Chapter 5
Developing Arguments:
Persuasive Communication
Deny A. Kwary
www.kwary.net
Main Topics
Persuasion in Organisations
Rhetorical argument
The AIDA Model
Persuasion in practice
Consider an occasion when you have been:
1. seeking to persuade others. What
strategies did you use?
2. on the receiving end of someone trying to
influence and persuade you. What
strategies did they use?
Persuasion in organisations
Advertising –to secure the attention of a
target audience and to increase its
subsequent recall of the message
Public relations (PR) – to manage the
links between an organisation and its
stakeholders
Lobbying – presenting an organisation’s
case to the key decision makers
Interviews – e.g. job interviews
Business meetings and negotiations
Stakeholders
Rhetorical argument
Three fundamental elements of
arguments according to the
Greek philosopher Aristotle:
Ethos – the credibility of the person
presenting the argument;
Logos – the internal logic of the
argument;
Pathos – the emotional dimension.
Example of rhetoric in use
Consider the challenge of persuading
people to refrain from drug abuse.
endorsement of anti-drugs messages
by sports or music celebrities (ethos)
publication of statistical reports
detailing the consequences of abuse
(logos)
personal appeals by parents and
survivors (pathos)
Refer to Case 5.4. #1, pp. 136-139
Find out the three fundamental
elements (ethos, logos and phatos)
of the argument
Attention
Interest
AIDA Model
Action
Desire
Applying the AIDA Model
Getting Attention
Building Interest
Increasing Desire
Motivating Action
Getting Attention
Techniques to open your sales letter with excitement:
News Items 
Product benefits 
Personal appeals 
Product samples 
Promise of savings 
Problem solutions 
"The only thing worse than paying taxes
is paying taxes when you don't have to.”
"In the past 60 days, mortgage rates
have fallen to a 30-year low.”
"Right now, you can get huge savings
on a new camera phone."
"iPod. 10,000 songs in your pocket.“
"Tired of cold air rushing through the
cracks around your windows? Stay
warm and save energy with AAA
Weather-stripping.“
"Here’s your free sample of the new
Romalite packing sheet."
Building Interest
Support Promises
Highlight Key Points
Emphasize Benefits
Increasing Desire
Audience Focus
Dynamic Language
Support for Claims
Motivating Action
The Next Step
A Sense of Urgency
Professionalism
A Good Impression
AIDA Model in Business Letters

Attention: Your opening does more than simply
introduce your topic; it grabs audience attention and
encourages them to hear more about your main idea.

Interest: Your explanation does more than present
reasons; it incites the interest of your audience.

Desire: Your continued explanation does more than
present benefits; it changes your audience’s attitude.

Action: Your close does more than end on a positive
note; it emphasizes reader benefits and motivates
readers to take specific action.
Identify the AIDA in the following letter.
Case Study
As the director of human resources in your company,
you’re desperate for some help. You want to keep the
costs of employee benefits under control while making
sure you provide employees with a fair benefits
package. However, you don’t have time to research all
the options for health insurance, wellness programs,
retirement plans, family counseling, educational
benefits, and everything else, so you decide to hire a
consultant. You receive the following message from a
consultant interested working with you.
Case Study (continued)
I am considered the country’s foremost authority on
employee health insurance programs. My clients offer
universally positive feedback on the programs I’ve
designed for them. They also love how much time I
save them – hundreds and hundreds of hours. I am
absolutely confident that I can thoroughly analyze your
needs and create a portfolio that realizes every degree
of savings possible. I invite you to experience the same
level of service that has generated such comments as
“Best advice ever!” and “Saved us an unbelievable
amount of money.”
Case Study (continued)
You’d love to get the results the consultant promises,
but these claims don’t ring true to you. In fact, the
message contains several instances in which this
writer’s credibility might be questioned.
Identify the problematic claims.
The problematic claims
I am considered the country’s foremost authority on
employee health insurance programs. My clients offer
universally positive feedback on the programs I’ve
designed for them. They also love how much time I
save them – hundreds and hundreds of hours. I am
absolutely confident that I can thoroughly analyze your
needs and create a portfolio that realizes every degree
of savings possible. I invite you to experience the same
level of service that has generated such comments as
“Best advice ever!” and “Saved us an unbelievable
amount of money.”