by: Courtland Bovee
All good writing involves persuasion-getting the reader over to your
side. You may be writing to persuade a colleague to take on a new
project, writing a blog post trying to persuade people to accept a new
idea, or writing persuasive advertising copy for a new product. In each
situation, your goal is to persuade your readers that you have
something to say and that it is in their best interest to take the
action you have requested.
Here are five elements to keep in mind when writing persuasive messages.
1. "You" attitude. Too much business writing has an "I" or "we"
viewpoint, which causes the writer to sound selfish and not interested
in the reader. If you want to get your point of view across, convey
information, or persuade the reader, you have to talk in terms of the
reader's interests, hopes, wishes, and preferences. Good writing
psychology requires that you present your message in light of the
reader's viewpoint rather than your own.
"I" or "We"
To help us process this order, we must ask for another copy of the requisition.
We trust you will extend your service contract.
"You"
So that your order can be filled promptly, please send another copy of the requisition.
By extending your service contract, you can continue to enjoy topnotch performance from your equipment.
2. Warmth. You can make all sorts of mistakes in your messages yet
still leave your readers with a good feeling if you can convey the
magic intangible of personal warmth. Warmth is more difficult in
writing than it is in oral communications. Essentially, warmth is an
aspect-possibly even the measure-of the "you" viewpoint. You should not
only demonstrate concern for the audience's problems but interest in
their attitudes and an appreciation of the ways in which handling the
situation is going to be helpful to them.
3. Parallel experience. One way of touching the right spots with
your reader is to draw on a parallel situation in your own experience.
Build your writing around this experience, or use what you learned as a
basis for your writing. By creating a sympathetic bond between you and
your reader, you enhance the person-to-person connection and help your
reader to become more open to what you are saying.
4. Good manners. If you want to persuade your reader, you must show
impeccable manners. In other words, be nice. If you are rude or overly
aggressive, your reader will shut down to your argument and turn
elsewhere. When in doubt, put yourself on the other end of the writing
and ask, "How would I feel if this was directed at me? Would I be
offended, or would I be open to listening to more?"
5. Tone. The tone of your writing goes beyond the content of your words
and offers the reader an overall feeling or indication of your meaning.
The overall tone of your message will depend on the subject, but a
general guideline is to stay positive. Suggest to your reader that you
are interested in his or her problems and in solving them. A good tone
is ruined by using harsh words or phrases. Some examples:
Poor...........................Improved
the alleged loss...............the loss you refer to
you claim that.................we understand that
you neglected to send..........you did not send
in which you assert............you tell us
if we were at fault............please accept our apologies
we request that you send us....please send us
Persuasion is an art, not a science-but that does not mean there is
no winning formula. By incorporating these five elements into your
business communication, you will have a greater chance of getting your
reader to stop, listen, and take the action you want.
instructors in clear and effective communication, co-authors several
leading college-level texts with John V. Thill, a prominent
communications consultant and current Chairman and Chief Executive
Officer of Global Communication Strategies. Their website, Business
Communication Headline News, the #1 business communication site on the
web, is at http://www.businesscommunicationheadlinenews.com.
All good writing involves persuasion-getting the reader over to your
side. You may be writing to persuade a colleague to take on a new
project, writing a blog post trying to persuade people to accept a new
idea, or writing persuasive advertising copy for a new product. In each
situation, your goal is to persuade your readers that you have
something to say and that it is in their best interest to take the
action you have requested.
Here are five elements to keep in mind when writing persuasive messages.
1. "You" attitude. Too much business writing has an "I" or "we"
viewpoint, which causes the writer to sound selfish and not interested
in the reader. If you want to get your point of view across, convey
information, or persuade the reader, you have to talk in terms of the
reader's interests, hopes, wishes, and preferences. Good writing
psychology requires that you present your message in light of the
reader's viewpoint rather than your own.
"I" or "We"
To help us process this order, we must ask for another copy of the requisition.
We trust you will extend your service contract.
"You"
So that your order can be filled promptly, please send another copy of the requisition.
By extending your service contract, you can continue to enjoy topnotch performance from your equipment.
2. Warmth. You can make all sorts of mistakes in your messages yet
still leave your readers with a good feeling if you can convey the
magic intangible of personal warmth. Warmth is more difficult in
writing than it is in oral communications. Essentially, warmth is an
aspect-possibly even the measure-of the "you" viewpoint. You should not
only demonstrate concern for the audience's problems but interest in
their attitudes and an appreciation of the ways in which handling the
situation is going to be helpful to them.
3. Parallel experience. One way of touching the right spots with
your reader is to draw on a parallel situation in your own experience.
Build your writing around this experience, or use what you learned as a
basis for your writing. By creating a sympathetic bond between you and
your reader, you enhance the person-to-person connection and help your
reader to become more open to what you are saying.
4. Good manners. If you want to persuade your reader, you must show
impeccable manners. In other words, be nice. If you are rude or overly
aggressive, your reader will shut down to your argument and turn
elsewhere. When in doubt, put yourself on the other end of the writing
and ask, "How would I feel if this was directed at me? Would I be
offended, or would I be open to listening to more?"
5. Tone. The tone of your writing goes beyond the content of your words
and offers the reader an overall feeling or indication of your meaning.
The overall tone of your message will depend on the subject, but a
general guideline is to stay positive. Suggest to your reader that you
are interested in his or her problems and in solving them. A good tone
is ruined by using harsh words or phrases. Some examples:
Poor...........................Improved
the alleged loss...............the loss you refer to
you claim that.................we understand that
you neglected to send..........you did not send
in which you assert............you tell us
if we were at fault............please accept our apologies
we request that you send us....please send us
Persuasion is an art, not a science-but that does not mean there is
no winning formula. By incorporating these five elements into your
business communication, you will have a greater chance of getting your
reader to stop, listen, and take the action you want.
About The Author
instructors in clear and effective communication, co-authors several
leading college-level texts with John V. Thill, a prominent
communications consultant and current Chairman and Chief Executive
Officer of Global Communication Strategies. Their website, Business
Communication Headline News, the #1 business communication site on the
web, is at http://www.businesscommunicationheadlinenews.com.
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Distributed by Hasan Shrek, independence blogger. Also run online business , matrix, internet marketing solution , online store script .
Beside he is writing some others blogs for notebook computer , computer training , computer software and personal computer
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