Persuasive writing

Persuasive writing that compels people to act follows these fundamental principles, according to Target Marketing magazine contributor Russell Kern in "B-to-B Insights: A Perfect '10'."

• Get readers' attention with a message that is arresting, compelling, clear and credible.
• Get them involved with a message that is emotional, insightful and informative.
• Convey "WIIFM" by making the message relevant and an offer that's valuable.
• Tell readers what to do with an urgent directive: call, order, click, learn.

Read Michael Stelzner's recap for a concise checklist of the characteristics of persuasive writing.