Attention, Interest, Desire, Action (AIDA)

Attention, interest, sesire, action (or AIDA) is an effective technique for persuasion.

The ability to persuade is a very useful skill in business. The ability to write effective persuasuve messages will help you significantly in your career (which is why argumentative and persuasuve essays are quite often assigned in schools and colleges). You might want to persuade your supervisor you are experienced enough for promotion or argue for a certain point in your team. The following AIDA principle will help you understand the nature of persuation and help you write effective argumentative essay papers at school and persuasive messages at work.

Attention

1. Show that you know your audience and its concerns.
2. Formulate and tailor your statements so that they do not sound like bribes or suspicious high-pressure sales
3. Introduce a benefit for your audience
4. Effective introduction: think of a statement that your audience will agree with, sincere request for help, rhetorical questions, list what has been done or undone to solve the problem

Interest and Desire

1. When delivering your message, make sure you let the readers know why you are writing
   • State the benefits that the audience will receive
   • Explain in detail why you ask them to do something
2. Describe the action or the object in question in its entirety
3. Include all facts necessary to convince your audience that participation will be easy, important, enjoyable, benefitial
4. In your request for contribution, make sure you explain the facts, problems, suggestions, as well as roles of all participants, including the audience
5. Describe the possible direct and indirect benefits thoroughly
6. Anticipate and provide counter arguments for possible objections
   • Acknowledge objections, and calmly show more important factors
   • If possible, state counter arguments that denounce the possible objections
   • Do not focus much on this part; do not devote more than one-third of your message (however, in some cases this section must be extended)
   • Try looking at objections from an alternate standpoint and turn them into advantages
7. Introduce any enclosures after you have delivered the message, and explain what to do with them or what information they offer

Action

1. Confidently ask for audience’s cooperation
2. Emphasize the positive results of their action
3. Make the desired action clear and easy
4. If applicable, include a due date for a response
5. Avoid negative or tentative statements and only include positive and confident ones (”If you can do anything about it..” vs. “To make your contribution, …”)
6. Link the final sentence of the message with a statement from the introduction

Journal exercises for writers

Choose three of the exercises below and write for ten minutes on each. Date and number each entry.

1. Make an "authority" list of activities, subjects, ideas, places, people, or events you already know something about. List as many topics as you can. If your reaction is, "I'm not really anauthority on anything," then imagine you've met someone from another school, state, country, or historical period. Relative to that audience, what are you an "authority" on?
2. Choose one activity, sport, or hobby that you do well and that others might admire you for. In the form of a letter to a friend, describe the steps or stages of the process through which you acquired that skill or ability.
3. In two or three sentences, answer the following question: "I have trouble writing because..."
4. In a few sentences, answer the following question: "In my previous classes and from my own writing experience, I've learned that the three most important rules about writing are..."
5. Describe your own writing rituals. When, where, and how do you write best?
6. Write an open journal entry. Describe events from your day, images, impressions, bits of conversation — anything that catches your interest. Read the following essay by Roy Hoffman for possible ideas for open journal entries.

Writing about observations

Observing is essential to good writing. Whether you are writing in a journal, doing a laboratory report for a science class, dashing off a memo at work, or writing a letter to the editor of a newspaper, keen observation is essential. Writing or verbalizing what you see helps you discover and learn more about your environment. Sometimes your purpose is limited to yourself: You observe and record to help you understand your world or yourself better. At other times, your purpose extends to a wider audience: You want to share what you have learned with others, to help them learn as well. No matter who your audience is or what your subject may be, however, your task is to see and to help your readers see.

Of course, observing involves more than just "seeing." Good writers draw on all their senses: sight, smell, touch, taste, hearing. In addition, however, experienced writers also notice what is absent, or not there. The smell of food that should be coming from the kitchen but isn't. A friend who usually is present but now is absent. The absolute quiet in the air that precedes an impending storm. Writers should also look for changes in their subject — from light to dark, from rough to smooth, from bitter to sweet, or from noise to sudden silence. Good writers learn to use their previous experience and their imagination to draw comparisons and create images. Does a sea urchin look and feel like a pincushion with the pins stuck in the wrong way? Does the room feel as cramped and airless as the inside of a microwave oven? Finally, good writers write from a specific point of view or role: a student describing basic laws of physics or an experienced worker in a mental health clinic describing the clientele.

Depending on the purpose and the audience, writing from observation can be relatively objective, as when you record what is actually, demonstrably there; or it can be more subjective, as when you suggest how you feel, think, or react to a subject. A writer might describe a bicycle objectively as "a secondhand 1984 blue 10-speed Trek, with a 23-inch frame, 27-inch wheels, a Sun Tour DL deranleur, SR crank, and Dia Compe brakes." A writer might need to communicate that objective information to a prospective buyer or an employee in a cycle repair shop. On the other hand, the writer may wish to communicate the bicycle's subjective feel — how easily it pedals or how it flows like water down the street. In most situations, however, good writers describe their subject both objectively and subjectively. They use some objectivity for accuracy and specific detail and some subjectivity to suggest the value or relevance of the subject in a human environment.

The key to effective observing is to show your reader the person, place, event, or object through specific detail. Good description allows the reader to draw general conclusions based on specific detail. Rather than just telling a reader, "This bicycle has good technical components," the writer should show or describe how it feels as she rides it. If your reader is going to learn from your observations, you need to give the exact details that you learned from, not just your conclusions or generalizations. Even in writing, experience is the best teacher, so use specific details to communicate the feel, the data, the sights and sounds and smells. Whether you are a tourist describing the cliff dwellings at Mesa Verde, a salesperson analyzing consumer preferences for your boss, a physicist presenting data on a new supercon¬ducting material to other physicists, or a social worker putting together the details of a child abuse case, your first task is to recreate the experience, to show your readers, to make them see.

Explaining "Why": cause and effect writing

"Why?" may be the question most commonly asked by human beings. We are fascinated by the reasons for everything we experience in life. We ask questions about natural phenomena: Why is the sky blue? Why does a teakettle whistle? Why do some materials act as superconductors? We also find human attitudes and behavior intriguing: Why is chocolate so popular? Why do some people hit small leather balls with big sticks and then run around a field stomping on little white pillows? Why are America's farms economically depressed? Why did the United States go to war in Vietnam?

Explaining why something occurs can be the most fascinating — and difficult — kind of expository writing. Answering the question "why" usually requires analyzing cause-and-effect relationships, but the causes maybe too complex or intangible to identify precisely. We are on comparatively secure ground when we ask why about physical phenomena than can be weighed, measured, and replicated under laboratory conditions. Under those conditions, we can determine cause and effect with precision. Fire, for example, has three necessary and sufficient causes: combustible material, oxygen, and ignition temperature. Without each of these causes, fire will not occur (each cause is "necessary"); these three causes are, taken together, enough to cause fire (all three are "sufficient"). The cause-and-effect relationship, in this case, can be illustrated by an equation:

• cause 1: combustible substance
• cause 2: oxygen
• cause 3: ignition temperature
• effect: fire

Analyzing both necessary and sufficient causes is essential to explaining an effect. You may say, for example, that wind shear (an abrupt downdraft in a storm) "caused" an airplane crash. In fact, wind shear may have helped cause the crash (been necessary), but by itself wind shear was not the total (sufficient) cause of the crash: An airplane with enough power may be able to overcome wind shear forces in certain circumstances. An explanation of the crash is not complete until you analyze the full range of necessary and sufficient causes, which may include wind shear, lack of power, mechanical failure, and even pilot error.

Sometimes, explanations for physical phenomena are beyond our analytical powers. Astrophysicists, for example, have good theoretical reasons for believing that black holes cause gigantic gravitational whirlpools in outer space, but they have difficulty explaining why black holes exist — or whether they exist at all.

In the realm of human cause and effect, determining causes and effects can be as tricky as explaining why black holes exist. Why do some children learn math easily, while others fail? What effect does failing at math have on a child? What are necessary and sufficient causes for divorce? What are the effects of divorce on parents and children? You may not be able to explain all the causes or effects of something, but you should not be satisfied until you have considered a wide range of possible causes and effects. Even then, you need to qualify or modify your statements, using such words as might," "Usually," "often," "seldom," "many," or "most," and then giving as much support and evidence as you can.

Writing about investigations

Investigating begins with questions. What causes the greenhouse effect? How does illiteracy affect a person's life? How does rape affect the lives of women in America? How is AIDS transmitted? How do TV rating systems work? How do colleges recruit applicants? What can you find out about a famous person's personality, background, and achievements? At what age do children first acquire simple mathematical abilities? What kind of employee is most likely to be promoted? Why are sunsets yellow, then orange, red, and finally purple?

Investigating also carries an assumption that probing for answers to such questions — by observing and remembering, reading sources, interviewing key people, or conducting surveys — will uncover truths not generally known or accepted. As you dig for information, you learn who, what, where, and when. You may even learn how and why.

The purpose of investigating is to uncover or discover facts, opinions, and reactions for yourself and then to report that information to other people who want to know. A report strives to be as objective and informative as possible. It may summarize other people's judgments, but it does not editorialize. It may represent opposing viewpoints or arguments, but it does not argue for one side or the other. A report is a window on the world, allowing readers to see the information for themselves.

Keep a journal (blog): practice your writing

Many writers keep some kind of notebook or journal in which they write down their thoughts for later use. Some writers call it a journal, a place for their day-to-day thoughts. Other writers call it a daybook, a place to record ideas, collected information, possible outlines, titles, questions — anything related to the process of writing, thinking, and learning.

Scientists keep daily logs in which they record data or describe behavior. The word "journal" is the general term referring to "a place for daily writing." Whatever you call it, it should become part of your writing ritual. In it should go all kinds of anting. Bits and pieces of experience or memory that might come in handy later. Reactions to what you're reading. A log of the problems you face as you write. Memorable sayings or quotations. Short summaries of what you're reading in your classes. Your journal is a place to practice, a closet where all your "fish paintings" go.

For maximum flexibility, your journal should be a loose-leaf notebook, so you can add, take out, or rearrange materials. Some writers, though, prefer a spiral notebook, a manila folder with pockets, or a computer disk. Whatever format you choose, make sure that you feel comfortable with it. As the following list indicates, there are many kinds of journal entries.

• Warm-up writing. Writing, like any other kind of activity, improves when you loosen up, stretch, get the kinks out, practice a few lines. Any daybook or journal entry gives you a chance towarm up.
• Collecting and shaping exercises. Some journal entries will help youcollect information by observing, remembering or investigating people, places, events, or objects. You can also record quotationsor startling statistics for a future writing topic. Other entries will give you a chance to practice organizing your information. Strategies of development, such as comparison/contrast, definition, classification, process analysis, and casual analysis will help you discover and shape ideas.
• Practice in writing for a specified audience. In some entries, you need to play a role, to imagine you are in a specific situation and writing for a defined audience. For example, you might write a letter of application to a college admissions officer or a letter to your employer asking for a week's vacation.
• Identifying and solving writing problems. Your journal is also the place to keep a log, a running account of your writing plans and problems. The log helps you record your progress and identify and solve problems as they occur.
• Summarizing, responding, and recording vocabulary entries. A journal is an excellent place to summarize articles for other courses, respond to class discussions, or record definitions of words you look up in the dictionary.

For most journal entries, try to let your ideas flow easily. Don't stop to fix spelling or punctuation. Focus on your train of thought.

Cover letter writing tips

Understanding the importance of an effective resume is crucial for every job seeker. However they should not underestimate the significance of a cover letter as well. A cover letter usually complements every resume, and it is the cover letter that strikes a manager’s eyes first.

The objective of every cover letter is to provide to the reader the reasons why you choose this specific company, present your relevant skills and abilities, and as a result get you an interview or some other response from potential employer. Please remember that just like with a resume, a cover letter must be unique for every recipient.

Contents of a cover letter

The first paragraph of a cover letter should precisely state the position you want to apply to, provide the source (where you learned about the vacancy), and concisely explain why you fit this particular position.

The next paragraph of a cover letter clearly explains how your skills, experience, and educational background relate to the company’s needs. Emphasize the points, work experience, achievements which prove you are an ideal candidate for the position. This way, you will show that you have examined the company, and you possess the required skills, knowledge, and experience.

To finalize a cover letter, you should request an interview or some other response (a telephone call, etc.). Be sure to leave you contact information. And finally thank a reader for his/her time.