A useful way of structuring persuasive documents is to apply the AIDA sequence (for Attention–Interest–Desire–Action).
SITUATION: For the purpose of this generator, consider the following example to be the situation: You need to convince a manager to hire
you for a new job as a sales representative for their product range.
PHASE
ATTENTION
To begin, you need to get the reader’s attention. Persuasive
communications can be either solicited or unsolicited. A solicited
communication is one requested by the receiver: there has been prior
communication between sender and receiver (perhaps a telephone call).
In solicited communications, there is no need to grab the attention of the
reader or audience (although it should never be taken for granted). In
unsolicited persuasive communications (e.g. a sales letter), it is essential
to grab the attention of the reader or audience right away.
INTEREST
In this stage, you need to maintain the reader’s interest. The task here is
to create an interest in, and a desire for, the product, process or idea that
you recommend. By stressing features and proofs, you hope to be able to
engage the logical decision-making faculties of your reader.
CONTENT
You can use some of the following techniques to get a reader’s
attention with a letter:
 including interesting statistics
 asking a rhetorical question/s
 using quotations
 incorporating unusual facts
 using humour
 asking pointed questions
 using an anecdote/s.
For the example used with this generator, you might consider
including a statistic about the success and failure rates of businesses
that do not use sales representatives to promote their products, or
asking a rhetorical question such as ‘Would you like your business
to be the market leader in this product category?’
Features (or characteristics) and proofs (e.g. statistics, samples,
guarantees) can be used to maintain the interest of the reader.
For the example used with this generator, you might consider
including statistics about the sales results that you have achieved in
a previous position, as well as a guarantee of your work ethic (such
as ‘I have a solid work ethic and I am committed to giving 100
percent to my work at all times’) as a means to maintain the interest
of the reader.
To create desire in the reader or audience you need to keep the
DESIRE
In this stage, you need to convince the reader to desire what you have ‘you’ attitude in mind, addressing the question ‘What’s in it for
proposed in the letter.
you?’ You can answer this question by stressing the benefits of
your proposal. Understanding what motivates your reader or
audience can help with this.
ACTION
In this stage, you need to convince the reader to take action so that their
desire to realise what you propose is met.
For the example used with this generator, you might create desire
by identifying what it is that the manager wants (e.g. maximum
sales and profitability) and then incorporating how you can meet
this need or desire in your letter (e.g. including an argument for
how you can help them to achieve outstanding sales results for their
business).
Action can be stimulated by making a response easy for the reader.
Depending on the type of persuasive letter that you are writing, this
might be done by using some or all of the following strategies:
 enclosing prepaid envelopes
 enclosing reply-paid forms that are simple to complete
 giving toll-free telephone and fax numbers
 allowing payment by credit card
 offering deferred payment (send nothing now — we’ll bill you
later).
You may also inspire action by including incentives for prompt
response, such as discounts, gifts or free entry in a lottery.
For the example used with this generator, you might inspire action
by providing your full contact details, outlining your availability to
commence work and, if your letter is provided in an electronic
format, including your email as an active hyperlink. You will need
to ensure that your contact details are correct and that you are easy
to contact via the details provided. By taking these steps, you will
make it as easy as possible for the manager to respond.
Persuasive letters content generator
A blank template follows that you can use to apply the AIDA sequence to create your own persuasive letters.
A useful way of structuring persuasive documents is to apply the AIDA sequence (for Attention–Interest–Desire–Action).
SITUATION:
PHASE
ATTENTION
To begin, you need to get the reader’s attention. Persuasive
communications can be either solicited or unsolicited. A solicited
communication is one requested by the receiver: there has been prior
communication between sender and receiver (perhaps a telephone call).
In solicited communications, there is no need to grab the attention of the
reader or audience (although it should never be taken for granted). In
unsolicited persuasive communications (e.g. a sales letter), it is essential
to grab the attention of the reader or audience right away.
INTEREST
In this stage, you need to maintain the reader’s interest. The task here is
to create an interest in, and a desire for, the product, process or idea that
you recommend. By stressing features and proofs, you hope to be able to
engage the logical decision-making faculties of your reader.
DESIRE
In this stage, you need to convince the reader to desire what you have
proposed in the letter.
ACTION
In this stage, you need to convince the reader to take action so that their
desire to realise what you propose is met.
Persuasive letters content generator — blank template
CONTENT