AIDA: Writing a Persuasive Memo

Interest

• Now that you've captivated the readers' interest...
• Introduce major selling point or benefit
• Present the company and product/service as a benefit or solution
• Don’t just list the features, tell how the reader can benefit from them
• What is the specific appeal for the company—how does it satisfy their needs?
• Second paragraph
• Good spot for signposting.

Desire

How to Write a Persuasive Memo

• Create desire for the product/service
• Use effective and colorful words Read pgs. 104 on using emotional or logical appeals
• Goes in 3rd paragraph.

A- Attention

I- Interest

D-Desire

A-Action

Attention

• Write a way to get your readers' attention
• Rhetorical question
• Quote
• State a problem and promise to solve it
• Relate to readers' needs
• Statistic
• Interesting story
• This should go at the end of your introduction paragraph.

Action

• Encourages reader to ACT.
• Be prompt, easy, specific and clear
• Emphasize important selling or benefit points
• Final paragraph

AIDA: Writing a Persuasive Memo