CanadaOne Twitter CanadaOne Linkedin CanadaOne Facebook CanadaONe RSS

Articles

The Mathematics of Persuasive Communication: Part III

By Philip Yaffe |

"Density" is a less familiar concept than clarity and conciseness, but 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 writer wants to achieve. He needs for the reader's mind to go only where he directs 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 the reader that the writer really knows what he is 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, i.e. 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, i.e. 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 do not either aid understanding or promote confidence should be eliminated.

  2. Misconceptions

    The logical link between data must be made 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, etc.

    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 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, i.e. 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.

Editor's note

Reading is an isolated activity and listening to a speech is a social one. Both aspects of communication are essential when marketing or advertising your company. Mr. Yaffe's approach, as outlined in The 'I' of the Storm: the Simple Secrets of Writing & Speaking (Almost) like a Professional, is unique because it makes it easy to understand each of the elements essential to effective communications.

True to its credo, Mr. Yaffe's book is as long as necessary and as short as possible. In fact, only 84 pages! You can read a full review of The "I" of the Storm on our site and can purchase it online at Amazon.com.

Go to The Mathematics of Persuasive Communication:

Canadian, Eh!

For over 15 years CanadaOne has helped Canadian businesses start-up and grow. All of the content on our site is created to help busineses get Canadian answers!

CanadaOne Recommends

Bullies in the Boardroom: Covering the Legal Bases

Should I Start My Own Company?

Conversations with Entrepreneurs: Billy Blanks

Avoiding Legal Perils: Critical Insights into Canadian Franchise Law

Starting a Business: Choosing a Year-End

More

Article Tags