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Write a persuasive email. Your goal is to persuade all staff members to reduce shipping costs.

• Use the AIRA technique writing plan for a persuasive request email
• Include relevant and convincing details

The AIRA Technique

The indirect strategy used by Ken in the example above contains separate strategies, but to be successful all four should appear together as a unified whole. This unified strategy for persuasive writing is called AIRA, which stands for attention, interest, resistance, and action. These are the four crucial elements of any persuasive message. The order of the four elements isn’t set in stone; for example, not every persuasive situation will require you to build interest before you reduce resistance. However, most persuasive messages begin by gaining attention and end by motivating action.

1. GAIN ATTENTION.

2. BUILD INTEREST.

3. REDUCE RESISTANCE

4. MOTIVATE ACTION