spoke to persuade people. Aristotle gave them a formula for do-
ing just that.
Here it is:
1.Exordium. Make a shocking statement or tell a story to get at-
tention.
2.Narratio. Pose the problem the reader/listener is having.
3.Confirmation. Offer a solution to the problem.
4.Peroratio. State the benefits of action on the solution.
This should look a little familiar to you. It’s very similar to the
classic advertising formula known as AIDA: Attention, Interest, De-
sire, Action.
Because of both of those formulas, most of my sales oriented
writing follows along the easy path of answering these questions:
- Are you getting attention with your opening?
- Are you stating a problem the reader cares about?
- Are you offering a solution that really works?
- Are you asking the reader to take action?
In short, and in a very simplified version, here is Aristotle’s for-
mula in modern dress: - Problem
- Promise
- Proof
- Price
Not much to it, is there?
Let’s look at each step and see what secrets it holds.
PROBLEM
Begin your writing with a headline that calls out the audience you
want by focusing on their problem. For example, if you sell some-
thing to cure, say “heel spurs,” then use a headline such as
Got heel spurs?Two Ways to Cause Action