GETTING STARTED

The important thing at this point is to generate a good idea base from which to work. I suggest you review the strategies for planning a piece of writing. Any of them can work well to get your project underway. The underlying principle is the same: don't pre-edit, just gather ideas. In addition to the regular strategies, however, there are a few particular techniques for getting started when you know your message is likely to encounter resistance. They exploit the principle that to effectively approach resistance you must first understand it.

Writing to a resistant or negative audience is usually more challenging than writing to an audience that is positively disposed to receiving your message. Therefore, if possible, you should develop a general familiarity with the basic strategies of planning and revising, and editing before moving on to the strategies listed below.

Balanced Analysis: As Commerce students you're probably familiar with the T-charts used in accounting. Alternatively, you can just draw a line down the center of a piece of paper. The point is to have 2 columns side by side.

Your 1st "balanced analysis" (T-chart) should force you to examine both perspectives of the issue you're writing about. On one side of the chart/page write "I feel...." Now, give yourself approximately 5 minutes to brainstorm all the points you can about your understanding of the issue. Next, go to the other side of the chart/page and write "you feel...." Now take 5 minutes to brainstorm all the points you can about your audience's understanding of the issue. Warning: the trick with this second part is to role-play your audience; if it's a group, choose a representative member. Imagine that person and try to use words you think s/he would use. If you want results, it's crucial to see the issue the way your audience sees it even if you don't agree!

Your 2nd "balanced analysis" (T-chart) should separate fact from opinion. What's the difference? Your opinion is how you feel about an issue (my roommate is a slob); a fact is verifiable (I have a photograph of my roommate's bedroom and 3 cockroaches in a jar). You can guess how this T-chart will work. On one side you'll write "fact" and on the other side opinion. Then you'll devote about 5 minutes to brainstorming each side.

Your 3rd "balanced analysis" (T-chart) should explore mindsets (feelings, personalities, goals, cultures, biases, etc.). On one side of the chart/page write your name, on the other write a word or two that identifies your audience. Now brainstorm each side remembering to be as honest as possible and aim to present your audience the way they would see themselves.

If you prefer to work both sides of the "balanced analysis" at the same time, going back and forth as the ideas arise, go ahead. Whatever gets the ideas flowing is what's "right."

Persuasive Purpose: Before you generate a working purpose statement as described in the regular "planning" strategies, consider what you want to happen as a result of your message, what your reader(s) would likely want, and what could then be a realistic purpose based on those considerations. If you have any room to manoeuvre (and sometimes you don't) you could make your message more persuasive just by modifying your purpose a bit.

Emotional Analysis: Any audience needs careful analysis, so you should first do a regular audience analysis; however, it's especially important to consider emotions where resistance is concerned. Therefore, I suggest you take extra care to consider how your audience will feel. Try to visualize his/her physical reaction upon reading your message. Ask yourself how you would feel in her/his position. Think of how you might reduce the anxiety as much as possible.

Talk To Your Reader: Think about what you would actually say if you had to deliver this message face to face. "Talk" to your reader by freewriting about the issue.

Analogic Thinking: Devise an analogy to better understand the nature of a contentious issue.

Buffers: Think of some common ground that you share with your reader that relates directly to the context of your message. Find an angle that is positive or at least neutral in nature.

Shared Goal: You can appeal to your audience's sense of fairness. Try to think of a way to turn the issue into a "win-win" situation. What's in it for him/her? How can you provide help? Is there any way to create a compromise that offers something for you both? Give your reader(s) a reason to accept your position and/or change their behaviour.

Logic: You need to appeal to your reader's ability to reason. Your best approach here is to offer concrete reasons and evidence that support your position. Consider also any alternatives you might be able to offer. Brainstorm reasons/evidence/alternatives that support or enhance your position.

The Other Side: Simply freewrite everything you think your reader would have to say about this issue. Try to anticipate his/her counterarguments.

Shaping your message is the next step

Writing To A Resistant Audience Main Page

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