The document discusses various techniques for persuasive writing and requests. It describes how persuasion aims to change a reader's beliefs or actions in the writer's favor. Direct requests use an explanation and courteous close, while indirect requests use an explanatory opening. The AIDA model outlines attracting attention, arousing interest, creating desire, and prompting action. Effective persuasive writing also uses promises, pictures, proofs, and pushes readers towards the desired action. Requests require consideration of the reader's time, benefits, and ease of response.

1. Persuasion is the attempt to change a
reader’s attitude, beliefs or action in
your favor.

2. You create persuasive message when
 you want your reader to do something.
 to act
 to accept a point of view
 In short you make your reader to support,
believe and act in your favor.

3. DIRECT REQUEST ORGANIZATION
INDIRECT REQUEST ORGANIZATION

4.  Direct request organization
 In case of routine, more personal request we can
use direct-request format, this format has three
parts:-
 Main idea (your request or question).
 Explanation (Evidence, detail and facts so that
your reader can respond precisely).
 Courteous close (Politely asking for whatever
action is desired).

5.  Indirect request organization
 In complex, more difficult situation, when
the favor you ask may precipitate some
objection you can use indirect Approach: i-
e.,
 Explanation (Buffer opening / reducing
shock).
 Main Idea (Core of request).
 Courteous Close (Polite ending with last
request of action

6.  Promise
 Picture
 Proof
 Push

7.  A:- Attract the readers “attention”
 I: - Arouse the readers “interest”
 D:- Create “desire” and convince the reader
 A:- State clearly the “action” the reader
needs to take.
 It’s not necessary to follow the order of AIDA
formula, main thing is to take care of the
each and every element in this AIDA model.

8.  You get your reader’s attention by answering
the reader’s question of “what in it for me”?
You can: (1 st Paragraph
 Open with Agreeable comment or assertion
 With sincere compliment
 With a question (Do you know about new
Product?

9.  Describe its physical characteristics,
important features, appearance, beauty,
function etc, it create rational part of
persuasive message.
 Relate its value or benefit to the reader,
state both direct and indirect benefits which
reader can get from it
 After getting attention, you have to create
interest and desire in the reader for your
product. Suggest what your product, project,
service (etc) is and what it will do for the
reader, you can do so by: (Middle Paragraph).

10.  After creating desire now tell the reader
what will he do?
 Try to make this action ( your desired
response from reader ) as easy as possible.
 Last Paragraph).

11.  A request for cooperation, gifts, or favors,
without any intention to buy or sell, is a
persuasive request. This type of letter attempts
to persuade the reader to spend time or money
or to go to some trouble to help the writer –
usually without benefit to the reader
 That Require Time or personal Contribution.
 Requests About Products or Services.
 Requests For Claims and Adjustments.
 Requests For Change in Policy.
 Requests for Change in Performance.
 Requests for Employer to a Reference.
 Requests from Employee to a Reference.

12.  The promise you make is designed to catch
attention but here you're told how to catch
attention , unlike AIDA .
 The beneficial promise is made with the headline
and carried over opening.
 The promise is “what's in it for them .” yes you
want their attention but the promise is the only
reason the reader is willing to give it to you.

13.  Instead of the vague notion of “interest ” ,
here you try to paint a vivd picture for the
reader .
 Vibrant descriptive language
 Hold the reader’s emotional interest by
communicating the benefit associated with
the features or facts that you need to get
through

14.  Statistics , studies , graphs , charts , third
part facts , testimonials , a demonstration
that the features of your product deliver the
benefits you promised
 The part of proof section of your request
 Its time to play it straight and apeal to the
reader’s logical mind to support the
emotional triggers you pulled with the
picture.

15.  All the important action phase of the piece /
request which incorporates and expands
sedire.
 While push can carry a negative conotation,
here use more expansive element that makes
action more likely.
 The push phase is more than just a call to
action.
 Persuasive writing begins with the ending in
the mind , so during the push youre trying
the beneficial promise and vivid picture to
solid acceptance and concrete action.

16.  Don’t be shy about “telling them that you
have told them”
Good copy simply educates the
reader in a way the brain finds
appealing . And a big part of the
brain friendly language is the
compelling structure that people
need to see things your way.

17.  A request for cooperation, gifts, or favors,
without any intention to buy or sell, is a
persuasive request. This type of letter attempts
to persuade the reader to spend time or money
or to go to some trouble to help the writer –
usually without benefit to the reader
 That Require Time or personal Contribution.
 Requests About Products or Services.
 Requests For Claims and Adjustments.
 Requests For Change in Policy.
 Requests for Change in Performance.
 Requests for Employer to a Reference.
 Requests from Employee to a Reference

18.  When we approach an individual to do some
thing or contribute funds, we are asking that
they give up some of their time or money, or
both.

19.  Products or Services are among the most
common forms of Persuasive Requests.
 Persuasively Requesting Information from
seller.
 Persuasively Requesting Internal Employee
Action.
 As a customer or as a business or professional
person, we will have occasions to seek a
response from our reader.

20.  These requests are written by those, who
dissatisfied with a product, services, or
policy.
 Persuasively Requesting an adjustment.
 Persuasively Requesting credit.

21.  We often need to persuade a company to
change its usual policy. Or we may wish to
persuade individuals to change their actions,
or hoping to employee to improve their
future performance.
 Effecting change in a policy can take
considerable time.
 Be prepared with logical and organized
evidence.

22.  Persuasion is needed when we need to
convince individual to change their
performance.
 Requested Changes could:
 Individual personal appearance.
 Habits annoying to others.
 Or even business practices.

23.  A series of questions often can be the basis
for our request to reference.
 Be specific.
 Word your question in a neutral way.
 Number your questions.
 Use separate paragraph for each question.
 Use rating scale if ask for an evaluation of a
person, products, or service.

24.  Assume you ask a person for letter of
recommendation. 1 st check that the person is
willing to provide information. Then do the
following
 State why you are communicating.
 What the recommendation is for.
 Include some summery for yourself, e.g.,
 Course Studied.
 Grades in major and minor area.
 Positions held and companies worked for.
 Examples of leadership qualities.
 Activities outside the workplace.
 Goals and adjectives for your future.

25.  To some extent, every letter is a sales
letter. We are selling our organization’s
image and goodwill.
 More so than other letters, the sales letter is
highly specialized, and its writing require
exceptional ability and experience.
 There are two kinds of sales letters:
 Solicited letters (the organization is invited
to respond to sales messages).
 Unsolicited letters. (the organization sends
out uninvited messages to sell a product or
service).

26.  Writing whatever type of sales letter, we
should follow these principles.
 Know your Buyer .
 sex, age, occupation, geographic location,
financial situation etc
 Prepare a List of Buyers.
 Analyze the Product. what prospective buyers
think of it and how they can use it do more than
make sales--they win satisfied customers
 Decide on the Central Selling Point
 The CSP might be appearance, durability,
comfort, convenience, price etc

27.  Solicited sales are the letters that you write
in response to an inquiry.
 With these letters, the organization has one
central goal: to get responses quickly to
someone’s request for information.
 use the direct plan for the solicited letter.

28.  Opening paragraph use the good-news approach
 Answer the inquirer’s questions favorably.
 » Indicate that the requested material will be sent .
 Body
 Answer the additional questions.
 » Provide sales promotion information.
 » Arrange your response in such a way that beginning and
end of letter has positive response
 Action Ending
 Make the action easy.
 » Suggest benefits to the reader.
 » Focus on the positive.

29.  Unsolicited sales letter are those letters
which you write to people who can be
persuaded through these letters to buy
your product or service.
 Before writing this type of letter you should
clearly know your purpose .

30.  (a) Make a direct sale
 (b) Stimulate a future sale
 (c) Win back lost customer
 Your audience is general or a small niche
 Know every detail about your product or service
 Be aware of the enclosures and timing
 Give thought to the length of your letter
 After having all these information you can
write your letter while taking main
guidelines from AIDA formula.