Persuasive Writing for Business
Persuasive writing is all about getting your point across. The goal is to share your opinion in a thoughtful way to actually convince the reader of a viewpoint.
Whether you have a strong position on an issue or need to inspire people to take action towards a cause, persuasive writing is the way to do it.
In actuality, persuasive writing is a sales pitch—whether you’re selling an idea, a product, a service, or a special request.
The reality is, simply stating your viewpoint does not convince everyone. You want to speak to your readers’ needs and focus on how they will benefit, backed up by evidence, and then your writing may produce the results you are looking for.
There several types of evidence in writing you can use when trying to persuade, including:
Statistical evidence - hard facts or studies
Anecdotal evidence - personal experiences or interviews
Testimonial evidence - quotes from experts in the subject
Textual evidence - passages from books or primary sources
Whatever evidence you use, it is best to think from the reader’s point of view and ask yourself:
- What motivates your readers and what do they need?
- What social or economic benefits might the reader gain?
Three factors to note when writing a persuasive content
1. Be Credible – When a writer uses their own ethos (character) they present clarity. They are more believable more credible
2. Be Logical - By appealing to logic, writers persuade. A successful appeal requires tangible evidence, e.g., a quote from a reliable source. The writer appeals to the rationality of the audience.
3. Appeal to Emotions - If you appeal to a mood, (what the reader feels) or correctly address feelings about the subject, you can win over an audience.
Great business writers use persuasive writing in social media marketing, proposals, articles, newsletters, blog posts, memos, speeches, and reports.
Reasons to use persuasive writing are:
1. To show commitment to customers/investors/partners/staff.
2. To encourage repeat business.
3. To increase brand awareness.
4. To increase sales.
5. To win back lost business.
‘It’s all about you’
This may be the most important technique in persuasive writing and will generate goodwill and favourable influence on the people reading and engaging in your message.