Final answer:
In persuasive written communication, it is most desirable to target an audience with a high need for cognition, use specific terms or jargon judiciously for clarity, and ensure messages are clear and concise due to the lack of nonverbal cues.
Step-by-step explanation:
When attempting to communicate a written message persuasively, it is desirable to have:
a) High need for cognition in the receiver: This refers to the audience being analytical and motivated, which allows for the central route to persuasion to be effective. Such receivers are more likely to engage thoughtfully with the arguments presented and are better persuaded by factual information and logical arguments than by other forms of persuasion that rely on surface-level features such as attractiveness or celebrity endorsement.
Use of specific terms or jargon can be effective for clarity when the audience is familiar with the terms; however, it is essential that these terms are used appropriately and do not obscure the message. Furthermore, clear, concise, and direct communication is often valued in various contexts, such as business or legal environments, balancing this with a polite and diplomatic tone.
Nonverbal cues can be crucial in face-to-face communication for conveying additional meaning, such as joking or seriousness, but since written messages lack these cues, the need for clarity and precision in language and tone becomes even more critical. When nonverbal cues are absent, the writer must be especially mindful of how the message might be interpreted without them, ensuring the tone and intent are as clear as possible.