Readers are happy to respond to clear benefits and a natural-sounding, likable tone.
In Write to Persuade, your employees can learn to write persuasive email in two important ways:
What’s In It For the Reader
Let’s face it. Most writers think a benefit speaks for itself. After all, doesn’t “our new user-friendly bank statement” sound like a great service?
But the average reader is going to think, “Oh yeah?? Prove it!” The writer needs to explain that the slightly bigger font size means less eye strain. AND a better chance of spotting fraud in the bank statement. That’s WIFFR!
So first, your employees will learn to explain how their services, requests, and main points can improve their readers’ lives.
Keep It Real
To sound persuasive, your employees don’t have to sound like marketing professionals. They do, though, have to sound like real people. Real people who are likable and easy to work with.
So second, your employees will learn to use persuasive writing techniques like:
to sound positive
to sound less bossy
to sound conversational instead of lecturing
to sound natural
to imitate the way we talk
to sound genuine