BUSINESS COMMUNICATIO N AND ETHICS

HS-30 4

WRITING
PERSUASIVE
LETTERS
BY MS. NIDA AFTAB
LECTU RE -16
PRESENTATION OVERVIEW

Points of Discussion:

What is a Persuasion letter?

AIDA Approach
How to write a persuasive letter
Types of persuasive letters
Persuasive letter format
Organization
Sample letters
INTRODUCTION The persuasive letters are written to convince an
organization or person, to accept the issue of the author
What is a persuasion (sender), interest or perspective. It can be written for any
letter? kind of organization i.e. school, bank, college, NGO,
municipality, etc. A person can be a director, CEO,
government official, etc. Purpose of the Persuasive letter of
persuasion is to ‘complete’ your work or task.

Keeping this in mind, the persuasive letter is a

comprehensive inclusion cover letter, complaint letter,
petition letter, request letter, and sales letter.
 AIDA APPROACH

Like Bad news messages, Persuasive letetrs also follow the

indirect approach.
The basic structure for persuasive letters usually has four
parts:
A: Attract the reader's favourable attention.
I: Arouse the reader's interest
D: Create Desire and convine the reader
A: Make clear the action the reader needs to take
HOW TO WRITE A PERSUASIVE LETTER?
If you want the reader to agree with you, it is necessary to write a
persuasive letter in a convincing manner. Here are some steps you
need to keep in mind when writing a persuasive letter.

First Step:
What is the subject of persuasion? It is not easy to persuade
anyone to work. Before you start your letter, it is very important
for you to have complete knowledge about the subject matter.
what do you want? Why you want to answer these questions in
your persuasive letter. If you know the subject very well, then
you can give the best arguments.
PERSUASIVE
LETTER WRITING Before starting with the persuasive letter, there are some
TIPS: things that you need to keep in mind.

Winning Pitch Elements

1. Do you think your argument is valid?

2. Conduct some research work before starting with your

persuasive letter.

3. Design the main things you want to add to your letter.

4. Take the necessary case, which supports persuasion

because it can help you to explain to the reader.

5. State the main point clearly and convincingly using

accurate and persuasive details which helps to connect
with the reader’s needs and concerns.
ORGANISATION OF
THE TEXT: • Use an opening that gains the reader’s attention
• Identify a benefit to the reader and supplies the necessary
context.
• Offer a strong argument in the middle that establishes a
need and shows how to meet it.
• Use clear, convincing evidence to “sell” the idea or product.
• Anticipate and answer objections.
• End with a closing that asks the reader to take a specific,
realistic next step.
• Encourage a prompt response with an appropriate
incentive.
• Follow the AIDA organizational pattern.
PERSUASIVE LETTER FORMAT:

Your name
Your address
Recipient’s Organization
Recipient Name
Receiver’s address
Subject line
Greeting
First paragraph (introductory lines)
Second paragraph – (motivational analysis)
Third paragraph – (justification for your persuasion)
Letter closing
Your signature
Your first name and last name
Your designation
Your organization’s logo
Writing Collection letters
Making Credit Applications/
request letter
Sales Letter
Persuasive Cover letter
THANK YOU FOR
WATCHING!

• For queries, comment on

Google classroom stream

• Or ask me in next live session.

• Read more about persuasive

letters and try writing some!