Persuasive Business Letter

Purpose: to promote a product, service, idea, issue, or change

which the intended reader may be hesitant to accept.

Prewriting Questions

• What is the product, service, idea, issue, or change you are promoting?

• Who is your audience? What are your readers beliefs? How do you view the readers view—agreeable, neutral, argumentative?

• What are the possible objections that may prevent responses from the reader?

• What are possible questions that may arise from the reader?

Prewriting questions Cont.

• What benefits will the reader gain from accepting your product, service, idea, issue, or change? How can you demonstrate this?

• What action do you want them to take?• How will you convince you reader that

you are honest logical, sincere, and reliable?

Writing Strategies

• Establish a bond.• Core appeal• Supporting detail• Action

Establishing a bond

• You have to get the reader on your side. You need to sell to them. You have to decide what you will be doing: either emphasize durability of a product in a sales letter, reputation in a complaint latter, or recognition in a favor-seeking letter.

Core appeal

• Determine their circumstances, interests, and potential needs.

• After analyzing the reader, compliment them. Ask a challenging question.

• Encourage readers favorable responses before you state the action you want taken.

Supporting detail

• Convince the reader that what you are proposing is worth while. • If you are asking a favor, making a claim or

complaint, or asking for changes. Provide facts and details. Interweave reader benefits

• If composing a sales letter describe the features of the product.

Action

• Motivate your readers to do what you want them to. Include a date of when you would like things to be done by.

• Phone number you can be reached at for questions, and again another benefit for them.