The Mathematics of Persuasive Communication

by Philip Yaffe

At first glance mathematics and persuasive communication – writing, and particularly public speaking - would seem to have little in common. After all, mathematics is an objective science, whilst speaking involves voice quality, inflection, eye contact, personality, body language, and other subjective components.

However, under the surface they are very similar.

Above anything else, the success of an oral presentation depends on the precision of its structure. Mathematics is all about precision. It is therefore not so odd to think that applying some of the concepts of mathematics to oral presentations could make them substantially more effective.

As they say in the film industry, three key factors go into making a successful movie: the script, the script, and the script. Likewise, three key factors go into making a successful speech: the structure, the structure, and the structure.

Not convinced? Then let\\\'s start with something less radical.

I think we can all agree that good speaking is related to good writing. If you can write a good text, then you are well on your way to preparing a good oral presentation. Therefore, if you improve your writing, you will also improve your speaking.

To simplify matters, from now on we will talk mainly about good writing, because in most cases the same ideas apply directly to good speaking.

Know What You Are Doing

Many commercial companies do not live up to their potential - and sometimes even go bankrupt - because they fail to correctly define the business they are in.

Perfume companies, for example, do not sell fragrant liquids, but rather love, romance, seductiveness, self-esteem, etc. Bio-food companies do not sell organic produce, but rather honesty, purity, nature, etc. Automobile manufacturers do not sell transportation, but rather freedom, adventure, spontaneity, prestige, etc. The fact is, each industry, even each individual product, may have to determine what it is truly all about - and there are thousands of them!

Writers are lucky. There are numerous variations to what we do, but there are really only two fundamental types of writing. It is important to recognise this, because not only are they quite different, in some respects they are exactly opposite. So unless we clearly recognise which type of writing we are doing - and how it differs from the other one - we will almost certainly commit serious errors.

What are the two types? And how do they differ?

Creative Writing

Texts such as short stories, novels, poems, radio plays, stage plays, television scripts, film scripts, etc.
The fundamental purpose of creative writing is to amuse and entertain.

Expository Writing

Texts such as memos, reports, proposals, training manuals, newsletters, research papers, etc.
The fundamental purpose of expository writing is to instruct and inform.

Essential Attitude towards Expository Writing

Because the objectives of creative and expository writing are so different, before striking a key you must adopt the appropriate attitude towards the type of writing you are doing.

Creative Writing Attitude

Everyone wants to read want what you are going to write.
After all, who doesn\\\'t want to be amused and entertained?

Expository Writing Attitude

No one wants to read what you are going to write.
Most people don\\\'t like to be instructed and informed. They probably would much prefer to be doing something else.

The importance of recognising and adopting the \\

About the Author:
Philip Yaffe is a former writer with The Wall Street Journal and international marketing communication consultant. He now teaches courses in persuasive communication in Brussels, Belgium. Because his clients use English as a second or third language, his approach to writing and public speaking is somewhat different from other communication coaches. He is the author of In the “I” of the Storm: the Simple Secrets of Writing & Speaking (Almost) like a Professional. Contact: phil.yaffe@yahoo.com.