The Mathematics of Persuasive Communication: Part III

by Philip Yaffe

"Density" is a less familiar concept than clarity and conciseness, but it is equally important. In mathematical form, density consists of:

1. Precise information
2. Logically linked

In other words: D = PL

Importance of precise information

Suppose you enter a room where there are two other people and say, "It's very hot today." One of those people comes from Helsinki; in his mind he interprets "hot" to mean about 23°C. The other one comes from Khartoum; to him "hot" means 45°C.

You are off to a rather bad start, because each one has a totally different idea of what you want to say. But suppose you say, "It's very hot today; the temperature is 28° C." Now there is no room for confusion. They both know quite clearly that it is 28° C outside and that you consider this to be very hot.

Using as much precise information as possible in a text gives the writer two significant advantages:

• Mind Control

  Let's not be embarrassed by the term "mind control", because this is precisely what the good expository writers want to achieve. They need the reader's mind to go only where they direct it and nowhere else.

  Because they can be interpreted in unknown ways, ambiguous terms (so-called "weasel words") such as "hot", "cold", "big", "small", "good", "bad", etc., allow the reader's mind to escape from the writer's control. An occasional lapse is not critical; however, too many weasel words in a text will inevitably lead to reader confusion, boredom and disinterest.

• Reader Confidence

  Using precise information generates confidence, because it tells readers that the writers really know what they are talking about.

  Reader confidence is important in any kind of text, but it is crucial in argumentation. If you are trying to win a point, the last thing you want is the reader to challenge your data, but this is the first reaction imprecise writing will provoke. Precise writing ensures that the discussion will be about the implications of the information, that is, what conclusions should be drawn, not whether the whole thing needs to go back for further investigation.

Importance of logical linking

Precise data (facts) by themselves are insufficient. To be meaningful, data must be organised to create information, that is, help the reader understand.

There are two important tests to apply when converting data into information:

1. Relevance

   Is a particular piece of data really needed? As we have seen, unnecessary data damages understanding and ultimately undermines confidence. Therefore, any data that does not either aid understanding or promote confidence should be eliminated.

2. Misconceptions

   The logical link between data must explicit to prevent the reader from coming to false conclusions. For example: a specific situation may be confused for a general one; credit for an achievement may seem to belong to only one person when it really belongs to a group; a company policy may appear to apply only in very specific circumstances rather than in all circumstances.

   To ensure that a logical link is clear, place the two pieces of data as close to each other as possible, preferably right next to each other.

   When linked data are widely separated, their logical relationship is masked and the reader is unlikely to make the connection.

What do you want? What do your readers want?

I frequently ask non-professional writers what they are thinking when they sit down at the keyboard to compose their text. The answer is usually something like, "How do I want to present my material?" "What tone and style should I use?" "In what order should I put my key ideas?" And so on.

However, if you start with the correct attitude, that is, no one wants to read what you write, your first task is none of these. Ahead of anything else, you must find reasons why people should spend their time to read what you write.

In general, you cannot force people to read what they don't want to, even if they are being paid to do so.

For example, you produce a report defining opportunities for increased sales and profits. However, if it is not well written, even people who must read it as part of their job are unlikely to give it their full attention. On the other hand, if they immediately see their own self-interest in reading what you have written, they will do so gladly and with full attention. In fact, you probably couldn't stop them from reading it.

There are various methods to generate such a strong desire to read, depending on the type of readers and the type of information. Whatever the most appropriate device, the crucial thing is to recognise the imperative need to use it. Until this need is met, nothing else is of any importance.

A final word from the author

Reading is an isolated activity and listening to a speech is a social one. Therefore, while the underlying principles of good writing and good speaking are constant, they way they are applied can be markedly different. In the 'I' of the Storm: the Simple Secrets of Writing & Speaking (Almost) like a Professional, my recently published book, clearly explains these differences. It also offers several appendices with cogent examples and pertinent, effective exercises. True to its credo, my book is as long as necessary and as short as possible. For a full description of the book, follow the links to:

• The publisher’s website: http://www.storypublishers.be
• Amazon.com
  
  

About Philip Yaffe

Philip Yaffe is a former reporter/feature writer with The Wall Street Journal and a marketing communication consultant. He currently teaches a course in good writing and good public speaking in Brussels, Belgium.