If you are a business owner, entrepreneur, or manager at any level, you need to know how to present your views persuasively in writing. Even if your job doesn’t require you to write formal proposals, you almost certainly need to write letters, emails, and memos to persuade others to buy into your ideas, commit to your causes, fund your projects, try your products, or buy. your services
This article introduces some of the key principles of persuasive writing. The elements are essentially the same for all types of communications, so I’ll use the generic term proposal to cover them all. For a more detailed guide on proposal writing, I recommend reading Persuasive Business Proposals; Writing to Win More Clients, Clients and Contracts by Tom Sant.
Seven elements of a persuasive presentation
To persuade others to take the actions you recommend, you must engage both their minds and their emotions. You must present information that is understandable and accurate in a thoughtful and engaging style.
The exact format of your submissions will vary, but in general, you’ll be advised to follow the seven steps below. For shorter proposals, such as letters, memos, and emails, you may choose to shorten or skip some of these steps.
Step #1: Establish a good relationship.
Briefly state the reason you are writing. Did someone refer you? Are you responding to a request or invitation? Whatever the reason, get to the point without subservience.
Step #2: Clearly state the problem.
People will be more receptive to your ideas when they know you understand their concerns. Show empathy by clearly expressing your difficulty, need, problem or point of view.
If you skip this step and jump right into your recommendation, readers of your proposal may feel skeptical and defensive. They will tend to think that you are more interested in their agenda than theirs, and they may be right!
Summarize what you’ve been told about the costs associated with the issue or problem, and add any additional thoughts that occur to you. It paints a realistic picture and creates a sense of urgency. After reading this section of your proposal, you want people to say, “It’s painful to see it in writing, but that hits the spot. We have to do something now!”
Step #3: Summarize the desired results
Make a list of goals that your audience wants to achieve. Make it clear that your goal is to help them achieve their goal.
Step #4: Highlight alternative solutions.
Briefly describe any alternative solutions that are being considered or that come to mind, and indicate the shortcomings of each. People will be better able to focus on your proposed solution if you first help them close their minds to the other options. And they will have more confidence in your recommendation if they know that you have considered various courses of action.
Step #5: Recommend your solution.
Now that you’ve raised the issue and ruled out workarounds, it’s time to make your recommendation. State precisely how your idea, service, or product will solve your problem and help you achieve your goals. Use positive language: “I’m sure in X months you’ll see…”
Step #6: Back up your claims.
Show that you can fulfill what you promised. Cite case studies, testimonials, and supporting data from other sources. Provide information about your company’s staff, management philosophy, guarantees and past successes.
Step #7: Ask for an agreement.
Clearly ask for the order, the meeting, or whatever you want. Indicate how you will follow up. (“I’ll call you in a few days to make an appointment” or “Please sign the attached contract and return it to me”).
Close warmly, but professionally. Do not thank people for reading your proposal. Get it right and they’ll thank you!
© 2009 Michael J. Dowling. All rights reserved. This article may be reproduced with the original unedited text intact, including the resource box and URL links.