ABSTRACT
Persuasion is unavoidable in strategic writing. Ethical persuasion based on listening and seeking win–win relationships, can create enduring, successful relationships. People sometimes see persuasion as a win–lose game: One side wins, and the other side loses. However, persuasion in strategic writing works best when it promotes a win–win scenario. Effective strategic writing seeks benefits for all sides in a relationship. In some situations, listening becomes dialogue—and dialogue becomes negotiation and persuasion. Another powerful tool is Aristotle's enthymeme, which is built upon a syllogism. A syllogism consists of a major premise (a generally accepted truth or value), a minor premise (a specific claim) and a consequent conclusion. In an effective enthymeme, a strategic communicator understands the target audience so well that she simply delivers the minor premise (message)—no major premise or conclusion. With a successful enthymeme, the audience persuades itself; the audience creates its own call to action.
