How to write convincing texts: the Minto Method
If you regularly write consulting reports, this may sound familiar. You’re deeply immersed in the subject and want to convey your findings to your client – someone with little time. If you deliver a lengthy document, it may not get read. A simplified short piece doesn't tell the whole story. This is a problem, especially when your report is forwarded to others. Ideally, you'd present your findings to everyone personally, but there’s no time for that. Sounds familiar? Then use the Minto Method and learn how to persuade from behind your laptop.
Minto: McKinsey’s top author
The method’s namesake, Barbara Minto, was a consultant at McKinsey in the 1960s and was known as the firm's best writer. She became so busy editing her colleague's work that she quit her consulting career and wrote a bestseller about her method: The Pyramid Principle. The method helps to convince readers of your idea, which is supported by logically structured arguments. By building your advice argument-by-argument, it stands as firm as a house – or in this case, a pyramid.
A good introduction is key
But to get that busy client to look at your pyramid, you first need to grab their attention. Minto emphasises the importance of a good introduction, which always consists of three key elements: Situation, Complication, and Question. You can play with the order, but you need all three to prepare the reader to listen to your point of view.
The situation describes a familiar (and relevant) starting point for the reader, showing you understand what the reader already knows. They feel acknowledged, which makes them more receptive to your argument. That's why I started this article with: “If you regularly write consultancy reports, this may sound familiar. You’re deeply immersed in the subject and want to convey your findings to your client – someone with little time.” I am taking a risk here: perhaps you never write reports or your client always has plenty of time. In that case, you won’t need the Minto Method ;-).
The complication is the issue that arises, urging a change. The reader now knows: things can’t go on like this, and they start paying attention. In this introduction, there are four problems:
Lengthy documents don’t get read,
Simplified documents don’t tell the whole story,
Your document will be forwarded,
You don’t have time to speak to every reader individually.
The question is the central question your text will answer. It’s the question that logically arises because the starting situation has become complicated. The question in the introduction "Sounds familiar?" is not the central question. The real question is: "How do you learn to write persuasively?" The answer ... with the Minto Method!
Cleverly stack arguments
This is the central idea of this piece: The Minto Method helps you write convincing texts. Now we need arguments to build your case (or pyramid). For this, you need to follow this principle: Mutually Exclusive and Collectively Exhaustive. Mention all the relevant arguments without repeating yourself. You’ll see that some arguments are more important than others, and some are related. This is how you start stacking.
By grouping them correctly, you make the reasoning stronger. For example, the arguments for Barbara Minto’s strong track record belong together. Spreading them out weakens her accomplishments and would only be a distraction in other paragraphs. So:
Central idea: The Minto Method helps you write persuasive texts.
Supporting arguments:
Barbara Minto knows what she’s doing
She was the best report writer at a renowned consultancy firm
She wrote not only for her own projects but also for her colleagues
She’s written a bestselling book
The method is solid
It will demonstrate that you understand a client’s situation
It will make a client receptive to your arguments
It will create a sense of urgency
It will address the question on your client’s mind
It will build a strong case for your argument
And so on.
By stacking your arguments in bullet points, you first work on your reasoning. And then you can focus on writing beautiful sentences. It makes it easier.
Strengthen with bridges and headings
By playing with your arguments in this way, you will also discover new connections. These are the bridges that help the reader move from one argument to the next, making your argument more coherent. This applies to the titles and subheadings in your piece as well. So, forget the standard signposting you learnt at university (Introduction, Hypothesis, Findings, Conclusion). This won’t help a busy reader absorb your ideas quickly. Instead, try to add something meaningful to the headings, something that supports your argument.
Look at the headings in this piece. I don’t use terms like ‘Summary’ or ‘Conclusion’. Nor do I use ‘Who was Minto?’, ‘Why this method works’, or ‘The importance of bridges and headings’. That doesn’t say much. ‘Strengthen with bridges and headings’ already indicates why bridges and headings are important.
Room for flexibility
Of course, some readers still prefer signposting because they’re used to reading that way. To satisfy them too, I sometimes do both. ‘Who was Minto? McKinsey’s top author’ could also be a heading. After all, there are situations where even the idea of guiding the reader in a particular direction is unwelcome. Think of scientific articles or sensitive audits – you can judge this yourself. For all other cases, whether it’s a PowerPoint presentation, a Word report, or a blog, my advice is: use the Minto Method to write persuasively.
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
Don’t worry about sounding professional. Sound like you. There are over 1.5 billion websites out there, but your story is what’s going to separate this one from the rest. If you read the words back and don’t hear your own voice in your head, that’s a good sign you still have more work to do.
Be clear, be confident and don’t overthink it. The beauty of your story is that it’s going to continue to evolve and your site can evolve with it. Your goal should be to make it feel right for right now. Later will take care of itself. It always does.