{"id":14571,"date":"2022-11-10T10:29:25","date_gmt":"2022-11-10T15:29:25","guid":{"rendered":"https:\/\/thatwhitepaperguy.com\/?p=14571"},"modified":"2022-11-10T13:26:18","modified_gmt":"2022-11-10T18:26:18","slug":"a-great-example-of-a-numbered-list","status":"publish","type":"post","link":"https:\/\/thatwhitepaperguy.com\/a-great-example-of-a-numbered-list\/","title":{"rendered":"A great example of a numbered list"},"content":{"rendered":"

I recently came across an excellent example of a numbered list.<\/h2>\n

You know, strawberry?<\/h3>\n

It was a political column published in, of all places, The Guardian<\/em> online newspaper.<\/p>\n

It’s clearly not a white paper. For one thing, it’s only 700 words long. And it’s an opinion piece in a newspaper, not a piece of B2B content.<\/p>\n

\"scoop
\nBut it’s still a fabulous showcase for how to handle this format right.<\/p>\n

You may not agree with former U.S. secretary of labor, now college professor\u00a0Robert Reich<\/strong>, an ardent Democrat.<\/p>\n

If the politics in this piece rankle, ask yourself, “How would I argue back?”<\/p>\n

 <\/p>\n

As for our purposes, we are looking at how he structured this piece, not the content.<\/p>\n

And on that basis, I think it’s well worth studying.<\/p>\n

Here’s where you can find it: https:\/\/www.theguardian.com\/us-news\/commentisfree\/2022\/oct\/16\/republican-talking-points-midterms-robert-reich<\/a><\/p>\n

And if that link gets broken, you can download a PDF here<\/a>.<\/p>\n

Now let’s analyze how Reich masterfully uses the format of a numbered list\u2014aka strawberry\u2014to build a persuasive case.<\/p>\n

Let’s start with an overview<\/h3>\n

This table shows all the key elements of a numbered list, and whether this column includes them.<\/p>\n

 <\/p>\n

\n\n\n\n\n\t\n\n\t\n\t\n\t\n\t\n\t\n\t\n\t
Required in a numbered list<\/strong><\/th>Included in this column?<\/strong><\/th>\n<\/tr>\n<\/thead>\n
Title includes a number<\/td>Yes: Three false talking points<\/td>\n<\/tr>\n
Brief introduction<\/td>Yes (26 words)<\/td>\n<\/tr>\n
Main body structured as a numbered list<\/td>Yes<\/td>\n<\/tr>\n
Covers a set of concerns, points, or questions about an issue <\/td>Yes: The issue is the 2022 midterm elections in the U.S. <\/td>\n<\/tr>\n
All points expressed in parallel form<\/td>Yes: All points start \"They claim...\" or \"They say...\"<\/td>\n<\/tr>\n
Brief summary at the end<\/td>Yes (35 words)<\/td>\n<\/tr>\n
Call-to-action at the end<\/td>Yes: \"Know the truth and share it\"<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n\n
\n

 <\/p>\n

So you can see that this column covers all the basics of a numbered list\/strawberry flavored document.<\/p>\n

Notes on the title<\/h3>\n

I imagine\u00a0The Guardian<\/em>\u00a0editorial style guide prevented the title from starting with an Arabic number like this:<\/p>\n

3 false talking points Republicans are spreading to win the midterms<\/em><\/p>\n

That might work better for a strawberry white paper you want to pop in a list of search results. See this quick tip<\/a> about using Arabic numerals in titles.<\/p>\n

 <\/p>\n

\"cover-Verizon-5-CDN-myths\"<\/p>\n

 <\/p>\n

I’ve written white papers that were analogous to this, with titles like:<\/p>\n

7 Myths about [Whatever] and the\u00a0Truths You Should Know<\/i><\/p>\n

That’s a powerful title, since nobody wants to be take in by a “myth” or a “lie.”<\/p>\n

This approach can be effective for a white paper… especially a smaller company trying to undermine a larger competitor.<\/p>\n

 <\/p>\n

 <\/p>\n

<\/h3>\n

The three main points<\/h3>\n

Now let’s consider each of Reich’s main points. He phrased them like so:<\/p>\n

1. They claim that crime is rising because Democrats have been \u201csoft\u201d on crime.<\/p>\n

2. They claim that inflation is due to Biden\u2019s spending, and wage increases.<\/p>\n

3. They say Democrats voted to hire an army of IRS agents who will audit and harass the middle class.<\/p>\n

Notice how each claim is expressed in a similar way: “They claim” or “They say…”<\/p>\n

Immediately after each claim, he skewers it with a single word: Rubbish. Baloney. Nonsense.<\/p>\n

I find that very effective. It’s like saying, “Enough!” and sweeping everything off a desk with one arm.<\/p>\n

To me, that’s a powerful way to start a rebuttal.<\/p>\n

And notice how Reich sums up each section by saying, “Let’s be clear…”<\/p>\n

This is a deliberate use of repetition for rhetorical impact.<\/p>\n

It’s interesting to see how he uses this conclusion. After listing his proofs in a more objective voice, he uses “Let’s be clear” to swoop in and say what he really thinks.<\/p>\n

In fact, in each section he accuses Republicans of lying. Them’s fighting words!<\/p>\n

Where are the proof points?<\/h3>\n

But Reich doesn’t stop at calling these talking points trash. He offers lots of facts and logic to out-argue them.<\/p>\n

Let’s look at the sheer scope of his evidence:<\/p>\n