Often we need to write persuasive documents, such as proposals or recommendation reports. The main goal of these types of documents is to persuade your readers to take specific action.
The art of persuasive writing dates back to Ancient Greek philosopher Aristotle, who is credited with defining rhetoric. Aristotle taught that, to be persuasive, rhetoricians can successfully appeal to the audience’s sense of logic (logos), their character and sense of ethics (ethos), and emotion (pathos).
The principles of rhetoric are helpful when writing a persuasive document.
Defining The Ask
If you want to persuade people to do something or make a significant change, consider the problem you are trying to solve for them.
For example, let’s say you want to convince your management team to buy a new combination printer and photocopier for the office. You might write about the great things a new machine can do for you, such as copying 100 sheets a minute and using trays that hold 1000 sheets of paper. These are features, the facts, that demonstrate the logical reasons why your recommendation is practical.
You might also talk about the benefits of these features, such as staff spending less time refilling trays since the new trays hold so much paper. Saving time and making the most of resources is an ethical reason to consider this option.
Too often, however, these types of documents focus only on features—the logical considerations for what a product or service does—and benefits—the ethical value gained by choosing a product or course of action.
What’s missing? The need. The emotional reason for choosing this way forward.
Articulating The Need
When you’re writing to persuade an audience, start with the need. Why do you need to spend money on a new combination printer and photocopier? When trying to assess the need, ask yourself: What is the problem, and why is this a problem?
Going back to our combination printer and photocopier example, maybe your current photocopier jams regularly, so staff members waste too much time trying to remove paper jams, which keeps them from doing their actual work. Additionally, the current photocopier has trays that only hold 100 sheets of paper, so your staff also wastes time (and therefore money) with constant refills. Staff also currently print to an old inkjet printer, which takes a long time to print documents that often have smudges from the ink.
Perhaps there’s an example of a time when employees were working on an important deadline to produce a sales pitch for an important new client. They had trouble getting clean printed copies from the old inkjet printer, and then the current photocopier jammed—again. The clients had arrived and were waiting more than 15 minutes before someone could rush into the room with smudged printed copies of the sales pitch report. Being late with vital printed materials was stressful for the team and gave the client a bad first impression at the sales meeting. Briefly reminding your audience of an emotional reason (stress and being perceived poorly) there is a need can give more weight to an argument based solely on facts about features and benefits.
The best persuasive documents discuss needs, features, and benefits with clear details. It’s difficult to convince people to make a change if they don’t first see a problem.
Considering Opposing Arguments
You know why you feel your position makes sense. What arguments might be made in opposition to your suggestion?
When you want to convince your audience, it’s important to know the opposing side’s arguments. This way, when you present your supporting evidence for the reasons to proceed with your recommendation, you can counter any opposition and explain away any doubt. You’ll also be prepared to defend your recommendation if there are any follow-up questions.
Having the right information ready will help you to persuade your audience. If they read evidence that answers any questions or doubts they may have, they are more likely to be convinced to endorse your recommendation.
Drafting Your Persuasive Document
Now that you have a clear idea of the needs, features, and benefits (including the information to counter any opposition), it’s time to write your purpose statement. Write a brief summary statement that tells your audience what you intend to convince them of and why it makes sense.
The purpose statement will help you to determine the organization of your argument in favour of your recommendation.
Create an outline for your document, listing the points you will introduce in a way that makes sense. As you walk your audience through your recommendation, each point needs to be anchored in evidence and analysis to strengthen your position and address any counterarguments. We’ve written before about how to get a "yes" with your proposal.
When you break your argument down in this way, you will be able to keep your writing concise. The writing process should be straightforward and much quicker with a plan.
In summary, writing a persuasive document requires clear understanding and articulation of the need, logical reasoning, and emotional appeal. By defining the problem, presenting the features and benefits, and addressing opposing arguments, you strengthen your case. Crafting a focused purpose statement and outlining your points with supporting evidence will help you organize your thoughts and present a compelling argument. With these strategies in place, your persuasive writing will be more effective in convincing your audience to take the desired action.
