Persuasive writing uses words to convince people to listen or to act. Great business writers use persuasive writing in proposals, articles, newsletters, memos, emails, requests for meetings, speeches, and reports.
The main reasons we use persuasive writing are:
To boost morale
To show commitment to customers
To show commitment to investors
To show commitment to partners
To show commitment to staff members
To encourage repeat business
To increase brand awareness
To increase sales
To win back lost business
‘It’s all about you’ is the most important technique we use in persuasive writing. This technique, which produces goodwill and favourably influences people, is crucial in business writing.
You must emphasise the reader’s importance. What is his interest in your subject? Develop your argument from your reader’s point of view instead of your own.
You should:
Focus on what you want the reader to perceive
Minimise your feelings
Remember the reader’s concerns
Use the active voice
Choose persuasive words
Remember the reader:
Understand the results you want to achieve
Consider the possible responses you will get
Always offer a reward
Read about more about Ethos, Logos, Pathos
Email news@writerswrite.co.za to find out more about our business writing course, The Plain Language Programme. 
by Amanda Patterson
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