Friends, I am glad to share with you useful tools to BECOME A PERSUASIVE WRITER. Though Persuasive Speaking is an art, honing Writing skill is even harder. Inspired by Prof M.M. MONIPPALLY, erstwhile Professor of Communications at IIM, Ahmedabad, I have made a small attempt to put together EIGHT EASY-TO- FOLLOW tips following which you will Persuasive Writing can become easier and interesting. Looking forward to your criticism,comments, and likes: Best, Rishi

1. yes,
YOU CAN BECOME
A
PERSUASIVE WRITER
RISHIKESH JHAWAR
CA (Batch of Nov-2005), MBA-IIM LUCKNOW (Batch of 2014) Page 1 of 5
itsrishijhawar@gmail.com

2. As a student of 6th
batch (2013-14) of IPMX, IIM Lucknow’s One Year Full Time MBA Program, we had the privilege to attend a
session on Communication by Prof M.M. MONIPPALLY, erstwhile Professor of Communications at IIM, Ahmedabad.
A Ph D in Language and Communication from Manchester University and M. Litt from CIEFL, Hyderabad Prof Monippally is a
name to reckon with in the area of Communication.
His session on Business Communication was very easy to understand and insightful. It seemed as if he poured his entire
experience into those couple of hours. Some of the take away are extremely practical and relevant. All the attendees were
spell bound and had a WOW experience. Incidentally, that session was Prof Monippally’s last assignment as a Professor of
IIM Ahmedabad. That made the session even more memorable.
Inspired by his wholesome work in his forte, I am making a very small effort by summarizing my key take away from a chapter
of “The Persuasive Manager, Communication Strategies for 21st Century Managers” written by Prof Monippally. I
earnestly hope the next two pages will make you more learned about writing persuasive communications. If you gain
something in the next fifteen minutes of your valuable time, please say a BIG THANK YOU to Prof Monippally.
Thank You.
RISHIKESH JHAWAR
CA (Batch of Nov-2005), MBA-IIM LUCKNOW (Batch of 2014) Page 2 of 5
itsrishijhawar@gmail.com

3. Of the three persuasive strategies, Logos1
assumes greater importance when the medium is Writing.
Advantages of Writing:
1. Writing frees the writer from the kind of pressures that make speaker tongue-tied in the presence of extremely critical
audience;
2. The Writer can separate herself from the documents, allowing to sell documents/products/services to people who are not
directly approachable and are in different time zones;
3. One can write at a comfortable and convenience time while the same applies to the readers as well;
4. Writing forces the writer to think through many ideas which he doesn’t do much while speaking;
5. Writing is the Obvious Choice to persuade if a proposal requires support of lot of data and evidence;
Disadvantages of Writing:
1. The Writer don’t have control over the readers
2. Writing is a dead end communication;
3. Except in rare cases, the Writer is not around to clarify/reframe his ideas when the readers read the message while a
Speaker can do so while delivering a speech;
4. The recipients may not notice/ignore messages/do shallow reading/pay half hearted attention which they generally
can’t while listening to a Speaker;
5. A Speaker can quickly influence and control the audience which Writers find very difficult;
6. The Written documents face severe scrutiny and criticism than orally delivered presentations;
OVERCOME THE CHALLENGES OF WRITING:
1. Capture readers attention:
Writers should adopt following strategies which Advertisers do while putting up Billboards
 Leverage strategic spots: Write attractive Subject line/Titles to persuade readers to anticipate the content and quality
of detailed message.
 Crisp writing;
 Simple, understandable language
Titles to avoid: “Report”, “Hi”, “Meeting:
2. Get the Presentation/Body Language Right:
VITAL factors: Quality of stationary, printing, spelling, layout, and choice of font.
3. Avoid obvious irritants:
 Insensitivity to Genders;
 Grammar and Spelling mistakes;
 Wrong spelling of names;
 Poor punctuation
4. Make it easy for readers:
 Supplement complex messages with visual supports;
 Send Short messages with “Good to know” information via attachments
 Except in a technical report, use conversational language
1 Aristotle's "On Rhetoric" mentions Ethos, Pathos, and Logos as three modes of persuasion
RISHIKESH JHAWAR
CA (Batch of Nov-2005), MBA-IIM LUCKNOW (Batch of 2014) Page 3 of 5
itsrishijhawar@gmail.com

4. 5. Choose the most effective sequence:
 Of the two sequences Bottom up (detailed background first and main message later) and Top Down (main message
and detailed background first later), Top Down has good chances of acceptance.
6. Anticipate objections and deal with them:
 To get reader’s compliance to your message, anticipate and handle possible objections beforehand.
 Get your script proofread and criticized by someone before publishing.
7. Give the readers enough signposts:
 In brief messages, give an appropriate subject line;
 In longer message/report, judiciously provide appropriate headings, sub-headings, bullets, italics.
8. Make your text Concise and Graphical as possible:
 Clarity of the matter of communication results excellent communication;
 When absolutely clear, imagine your reader is seating across the table and write as if you are talking to her.
 Emails texts beyond first screen can put off the readers;
 Proofread your documents and cut unnecessary words
LOGOS:
 Writer’s quality of reasoning demonstrates and creates credibility;
 Reputation of expertise and trustworthiness creates credibility among readers;
 Well written texts supported by writer’s credibility and integrity goes a long way with the writer;
RISHIKESH JHAWAR
CA (Batch of Nov-2005), MBA-IIM LUCKNOW (Batch of 2014) Page 4 of 5
itsrishijhawar@gmail.com

5. References:
Based on MM Monippally (2010). The Persuasive Manager. New Delhi: Random House
RISHIKESH JHAWAR
CA (Batch of Nov-2005), MBA-IIM LUCKNOW (Batch of 2014) Page 5 of 5
itsrishijhawar@gmail.com