My favorite books for writing persuasive messages that win what you want

Where does persuasive writing start? Whether you’re writing fiction, journalism, or a business message, good sentences are the key. Write good sentences and you write well in all fields. Bad sentences doom your writing. This tight 76-page book shows how to achieve simple, clear sentences, and at the same time build in power and even drama. Euchner moves on to cover paragraphs: how to find the focus of each and create logical, one-idea units. This is the book I wish I’d been given somewhere along the line in school, or later—it would have saved me a lot of trial-and-error! Like Euchner, I believe you need not study grammar rules to write well—that route has always put me to sleep.

This is the “classic guide to writing nonficition,” says the cover, and it’s true. Reading it fueled my own motivation to develop practical ways for people to improve their own writing with easily learned techniques, shortcuts, and “insider” tips. Zinsser’s most recent update is the 30th Anniversary Edition, 2006, so don’t expect coverage of contemporary media. The book is journalism-based and later chapters focus on writing articles, but the first few chapters remain golden. “Clear thinking becomes clear writing,” Zinsser says. “Simplify, prune, and strive for order.” His best gift to us: demonstrating how to cut any copy to its core. Beyond helping readers with the mechanics, he reminds us of the need for humanity and warmth in writing.

It’s one thing to advocate for simple, clear writing—and another to do it consistently. For the most inspiring demonstration of these principles look to Ernest Hemingway. Read even one of his short stories, or any of his novels or reportage, for in-action proof of how convincing we can be by using the most basic English: short everyday words derived from English’s early Anglo-Saxon history, and unadorned, straightforward sentences. Note how the most profound ideas, emotions, and subtle interactions can be communicated with spare language, nearly absent of descriptive words. How to generate this kind of impact with the writing most of us do every day is a central goal of my own book. TIP: a helpful online resource for simplifying copy is found at…Hemingway.com. 

Why do I recommend a book on speechwriting? For the same reasons my book covers spoken communication. Good speeches base on the written word and in turn, yield many lessons for all writers. For example, “sayability” is a hallmark of writing that works, and a good way to check yourself. Noonan’s book also reminds us of what matters most: Deciding what you want to say—the substance. Fancy language never camouflages empty thought. Rather than trying to manipulate people, reach them with sincerity and specific language that’s “simple, unadorned, direct, declarative.” Noonan recommends appealing to the brain with logic. Psychologists, meanwhile, stress that we make most decisions based on emotion—but I think both are right: Persuasive writing reaches both heart and mind. 

Warren Buffet, the famous investor, is also revered as a master communicator. His annual Letters to Berkshire Hathaway Shareholders are models of clear, transparent writing. They are the best showcases I know for the impact of presenting difficult material in “plain English.” Buffet makes financial information accessible and even interesting to the layperson with an unassuming colloquial tone, humor, anecdotes, and language based on the concrete short words of natural speech. He always delivers substance, even acknowledging his own poor decisions.

The enviable result: he generates trust, the critical ingredient of persuasion. I love introducing students to Buffet’s writing and seeing them analyze what works so well. The letters are available online, but this book usefully collects them along with other Buffet writings and commentary.