3. Persuading Secretary Clough
to…
• We have to write a persuasive
document to convince Secretary
Clough to OK our project.
• We’ll structure the document
and identify key phrases.
4. What project should we convince
Secretary Clough to approve?
• Monthly celebrity chef program at SAAM to
create art-inspired desserts for visitors and
staff to increase multi-sensory engagement
with art and knowledge about use of color and
texture in art
• Tech library from which staff can freely borrow
iPads, video cameras, and other tools for work
projects to increase skill levels and creative
use of technology
• Traveling exhibition of 50 objects that tell the
story of America as voted for by the American
public to increase nationwide understand of
5. Persuading Dr. Clough: Know your
audience!
• What do we know about Dr. Clough?
– Focused on the Grand Challenges
– Pro-technology, but not jargon
– Wants SI to be a 21st century institution
– Civil engineer
– Wants to improve SI infrastructure
– Loves creative solutions, innovation,
collaboration across units, and low costs
– Georgia boy
7. Identify things Dr. Clough may not
like
• We won’t change these
things about the project,
but we will anticipate
and address his
possible concerns.
8. Don’t look at a blank Word
document
• Make yourself a form to complete. What does Dr.
Clough need to know to be persuaded to OK the
project?
• What topics should we be sure to address?
– Who is it for? Why is this audience important?
– What needs will it address?
– How will it improve that unit and SI in general?
– How will it impress outside stakeholders?
– What will it cost?
– How does it relate to his agenda, grand challenges, brand,
etc?
– How will you address his key concerns?
• Identify key sub-topics to address and then fill these
in. Bold topic headings aid reading and send clear
messages.
9. How does the project connect with
Dr. Clough’s agenda?
Grand Challenges
• Identify key phrases, Pro-technology, not jargon
21st century institution
sentences, or points Civil engineer, Infrastructure
Creative solutions, Low cost
Georgia boy
you want to make in
each sub-topic.
• These can be
messy and
disorganized.
Beautify later.
10. Complete your form, adding key
phrases, quotes, and data
• Who is it for? Why is this audience
important?
– Important stakeholders, underserved
communities
• What needs will it address?
– Valuable tech training, transferrable skills
– 40% of staff said they ―lack necessary training‖ to
complete technology projects
• How will it improve that unit and SI in
general?
– Inspire creativity and provide to tools to put it into
action. ―This will revolutionize our ability to make
11. Repetition
• Make your point different ways. Directly,
through an example, a story, a quote, a
graph.
• Repeat the point at the beginning and the
end.
What speech is
this?
Fun trick: paste your text into Wordle.com to see
if you’re repeating your key words and themes
enough.
12. Reasons why
• Duh!
• Reasons why Dr. Clough should OK your
project from your perspective, your boss’s
perspective, and his perspective.
The It will
address It will
project the
will be impress
museum’s
fun. needs. funders.
13. Consistency
• Start with something Dr. Clough already
agrees with—something difficult to refute,
perhaps his own idea.
• Then make your case.
SI needs Can’t
to digitize digitize Solution
our without : tech
collections tech
. training. library!
14. Social proof
• We naturally look to others to know what
to do. Take advantage of that.
• Are other museums doing similar projects?
• Has the audience asked for a project like
this?
9 out of 10 proposal readers agree:
testimonials are great
15. Comparisons
• Metaphors are your friends.
• Reframe: It’s not a bailout, it’s a safety net.
• Be visual: you can envision a net, but what
does a bailout look like?
• For example:
– We are a microscope: We dig deep into issues.
– We are a telescope: We step back and consider
the big picture.
– We are a kaleidoscope: We see the world
through many lenses
16. Agitate & Solve
• Does it solve a need?
• Yes, but how needy is the need?
• Prove, don’t tell.
17. Predict the future
• What will happen if the
project doesn’t happen?
• What local, regional, and
national trends have you
observed that make this
project necessary now?
18. Address objections
• If you don’t know your
audience very well, ask
somebody who does to
review your proposal.
• Don’t say, ―I know you
object to…‖ You may
accidentally
paraphrase concerns in
a way he won’t
appreciate.
19. Tell a story
• Character: Once upon a time, there was a
museum visitor…
• Conflict: Who thought art was really
boring…
• Speech: ―If only there was a way to get the
whole family interested in art…‖
21. What if your persuasive writing
doesn’t work?
• Other non-text modes of communicating
• Find an advocate or partner
• Scale down: can my proposal move
forward on a pilot/experimental/smaller
basis?
• Bribery.
Hinweis der Redaktion
The story of somebody pitching a website to Allen. As the guy is pitching, you can see Allen being like GRRR. Then you can see Marty translating the website stuff into Allen language. The pitching guy should have talked to Marty first.
When addressing his concerns be careful not to paraphrase them in a way he may not recognize
Keep filling in the sections until you have
Psychological studies have shown that people are more likely to comply with a request if you simply give them a reason why… even if that reason makes no sense.Which of these is most important? Your reasons of THEIRS?
But remember that comparing us to an institution Sec. Clough DOES NOT like will backfire.