CHAPTER 9: WRITING PERSUASIVE MESSAGES CHAPTER SUMMARY Chapter 9 focuses on writing effective persuasive messages by applying the three-step writing process introduced in earlier chapters. The messages addressed in this chapter are often more suitable for the indirect approach, but most persuasive messages go beyond the indirect approach used for negative messages. This chapter introduces the AIDA plan, a more intense plan for persuasive messages. A writer grabs the audience’s attention and proceeds to develop interest and desire before the action close motivates the audience to take action. Whether the employee needs to write a persuasive request for action or a persuasive claim for adjustment, this chapter provides guidance for writing such messages effectively. The subtleties of preparing sales and fundraising messages are also addressed. Studying and applying the suggestions in this chapter will assist a writer in putting together an effective persuasive message. CHAPTER OUTLINE Using the Three-Step Writing Process for Persuasive Messages Step 1: Planning Persuasive Messages Analyze Your Purpose Analyze Your Audience Gauging Audience Needs Considering Cultural Differences Establish Your Credibility Strive for High Ethical Standards Step 2: Writing Persuasive Messages Step 3: Completing Persuasive Messages Sending Persuasive Messages Strategies for Persuasive Messages Balancing Emotional and Logical Appeals Emotional Appeals Logical Appeals Using the AIDA Plan Types of Persuasive Requests Persuasive Requests for Action Persuasive Claims and Requests for Adjustments Sending Sales and Fundraising Messages Strategies for Sales Messages Determining Selling Points and Benefits Staying Within the Law Using Action Terms Talking About Price Supporting Your Claims Adapting the AIDA Plan to Sales Messages Getting Attention Building Interest Increasing Desire Motivating Action Strategies for Fundraising Messag