Reading Theory and Persuasive Business Communications: Guidelines for Writers

<jats:p> Reading theory is important because meaning is not located solely in texts, but instead results from an interaction between reader and text. Although guidelines for developing such consensual meaning have been derived for the informational level of communications, the arguments underlying this level are not well understood. Reading theory offers insights on this issue. Background is given on reading theory and on guidelines that have already been formulated. The inability of current guidelines to account for the reader impact of one type of persuasive business communication is demonstrated. Three aspects of reading—inferring, reasoning analogically, and learning—are discussed, and their role in building consensual meaning, for persuasive business communications, is demonstrated in sample texts. Four guidelines are proposed for persuasive business communications, to supplement those guidelines already developed. </jats:p>