The document discusses techniques for effective persuasive writing, including organizing direct requests by starting with the request and providing details, and organizing problem-solving messages by describing a shared problem, offering a solution, addressing negatives, highlighting reader benefits, and making a request. It also covers building credibility and emotional appeal, using an appropriate tone, and offering readers a reason to act promptly.

1. Persuasive writing Week 5

2. Persuasive messages include:
 Orders and requests
 Proposals and recommendations
 Sales and fund-raising letters
 Job application letters
 Reports, if they recommend action
 Efforts to change people, such as
collection letters, criticisms or
performance appraisals, public services
ads, etc.

3. Primary Purpose
 To have the reader act
 To provide enough information so that the reader knows
exactly what to do.
 To overcome any objections that might prevent or delay
action

4. Secondary
Purpose
• To build a good image of the writer
• To build a good image of the writer’s organization
• To cement a good relationship between the writer and
reader.
• To reduce or eliminate future correspondence on the same
subject so the message doesn’t create more work for the
writer.

5. What is the best subject line
for a persuasive message?
 For direct requests, use the request, the topic, or a question
Subject: Request for Updated Software
Do We Need an Additional Training Session
in October?
 For problem-solving messages, use a directed subject line or
a reader benefit
Subject: A Proposal to Change the Formula for
Calculating Retiree’s Benefits
Arguments for Expanding the Marysville Plant

6. How should I organize
persuasive messages?
In direct requests, start with the
request.
In a problem-solving message,
start with the problem you share.

7. Organizing a Direct Request
Request for Action
Details
Request for Action

8. Organizing a
Direct Request
• When you expect quick agreement,
save the reader’s time by presenting
the request directly.
• Consider asking immediately for
the Information or service you
want.
• Give readers all the information
and details they will need to act on
your request.
• Ask for the action you want

9. Writing Direct Request
Indirect request:
Is there a new version of the 2021 Accounting
Reference Manual?
Direct request:
If there is a newer version of the 2021 Accounting
Reference Manual, please send it to me.

10. Organizing Problem-Solving
Messages
- use this pattern of organization
when you expect resistance from
your reader but can show that
doing what you want will solve a
problem you and your reader
share.

11. Organizing Problem-Solving Messages
Shared Problem
Details
Solution
Negatives
Reader Benefits
Request for Action

12. Organizing Problem-Solving
Messages
1. Describe the problem you both share
(which your request will solve).
- Present the problem objectively and don’t
assign blame or mention personalities.
2. Give details of the problem.
- Be specific about the cost in money, time,
lost goodwill and so on.
- You have to convince readers that
something has to be done before you can
convince them that your solution is the
best one.

13. Organizing Problem-Solving
Messages
3. Explain the solution to the problem.
If you know that the reader will favor another
solution, start with that solution and show
why it won’t work before you present your
solution.
Present your solution without using I or my.
4. Show that any negative elements (cost, time,
etc.) are outweighed by the advantages.

14. Organizing Problem-Solving
Messages
5. Summarize any additional benefits of
the solution.
Can be presented briefly since you
described the problem in detail.
6. Ask for the action you want.
 Often your reader will authorize or
approve something; other people will
implement the action.
Give your reader a reason to act promptly

15. What other
techniques can
make my
messages more
persuasive?

16. What other techniques can make
my messages more persuasive?
 Build credibility
 Build emotional appeal
 Use the right tone
 Offer a Reason for the Reader to Act
Promptly

17. 1. Build Credibility
•Be factual
•Be Specific
•Be reliable

18. 2. Build Emotional Appeal
• Stories and psychological description are effective ways of
building emotional appeal.
• Recent research suggests that stories are more persuasive
because people remember them.

19. 3. Use the Right Tone
 Avoid messages that sound parental or
preachy.
Parental: Everyone is expected to comply with
these regulations. I’m sure you can see that
they are commonsense rules needed for our
business.
Better: Even on casual days, visitors expect us
to be professional. So leave the gym clothes at
home!

20. 3. Use the Right Tone
Arrogant: Based on this evidence, I expect you to give me a new
computer.
Better: If department funds permit, I would like a new computer.
Stuffy: It is requested that you approve the above-mentioned
action.
Better: Please authorize us to create a new subscription letter.
Passive verbs and jargons sound stuffy.
Use active imperatives --- perhaps with ‘Please” --- to create a
friendlier tone.

21. 4. Offer a Reason for the
Reader to Act Promptly
•Show that time limit is real.
•Show that acting now will save
time or money.
•Show the cost of delaying action.

22. Practice

23. What sort of persuasive
technique is used in the
following sentence?
Sentence: Chompers Dog Food is
sure to make your dog's tail wag. If
you truly love your pup, you'll try one
of our all-natural selections today.
• Ethos (emotion)
• Logos (logic)
• Pathos (credibility)

24. What sort of persuasive
technique is used in the
following sentence?
Sentence: Why risk making a mistake on
your tax returns or missing out on added
money in your bank account? Trust the
experts at 123 Accounting to ensure you
get the biggest tax refund possible.
• Ethos (emotion)
• Logos (logic)
• Pathos (credibility)

25. What sort of persuasive
technique is used in the
following sentence?
Sentence: Our holistic headache
medication will get rid of your headache
with just one pill and fewer side effects
than aspirin or ibuprofen. Be good to
your body and try it today.
• Ethos (emotion)
• Logos (logic)
• Pathos (credibility)

26. Developing Marketing and
Sales Messages
1. Assessing Audience needs
2. Analyzing your competition
3. Determining Key Selling Points and
Benefits
4. Anticipating Purchase Objections
5. Creating a Persuasive Appeal

27. Creating a Persuasive Appeal

28. Getting Attention
• use a wide range of techniques to attract audience’s
attention:
• A strong product feature or benefit
• A piece of genuine news
• A personal appeal to the reader’s emotions and values
• The promise of insider information
• The promise of savings
• A sample of demonstration of the product
• A solution to a problem.

29. Building Interest
- expand on and support the promises in your attention-
getting opening

30. Increasing Desire
• Add details and audience benefits to
increase desire for the product or
service.
• Use strong, colorful language
without overdoing it to keep readers
interested.

31. Motivating Action
Persuade the reader to take the
preferred action
Put a deadline on the offer, or simply
remind members that the sooner
they order the sooner they’ll be able
to enjoy the product’s benefits.
Make the task of responding as
simple as possible.

32. Sample letter