The First Paragraph Must Persuade the Reader that the Argument Will Be Easy to Read

HOW IS A FIRST IMPRESSION WITH WRITTEN ADVOCACY DIFFERENT THAN WITH ORAL ADVOCACY?

Written advocacy is different from verbal advocacy in several ways. One of the most important is that the person you are trying to persuade can consume your argument in a sequence different than how you would present it verbally. You will be less successful if the reader scans portions of your argument, does not read portions of your argument, and misses important connections because they are exposed to your ideas in an unintended sequence.

That is why it is particularly important in written advocacy that you immediate establish the reader’s trust that you have been thoughtful about what you are presenting and the order you are presenting it. The first paragraph is critical to demonstrating that your argument will be an easy read: You want the reader to follow the progress of your argument and not jump around.

WHAT IS THE KEY REQUIREMENT FOR AN EFFECTIVE FIRST PARAGRAPH?

The first paragraph is the only place where you can count on your reader’s attention.

A good first paragraph must accomplish one thing: Persuade the reader that the argument will be an easy read. If it can also make the argument appear interesting, that is a bonus.

You should assume:

• If the first paragraph is good they will continue to the next paragraph out of interest.

• If the first paragraph is only OK they will go to the final paragraph to try to determine if there are indications that the argument is good.

• If the first paragraph is confusing or poorly written they will scan until they come to something that seems to be relevant (hopefully because you have used headings and sub-headings).

I have had an uncounted number of opportunities to receive written arguments by someone trying to persuade me. I can confidently state that it is usually obvious from the first couple of lines whether the argument has been thoughtfully edited. There is a real difference between an argument that starts with what were the original thoughts of the author and one that provides a clear statement of what the conclusion of the argument is and how the argument is going to proceed. When I expect that the argument has not been edited, I am less likely to simply read from the first word to the last and I am more likely to try to flip through the argument to “find the good parts.”

Therefore, you need to understand what makes a first paragraph “good.”

Here are the key indications that the argument will be an easy read:

1. Clarity.

2. Conciseness.

3. Signposting a Clear Structure.

4. Providing Relevant Context.

5. Simple Language.

WHAT MAKES A FIRST PARAGRAPH CLEAR?

Clarity requires that the first paragraph does not introduce any ideas that require specific knowledge of context or uncommon concepts. Sentences should be short and have a single idea. One idea should flow logically into the next. These ideas should all be connected to a main theme: why the reader should engage with your argument.

A guideline to keep in mind: Don’t waste the prime real estate that is the first paragraph with anything that could be anywhere else.

WHAT MAKES A FIRST PARAGRAPH CONCISE?

Conciseness means expressing a lot of information in a few words. There is no space for “fluff” or “colour”.

A couple of guidelines:

• Any specific reference to legislation or authorities should be with the discussion of the issue, not in the introduction.

•  Don’t use shortforms for in the introduction. For example, do not write Trevor Morley (“the Owner”). This causes a break in the flow of the text.

•  If possible, avoid the use of long proper nouns. For example, instead of writing The Owners, Strata Plan EPS1000, simply write the Strata. It can be properly named the next time you refer to it.

HOW DOES A FIRST PARAGRAPH PROVIDE SIGNPOSTS OF A CLEAR STRUCTURE?

The reader needs to believe that you have been thoughtful about the organization of your argument. Signposting tells the reader how the argument is going to proceed.

It can be explicit, “I will describe the relevant bylaw and why it was adopted by the owners. Then I will explain why I believe the conduct of my neighbour was in contravention of that bylaw. I will conclude by examining the remedies available to the council and demonstrate why the appropriate decision is to require that the alteration be removed.”

It can also be implied, “The council must consider the prohibitions on alterations, understand that the alteration is not permitted, and demand that it be removed.”

HOW DOES A FIRST PARAGRAPH PROVIDE RELEVANT CONTEXT?

There is a risk that attempting to be clear and concise can result in the argument becoming too “abstract” or “academic.” The first paragraph needs to provide relevant context so the reader understands why they have some responsibility connected to the argument and that they need to pay attention.

Compare these two examples:

1. Bylaws need to be enforced and the council is required under the Act to enforce them.

2. The Strata prohibits owners for doing alterations without prior written approval of the council. This is because the council has a critical responsibility to manage the risk that is created by an alteration. If the council does not exercise that responsibility all owners are collectively vulnerable to risks created – intentionally or innocently – by individual owners.

I think for most people, the second example is a stronger indication that the argument is thoughtful and that they should follow the argument as presented.

WHAT IS SIMPLE LANGUAGE FOR A FIRST PARAGRAPH?

 Using simple language means several things:

• Do not use technical terms that may be unfamiliar to the reader.

• Do not use words that have multiple definitions that may apply to the situation.

• Do not use words that are not commonly understood or have multiple meanings.

Using simple language is more than just word selection. It also means:

• Do not use “charged language” as it may indicate that your argument is based on passion not logic.

• Do not use a cliché or archetype because it may cause the reader to lose interest.

THE FIRST PARAGRAPH MUST COMMUNICATE TO THE READER THAT YOUR ARGUMENT WILL BE EASY TO READ

Effective written advocacy needs to be thoughtful in both content and layout. You want the reader to follow your argument the way that you structured it. This requires that, from the first paragraph, you are communicating that the argument will be easy to read.