The category of persuasive writing plays an extremely important role in business writing. The Oxford English Dictionary defines the word persuasive as someone who is ‘Good at persuading someone to do or believe something through reasoning or the use of temptation’. In simple words, persuasion is the skill of making an offer in such a way that others get convinced. In persuasive writing, words are used to engage people to listen to you or act as you want them to. This type of writing is generally associated with sales.
Persuasive writing can be direct, and focus on a particular item, or it can be indirect, and focus on the development of the client relationship. The two main goals of persuasive writing are: to present information and to convince the receiver that the given information provides the best value. The writing documents that entertain and inform at the same time are most likely to impress the readers and influence their decision. That is why it is important to learn about persuasive writing with both aspects.
The power of persuasive writing is such that it can help you to win your lost business back. However, your words should demonstrate professionalism, credibility, and confidence. Also, it is of utmost importance that your writing and your offer make sense to the person on the other end. Given below are the words you should use if you want to persuade someone to try something new, or if you want to promote a product.
However, do not try and use all of these words in a single document.
Three Pillars of Persuasive Writing
Persuasive writing should influence your reader intellectually as well as emotionally. The three categories of appeal given by Greek philosophers, Aristotle are helpful in keeping an account on your writing, in a way that it persuades on intellectual as well as emotional level. Here are the three categories of appeal -
1. Ethos – Seek Credibility
If a writer appeals to credibility, they can make whatever claims they make more believable. You can build your ethos by including clarity in your writing. A writer automatically becomes more credible when their writing, as well as the subject matter, is error-free.
2. Logos – Seek Logic
If a writer appeals to logic, they can persuade much better. The best appeal to logos provides tangible evidence, such as a quote taken from a reliable source. This way, you can appeal to the rationality of your audience in the best way possible.
3. Pathos – Tackle Emotions
If a writer appeals to emotions, they can persuade the reader really well. If you are able to judge the mood and address feelings of the subject correctly, you can effectively persuade an audience.