Persuasive Letter
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PersuasiveLetterPresentation.pptxThe Persuasive Letter
Introduction
Persuasive letters are letters written to persuade others towards accepting the senders' issues, perspectives, or interests. Such letters are meant to influence the recipients' thoughts and actions. The recipient can be organizations such as banks, schools, and NGOs, or individuals such as CEOs, government officials, directors, etc. Whether you want to solve a problem with your bank or you want someone to help you or do something for you, Persuasive letters can get the job done. All you need to do it to convince the recipient to agree with your side of the story.
Introduction
In business, persuasive writing is integral to sales letters and proposals, as well as any other correspondence that attempts to convince a reader. Persuasive writing is a specific skill distinguished by the writer’s ability to establish and prove a clear argument. If the reader is to be convinced, he or she must be immediately aware of the premise the writer is trying to prove. Next, the writer must present a series of proofs to support the main premise.
Introduction
The Persuasive Letter can be related to any matter, it can be:
A complaint
A sale
A petition
A request or any other matter which requires convincing
Introduction
The Persuasive Letter is a broad term inclusive of Cover Letter, Complaint Letter, Petition Letter, Request Letter, and Sales Letter. This is because in all of the above mentioned there is moderate to maximum amount of persuasion on part of the sender.
Introduction
Before writing persuasive letters you need to brainstorm what you want, why you want it, and any arguments against you. Be brief and use clear, uncluttered sentences. State your main points in the opening statements. Go straight to the point and emphasize the importance of your request. Support your request with logical information. If necessary, provide a few testimonials that relate to your argument. Be friendly, polite, and factual, and refrain from using overly emotional language and judgmental statements. Agree to meet in the middle or compromise. End the letter with a powerful statement that persuades the recipient to be on your side.
Terms
The Inductive Approach
In the past we’ve looked at both Inductive and Deductive approaches to business writing.
Inductive reasoning presents the facts and then wraps them up to a conclusion.
Deductive reasoning presents a thesis statement and then provides facts or examples.
In Persuasive writing, we are using an Inductive reasoning and approach
Terms
The Inductive Approach
A Persuasive Letter is written Inductively, seeking to:
Gain Attention: Address one primary receiver’s benefit in the first paragraph.
Introduce the product, service, or idea: Provide a logical transition to move the receiver from the attention getter to information about product, service, or idea. Hold the receiver’s attention by using action-oriented sentences to stress the central selling point.
Terms
The Inductive Approach
Provide convincing evidence: Provide specific facts that clarify the nature and quality of the proposal.
Use non-exaggerated evidence people will believe, as well as research and testimonials that provide support.
De-emphasize the price by presenting convincing evidence showing how money can be saved and by summarizing the benefits.
Terms
The Inductive Approach
Finally, motivate action!
State confidently the specific action to be taken and the benefits for complying.
Complying Present the action as easy to take, and provide a stimulus for acting quickly.
Terms
CLASSICAL PURSUASIVE TERMS OF TECHNIQUE:
LOGOS: logical appeal that consists of statistics and facts.
ETHOS: An appeal based on credibility.
Your individual credibility
You company’s credibility
PATHOS: An emotional appeal by understanding the needs of your audience.
Persuasive Letter Writing Tips
Passion for Persuasion
Are you really sure about your persuasion? Is your argument valid and/or genuine? These questions are meant to evaluate your attitude. If you don’t have a heart for persuasion, it will not come across to the reader in the way you anticipate. So ensure your emotions and be firm about the matter.
Persuasive Letter Writing Tips
Outline and Organize
The actual writing of the letter should not begin until you have outlined your criteria and organized the relevant matter. This is the preparatory material which you will utilize later on. For now, keep in mind the recipient and how can you persuade him/her in the best possible manner. To outline your matter, collect any supporting material which vouches for your argument. This supporting material can be news clippings, short video, images, case hearings etc.
Persuasive Letter Writing Tips
Outline and Organize
Some points to consider while outlining and organizing:
Get an in-depth understanding of your persuasion. Do you know everything about it? Are you clear enough to justify your conviction?
Do you have enough supporting material to influence the recipient?
Know the recipient. What sort of a personality is she/he? What are her/his likes and dislikes? All information is helpful. This is important because you have to influence and convince the recipient to get a response in your favor.
Persuasive Letter Writing Tips
Research
Know everything you can about your subject. You can collect information from journals, the internet, libraries, museums, newspapers, statistics and any other helpful matter. There are two benefits of research:
One, you have enough information for yourself;
Second, you have enough information to support and/or address your argument.
Persuasive Letter Writing Tips
Pros and Cons
To become substantial, your views should be tested by figuring out the advantages and disadvantages of your argument. This will give you a better understanding and a better way to put forth your case. Like all things in life, your views will have pros and cons. Work these out while brainstorming. Make two columns, label them + or – . Fill both columns considering all the possibilities. Place the strongest one’s on top and weakest ones at the bottom. The points which are in your favor will be used to make your views strong and worth consideration. They also form the basis for a solution to a mentioned problem. The negative aspects of your views are to be nullified by strong arguments so that they become diminutive or insignificant.
Persuasive Letter Writing Tips
Pros and Cons
Objections will produce questions in people's minds. Consider and answer those questions in your persuasion letter before they even arise.
In English Composition II, when studying Arguments to Convince, we called this a REFUTATION. A refutation is when the arguer anticipates an objection and demonstrates how the objection does not diminish the arguer’s claim.
What negative points could your readers find in your proposal? Can you agree there is a downside, but persuade them it is minimal in face of the many benefits they will gain?
Persuasive Letter Writing Tips
APPLY SOUND WRITING PRINCIPLES
Keep paragraphs short.
First and last Paragraphs – 3 or fewer lines.
Use concretes and active sentences.
Let receiver visualize themselves using your product.
Stress central selling points.
Topic Sentences
Remember your Topic Sentences!
The topic sentence appears at the beginning of a persuasive paragraph and must clearly state the main premise. The writer will then, in logical order, present sentences containing the points of proof.
Topic Sentences
Topic Sentence: Examples
Topic Sentence (1): Lack of proficiency in written English for business is a widespread problem in today’s corporate world.
Topic Sentence (2): Many corporations understand the need for excellence in business writing and have taken action to increase the proficiency of their staff in this area.
(Next)
Topic Sentences
Topic Sentence: Examples
Topic Sentence (3): Today, English is the worldwide de facto language of business.
Topic Sentence (4): With English as the de facto language of business worldwide, it is critical that companies ensure that their employees are proficient in business writing.
Although the above topic sentences are related in premise, they differ in content. Each general premise would be followed by sentences that support and expand upon the broad idea of the topic. Each specific premise is more confined to a narrowed idea.
Topic Sentences
Topic Sentence
If the paragraph begins with a topic sentence—a statement of the assertion or proposition—it should then be followed by sentences that expand upon and prove that premise.
Next slide contains an example of a Persuasive Letter with topic sentences highlighted.
Every piece of written communication that leaves a company acts as a corporate ambassador. Improper communication can cause confusion, may result in misleading information, or worse: legal consequences. Excellent communication, however, can result in increased business, improved client relations, and a highly respected corporate image. It is imperative for corporate employees to write accurately and professionally. It is just good business.
To address the pressing need for Business English proficiency, we proudly offer The Essential Handbook for Business Writing—our comprehensive training textbook for written business communication. Whether an employee writes daily or periodically, this handbook is an invaluable tool. Not only does the handbook offer
writing instructions and samples, it is an easy-to-use reference that covers major and minor problems encountered with everyday written communication.
Think of it as an indispensable, self-educating instrument to improving writing skills; think of it as personal professional development. Improvement in
writing begins with the first use of the handbook. To help start your staff on the road to improved Business English writing, we will conduct a complimentary in-house seminar on the use of the handbook. Ongoing additional instruction is available upon request.
I look forward to providing your company with The Essential Handbook for Business Writing and to working with you towards business writing excellence.
Format
1st Paragraph - Introductory lines regarding the issue or concern.
2nd Paragraph - Your persuasive analysis, pros and cons etc.
3rd Paragraph - Justification of your persuasion.
Format
1st Paragraph
Open with:
A personal experience
A solution to a problem
A startling announcement
A What-If? Opening
A question
A Story
A quote
An analogy
Format
1st Paragraph
Example: Selling a Seminar:
Frankly, who needs to attend a seminar on motivating a sales force? Everyone who wants to increase their sales, that's who!
Example: Rallying Civic Support:
Today, our city is currently experiencing the extensive damage brought about by the various factories set up near us. Many of these factories produce vast amounts of smoke, gasses, and chemical waste products per day that all affect the health of all our city's residents.
Format
2nd Paragraph
Example: Selling a Seminar:
Our one-day seminar on sales force motivation features some of the most outstanding teachers in the business. Sold out in all of the 12 cities where it has been held, it continues to get rave reviews. But don't believe me. Come to the Springfield Plaza Hotel and Conference Center on September 9, and put our money back guarantee to the test!
Example: Rallying Civic Support:
There have been reports of a higher incidence of sicknesses related to factory pollution, and because of this, now, more than ever, we have to practice our rights and make steps in ensuring the safety of the city's residents.
Format
3rd Paragraph
Example: Selling a Seminar:
Details of the speakers and sessions, as well as the discounts for multiple participants from the same company, are outlined in the enclosed brochure. Please take the time to read it now, and if you would like to attend, make your reservation today. We'll probably be sold out by tomorrow.
Example: Rallying Civic Support:
Appeal to abusive capitalist companies and show them that what they are doing is wrong. Join our organization's organized rally on (date and time) and help make a step towards a greener, healthier, and cleaner future for your children.
Format
3rd Paragraph
Last paragraphs should be short.
Should accomplish 3 tasks:
Specify the specific action wanted and present it as easy to perform
Encourage quick action
Ask for the action confidently
Make the action clear and simple.
Remember!
Maintain Reader’s Desire
Keep one or two main features uppermost in readers’ minds.
Include evidence that supports these features.
Subordinate the price.
Remember!
Maintain Reader’s Interest
Be cohesive.
Be Action Oriented.
Place the product/service in your readers’ hands.
Show how it will benefit them.
Product/Service description is necessary.
Stress a Selling Point.
