Persuasive Messages - Gaining Attention

The first element in forming a persuasive message is gaining attention.  Half the battle when communicating with someone or even a group is grabbing their attention. In general the opening statement of a persuasive message or request should do just that, grab the readers attention and engage them to read more.

When writing an opening statement one must keep in mind that is should be brief, relevant and engaging. For example, in a message to company executives who are considering restricting cellphone use by employee drivers:

A recent study revealed that employers pay an average of $16,500 each time an employee is in a traffic accident

This relevant fact sets the scene for the interest-building section of the message that follows.

Of course different situations call for different approaches, if mild persuasion is needed the opening statement should be low key and factual. For example, in a memo to encourage employees to attend an optional sensitivity seminar:

Men and women draw the line at decidedly different places in identifying what behaviour constitutes sexual harassment

Although this opener is low key, it grabs the readers attention and gets them thinking immediately.
  
There are some situations however that call for stronger persuasion in the opening statement.  If the request is substantial or resistance is anticipated, the opening statement must be thoughtful and proactive. For example, in a recommendation to hire temporary employees:

Last month legal division staff members were faced to work 120 overtime hours, costing us $6,000 and causing considerable employee unhappiness

 This well thought out opening statement not only grabs the readers attention but is also proactive in  presenting a capsule of the problem your proposal will help solve.