Professional Writing

Many times in professional settings, we are called upon to write a letter or email that asks something of its recipient. These persuasive appeals may include requests for donations, volunteers, or physical items. They are some of the most challenging communications to write as they aim “to change the actions, the thoughts, or the feelings of the person being persuaded” (MacRae, 2015, p. 175). So, how do you go about asking people to give you their money, their time, or their favourite toy? The answer to this question may lie in AIDA. 

Attention, Interest, Desire, and Action equals AIDA. By remembering these four steps, you will be able to create persuasive letters and emails that will appeal to the public.

1. Attention: The opening of your letter or email should contain a phrase that will grab your audience’s interest and make them want to continue to read your communication. Go all out! What will shock, anger, surprise, or entertain your readers? Your attention grabber is more likely to be successful if you target it to a specific audience.
2. Interest: Interest is driven by the details. After hooking your reader with a bold opening statement, back it up with fact. Before you tell your audience what you are asking for, tell them why you are asking. 
3. Desire: Just because people are interested in a cause does not mean they will want to help — this is where desire comes in. The next section of your letter or email should emphasize the benefits of your proposal and address your audience’s possible objections (MacRae, 2015, p. 181). Breaking down your readers’ arguments before they start also breaks down barriers to acting on your appeal.
4. Action: End strong! You know what you want from your readers so be direct. The best call to action is clear and detail-oriented. Provide dates, hyperlinks, and/or contact information so your audience can quickly respond to your request. Make things as easy as possible for your readers.

It can be difficult to make requests of strangers. Following the AIDA format makes this task less challenging and will help your persuasive letters and emails resonate with your readers.

Check out the video below to learn more. 

MacRae, P. (2015). Business and professional writing: A basic guide. Broadview Press.