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Persuade Me

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But Not With Your Dumpster Words

Academic journals are near the top of our list for credible sources of information. The work of Retraction Watch (along with Professor Carl Elliot’s snarky Fear and Loathing in Bioethics) has helped me understand that peer-review processes are fallible and can be gamed. Still, the intent of providing transparent work that smart people can discuss seems a solid route to truly reliable knowledge.

Promotional copy is on the other end of the continuum. As a copywriter, I try to use reason and logic to engage readers. And I’ll bring in emotion to tell my client’s story. But I want a discussion, not a manipulative parlor trick. Good copy addresses humans with reason, logic, and emotion that honors our humanness without resorting to manipulation. After all, that’s how humans talk with other humans.

A Continuum of Believability

Further down the continuum of believability is sales talk. It’s the kind of stuff we hear from the used car salesman and telemarketers or our 45th president: “best,” “tremendous,” “today only,” “you’ve never seen anything like this.” These are dumpster words that signify active lying or passive disinformation. You can tell by the lack of specificity. The words are in-credible, that is, not believable and we should turn away from them.

Somewhere in the middle of the continuum of believability are persuasive commentaries and editorials that are biased and meant to convince. Their authors acknowledge their bias straight on and early in their communication. We see their bias and take that into account as we read. Even nearer the middle of the credibility continuum is instructional words that aim to help the reader accomplish something. That’s what my current class is about—helping readers take some action out in the world.

If we are aiming toward credibility in our communication (a typical goal for sane people), we’ll pull from the tools and building-block thoughts that are well-vetted with facts and citations from other credible sources. We’ll also grab from the piles of words that invite further reflection and discussion. The more credible we want to be, the more we’ll direct our typing hands away from the sales talk words, those dead-end, short-circuiting, dumpster words that deceive and misdirect as they are spoken or written.

Smart People Discuss for Credibility

It’s how we sort most everything in life. By talking together about a book or a movie or a social problem or a new idea, we can often get to credible and truthful statements. Statements that we can believe and act on. But to get to that place of belief, we need to think critically about the pop-up slogans and pre-conceived notions that our ideology or brand-preference have placed in our brainpans. If we resist those clichés and talking points and instead look for words from our own experience, no matter how messy or awkward, we have a chance of getting to the truth.

Credible information withstands questions and discussion by smart people. Credibility is a way forward.

I am eager for our culture to develop a taste for credibility.

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Image credits: Kirk Livingston

2 Responses

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  1. Is that your photo Kirk? I love it! Especially as I regularly consult the Magnetic Oracle.
    I never thought about those stock words, but you are so right. (K)

    memadtwo

    February 7, 2019 at 10:06 am

    • Hi Kerfe, Thanks for the note. It is my photo. My wife and I visited this mysterious place in southwest Minnesota called Pipestone. It’s a sacred land out on the prairie and it captured my imagination.

      kirkistan

      February 7, 2019 at 10:19 am


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