说服信，顾名思义，就是说服对方去做一件事情。接受方可能觉得提出要求一方的提议不会给自己带来多大的好处，或是不愿改变习惯做法。这时一封措辞恰当的说服信就会起到很大的作用。

说服信的一般格式如下：

1. Arouse your reader's attention by
- stating a problem that affects him or her
- promising¹ something of benefit
- presenting an interesting fact
- raising a rhetorical question
- introducing a topic of concern

2. Create interest in your topic by
- showing the reader that a solution to a problem is possible
- picturing the reader enjoying the benefits
- emphasizing the reader's concern

3. Request the desired actions by
- providing sufficient evidence to convince readers of the proposal's merits
- developing the sales appeals
- convincing the reader to accept the fact that the action proposed is worthwhile

4. Motivate the readers to act by
- telling the reader exactly what action to take
- re-emphasizing benefits