SITUATION: For the purpose of this generator, consider the following example to be the situation: You need to convince a manager to hire you for a new job as a sales representative for their product range.
PHASE / CONTENT
ATTENTION
To begin, you need to get the reader’s attention. Persuasive communications can be either solicited or unsolicited. A solicited communication is one requested by the receiver: there has been prior communication between sender and receiver (perhaps a telephone call). In solicited communications, there is no need to grab the attention of the reader or audience (although it should never be taken for granted). In unsolicited persuasive communications (e.g. a sales letter), it is essential to grab the attention of the reader or audience right away. / You can use some of the following techniques to get a reader’s attention with a letter:
· including interesting statistics
· asking a rhetorical question/s
· using quotations
· incorporating unusual facts
· using humour
· asking pointed questions
· using an anecdote/s.
For the example used with this generator, you might consider including a statistic about the success and failure rates of businesses that do not use sales representatives to promote their products, or asking a rhetorical question such as ‘Would you like your business to be the market leader in this product category?’
INTEREST
In this stage, you need to maintain the reader’s interest. The task here is to create an interest in, and a desire for, the product, process or idea that you recommend. By stressing features and proofs, you hope to be able to engage the logical decision-making faculties of your reader. / Features (or characteristics) and proofs (e.g. statistics, samples, guarantees) can be used to maintain the interest of the reader.
For the example used with this generator, you might consider including statistics about the sales results that you have achieved in a previous position, as well as a guarantee of your work ethic (such as ‘I have a solid work ethic and I am committed to giving 100 percent to my work at all times’) as a means to maintain the interest of the reader.
DESIRE
In this stage, you need to convince the reader to desire what you have proposed in the letter. / To create desire in the reader or audience you need to keep the ‘you’ attitude in mind, addressing the question ‘What’s in it for you?’ You can answer this question by stressing the benefits of your proposal. Understanding what motivates your reader or audience can help with this.
For the example used with this generator, you might create desire by identifying what it is that the manager wants (e.g. maximum sales and profitability) and then incorporating how you can meet this need or desire in your letter (e.g. including an argument for how you can help them to achieve outstanding sales results for their business).
ACTION
In this stage, you need to convince the reader to take action so that their desire to realise what you propose is met. / Action can be stimulated by making a response easy for the reader. Depending on the type of persuasive letter that you are writing, this might be done by using some or all of the following strategies:
· enclosing prepaid envelopes
· enclosing reply-paid forms that are simple to complete
· giving toll-free telephone and fax numbers
· allowing payment by credit card
· offering deferred payment (send nothing now — we’ll bill you later).
You may also inspire action by including incentives for prompt response, such as discounts, gifts or free entry in a lottery.
For the example used with this generator, you might inspire action by providing your full contact details, outlining your availability to commence work and, if your letter is provided in an electronic format, including your email as an active hyperlink. You will need to ensure that your contact details are correct and that you are easy to contact via the details provided. By taking these steps, you will make it as easy as possible for the manager to respond.
Persuasive letters content generator
A blank template follows that you can use to apply the AIDA sequence to create your own persuasive letters.
A useful way of structuring persuasive documents is to apply the AIDA sequence (for Attention–Interest–Desire–Action).SITUATION:
PHASE / CONTENT
ATTENTION
To begin, you need to get the reader’s attention. Persuasive communications can be either solicited or unsolicited. A solicited communication is one requested by the receiver: there has been prior communication between sender and receiver (perhaps a telephone call). In solicited communications, there is no need to grab the attention of the reader or audience (although it should never be taken for granted). In unsolicited persuasive communications (e.g. a sales letter), it is essential to grab the attention of the reader or audience right away.
INTEREST
In this stage, you need to maintain the reader’s interest. The task here is to create an interest in, and a desire for, the product, process or idea that you recommend. By stressing features and proofs, you hope to be able to engage the logical decision-making faculties of your reader.
DESIRE
In this stage, you need to convince the reader to desire what you have proposed in the letter.
ACTION
In this stage, you need to convince the reader to take action so that their desire to realise what you propose is met.
Persuasive letters content generator — blank template