Persuasive writing follows a simple four part formula that, when executed properly, will persuade your reader to take the desired action you want them to. Your persuasive writing should contain these four elements: attention, interest, desire, action. When you keep it simple, it is very effective, especially in writing.

Attention
This is simply getting your reader’s attention. It is something that involves them personally. Get straight to the point with something that will grab their attention and make they want to read further. For instance, ask them a question, tell them something specific about a recent meeting or phone call the two of you had or share a relevant statistic. By grabbing their attention, you get them involved, so remember to make it something that they can relate to.

Interest
Ask yourself the question, “Why should the reader be interested in what you are writing, saying or asking of them?” Will they make more money? Reduce stress? Loose weight? Gain valuable business contacts? When you are writing the interest section, put your answer to the above question in terms that they are familiar with and use proof statements that are concrete and specific. In other words, do not tell people you are going to make more money in general. Tell them they will net an addition $1,000 a week. I know that would gain my interest! I would want to read further to see how.

Desire
In this section, the purpose is to spell it out in benefits to the reader. When you put it in the reader’s terms, it would be things like, save time or save money, or increase productivity, improve quality, sharpen your image, become more competitive. Things along those lines are key benefits. When your reader sees what is in it for them, they will be motivated to take action.

Action
Finally, you want to make your call to action. Make this as specific as possible. Most importantly, make it as easy as possible for them to take the action you want them to. If you want them to send you a check, then enclose a self-addressed stamped envelop. If you want them to call a phone number, make sure the phone number is clear and specifically laid out at the bottom of your document. If you want them to go to your website, give them a link to the website. Make it easy for people to take action and they will.

Attention, interest, desire, action. A very simple formula. It could be four powerful sentences and it will work.

Be Free!

Ken Budka
Speaker