# [[Module 3 - Writing]] Course:: [[How to Write Thought Leadership Content]] ## Summary > [!abstract] Summary > To be persuasive, use a *steel man* to present the best form of an argument before you oppose it, preempting potential counter-arguments. Use the *thesis, antithesis, synthesis* method (or the Hegelian Dialectic) to concisely summarise what the prevailing thought is, what an alternative way to think is, and how you can reconcile the two. When presenting your argument, consider applying it or explaining it in three different ways (*rule of three*) to make sure people understand it and see how broadly applicable your opinion is. > > When aiming to be credible as a writer, look for shibboleths, use jargon, leave some things unsaid, share personal anecdotes, and embrace the authenticity in the lack of polish. > > A lot of being sticky is about coining concepts by leveraging already proven frameworks or creating your own, and then applying them to your industry. Create your own list of mental models that you can refer to for this reason. ## Log - This course isn't *really* about writing; it's about thinking. - How to be persuasive - How to be credible - How to be sticky ### How to be persuasive - This is the core principle because we're always challenging people. - Why you are credible - Why your opinion is right and the status quo is wrong - Why your experience is useful. Modes of persuasion - [[Steel man arguments]] - Straw-manning is constructing a flimsier version of an argument so you can tear it down. - Steel-manning is the opposite, because you're going based on the strongest version of the argument. It pre-empts criticism. - Express their opinion the way they actually would (better, if you can). - Surface possible objections your readers may have. - Thesis, antithesis, synthesis (aka [[Hegelian Dialectic]]) - Thesis: the status quo - Antithesis: present an alternative argument - Synthesis: reconcile the two and reach a conclusion - This can be used to great effect to make introductions. - [[Rule of three]] - Articulate the same idea three different ways. - Helps people understand the idea and also shows it applies to more than one case that you've carefully chosen. - Ways - Metaphors - Examples - Tactics - Counter-arguments - Truisms ### How to be credible - Content marketers find it difficult to be credible because they *aren't* actually experts. ([[Developer Relations|Developer Advocacy]] solves this!) Techniques - [[Shibboleths]] - Customs or traditions that distinguish one group from another - You can use shibboleths to establish credibility, to say you're part of the group - Jargon - Actually a good thing in writing thought leadership content. - Weighting of ideas - Don't define every foundational concept; leave things unsaid because your readers are the people that already understand those foundational concepts. - Realistic anecdotes - Talk about an actual experience you've had. - Lack of polish - Things that are a little sloppy signal thought leadership - The author is too busy to put more work into how things look; the ideas should stand on their own. - Plain text (Markdown), hand-drawn sketches, no CTAs. ### How to be sticky - Coin a concept - Come up with a vivid, interesting title. (Name it) - Getting competitors speaking your language is a win - [[Create engaging titles]] Borrow an existing framework - even from other fields or industries - Use other already memorable frameworks or phrases and use them to make our content more interesting. - Create a personal lexicon of mental models - Chekhov's gun - Aggregation theory - All models are wrong, some models are useful - Arbitrage - Keep a list of them and then see how each one could apply to your industry. - Example - *Framework*: Chekhov's gun (if you introduce a gun early on in a story, then be sure to use it later on-- deliver on your promises) - *Applied to content marketing:* Ensure your article delivers on the promises made by titles and headers - *Coined concept:* Why most marketers shoot themselves with chekhov's gun Create a new framework or concept from scratch - In-built way of measuring your spread and reach, because you're creating something that other people in your industry may pick up and start using. - Think of interesting metaphors, alliterative words, weirdness, etc. that come out naturally in your writing, and play up on those. - Most won't work, but repeat them! - Reference concepts you've already created in previous work - Create a concept for every article - Play the numbers game: the more you try, the more likely one will stick. ## Processed to - [[Persuasive writing]] - [[Steel man arguments]] - [[Straw man arguments]] - [[Hegelian Dialectic]] - [[Establishing credibility]] - [[Shibboleths]] - [[Making it stick]]