PERSUASIVE

WRITING
COMMUNICATION SKILLS HU-109
Lec. Aaminah Hassan
aaminah hassan@ceme.nust.edu.pk
PERSUASION

 Persuasion is a literary technique that writers use to present their

ideas through reason and logic, in order to influence the audience. 

 Persuasion may simply use an argument to persuade the readers, or

sometimes may persuade readers to perform a certain action
FEATURES OF PERSUASIVE
LETTER

 Clear introduction and conclusion

 Statement of topic and opinion in introduction
 Paragraphs with reasons and evidence to support
 Complex sentences linked with connectives like: therefore,
because, so, however, even so etc.
 Emotive language
 Rhetorical questions
 Powerful adjectives
Dear Sir,
 I am writing to express my disgust at the plans to build a new road
through the important conservation area near Street in Somerset.
 This conservation area is home to many hundreds of species of
wildlife, including a number of rare birds and wild otters, a sight that is very
rarely seen in our countryside. I understand that the road is important to
the businesses in the local area, but surely this oasis of natural wonder is
undeniably more important.
 Many locals enjoy walking in the conservation area and school
children visit it regularly to take part in outdoor learning. Would anybody
really want to see this end? Everyone involved understands that the road
would stop some traffic congestion in Street and that this is an important
aim of the local council, however, without developing a whole new
conservation area, we would lose endangered wildlife that only exists in a
few places around the country. Surely anyone can see that this would be a
tragedy.
 I hope you can see that the loss of this vital habitat would be
detrimental to the environment, local walkers, schoolchildren and a wide
range of endangered wildlife.
PERSUASIVE TECHNIQUES
   
Rhetorical question A question that is asked which makes the reader think. e.g. How would you feel
is you had 2 hours of homework every night?
 
 

   
Repetition Words or phrases are repeated so that they stick in the reader’s mind. e.g.
remember what is was like to be at school, remember how much work you had.
 
 

   
Emotive Language When words are used to make the reader feel a certain emotion, like sadness or
anger. e.g. We are the poor, helpless children who are forced to do hours and
hours of homework every night.
 

   
Exaggeration When information is given that is over the top, or slightly untrue. e.g. If I get set
one more homework I am going to move to the moon!
 
 

   
Facts and Statistics When truthful information is given to back up a point. e.g. 95% of pupils feel that
there is too much homework.
 
 

   
Groups of Three When 3 adjectives or phrases are used to emphasise a point. e.g. Homework is
boring, dull and uninteresting.
 
 
 Use good reasons and evidence to convince
your readers

Use facts rather than persuasive comments

You may wish to counter arguments

HOW TO BE
Try to get the reader interested and on your side
PERSUASIVE - appear reasonable
?
Tantalize (fascinate) your readers so that they
agree with you

Use strong, positive language

Short sentences can help give emphasis

Contd.
 Make the reader think that everybody else does this, agrees or
that it will make them a better, happier person, e.g Everyone
agrees that…, We all know that…
 Draw the reader in, eg At long last the …… that you have been
waiting for
 Be informative, persuasive and friendly
 Alliteration can make slogans memorable, eg Buy British Beef
 Use humour as it can help get people on your side
 A picture that tugs at the heart-strings can be more powerful
than 1000 word
Parallel Structures

 Parallel Structure. Parallel structure means using the same pattern of

words to show that two or more ideas have the same level of
importance. This can happen at the word, phrase, or clause level.
 I like to jog, bake, paint, and watching movies.

 UN PARALLEL STRUCTURE
 I like to jog, bake, paint, and watch movies. I like jogging, baking, painting, and watching
movies.
DIFFERENTIATE B/W FACT AND OPINION

 A fact refers to the something true or real, which is

backed by evidence, documentation, etc.

 An opinion is what a person believes or thinks about

something.
AIDA FORMULA
AIDA FORMULA

 Here’s what the AIDA Formula is in a nutshell:

 Attention: Get their attention with something catchy and

relevant.

Interest: Tell them interesting facts or uses.

Desire: Make them desire the product/service.

Action: Get them to take an action.
Guerilla Marketing
Guerilla Marketing
ATTENTION

 Ex 1: “Do you have a 401K savings account?”

 Ex 2: “I noticed you seem a little unhappy in life.”
 Ex 3: “Hey, do you workout?”
INTEREST

 Ex 1: “You can use these LED candle lights for accent

lighting, to light up Halloween pumpkins, add some soft
lighting to a room, or even as a nightlight.”

 Ex 2: “You’re 85% more likely to workout if you schedule

time the night before.”

 Ex 3: “Our insurance company has been around for 185

years, making us the most dependable insurance
company in the United States.”
DESIRE

 Ex 1: “You can do it by hand, or stitch dresses 35X faster

with this handheld stiching device.”

 Ex 2: “Jason got a 35% rise in Shopify sales by installing

this app. You can get similar results right away.”

 Ex 3: “Once I started using Calendly, I never had

scheduling mixup for a call ever again.”
ACTION

 Ex 1: “Signup to our email newsletter right here to get

updates.”

 Ex 2: “Join the Member’s Area and get unlimited access to

the trainings.”

 Ex 3: “Reply to this email with your phone number and I’ll

call you.

 Free trials / limited time offers

 EXAMPLE

 The company attracts Attention by blasting out their message to the masses using a
variety of mediums. It’s common to find Coke, Diet Coke, Coke Zero and other of the
brand’s offerings on the Internet, TV, ads before movies begin at the movie theater,
paid digital ads, and many, many more.

 In fact, Coca Cola spends nearly $4 Billion in worldwide advertising and each year

that number continues to climb.

 The brand that develops Interest by mentioning the ingredients from its beverages in
each of its advertisements. This is particularly true for brand offerings like Diet Coke
and Coke Zero, where you’ll often hear about how great the beverages taste without all
the calories.
 EXAMPLE:

 The brand creates Desire in its customers by explaining how its sodas are
so satisfying for consumers. Coke Zero, for example, allows you to maintain
a good shape while drinking its delicious new Coke Zero formula.

 The latest Diet Coke ads, for example, show hip and cool customers
drinking the delicious beverage, which is intended to create Desire in you to
do the same
ANALYZE USING AIDA MODEL
Useful link

 https://www.youtube.com/watch?v=x5-Y7WFaA3w