Table 4.1 AIDA persuasive strategy

PERSUASIVE ANd BAd NEWS mESSAGES Persuasive messages need to immediately attract attention or they maybe ignored. We do this in various ways. For example, if writing a persuasive fundraising letter to alumni, you might begin with a question that will stir up memories for the reader and likely make the reader want to read on Remember when you walked into your first college class not
knowing what to expect?
You may choose to open by establishing common ground by empathizing with the audience’s concerns, thus We have all experienced the
difficulty of finding parking near our offices.
Another way to open a persuasive message is to forge common ground in a statement both reader and writer agree on The recent recession has
taken atoll on middle-class families.
In a sales message, you may want to focus on a reader benefit A free
bottle of wine delivered monthly is just one of the many benefits you’ll
experience as a member of the Stonebrook Vineyard Wine Club.
Offering a compliment or praise is another way to draw in a reader
As a former Bruin whose thriving business is legendary among current UCLA
business students, your success story would bean inspiration to the Accounting
Association.
Next, we need to build interest so our audience will stay with us. This can be accomplished with one or several of the following approaches Using facts, statistics, examples, or details relevant to the reader Reducing resistance by anticipating reader objections Establishing the value of a proposal Employing both logical and emotional appeals
The following example uses a combination of these tactics.
Over the last two years, we are proud that our company has grown
from 12 to 45 employees However, while our staff was increasing,
the number of parking spaces allocated to our suite has been steadily
decreasing.
After interest has been built, the next step is to increase reader desire so your reader will act in the way you wish. Ina sales letter, you might

50 WRITING FOR THE WORKPLACE
offer a money-back guarantee, free sample, or other incentives. If attempting to convince a boss, you’d want to include facts or other evidence that convincingly support your request.
To help you spend more time at home and at work and less time
searching for parking, we’ve developed anew carpool plan Beginning
March 3, we will provide preferred parking spots to employees forming
car-or vanpools of three or more.
Finally, ask the reader to take action. Be specific set deadlines or limit the amount of time the offer is available. And don’t forget to show gratitude!
Please let me know if you can speak at our meeting by August 20
so I can make the appropriate arrangements You can phoneme at
(310) 544-2181 or email meat jleastman@aol�com if you have any
questions I hope to see you in September!
Writing persuasively is an art, as any copywriter knows. Good persuasive writing always focuses on the readers needs to attain the writer’s ultimate purpose.

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