| All good writing involves persuasion-getting the reader | | | | handling the situation is going to be helpful to them. |
| over to your side. You may be writing to persuade a | | | | 3. Parallel experience. One way of touching the right |
| colleague to take on a new project, writing a blog post | | | | spots with your reader is to draw on a parallel situation |
| trying to persuade people to accept a new idea, or | | | | in your own experience. Build your writing around this |
| writing persuasive advertising copy for a new product. | | | | experience, or use what you learned as a basis for |
| In each situation, your goal is to persuade your readers | | | | your writing. By creating a sympathetic bond between |
| that you have something to say and that it is in their | | | | you and your reader, you enhance the |
| best interest to take the action you have requested. | | | | person-to-person connection and help your reader to |
| Here are five elements to keep in mind when writing | | | | become more open to what you are saying. |
| persuasive messages. | | | | 4. Good manners. If you want to persuade your |
| 1. "You" attitude. Too much business writing has an "I" | | | | reader, you must show impeccable manners. In other |
| or "we" viewpoint, which causes the writer to sound | | | | words, be nice. If you are rude or overly aggressive, |
| selfish and not interested in the reader. If you want to | | | | your reader will shut down to your argument and turn |
| get your point of view across, convey information, or | | | | elsewhere. When in doubt, put yourself on the other |
| persuade the reader, you have to talk in terms of the | | | | end of the writing and ask, "How would I feel if this |
| reader's interests, hopes, wishes, and preferences. | | | | was directed at me? Would I be offended, or would I |
| Good writing psychology requires that you present | | | | be open to listening to more?" |
| your message in light of the reader's viewpoint rather | | | | 5. Tone. The tone of your writing goes beyond the |
| than your own. | | | | content of your words and offers the reader an |
| "I" or "We" | | | | overall feeling or indication of your meaning. The overall |
| To help us process this order, we must ask for | | | | tone of your message will depend on the subject, but |
| another copy of the requisition. | | | | a general guideline is to stay positive. Suggest to your |
| We trust you will extend your service contract. | | | | reader that you are interested in his or her problems |
| "You" | | | | and in solving them. A good tone is ruined by using |
| So that your order can be filled promptly, please send | | | | harsh words or phrases. Some examples: |
| another copy of the requisition. | | | | Poorthe alleged lossyou claim thatyou neglected to |
| By extending your service contract, you can continue | | | | sendin which you assertif we were at faultwe request |
| to enjoy topnotch performance from your equipment. | | | | that you send us |
| 2. Warmth. You can make all sorts of mistakes in your | | | | Improvedthe loss you refer towe understand thatyou |
| messages yet still leave your readers with a good | | | | did not sendyou tell usplease accept our |
| feeling if you can convey the magic intangible of | | | | apologiesplease send us |
| personal warmth. Warmth is more difficult in writing | | | | Persuasion is an art, not a science-but that does not |
| than it is in oral communications. Essentially, warmth is | | | | mean there is no winning formula. By incorporating |
| an aspect-possibly even the measure-of the "you" | | | | these five elements into your business communication, |
| viewpoint. You should not only demonstrate concern | | | | you will have a greater chance of getting your reader |
| for the audience's problems but interest in their | | | | to stop, listen, and take the action you want. |
| attitudes and an appreciation of the ways in which | | | | |