Applied writing

Preparing PERSUASIVE-NEWS
MESSAGES:

• Plan before you write

– Know the product, service, or idea
• Reading all available literature
• Using the product & watching others use it
• Comparing with others
• Conducting tests & experiments
• Soliciting reports from users
• Need concrete answers to questions like:

– What will the product do for the receivers?

– What are its superior features (design, workmanship or
receiver benefit)?
– How is the product or service different from itys
competition? How is the proposed idea superior to other
alternatives?
– What is the cost to the receiver?
– Know the receiver
• To whom
• Wants & needs
• Individual or group
• Group – characteristics in common
• Common goals, occupational levels, educational status
• Cultural differences
Aristotle – 3 general types of appeals to persuade
audience:

1. Logos – a logical appeal that consists of facts &statistics

2. Ethos – an appeal based on information or an association that
provides credibility for ourselves, our product, or position
3. Pathos – an emotional appeal that works by eliciting an
emotional response frtom the audience
– Identify the desired action
• What do you want he receiver to do?
• Change an office policy?
• Purchase new equipment for your department?
.
.
.

Whatever the desired action, you need to have aclear definition of it

before composing your message.
Apply Sound writing principles

• Keep paragraphs short

• Use concrete nouns & active verbs
• Use specific language
• Let receivers have the spotlight
• Stress a central selling point or appeal
Ethical persuasion:

• Clear definition
• Scientific evidence
• Context for comparison
• Audience sensitivity
 AIDA
Approach
• Gain ATTENTION
– A personal experience
– A solution to a problem
– A startling announcement
– A what –if opening
– A question
– A story
– A proverb or quote from a famous person
– A split sentence
– Focus on a central selling feature
– Use an original approach