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Structuring your Persuasive Messages

The AIDA model organizes your message into four phases:

Attention: your first intention is to encourage your audience to want to hear about your main idea.

Interest: explain your message to your audience, paint a more detailed picture of the problem.

Desire: help audience members embrace your idea by explaining how the change will benefit them.

Action: suggest the action you want readers to make. (ie., “please institute this program soon.”)

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