Ohio University College of Business Communication Standards

Reduce Resistance
1. Do not ignore obstacles to your request. Instead, show that, even when considering such
obstacles, your request is reasonable.
2. Subordinate the discussion of obstacles by position and amount of space devoted to the
topic.
Motivate
1. Although implied earlier, save the specific request for later in the message.
2. Make the desired action clear and easy for the reader to take. Include end date if
appropriate.
3. Ask in a confident tone. Consider restating key benefit.
4. End on a forward-looking note, continuing to stress reader benefits.
The Direct Pattern for Persuasive Tasks
1. Use a direct organizational plan when strong persuasion is not necessary (that is, when your
audience is predisposed to listen objectively to your request, you are writing a long or
complex proposal, or there are no obvious obstacles to your proposal).
2. Present your recommendation, along with the criteria and brief rationale, in the first
paragraph.
3. Continue by presenting credible evidence and minimizing obstacles; end on a forwardlooking
note that continues to stress reader benefits.
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