Writing with Integrity

Junk mail. I was mesmerized by it. Still am.

Send a stranger a letter, get them to open it, read it, and then buy whatever you’re selling? That’s magic—a magic that drew me into this field and a big part of what holds me here today.

But not everyone has such a positive view on the topic of persuasion. Many folks are of the opinion that marketers (which, as a persuasive writer, you are) are practicing a kind of dark magic. They’re manipulators. Snake oil salesmen. Shiesters who will do or say anything for a quick buck or vote. And here’s the thing…

Sometimes they’re right.

But there’s also a positive side to this psychological sorcery—the good witch or wizard who uses these magic ingredients to concoct potions of mutual benefit. You too can weild these forces for good. And I believe all it takes is having integrity.

To me, that means pursuing and sharing the truth—your truth and mine and then aligning them in a way that inspires the kind of action where both sides win. Doing that requires belief is what you’re writing. And when you believe it, I think you’ll find others are much more apt to do the same.

So I guess that’s your first lesson. Tell the truth. And don’t be an asshole.

Now let’s get down to business in lesson #2.