You can’t expect other people to be keen on something if you’re not. Persuasive writing is different from reviewing. You’re allowed to get carried away.
Remember: written material forces the reader to guess your mood and emotions. They cannot see the smile on your face when you’re writing.
So you have to over-state things in order to get your feelings across. Get the reader to share your mood, even though you are not there.
Let’s go back to our example of persuading someone to choose a meal out at an Indian restaurant rather than a Chinese.
Use emotive language: ‘I just love that chicken korma … it’s got to be one of the nicest things I’ve ever tasted! That creamy sauce. It makes me hungry just thinking about it.’
Also try asking the reader’s opinion: ‘Why do you prefer the Bamboo Palace?’ Show respect for their view – and then put your own across: ‘Yes, I know they do a lovely chicken chop suey – but it’s not in the same league as the Star of India’s chicken korma … the meat was far more tender and the taste … divine! Mmmmm!’.
You should also suggest something good will occur. Pinpoint some benefits that the reader will enjoy:
‘Remember last time we went to the Star of India – we had such a laugh, and we ended up chatting to that waiter. It was one of the best evenings we’ve ever had!’
It’s best to stress benefits rather than disadvantages: ‘Well, if we have to endure a Chinese, you’ll be sleeping on your own tonight!’
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