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The strategy does not change much when writing persuasive emails. The only difference is that emails are much cheaper to create and send than print material. The key point your author makes is to keep the main information "above the fold," which means to have the important information early in the message. It is really easy to delete an email, right? At least printed material may lay around for a while before being pitched!

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A = Attention
I   = Interest
D  = Desire
A  = Action

The letters basically correlate to how you are going to organize your letter.

First, gain attention.Think about how you can capture the reader's attention so that he/she wants to finish reading.

Second, develop interest. Incorporate both rational appeal (associated with logic and intellect) and emotional appeal (relates to status, ego, and feelings).

Third, build desire for your product or service. Use testimonials, money-back guarantees and warranties, free samples as a way to minimize customer resistance.

Fourth, promote action. Make acting easy by enclosing forms (stamped and pre-addressed) and promising a "no-risk" scenario (e.g. money-back guarantee) or a gift.

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Be clear what you want the reader to do! Motivate to action while still being courteous, respectful, and gracious.

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Build interest! Give details using facts, statistics, expert opinions. Anticipate objections and resistance and show the value of your proposal.

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Capture the reader's attention: describe a problem, suggest a benefit to reader, make an unexpected statement, ask a thought-provoking question

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Before you begin creating written material for the purpose of convincing someone to accept your idea or product, consider that you need to "prime" the reader. To prime the reader, which means help him or her to be more receptive to your message, follow these strategies:

1. Establish credibility with your audience (Why should they believe YOU?)

2. Make a reasonable request

3. Tie facts to benefits (e.g. statistics, reasons)

4. Recognize the power of loss (people do not like the idea of losing something)

5. Expect readers will be resistant

6. Be prepared to offer solutions and be agreeable to compromise

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•So much easier to reach massive numbers of people
•Social media is being used by many different types of organizations
•Technology allows information to be easily misrepresented ("mashed      up" is the term your author uses) and sent to millions

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"MRI scans suggest that physical materials leave a deeper footprint in the brain" than virtual mail.

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"Experts say that the average American adult endures between 300 and 1,500 ads and other persuasive appeals a day."