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Persuasion and writing winning proposalsLogos, ethos, pathos
Persuasion and proposal writing
Proposals are persuasive documents They seek to move readers to a particular
action Your proposal should make an argument What are the components of argument?
LogicCredibilityEmotional appeal
Logic in a proposal
Logic refers to the internal consistency of your message
You make a series of claims, supported by evidence
Claims develop the main points you want to make about your proposed solution
The evidence supports the claims to convince the reader that you can develop and deliver the solution you proposal
How do I create a strong logical appeal? Show the need for a solution to the
problem you identify Show how your solution will be superior to
other proposed solutions Explain the benefits of your approach
Credibility or trustworthiness
Refers to the extent to which your readers respect you and trust what you say as a writer
You are selling yourself and your ability to implement the solution
How do I demonstrate trustworthiness? By appearing knowledgeable about your
subject matterProvide a thorough and detailed discussion of
the issues relevant to the topicUse appropriate technical language Include details about your qualifications and
resources
How do I demonstrate trustworthiness? By submitting a realistic and detailed work
scheduleWork schedule maps out the scope of the
project and predicts the amount of time each stage of the process will take
Accuracy of your work schedule supports your claim that you can complete the project to deadline
Emotional appeal
Legitimate use of readers’ emotions and feelings to engage their minds Include truthful and clear evidence to support
your claims so readers can understand the importance of the situation you describe
Successful emotional appeal is critical to getting readers to act on your logical appeal and your appeal to credibility
How do I create an effective emotional appeal? Use concrete examples—specificity improves
readers’ ability to imagine what you are describing
Use examples and illustrations—make abstract ideas concrete and real by adding examples or visuals to make your points vivid
Use suitable word choice, metaphors, and analogies—appropriate connotations and comparisons can help readers to understand and feel the importance of your ideas
How do I incorporate persuasion into the format of a winning proposal?
All three appeals work throughout the proposal, but sometimes one or two form the dominant appeal in a particular sectionE.g., the problem statement requires a logical
discussion of the issues, which also supports your credibility by showing your sophisticated grasp of the problem
How do I make my problem statement clear and convincing? Use informal logic to help you develop
your claims and support them properly with evidence
Use informal logic to identify your assumptions and assess whether your readers will share those assumptions
Quick review of informal logic
Claim: a statement You should replace your worn-out shingles with metal.
Stated reason If you do, you will not need to replace your roof again in your
lifetime. Grounds: evidence supporting stated reason—facts,
statistics, data, examples Galvanized metal will not rust or erode for decades, and
these roofs are guaranteed for 50 years. Cite engineers’ tests on durability of galvanized metal.
Unstated Assumptions
Warrant (the unstated assumption that underlies the stated reason): Reader values not having to replace the roof a second time Saving money in the long run is a good thing
Backing (evidence to support the warrant): Testimonials from homeowners with metal roofs Statistics about the annual cost of the roof averaged over 50
years Backing is only needed if you expect disagreement with
your unstated assumption (warrant)
Conditions of rebuttal
Explore the limits of your claim and evidence Under what conditions might someone
disagree with you?How can a roof that costs 3 or 4 times what an
asphalt roof would cost be cheaper?Will interest on money borrowed to pay for the
roof negate the long-term savings? If homeowner ends up moving, the purchaser
will reap the benefits
Based on rebuttals, qualify your argument After assessing the weaknesses of your
initial claim, revise it to make it less open to counter-argumentE.g., “If you have sufficient savings and plan
to stay in your house for several decades, you should replace your asphalt shingles with a galvanized metal roof because you will not have to replace it again in your lifetime.”
How can you use informal logic in your proposal? Develop your claims in the problem
statement as well as in the qualifications and resources section using informal logic
Assess your underlying assumptions and ensure you include evidence to support them
Evaluate the strength of your claims and evidence and revise them to reduce counter-arguments
Lab Assignment 6.1 or 6.2
In groups of two or three or individually, spend the rest of the class drafting a response to either Lab Assignment 6.1 (on emotional appeals in proposal writing) or Lab Assignment 6.2 (on rhetorical appeals). See pages 171 and 179.
Hand in a draft of your assignment at the end of class.
In-class Lab Assignment Draft a problem statement for a technical
communication project that you have the knowledge and ability to create.
Enhance the emotional appeal using the strategies outlined in your text (pp. 167-70).
Employ as many of the rhetorical schemes and tropes as possible in your statement (see handout)