TO:FROM:
DATE:
SUBJECT:
COMM 2293 Students
COMM 2293 Instructors
October 25, 2021
Assignment 4 Instructions
For Assignment 4, write a persuasive letter, using an indirect strategy.
Who you are: office coordinator at Lawn & Order (refer to case scenario)
Who your reader is: Chris Janes, president, Landscape Nova Scotia (LNS), a professional industry
association of which Lawn & Order is a member
Background information: Last fall, dozens of citizens complained about noise and emissions from
gas-powered leaf blowers. As a result, Halifax Regional Municipality (HRM) has reviewed the
environmental impact of this equipment and has invited stakeholders, including LNS, to vote on
banning leaf blowers within the municipality.
Committed to environmentally friendly practices, Lawn & Order has already stopped using gaspowered leaf blowers for its landscaping work. Mr. Abir, your employer, has therefore asked you to
write to Mr. Janes to persuade him to vote yes, on behalf of LNS members, to ban the use of gaspowered leaf blowers in HRM.
Your task:
1. Use the sources posted on Brightspace (as well as any other reliable sources you may find) to
research issues surrounding leaf blowers and alternatives that may be better for the
environment.
2. Using the AIDA strategy in Chapter 10, draft an indirect strategy letter to Mr. Janes persuading him
to vote yes to ban gas-powered leaf blowers in the HRM. Use the following address:
Mr. Chris Janes, President
Landscape Nova Scotia
PO Box 28 Stn Main
Dartmouth, NS B2Y 3Y2
3. Revise your draft(s) to ensure your message follows the instructions given here, in your COMM
class, and on the checklist on the next page.
4. Save and submit your assignment to Turnitin as a Word document by the due date listed in your
course schedule.
Do not copy content from any sources you might consult, including this handout, and other COMM
2293 instructional materials; use your own words. Do not work with other students on this assignment.
Plagiarism and unauthorized collaboration will be reported to the Academic Integrity Officer.
Evaluate your assignment using the checklist on the next page.
Evaluate your own assignment using this checklist.
Message follows the indirect (AIDA) strategy
gains attention in opening statement without revealing the purpose
builds sufficient interest before making request
states requested action (purpose)
reduces resistance and builds desire in the reader
motivates call to action in closing
Message gives clear, complete information to the reader
bases persuasive argument on case scenario and researched information
tailors all information (facts, reader benefits, counter-arguments) to meet the specific
informational needs and concerns of the reader
uses specific, researched evidence to support your argument(s) throughout the body
introduces all paraphrased and quoted information from sources with an informative signal
phrase (minimum of three signaled sources)
organizes information logically and coherently
Message uses a professional business style and presentation
follows all the grammar and business style points assigned so far
uses correct letter format
uses full block format, with 2.5 cm margins on all sides, single spaced, readable 11- or 12-point
font, and a left-aligned margin
Our Time Line
Tuesday, November 2
• Assignment 4 Workshop.
• Submit your A4 draft to Brightspace for Other Writing points
• Make sure your sources are introduced with signal phrases and
summarized sentences and that you have three of them.
• Word-for-word copying should be limited and when used must be
enclosed in “quotation marks.”
• Research is required for this assignment, without it your message
just documents your opinion.
For persuasion to be effective, you must
Know your audience
Anticipate your audience’s arguments
Have a rational, logical response to those arguments
To persuade, apply these writing style points:
Keep paragraphs
short.
Use concrete nouns
and active verbs.
Use specific
language.
Give your reader the
spotlight.
• Limit your opening
paragraph to one
sentence.
• Limit your closing
paragraph to three.
• Use language that
brings what you’re
describing to life.
• Use vivid adjectives
and descriptive
verbs.
• Use the active
voice.
• General words don’t
mean much without
specifics.
• Saying something is
“great,” doesn’t
convince your
reader why it’s
great.
• Involve your reader.
• Engage them by
integrating them
into your sentences.
• Use the “you” view.
• Make Mr. Janes the
subject of your
sentences.
Highlight a central
selling point or
benefit of your idea.
• The key feature of
what you’re
proposing can
become the central
theme woven
throughout your
message. It should
be introduced early
and reinforced
throughout your
message and in your
close.
Plan Before You Write. Know the idea.
• You cannot be satisfied with knowing the idea or topic in a
general way; you need details.
• What are the environmental impacts?
• Why are gas-powered leaf blowers a nuisance and prompting
complaints?
• Why is Lawn & Order invested in/ committed to this change?
• Why should LNS be invested in/ committed to this change? Why
wouldn’t they be?
• Why should this reader listen to us or care about this issue?
Information is powerful in persuading others
Message gives clear, complete information to the reader
bases persuasive argument on case scenario and researched information
tailors all information (facts, reader benefits, counter-arguments) to meet the specific
informational needs and concerns of the reader
uses specific, researched evidence to support your argument(s) throughout the body
introduces all paraphrased and quoted information from sources with an informative signal
phrase (minimum of three signaled sources)
organizes information logically and coherently
Paraphrasing and quoting
Message gives clear, complete information to the reader
bases persuasive argument on case scenario and researched information
tailors all information (facts, reader benefits, counter-arguments) to meet the specific
informational needs and concerns of the reader
uses specific, researched evidence to support your argument(s) throughout the body
introduces all paraphrased and quoted information from sources with an informative signal
phrase (minimum of three signaled sources)
organizes information logically and coherently
How do we reference
our information sources?
• We’re not using APA citation style, but
• We’re using signal phrases + in-your-own-words summary of
your website source material = paraphrasing
• If you must re-state anything as it appears on your source’s site
such as expert opinion or testimonials make sure those
statements are enclosed in “quotation marks.”
What you identify as the source in your signal phrase
depends on what or who you’re paraphrasing
Your signal phrase can reference the article title, publication name, website name, article author’s
name, and/or the person (include their position or affiliation) mentioned in the article you’re
paraphrasing or quoting
Furthermore, in the Canadian Audiologist, Monty Macdonald, an environment chair of his association in
Toronto, argued that…..
Mike Christensen, a spokesperson for…reported that…
From tinnitus to permanent hearing loss, these are just some of health risks caused by leaf blower noise
pollution, according to a recent article I read on www.bobvila.com.
Signal phrases introduce and identify
online source before paraphrased
material.
Documenting Data
Learn to paraphrase, p. 295
• Read the original material carefully so
that
you can comprehend its full meaning.
• Write your own version without looking at the
original.
• Do not repeat the grammatical structure of the
original, and do not merely replace words of the
original with synonyms.
• Reread the original to be sure you covered the main
points but did not borrow specific language.
Copyright © 2010 Nelson Education Ltd.
Ch. 12, Slide 9
For letter format. (p. 247) Different request.
Letter format: your heading
Your Company Letterhead
Month day, year
Recipient’s name
Recipient’s mailing address
Your greeting:
Letter format: your complimentary close
Sincerely,
Your name in script
Your name typed
Your job title
Your Challenge for this Assignment
• To delay revealing the purpose (your request) too soon:
– Not in your attention-getting opening statement
• To move smoothly from one move to the next, especially at the
beginning.
• To introduce and integrate your research at appropriate points
• To limit just sharing your opinion
10-14
Apply Strategy and Integrate Research
Your task:
1. Use the sources posted on Brightspace (as well as any other reliable sources you may find) to
research issues surrounding leaf blowers and alternatives that may be better for the
environment.
2. Using the AIDA strategy in Chapter 10, draft an indirect strategy letter to Mr. Janes persuading him
to vote yes to ban gas-powered leaf blowers in the HRM. Use the following address:
Mr. Chris Janes, President
Landscape Nova Scotia
PO Box 28 Stn Main
Dartmouth, NS B2Y 3Y2
Copyright © 2016 by Nelson Education Ltd.
10-15
Applying the 3-x-3 Writing Process
• Analyze the purpose; know what you want to
achieve.
• Adapt the message to the audience to make
your message heard.
• Research and organize persuasive data.
• Use the AIDA strategy to persuade readers.
Copyright © 2016 by Nelson Education
Ltd.
10-16
Persuasion….
• Is necessary when you expect
resistance or preference for the
status quo.
• Overcoming resistance through
three processes of influence:
• Compliance: highlighting rewards
and benefits
• Identification: common ground
(shared values and goals)
• Internalization: Affirmation of
goals and values
When persuading…
• Be clear in your purpose or request
• Make it easy to do
• Help Mr. Janes understand your request: explain the problem, the
solution, and his role in solving it
• Link your request to the solution
• Know what matters to them: values, needs, desires, indirect benefits
When persuading…
• Support your request with researched evidence (facts, figures, expert
opinion). Use signal phrases and paraphrased content from sources.
• Need a minimum of three integrated sources.
• Help Mr. Janes see that request is reasonable or “doable”
• Emphasize how your request and his vote will benefit LNS and its
members, the HRM, the communities, and the neighbourhoods we live in
• Be courteous, not bossy:
• Use verbs like invite, urge, encourage to express your request, not “you must” or
“you should”
PP
What line of persuasion will you pursue?
Emotional appeals
Logical Appeals
Applying the 3-x-3 Writing Process
• Analyze the purpose; know what you want
to achieve.
• Adapt the message to the audience to
make your message heard.
• Research and organize persuasive data.
• Use the AIDA strategy to persuade
readers.
Copyright © 2016 by Nelson Education Ltd.
10-22
Let’s review your persuasive moves
• Message follows the indirect (AIDA) strategy
gains attention in opening statement without revealing the purpose
builds sufficient interest before making request
states requested action (purpose)
reduces resistance and builds desire in the reader
motivates call to action in closing
The AIDA Components:
How to Organize Your Persuasive Message
Paragraph 1: One to two sentences.
Paragraph 2: Builds on your opening attention-getting sentence.
Your requested action goes here at the end of your interest-building section.
Paragraphs 3 and 4: Reduces reader’s resistance to your request by
countering skepticism or doubt with facts. Develop at least two reasons.
Paragraph 5: Motivate action by reminding reader how he
can support this change
Your Opening – One or two sentences.
See Page 244-5
Gain Attention
▪ Use one of the following techniques:
▪ Make the reader aware of a problem.
▪ Begin with an unexpected statement.
▪ Provide a related fact.
▪ Highlight a reader benefit.
▪ Ask one stimulating question.
▪ Praise or compliment the reader.
▪ A personal experience
▪ What if… or Imagine… statements
Your Opening
• Brief, relevant, attention-getting statement (a
sentence or two)
• Doesn’t give away message’s purpose (reason
for writing)
• Adapted to reader and your purpose -common ground and close to message theme
or focus
• Attention-getting techniques p. 244-5
Use an indirect approach and the problem-solving pattern.
• Catch readers’ attention by highlighting an issue.
• Build interest by expanding on the nature of the problem which you
will show can be solved.
• Explain the solution to the problem and how your request is part of
that solution.
Challenge 1: How do I avoid revealing my
requested action (main idea) too soon?
Paragraph 1: One to two sentences.
Paragraph 2: Builds on your opening attention-getting sentence.
Your request that Mr. Janes support the ban on gas-powered leaf
blowers comes at the end of your interest-building section.
Tip: Choose an attention-getting opening that offers a natural transition to your second paragraph and gives you
something to build and expand on in paragraph two.
For letter format. (p. 247) Different request.
The AIDA Components:
How to Organize Your Persuasive Message
Paragraph 1: One to two sentences.
Paragraph 2: Builds on your opening attention-getting sentence.
Your requested action goes here at the end of your interest-building section.
Paragraphs 3 and 4: Reduces reader’s resistance to your request by
countering skepticism or doubt with facts. Develop at least two reasons.
Paragraph 5: Motivate action by guiding the path. State
what they have to do and why (connect to major benefit
of voting yes)
Applying the 3-x-3 Writing Process
• Analyze the purpose; know what you want to
achieve.
• Adapt the message to the audience to make
your message heard.
• Research and organize persuasive facts.
• Use the AIDA strategy to persuade readers.
Copyright © 2016 by Nelson Education
Ltd.
10-31
Requesting Actions
Plan your strategy.
▪ Determine your purpose. Know exactly
what you are requesting. Be specific.
▪ Anticipate the
reaction of your
audience.
Mary Ellen Guffey, Business Communication: Process
and Product, 6e
Challenge 2: How do I “reduce resistance”?
What does that even mean?
Goal of this section: To overcome your
audience’s objections
Your request that LNS and Chris Janes support the ban of gas-powered leaf blowers in the HRM.
Paragraphs 3 and 4: Reduces reader’s resistance to your request by countering
skepticism or doubt with facts. Develop at least two reasons.
See Pages 245
For persuasion to be effective, you must
Know your audience
Anticipate your audience’s arguments
Have a rational, logical response to those arguments
Four-Part AIDA Strategy
Elicit desire by doing the following:
• Reduce resistance.
• Anticipate objections.
• Offer counterarguments.
• Use What if? scenarios.
10-35
We must adapt our
message to our
audience’s needs.
Why should I?
Why should I care?
What’s in it for me, LNS, and its members?
Reducing Resistance – Overcoming objections?
Identify two reasons why Chris Janes
might be reluctant to support and vote
yes?
Now, what are two counter-arguments you
could present to reduce his reluctance to
support and vote yes.
1.
1.
2.
2.
3.
3.
Use your sentence structure to present and refute one or two main
reasons why your reader won’t support your request.
• Subordinating the reason against in the dependent clause works well:
• “Although x…., then y..”
• Presenting both sides with a coordinating conjunction or transitional
word that introduces your counter-argument can work well, too:
• “Many landscapers mistakenly believe x, but …..”
• “You might think x; however, ….”
• “You might be concerned that x ; however, …..”
Be specific when presenting the advantages
of what you’re presenting or alternatives.
Saying something is better than something else is not convincing.
People are not persuaded by general statements without specifics.
Explaining why something is better than something else fully and
completely is more convincing.
People are persuaded by specific information and details.
Note: Do not insert these phrases into your message.
These are examples of typical lines of argument, not the arguments themselves.
These are methods (not actual statements) for arguing and gaining compliance.
• Short-term gain for long-term gain: small sacrifices or inconvenience now
will result in achieving long-term objectives
• The advantages outweigh the disadvantages
• Money and/or time spent now is money and/or time save in the long run
• Investment of time or money will bring other benefits
Your Close: Motivate Action
• Remind or restate the major benefit of taking action
• State the specific action you want your reader to take
• Ask for that action confidently but avoid sounding bossy, aggressive,
or intimidating.
• These statements do not express confidence:
• “ If you want to…”
• “If you agree…”
• “I hope you will…”
You may use the following sources (as well as any other reliable sources you
find) to help you complete Assignment 4.
References
Barber, S. (2017, April). Cleaner, leaner, greener. Landscape Ontario.
https://landscapeontario.com/cleaner-leaner-greener
Fallows, J. (2019, April). Get off my lawn. The Atlantic. https://www.theatlantic.com/
magazine/archive/2019/04/james-fallows-leaf-blower-ban/583210/
Kopun, F. (2020, September 18). Councillors ask for report on banning gas-powered
leaf blowers in Toronto. Toronto Star. https:// www.thestar.com/news/gta/
2020/09/17/councillors-ask-for-report-on-banning-gas-powered-leaf-blowers-intoronto.html
McDonald, M. (2019). How leaf blowers are trying to kill us. Canadian Audiologist. 6:5
Osler, J. (2018, June 7). More municipalities blowing off noisy landscaping tools. CBC
News. https:// www./cbc.ca/news/canada/more-municipalities-blowing-off-noisylandscaping-tools-1.4695956
Ryan, J. (2021). The war on leaf blowers: Why some communities are up in arms over
the loud lawn tools. Bob Vila. https://www.bobvila.com/articles/the-war-on-leafblowers/
Steyer, C. (2020, November 17). Electric or gas leaf blowers?…Neither? Washington
University in St. Louis. https://sustainability.wustl.edu/rethinking-lawn-equipment2/
What is persuasion?
• According to Mary Ellen Guffey,
our textbook author, “the goal of
a persuasive message is to
convert the receiver to your
ideas and motivate action.”
Plan before you write
Know the product, service, idea.
Know the receiver or audiences.
Identify the desired action.
Plan Before You Write. Know the
idea.
• You cannot be satisfied with knowing the idea or topic in a
general way; you need details.
• What are the environmental impacts?
• Why are gas-powered leaf blowers a nuisance and prompting
complaints? Are there alternatives? What are they?
• Why should LNS be invested in/ committed to this change? Why
wouldn’t they be?
• Why should Mr. Janes listen to us or care about this request?
• Why is Lawn & Order invested in/ committed to this change?
Applying the 3-x-3 Writing Process
• Analyze the purpose; know what you want to
achieve.
• Adapt the message to the audience to make your
message heard.
• Research and organize persuasive data.
• Use the AIDA strategy to persuade readers.
Copyright © 2016 by Nelson Education Ltd.
10-4
Part 1:
Discuss in your groups
1. Who are you writing to?
2. What channel are you using and what are its advantages?
3. What are the advantages of organizing this message
indirectly?
10-5
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Apply Strategy and Integrate Research
Your task:
1. Use the sources posted on Brightspace (as well as any other reliable sources you may find) to
research issues surrounding leaf blowers and alternatives that may be better for the
environment.
2. Using the AIDA strategy in Chapter 10, draft an indirect strategy letter to Mr. Janes persuading him
to vote yes to ban gas-powered leaf blowers in the HRM. Use the following address:
Mr. Chris Janes, President
Landscape Nova Scotia
PO Box 28 Stn Main
Dartmouth, NS B2Y 3Y2
Copyright © 2016 by Nelson Education Ltd.
10-7
Audience Reaction Determines Strategy
Assignments 1 and 2:
Routine requests and
responses.
Your
Assignment 4
For letter format. (p. 247) Different
request.
Letter format: your heading
Your Company Letterhead
Month, day, year
Recipient’s name
Recipient’s mailing address
Your greeting:
Letter format: your complimentary
close
Sincerely,
Your name in script
Your name typed
Your job title
Plan before you write
Know the idea.
Know the receiver or audience.
Identify the desired action.
Requesting Actions
Plan your strategy.
Determine your purpose. Know
exactly what you are requesting.
Be specific.
Anticipate the
reaction of your
audience.
Mary Ellen Guffey, Business
Communication: Process and Product, 6e
Part 2:
Discuss in your groups
1.
2.
3.
4.
5.
What are you persuading your audience (reader) to do?
Why should this reader care about your argument?
What will you do to enhance your credibility?
What information will you include to persuade your reader?
What persuasive tactics will you apply?
Copyright © 2016 by Nelson Education Ltd.
10-14
For Assignment 4, write a persuasive letter, using an indirect strategy
Who you are: office coordinator at Lawn & Order (refer to case scenario)
Who your reader is: Chris Janes, president, Landscape Nova Scotia (LNS), a professional industry
association of which Lawn & Order is a member
Background information: Last fall, dozens of citizens complained about noise and emissions from
gas-powered leaf blowers. As a result, Halifax Regional Municipality (HRM) has reviewed the
environmental impact of this equipment and has invited stakeholders, including LNS, to vote on
banning leaf blowers within the municipality.
Committed to environmentally friendly practices, Lawn & Order has already stopped using gas-
powered leaf blowers for its landscaping work. Mr. Abir, your employer, has therefore asked you to
write to Mr. Janes to persuade him to vote yes, on behalf of LNS members, to ban the use of gas-
powered leaf blowers in HRM.
Your task:
1. Use the sources posted on Brightspace (as well as any other reliable sources you may find) to
research issues surrounding leaf blowers and alternatives that may be better for the
environment.
2. Using the AIDA strategy in Chapter 10, draft an indirect strategy letter to Mr. Janes persuading him
to vote yes to ban gas-powered leaf blowers in the HRM. Use the following address:
Mr. Chris Janes, President
Landscape Nova Scotia
PO Box 28 Stn Main
Dartmouth, NS B2Y 3Y2
3. Revise your draft(s) to ensure your message follows the instructions given here, in your COMM
class, and on the checklist on the next page.
4. Save and submit your assignment to Turnitin as a Word document by the due date listed in your
course schedule
OVERALL AIDA STRUCTURE
Move 1: Attention getting opening
• One Sentence or One Question
Move 2: Builds interest (in at least three sentences) by expanding on
• The issue, problem, or theme introduced in your one-line opener above
Move 3: Reduce resistance by presenting counterarguments
• You can either acknowledge his arguments explicitly in your statements or write sentences
that actively counter reasons he will say “no.”
Move 4: Closes by re-stating main reason or benefit for voting yes
To persuade, apply these writing style points:
Keep paragraphs
short.
Highlight a central
selling pointor
benefit of your idea.
Give your reader the
spotlight
Use specific
language.
Use concrete nouns
and active verbs.
Limit your opening
paragraph to one
sentence.
• Limit your closing
paragraph to three.
• The key feature of
what you’re
proposing can
become the central
theme woven
throughout your
message. It should
be introduced early
and reinforced
throughout your
message and in your
close.
• Involve your reader.
Engage them by
integrating them
into your sentences.
• Use the “you” view.
• Make Mr. Janes the
subject of your
sentences.
General words don’t
mean much without
specifics.
• Saying something is
“great,” doesn’t
convince your
reader why it’s
great.
• Saying something is
a “benefit,” doesn’t
explain why it is
• Use language that
brings what you’re
describing to life.
• Use vivid adjectives
and descriptive
verbs.
• Use the active
voice.
one.
Your Close: Motivate Action
• Remind or restate the major benefit of taking action
State the specific action you want your reader to take
Indicate when the vote takes place, to create a sense of urgency
.
•
• Ask for that action confidently but avoid sounding bossy, aggressive, or
intimidating.
These statements do not express confidence:
“If you want to…
“If you agree…”
“I hope you will…”/ “It is my (our) hope that..”
.
1
Use a signal phrase to introduce
paraphrased and quoted content.
Do you have at least three?
At the beginning of sentences:
According to Canadian Audiologist.ca, hearing damage is cumulative….
As James Fallows of The Atlantic noted, “….”
According to a recent article in Consumer Reports,……
Use italics when recording the titles of newspapers, magazines, and other
publications. Website names are not italicised.
At the end of paraphrased or quoted sentences:
according to Jason Osler from CBC News.
Your attention-getting opener
.
.
Designed to quickly capture your reader’s attention.
If you opened with a question, make sure it’s only one good question.
• If it’s a statement, make sure it’s relevant and only one sentence.
Does not give away that your focus is on leaf blowers and banning them.
.
• If you mention the word leaf blowers in your opening or banning them, then
you have written a direct approach message.
• Alternative methods to launch your message?