Unit 2: The Art of Persuasion
Now that you have determined your audience, crafted your main point, and created an outline, it is time to draft your document. In this unit, you will learn how to craft a memo or email message that will reinforce your main point and persuade your audience. You will also learn how to eliminate common problems that may distract your reader from your main point.
Completing this unit should take you approximately 1.25 hours.
Upon successful completion of this unit, you will be able to:
- explain how to make a connection with his or her reader;
- reinforce your main point in the most strategic locations throughout his or her document;
- explain how to write using concrete "characters" instead of abstract nouns;
- effectively use keywords to reinforce his or her point; and
- identify and avoid ethical problems such as false claims and plagiarism.
2.1: Review Your Outline
Take 5 minutes to review your outline and your notes about your audience. Throughout the drafting process, keep your notes in front of you, so you keep your audience and your purpose in mind throughout the process.
2.2: Craft Your Message
Read the subunits that follow. At the end of this section, you will be asked to write a rough draft of your document.
2.2.1: Make a Connection
As you begin your draft, try to make a connection with your reader.
2.2.1.1: Salutations
One of the best ways to connect to your reader is to say his or her name. When writing letters or emails, avoid generic salutations, such as "Hey Guys." It is much better to let your reader know the message is really intended for him or her by using a personalized salutation, such as Dear Mr. Smith, Dear Mary, etc. If you address a group of people too large to list individually, try to capture their identity as best as you can: Dear Sales Team, Financial Advisors, etc.
2.2.1.2: Introductions
If your readers do not know you, consider introducing yourself. This does not mean providing your resume, rather you may tell your readers why they might want to continue reading even though they do not know you (e.g. "So and so referred me to you," "I am working on a high-priority project in the marketing department," etc.).
2.2.2: State Your Point
Once you have made a brief connection with your reader, you should get right to the point. Your point should be addressed in the first paragraph.
2.2.3: Reinforce Your Point
Now, you will draft the rest of your message to support your main point. There are several parts of your message that you will want to pay special attention to.
2.2.3.1: Document Titles and Subject Lines
If you are writing a document or memo, make sure that your document title and file names are as descriptive as possible. Ideally, use terms or phrases from your main point, which will help alert your reader to your main idea. If you are writing an email message, make sure your subject line captures your main point. This will make it more likely that your reader will open your email. It also makes that specific e-mail easier to find later.
2.2.3.2: Headers
If your document has multiple sections, consider using section headers that summarize your sub-point and reinforce your main point.
2.2.3.3: Topic Sentences
If your document has multiple paragraphs, start each paragraph with a sentence that summarizes your sub-point and reinforces your main point; this is known as a topic sentence. Ideally, your reader should be able to glean your complete argument by reading only your opening paragraph and the first sentence of each subsequent paragraph. In fact, many readers in business settings do just this in order to save time.
2.2.3.4: Key Words
Not only can key words help reinforce your point, they can also make documents easier to locate later, using search tools in email systems and on computers. Also, employers use keywords to recruit and screen potential candidates.
2.2.4: Create a Clear Story
Do not alienate your reader with unfamiliar jargon. Rather than making you sound smart, you may confuse your reader. However, this does not mean that you have to dumb down your point. In fact, the most complex ideas are best expressed with language that your reader can understand. Then, your reader will focus on your argument rather than stopping to wonder what you are talking about.
Read this section. Then think about the story you are trying to tell in your document. Who is the main character? What is the primary action?
2.2.5: Define Terms, Manage the Flow of Information
When you introduce a complex term for the first time in your document, make sure you define it first, so readers will not be confused. Then, make sure that your flow of information is built in a logical fashion.
2.2.6: Be Ethical
Although professional writing is intended to be persuasive, do not use unethical methods to persuade.
Read this section. Review your outline and make sure that (1) your ideas are your own, (2) that your information is accurate and reliable, and (3) that you are not using any unethical methods to persuade your audience.
2.3: Draft Your Message
After reading through subunit 2.2, take approximately 30 minutes to write a rough draft of your document based on your outline.
Unit 2 Assessment
- Receive a grade
Take this assessment to see how well you understood this unit.
- This assessment does not count towards your grade. It is just for practice!
- You will see the correct answers when you submit your answers. Use this to help you study for the final exam!
- You can take this assessment as many times as you want, whenever you want.