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Key points
- Headings prime readers to see content as consistent with the heading—even when content differs from its focus.
- Transitions and common wording between sentences enhance readers' perceptions of arguments as cohesive.
- Overview sentences enable skim reading and enhance recall of important content.
Writers who need to persuade an audience usually think about logos, ethos, and pathos. Or about what they need to say. But, ironically, where you put information can trump what you say. Moreover, readers perceive articles, proposals, and even emails as more tightly organized and argued when you rely on these four strategies:
1. Introduce paragraphs with overview sentences.
Readers read faster and recall content more accurately when writers provide explicit overview sentences at the beginning of paragraphs. Moreover, these sentences also prime readers to recall content as consistent with the overview. Ultimately, this structure also enables readers to skim content more effectively, as skim readers spend more time looking at the first few sentences of paragraphs. These overview sentences also prime readers to see details in paragraphs as supporting your argument.
2. Summarize your purpose with a single sentence at the end of your first paragraph or introduction paragraphs.
Situated in a spot that benefits from recency effects on recall, purpose statements powerfully frame readers’ expectations of content. Because reading is cognitively demanding, these single sentences speed the third and most challenging stage of reading, inference processing. As we read, we first identify the meaning of words in lexical processing, then the structure of sentences as the second stage, syntactic processing, before we reach the third stage: determining the meaning both within and across sentences.
Furthermore, purpose or thesis sentences enable readers to make accurate inferences about the meaning of sentences in documents—even if some words in the paragraph are unfamiliar to them. Additionally, by framing the key proposition in a document, thesis or purpose sentences also guide readers to focus on details essential to that framework, while ignoring less relevant details. This strategy works particularly well for readers with limited time but seemingly unlimited documents to read, including doctors, lawyers, and researchers.
The thesis statement offers several further crucial benefits: This single sentence promotes faster and more accurate reading, while it also enhances readers’ perceptions of the document as coherent. Moreover, in the contentious history of scoring writing, the thesis plays an outsized role. In one study of 300 papers, scored with a 1 for ineffective writing and a 9 for highly effective writing, 94 percent of papers received between seven and nine different scores of their effectiveness. Perhaps more bizarrely, no paper received fewer than five different scores from 53 subject matter experts. In contrast, two judges achieved 100 percent agreement on 1,000 essays that included thesis sentences. Put simply, your thesis powerfully shapes readers’ focus and recall alike to align with your argument.
3. Harness the power of headings.
Titles, subheadings, and email subject lines powerfully frame readers’ comprehension of content at both the paragraph and document levels. Researchers discovered readers displayed better recall of content that featured headings than content that just offered overview sentences.
Furthermore, headings make document structure visible, even with functional headings that only demarcate sections of the text. Headings and subheadings generate more accurate comprehension. Strikingly, readers display improved recall for text preceded by headings—at the expense of their recall of text with no headings. Ultimately, readers perceive paragraph text that occurs after a heading or subheading as consistent with the heading—even when the header’s content is at odds with the paragraph.
4. Connect sentences with transitions or common wording.
Psycholinguists often distinguish between coherence at the paragraph and document levels and continuity, which typically ties sentences together. However, both aspects facilitate the inference processing phase of reading by enabling readers to understand the connections between sentences, helping them to grasp the concepts at work in the paragraph. In fact, when sentences are linked by transitions that clarify relationships between ideas, readers perceive the argument as more coherent—and persuasive.
Contrast These Two Examples of the Same Content
Readers respond powerfully to the priming effects that stem from headings, overview statements, and thesis sentences, all features that influence readers’ comprehension and powerfully shape recall. For example, readers are unlikely to read most of the content in the “Before” email, which reads like a data dump of every security protocol this small firm observes. Moreover, this email fails to make these protocols easy to skim or recall. As a result, few employees will read and recall—let alone follow—the security steps in the email, despite their importance, occasioned by a data breach. In contrast, the "After" email helps ensure readers read, recall, and comply with its directives.
Before:
Re: Protecting Client Information
All employees must use noise-canceling headphones when discussing client matters at their desks. Conference rooms are available for sensitive conversations; book them in advance. Never leave client documents unattended on your desk. Lock your computer screen when stepping away, even for a moment. Use strong, unique passwords for all accounts and change them monthly. Enable two-factor authentication on all work-related platforms. Encrypt sensitive emails and attachments before sending. Don't access work accounts on public Wi-Fi networks. Be cautious of phishing attempts; verify sender identities before opening attachments. Shred all physical documents containing client information when no longer needed. Report any potential security breaches immediately to IT. Do not discuss client matters in public spaces or on social media. Use secure file-sharing methods when collaborating with colleagues or clients. Regularly update your computer's antivirus software. Be mindful of your surroundings when taking work-related phone calls outside the office.
After:
Re: Updated Client Confidentiality and Data Security Protocols—Effective Immediately
Our business depends on our maintaining client confidentiality in every aspect of our work. To protect yourself, our clients, and our organization, practice these essential steps.
1. Guard against information leaks.
Discuss confidential or sensitive topics in a private office or in a conference room. You should also avoid leaving client documents unattended on your desk and always lock your computer screen, even when momentarily stepping away. Ultimately, ensure you shred all physical documents with client information after completing a case.
2. Safeguard all logins.
Use strong, unique passwords for all accounts, change them monthly, and always enable two-factor authentication on all work-related platforms.
3. Maintain digital security.
Avoid accessing work accounts on public WiFi networks and always encrypt sensitive email and attachments. In addition, always verify sender identities before opening attachments to avoid both phishing and viruses. Moreover, ensure you activate automatic updates for your computer’s antivirus software. Finally, use only our secure network and file-sharing for collaborating with others on projects.
4. Be vigilant.
Report any potential security breaches immediately to both IT and your manager.
By following these practices, you can contribute to a secure work environment, fostering client trust and protecting our reputation.
References
Lisa Solomon. How to Write Effective Argument Headings. CaseText. February 1, 2017.
