Persuasion without hype

Clear and strong enough to settle uncertainty or materially change direction.

Requiring prompt attention because delay carries a meaningful cost or risk.

Essential to the success, safety or survival of something important.

Necessary rather than optional for an intended outcome.

Capable of being used or implemented in real conditions without unnecessary complexity.

Realistically capable of being accomplished with the available or planned resources.

Consistent with real constraints, evidence and likely behaviour.

Easy to understand because ambiguity, unnecessary complexity or competing messages have been removed.

Invites the audience to mentally simulate an experience or future state.

Asks the reader or listener to form a concrete mental image.

Adapted to the circumstances, needs or characteristics of a particular audience.

Able to continue functioning or recover when conditions deteriorate.

Protected against relevant threats or unauthorised access to an appropriate standard.

Forward movement that makes continued progress easier or more likely.

A justified degree of belief that an outcome, claim or person can be relied upon.

A clear promise or allocation of effort that makes future action more dependable.

Reduce concern by addressing uncertainty with credible evidence, safeguards or explanation.

Create enthusiasm or a sense of possibility that encourages people to think or act differently.

Increase the likelihood of an action by making it easier, safer or more attractive.

Ask someone to participate or consider an idea while leaving genuine room for choice.

Increase the speed at which progress or change occurs.

Stop an unwanted event from occurring.

Keep away from a foreseeable cost, risk or undesirable outcome.