Upon completing this chapter, you will be able to use persuasion effectively, especially when making requests, composing sales messages, and writing proposals. To reach this goal, you should be able to:

1. Describe important strategies for writing any persuasive message.
2. Write skillful persuasive requests that begin indirectly, develop convincing reasoning, make a call to action, and close with goodwill.
3. Discuss ethical concerns regarding sales messages.
4. Describe the planning steps for direct mail or email sales messages.
5. Compose sales messages that gain attention, present persuasive appeals, use appropriate visual elements, and effectively drive for action.
6. Write well-organized and persuasive proposals.