Creating an Effective Memo Using AIDA

 

Using the AIDA (Attention Grabbing, Interest Maintaining, Desire with Logical Appeal, Action Request) approach enables a writer to effectively draw in the reader early, and to keep the reader’s attention long enough to effectively persuade.  According to Roebuck (2006), an indirect approach is typically used in writing persuasively, in that we are a low-context culture where “meaning is trusted almost entirely to words” (p. 115).  By using words, we bring the reader along to identify the problem and the recommended solution as we see them.  Then, we lead them to take the action we desire.  This is an especially effective way to persuade or sell (a product or oneself), and also an effective way to ensure people read a memo.

MEMO

TO:  SKY Management Team

FROM:  Susan Young, VP of Process Improvement

DATE:  May 17, 2012

SUBJECT:  Wasteful Meetings Cost SKY $200k/Year!  (High-Priority)

Wasteful Meetings Cost SKY $200k/Year!  (Attention Grabbing)

Are you fed-up with poorly attended meetings that produce few results?  A shocking 61% of SKY employees surveyed in 2011 believe that meetings are a significant waste of time – and that equates to anemic production and a waning bottom line.  If you’ve ever wondered about the cost to benefit ratio of meetings in our organization, you won’t be surprised to learn that experts have already done the math.  Steve Kay, an International Association of Facilitators (IAF) Certified Professional Facilitator, author and speaker gets right to the point by stating,  “…companies waste almost 20% of their payroll on bad meetings.” (Interest Maintaining)

As responsible directors and managers, we have the influence it takes to change our meeting culture into one of purposeful, intentional, and action-oriented meetings that produce results and positively impact our bottom line.  Just imagine what our organization will do with any extra $200k added to our bottom line!  (Desire with Logical Appeal)

In accordance with SKY’s 2012 Do it Better strategic initiative, SKY’s executive management team has engaged Steve Kay for a three-day workshop next month entitled, Meetings that Produce Positive Results and Improve the Bottom Line.  Detailed workshop information, Steve’s C-V and the workshop agenda is attached.  As a member of Tier 1, 2 and 3 management, your attendance is requested at this business-critical session.  (Action Request)

Please reserve the dates now (see below).  Remember to R.S.V.P. (also attached) by Friday, June 1^st.  

What:     Meetings that Produce Positive Results

with Steve Kaye,

IAF Certified Professional Facilitator, author and speaker

When:    June 18, 19, 20, 2012 (M, T, W)

8:00AM – 4:00PM

A continental breakfast, box lunch and snacks will be provided each day.

Where:  Hilton Garden Inn Atlanta Perimeter Center

1501 Lake Hearn Drive

Atlanta, GA 30319

Ballroom C

RSVP:     By June 1, 2012

(Complete attached self-addressed and stamped RSVP card)

Attachments (3)

Steve Kay CV

Workshop Agenda

RSVP Form

References

Kaye, Steve.  (2006, July 3).  One great meeting.  Wryte stuff.  Retrieved from http://stekay.wrytestuff.com/swa75997.htm

Roebuck, D.B. (2006).  Improving business communications skills (4th Ed.). Upper Saddle River, New Jersey: Pearson Prentice Hall.