People comply with requests when the benefits of doing so outweigh the costs of not doing so.

People comply most readily when they feel good about doing so.

People comply most quickly when there is a cost associated with waiting.

Persuasive messages combine classical rhetoric (Appeals to Ethos, Pathos, Logos and Values) with the common elements of all business writing: You Attitude, Positive Emphasis, and Reader Benefits.

You Attitude: Protect the audience's ego; remove all blame; show you are working with and for the audience to solve a mutual problem. If relevant, show empathy for the reader's situation or position.

Positive Emphasis: Cast the best possible light on your solution, even when that solution comes at a cost or sacrifice.

Reader Benefits: Use carrots and sticks: show and describe the specific benefits of adopting the solution; show the specific costs of not adopting the solution; offer, explain and describe reasons for the reader to act promptly; give a deadline show the specific cost of not meeting it.

As a rule of thumb, frame Persuasive Letters as problems the author and audience have a mutual stake in solving.

You will get what you want when you give others what they need.

I. Build Common Ground, or, if necessary, Catch Reader's Attention with a Negative (which you will go on to solve in the letter), and Share the Problem

a) Build ethos: Connect with the reader and/or Build Goodwill. IF possible, thank the reader for previous help.

b) Describe the problem you both share; don't assign blame or involve personalities.

II. Define the Problem You Both Share (your request/letter will then solve this problem)

Before convincing your audience that they should adopt your solution, you must first show them that the problem is real and that there are real consequences associated with the current situation. The most persuasive, least confrontational consequences are those inherently linked to the problem itself rather than an imposed penalty or punishment. Think of the Three Little Pigs and  Little Red Riding Hood.

Use a "pyschological descriptor", concrete details, or, if useful, an analogy, to help the reader "visualize" the problem in concrete terms.

If you know the reader already favors another solution, start by explaining the problems associated with that solution.

Address and, if possible or necessary, politely, carefully undermine your audience's argument before presenting your own. "Head them off at the pass" and show the weaknesses if their position before they have a chance to voice it. But do so politely, respectfully, with lots of you attitude!

Use Much You Attitude: avoid "I" or "my" for your solution; avoid "you" and "your" for the audience's solution: address the problem and the possible solutions as objectively as possible; avoid letting personalities enter into the situation.

Give the audience a reason to act. Show the logic of your solution by explaining the rewards of compliance and costs of avoidance.

a) What does the reader gain in terms of time, money, grades, internal and extrinsic benefits etc. if the solution is adopted?

b) What does the reader lose by avoiding compliance? Be specific.

c) BE VERY CAREFUL doing this, especially if you are asking for a favor.

Are there any other ancillary benefits to the solution? Does addressing this problem now solve other smaller problems you and/or the audience have needed to address?

Do NOT just repeat the earlier benefits here.

VI. Ask for the Action You Want

a) What specifically must the audience do?

b) What are the deadlines? When must it be done?

i) Describe the rewards of meeting the deadline.

ii) Describe the costs of not meeting the deadline. Show that the time limits are real and not arbitrary. If they are arbitrary, consider changing them.

Be humble, kind and firm. Show gratitude.