Ohio University College of Business Communication Standards

Persuasive or Sales Communication
Prewriting steps are necessary to help identify the best choice of pattern:
1. Analyze your purpose. What do you want the reader to do or think? What features or
benefits of your product/service are you selling?
2. Anticipate the reaction of the reader. What level of persuasion is needed?
3. Choose central theme and appeals.
4. Identify obstacles and strategies to overcome those obstacles.
The Indirect Pattern for Persuasive Tasks
Gain Attention
1. Make the first sentence interesting enough to motivate the reader to continue reading. A
rhetorical question is often effective; other effective openers include an unusual fact, an
unexpected statement, or some statement about which the reader and writer can agree.
2. Keep the opening paragraph short--often just one sentence--to draw in the reader.
3. Make sure that the opening sentence relates to the main topic of the message. Don't mislead
the reader.
4. When appropriate, relate the opener to a reader benefit.
5. Consider “devices” such as envelopes, color, and graphics.
Build Interest
1. Don't specifically make your request until you've presented some of the reasons.
2. Devote the major part of your message to justifying your request. Give enough background
and evidence to enable the reader to make an informed decision.
3. Use facts and statistics, expert opinion, and examples to support your proposal. Ensure that
your evidence is accurate, relevant, representative, and complete. Avoid obvious flattery,
emotionalism, and exaggeration.
4. Use an objective, logical, reasonable, and sincere tone.
5. Present your evidence in terms of either direct or indirect reader benefits.
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