Communications Director” explanation.
* Psephology (see-follow-gee): The study of campaigns and elections