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WRITING FOR THE WORKPLACEFocusing on the benefits to the reader means that you must think strategically. For example, say you work for an auto repair chain that is trying to increase its customer base. In the message, you must emphasize the benefits of using your service. To determine the benefits, you examine
the features you provide, such as being open late or having full service seven days a week. These features have inherent benefits. The benefit of being open late is that customers can pickup their cars after work. The benefit of being open everyday is that customers can choose when to have a service performed. Focusing on benefits is the key to persuasive writing.
As mentioned, most situations calling for persuasive writing use an
indirect strategy. This organizational style differs from the direct strategy in that it does not start off with the news or main idea. Instead, it builds toward that message using a series
of calculated steps The opening that captures reader attention The
body that builds reader interest The
closing that motivates reader action
The most common style of the indirect strategy for persuasion uses the AIDA model as illustrated in Table 4.1.
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