We can use word choice to our advantage and create letters that have impact. Persuasion techniques are used when you want the reader to do something, but you need to convince them.

Another type of letter is where you need to say “no.” These letters are used so that you can clearly convey your decision, and ensure that the reader does not misunderstand your answer, or find room to negotiate with you. 

Let’s look at some guidelines for each type.

Persuasion Letters

• Rely heavily on the “you” attitude. It is crucial in the “please do something” letter to show the reader what is in it for him/her.
• While you may want to use a delayed opening to strengthen your position, do not take too long getting to the point.
• Give supporting reasons to justify your request.
• Avoid dwelling on explanations that tell the reader how his or her cooperation will solve your problem.
• Make certain you include all the details, explaining what you want the reader to do or how she should proceed.
• Since you are asking the reader to do something, make it convenient for him/her to comply.
• Be reassuring and cooperative. Avoid expressions of doubt like “If all goes well.”
• In your eagerness to persuade, be careful not to make wild promises or unsubstantiated claims.
• Never beg or grovel.
• End by giving the reader a picture of himself or herself doing as you ask and benefiting from it. Use words that assume he or she will comply (without, of course, sounding presumptuous).

 “No” Letters

• Read your correspondent’s letter carefully to discover what you can do to get him or her to understand your point of view.
• Adapt your letter in tone and content to the reader’s level of understanding.
• Avoid talking down to the reader or inundating him with technical language.
• Delay your refusal. Open with an empathetic, soothing tone.
• Try to agree with the reader about something in the opening so that you can begin on common, neutral ground. Do not, however, mislead the reader into thinking you will change your mind.
• “You” is a word that can be easily overused and feels intimidating to a reader.
• Give a sensible, reasonable explanation for the refusal. Do not blame it on company policy or some other impersonal mechanism.
• Whenever possible, avoid leading into the refusal with negative terms such as “unfortunately.”
• State the refusal as positively as possible. Tell the reader what you can do rather than what you cannot.
• Do not dwell on the bad news. Be clear, direct, and brief.
• Give helpful suggestions when you can. Is there any way the reader can remedy the situation themselves? Can you think of alternative courses he or she might explore?
• Never accuse. Avoid expressions such as “you state” and “your mistake.”
• Try to give the reader an alternative. Offer any assistance you are prepared to give.
• Do not be sarcastic.
• Do not try to score points.
• Be well reasoned and courteous.
• Do not keep reminding the reader of his or her own mistakes or shortcomings. If the reader mishandled a product or situation, say briefly what he or she should have done.

End on a positive note whenever possible. Often you can express good wishes for future success in a sincere way.