Persuasive Techniques Used in Fundraising Messages    

Based on an analysis of 63 fundraising packages representing 46 nonprofit organizations, as well as research in trade journals and other secondary sources, this study discusses a variety of persuasive techniques used in fundraising messages to accomplish their missions. The fundraising package consists of the carrier envelope, the fundraising letter, the reply form, the reply envelope, and optional enclosures such as brochures, small gifts for the reader, and surveys to complete. These parts work together to perform the following tasks: 1) persuade recipients to open the envelope and read the letter; 2) convince readers a serious but not unsolvable problem exists; 3) make readers want to help solve the problem; 4) convince readers they can help by giving to the appealing organization; 5) tell readers what the organization needs them to do; and 6) make it easy to comply.

Spears, Lee A. Journal of Technical Writing and Communication (2002). Articles>Business Communication>Correspondence>Rhetoric

Picture Perfect: Selecting Graphics for Instruction  

Discusses some principles for choosing appropriate graphics for instructional materials.

Lyons, Chopeta C. Intercom (1995). Articles>Education>Presentations>Visual Rhetoric

Picture Power vs. Word Power: A Crash Course in Presentation Visuals  

One of the biggest complaints about presentations that has been voiced far too frequently is 'The visuals were terrible.' This demonstration will show presenters that if they have visuals at all then they should be good visuals. It is as easy to make good visuals as it is to make poor ones.

Rhodes-Marriott, A. STC Proceedings (1995). Articles>Presentations>Visual Rhetoric

Piecing Together Your Audience  

Technical writers live by the commandment 'Know thy audience.' While the best approaches to fulfilling this commandment include conducting site visits and user surveys, we must often turn to other sources for information when deadlines loom or budgets are slashed. Individually, these resources provide anecdotal snapshots of users, but taken together they offer an understanding of our audience necessary for quality documentation.

Hower, Sean. Intercom (2003). Articles>Writing>Rhetoric

Place Gold Coins Along the Path

Learn how to keep your readers interested by placing gold coins throughout your story.

Clark, Roy Peter. Poynter Online (2004). Articles>Writing>Rhetoric

Plain Language in Science: Signs of Intelligible Life in the Scientific Community?  

'The importance of the work is inversely proportional to the number of people who can understand it' is an outdated attitude in today's scientific arena. The trend toward plain language is gathering force in government, academe, and scientific journals.

Locke, Joanne N., Lily Whiteman and Devora Mitrany. Science Editor (2001). Articles>Scientific Communication>Rhetoric>Minimalism

Plain Language: What Is It?

When you reach out to your readers, you show that you have considered who they are and what they need to know. Communicate a concern for your readers' needs so they will be receptive to your message.

U.S. Small Business Administration. Articles>Writing>Rhetoric>Minimalism

Plastic Language for Plastic Science: The Rhetoric of Comrade Lysenko    

Rhetoric of science reveals the role of rhetoric in the complex social enterprise that is standard science. Rhetoric plays a role in non-standard science too. The recent elucidation of the human genetic code calls to mind an earlier, tragic episode in the history of genetics, Lysenkoism in Stalinist Russia. It involved the repudiation of standard science in favor of an insular, intuitive, and anti-intellectual science called agrobiology which supposedly could shape agricultural productivity to political will. The tragedy is that careers were ruined and millions suffered starvation as the new science failed to bear its predicted fruit. Whether seen as a debased rhetoric of science or as a rhetoric of debased science, it assumed that language is plastic and can support a plastically reconceived science that reflected the plasticity of nature itself. This plastic rhetoric is strikingly similar to Plato s view of sophism, which of course differs considerably from contemporary views of sophism.

Dombrowski, Paul M. Journal of Technical Writing and Communication (2001). Articles>Scientific Communication>Rhetoric>History

Play with Words

Play with words, even in serious stories. Choose words the average writer avoids but the average reader understands.

Clark, Roy Peter. Poynter Online (2004). Articles>Writing>Diction>Rhetoric

Political-Ethical Implications of Defining Technical Communication as a Practice  

Let me present one possible version of the history of teaching writing in the last century and a half. When the tradition of classical rhetoric was restricted to composition in the nineteenth century, teachers of writing found themselves teaching service courses, usually defined as skills courses. Furthermore, having lost touch with the classical tradition, they began to teach writing particularly suited to current needs and, by extension, to teach thought forms that imitate modern consciousness —- a form of consciousness largely molded by forms of production, or technology. As Richard Ohmann says, much modern composition instruction reflects this technological consciousness: it casts the writing process in terms of problem solving, stresses objectivity and thereby denies a writer's social responsibilities, distances the interaction between writer and reader, deals with abstract issues, and denies politics (206). As a result, teachers of writing indoctrinate students, turning them into the sorts of people who will fill the slots available in our technological society.

Sullivan, Dale L. JAC (1990). Articles>Rhetoric>History

Politics and the English Language

If thought corrupts language, language can also corrupt thought. A bad usage can spread by tradition and imitation, even among people who should and do know better.

Orwell, George. Impact Information (1946). Articles>Writing>Rhetoric>Minimalism

Power Emails: How to Write Them

Most emails have lousy subject lines, are too wordy, and probably are deleted unread, read but not responded to, or filtered out as spam. Learn how to avoid these fates by composing Power Emails that are legal, ethical, and effective.

Streight, Steven. Blogger.com (2004). Articles>Business Communication>Correspondence>Rhetoric

PowerPoint Presentations: A Speaker's Guide  

Vinton Cerf, one of the founders of the Internet, reportedly parodied the well-known quote about the cost of attaining power, observing that if power corrupts, 'PowerPointcorrupts absolutely.' Pointed though Cerf’s statement is, it places far too much blame on the software. After all, speakers must take some responsibility for their presentations. As in any other form of communication, you must decide what you’re going to say and how you plan to say it. But once that’s done, you need to use all the skills at your disposal to make the chosen medium work for you.

Hart, Geoffrey J.S. Intercom (2004). Articles>Presentations>Rhetoric>Microsoft PowerPoint

Practicing Safe Visual Rhetoric on the Web    

This essay examines when and why a 'safe' approach to visual design for web pages is attractive to writers and writing teachers. It considers typical reasons for choosing a 'safe' approach to designing the visual dimensions of web pages, traditional sources in print graphics and writing for safe advice about visual design, and design challenges posed by issues of a web design's stability and navigation. The essay then turns to the fact that the additional media included in a web site bring more design traditions into consideration. It discusses the differing concerns and aims that issue from visual design traditions that focus on prose graphics versus those that focus on theatrical graphics. Keeping these differences in mind, the essay ends with a consideration of the forces shaping visual rhetoric on the web.

Sullivan, Patricia. Science Direct. Articles>Web Design>Rhetoric>Visual Rhetoric

Pre-Writing and Outlining

If there’s a single step in writing that makes the process easier, it’s right here. Ask yourself this question: Why does a writing task -- whether a memorandum or document -- seem to come together easily for one writer and not for another? Well, one answer is the successful writer spends more time planning than writing. I call this my pre-writing time, or phase, and for me the planning phase is actually pre-writing.

Tech-Writer. Articles>Writing>Rhetoric

Prefer Simple to Technical

Prefer the simple to the technical: shorter words and paragraphs at the points of greatest complexity.

Clark, Roy Peter. Poynter Online (2004). Articles>Writing>Diction>Rhetoric

Prepare Web Content and Organization For Your Audience

Communicators must know whether the audience consists of viewers, users or readers before selecting, writing and organizing content.

Writing that Works (2003). Articles>Web Design>Rhetoric>Writing

Preparing for a Crisis: Tips on Writing a Crisis Communication Plan  

A crisis communication plan details how a company will operate in a crisis. It should include sections on potential crises and strategies for managing a crisis using a crisis management team. The plan should include details on the team's functions, training for the team members and the company spokesperson, and use of a crisis management center and a media center. The plan should address implementation of practice drills and an evaluation of each drill and actual crisis.

Molony, S.T. STC Proceedings (1994). Articles>Risk Communication>Rhetoric>Crisis Communication

"Prescriptive" Audience Analysis: Moving Beyond the Purely Descriptive

Editing and writing both require an understanding of our audience, because without that knowledge, we can't shape our words to help them easily grasp difficult concepts. To understand our audience, we do what all writers and editors do, whether consciously or unconsciously: We create an image of our audience that guides our choice of words, images, and metaphors. This image is variously known as a 'stereotype' or a 'persona'. Keeping that image in mind as we work helps us satisfy the reader's needs, but if we're not careful, it can also cause us to waste valuable time collecting information that doesn't really help us communicate.

Hart, Geoffrey J.S. TECHWR-L (2003). Articles>Writing>Editing>Rhetoric

Presentation Skills Training: A Matter of Personality and Outcomes

It was simply a matter of a web link or two and literally hundreds of trainees joined me online from all around the country. All in all, pretty easy and convenient and the price was right-- free. The topics were related to presentation design concepts and I knew going into it that the medium would be right for some, but unfortunately, dead wrong for others. Contrast that with another training venue coming up in a few weeks. Three presentation team members from a large consumer products company will be flying into Portland, Oregon for a day's worth of hands-on presentation design training. End of year budget utilization issues made that possible and I absolutely know that they will walk away with highly practical skills. So who got the best training value? The answer just might surprise you. Training is a personal matter but also a very practical one. When we approach training topics related to presentation design, message development, delivery skills and technology, the venues available for training are numerous. The bigger question is which ones are right for you and your learning style and of course, which options will your budgets support? With a rush to slash travel and off site training, the web is being viewed in overly glamorous terms for meaningful training deployment. Here are the trade offs.

Endicott, Jim. Presenters University (2003). Articles>Presentations>Rhetoric

The Process of Writing: A Philosophical Base in Hermeneutics  

There is no doubt that among those concerned with composition and the teaching of writing, one of the dominant concerns is the process of writing. Anyone who has attended the annual Conference on College Composition and Communication in the past five years can attest to this fact. Indeed, writing across the curriculum and the process method of teaching composition are probably the two most important innovations in the field of composition in the past ten years. Whole programs have been restructured to enable teachers to teach by the process method. At my own institution, John Ruszkiewicz added this dimension to an already fairly elaborate composition program. Many of us who have been teaching composition for a good number of years have substantially altered our own techniques of teaching to incorporate more process emphasis.

Kinneavy, James L. JAC (1987). Articles>Rhetoric>Methods

Purpose and Composition Theory: Issues in the Research  

Unlike audience and context, rhetorical purpose has not been the subject of concentrated, comprehensive research. For example, we do not have a bibliographic overview of purpose as we do for audience (Coney; Ede, “Audience”), and we have not explored the meaning of purpose as we have audience (Park; Kroll; Ede and Lunsford) and context (Brandt; Piazza). However, we need answers to a number of questions concerning purpose. How is it defined? Is it a synonym for goal, intention, end, or aim, as certain research seems to suggest? If so, do these terms differ at all; and if not, what does purpose mean and how does it figure in our theory and pedagogy? Answering questions such as these would assist all composition specialists by encouraging more informed research and teaching about the rhetoric of purpose. In the following article, I begin the task of surveying research on purpose. Although not an exhaustive bibliographic survey, this article can serve as an introduction to the subject.

Blyler, Nancy. JAC (1989). Articles>Rhetoric>Writing

Purpose in Writing

Before you write one word, you need to know what you want your writing to accomplish. Are you conveying information to the general public? Reporting on a recent project? Do you want your readers to do something when they finish reading? If you aren't sure what your purpose in writing is, your writing will not be clear.

WordsWork. Articles>Writing>Rhetoric