Persuasive letters are just what you'd imagine--an attempt to convince someone to do something.  There are two types of persuasive letters: requests which the reader is likely to grant and requests which the reader is likely to reject.  Obviously the second type of letter is much more difficult to write.

When writing letters of request which the reader is very likely to grant, simply bottom-line the request then give all the necessary details.  Keep in mind, though, that your reader will be much less likely to grant your request if you do not give all the details. 

A perfect example of this type of letter is the request for a letter of recommendation.  If you find yourself writing such a letter, make sure that you tell your reader the person or organization to whom he/she is to write and the address.  Also, include all information you have concerning what the letter of recommendation should include--in particular a job description or an account of what the organization looking for.  Remind you reader who you are and the circumstances under which you knew one another.  Finally, don't forget to mention when the letter of recommendation is due.

Should you need to write a letter to someone who is not likely to grant your request, you must be very persuasive.  Your reader may not wish to grant your request for any number of reasons:  the reader is thinking of something else, the reader may not need or want what you have to offer, the reader may disagree with the importance of your request, the reader may ignore your request, etc.  These are barriers you must overcome.

The purposes of persuasive letters are threefold. First, the letter wishes to have readers act. Therefore, you must provide enough information so that readers know exactly what to do, and you must anticipate and overcome any possible objections.   Second, the letter should build a good image of the writer and build a good image of the writer's organization. Finally, the letter should create or cement a good relationship between the reader and the writer--just in case you wish to contact this reader again.

In order to meet these purposes and write a good persuasive letter, you must know four things:  the details of what you are requesting, the facts about your reader, the specific action desired from the reader, and any possible objections your reader might have. 

Use these strategies to write a persuasive message:

First:

• Determine and define your audience

• Define your purpose for writing

• Decide what information to include

• Outline how best to support your position&emdash;what reasons or benefits will the reader find convincing?

• Ascertain the possible or potential objections of your readers

• Discover if there are any special circumstances that you should keep in mind.

Then:

• Decide what you want your reader to do

• Determine the objections that must be overcome

• Make as strong a case as necessary

• Use a direct request if your reader will have minimal objections

• Ask immediately for the information or service you want

• Give readers all the information they need

• Tell readers what you want them to do

Use a problem-solving strategy if your reader will resist your request:

• Catch the reader's interest by mentioning common ground

• Define the problem you share

• Explain the solution to the problem

• Show that negative elements (cost, time) are outweighed by the benefits of acting

• Summarize any additional benefits to acting

• Tell readers exactly what you want them to do

The organization of your persuasive letter is like an inverted pyramid.  You begin broadly by capturing the reader's interest and stating common ground--you get the reader to buy into your problem or situation.  Then you specifically detail the shared problem and its solution.  Should you suspect that your reader may sense negative elements (and this is the norm), you outline the benefits of acting.  Then you narrow the focus by telling the reader exactly what he/she should do.

A very special type of persuasive letter is direct mail.   More commonly known as "junk mail," direct mail is common to sales and fund raising and usually asks readers to part with their money.  We get scores of this type of mail every year--and usually toss them out.  Yet, organizations continue to send them--for one good reason.  They work.

Direct mail usually contains an emotional, convincing appeal.  The mailing lists are carefully complied and monitored.  And this type of writing is thoughtfully crafted.  Next time you receive direct mail, read it closely and try to identify what the writers have done.

Click on the following links to see some samples of persuasive letters, and to learn more about direct mail.

 

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