Whether convincing prospects to buy their services or trying to get buy-in from managers and team members, businesspeople must frequently use persuasion to get the results they desire. In this webinar, we show participants how to persuade readers powerfully. They learn to analyze their readers deeply and then create an influential message.

Participants will plan and begin to draft a persuasive message during the workshop. The program follows this structure:

  • Reader Analysis: Desired Outcome, Pain, Hot Buttons, Questions, Objections.
  • Features and Benefits: People buy benefits, not features.
  • Three Modes of Persuasion: Ethos, Pathos, Logos.
  • Drafting a Persuasive Message:
    • Hook the reader from the start.
    • Close with a call to action.
    • Crystallize your message in the subject line of an email.

Participants learn to influence others successfully in both sales and management situations. This program is especially useful for executives and business development professionals.

Course Key Concepts: Business writing, Persuasive Writing, Sales, Management, Influence, Persuasion, Leadership.

Learning Objectives
  • Recognize at least three elements of analyzing the reader of a persuasive document.
  • Identify the distinction between a cost and a benefit.
  • Identify the three primary modes of persuasion.
  • Identify a technique for structuring documents persuasively.
Last updated/reviewed: March 15, 2024
2 Reviews (16 ratings)

Reviews

5
Anonymous Author
I really enjoyed this presenter's style and was therefore persuaded by her delivery. I also liked the multiple examples given throughout as well.

5
Member's Profile
Elizabeth is engaging and explains her thoughts well. I would recommend the course!

Prerequisites
Course Complexity: Foundational
No advanced preparation or prerequisites are required for this course.
Education Provider Information
Company: Illumeo, Inc., 75 East Santa Clara St., Suite 1215, San Jose, CA 95113
Contact: For more information regarding this course, including complaint and cancellation policies, please contact our offices at (408) 400- 3993 or send an e-mail to .
Instructor for this course
Course Syllabus
INTRODUCTION AND OVERVIEW
  An Overview to Persuasive Writing for Business3:52
  Issues and Outcome5:44
Reader Analysis
  Hot Buttons5:30
  Inner Questions and Objections3:35
  Summary of Reader Analysis3:40
MODES OF PERSUATION and APPLICATION
  Modes of Persuasion - Ethos9:16
  Modes of Persuasion - Pathos5:28
  Modes of Persuasion - Logos5:38
  Identifying Different Modes of Persuasion5:23
  Strategic Organizing5:26
  Drafting Your Persuasive Document12:50
CONCLUSION
  Course Summary4:10
CONTINUOUS PLAY
  Persuasive Writing for Business1:10:32
SUPPORTING MATERIAL
  Slides: Persuasive Writing for BusinessPDF
  Persuasive Writing for Business Glossary/ IndexPDF
  Handout: Persuasive Writing for BusinessPDF
REVIEW AND TEST
  REVIEW QUESTIONquiz
 FINAL EXAMexam