This document outlines techniques for effective persuasion and requests. It discusses establishing credibility, making reasonable requests, tying facts to beliefs, recognizing the power of loss, expecting and overcoming resistance, and finding compromise. It also provides tips for gaining attention, building interest, reducing resistance, and motivating action when making requests or persuasive arguments. The document stresses logical development, moderate tone, opening with compliments, providing solid evidence, anticipating obstacles, and confidently asking for specific action.

3.  The ability to use argument or discussion in
attempting to change an individual’s beliefs
or actions.

4.  Establish Credibility
 Make a reasonable, precise request
 Tie Facts to beliefs
 Recognize the power of loss
 Expect abd overcome resistance
 Share solution and compromise

5.  Analyzing the Purpose
 Adapting to the Audience
 Researching and Organizing Data

7.  Gaining attention with a powerful but brief
statement. Include compliments, benefits and
a clear description of the problem at hand
 Building interest by ensuring to keep your
audience enthralled with the help of statistics,
expert opinion and specific details.
 Reducing resistance by countering any
foreseen objections
 Motivate Action by sounding confident,
offering incentives and repeating benefits

9.  Requesting Favours and Actions
 Persuading Within Organizations

10.  Logical Development: Strive for logical
development in a claim letter. Be sure to
think through the possibilities and make your
request reasonable.
 Moderate Tone: Appeal to the receiver’s
sense of responsibility and pride in its good
name. Communicating your feelings without
malice is often your strongest appeal.

11.  Gain attention: In requesting favours, begin
with a compliment, statement of agreement,
stimulating question, etc.
 Build interest: Prove the accuracy and merit of
your request with solid evidence.
 Reduce resistance: Identify what factors will
be obstacles to the receiver; offer
counterarguments.
 Motivate action: Confidently ask for specific
action.

13.  The main focus of this section will be on sales
letters as part of direct-mail marketing.
 Mail offers a personalized, tangible, three
dimensional message which minimizes
invasiveness.

14.  Analyze the Product: consider warranties,
service, price, premiums and special appeal.
 Analyze the Purpose: Understand your central
selling point and know what type of response
you want.
 Adapt to your Audience: Target specific
audiences through database mailing lists.

15.  Gain attention: Open the message with an offer,
fact, product feature or startling statement.
 Build interest: Emphasize your products selling
points.
 Reduce Resistance: Demonstrate how money can
be saved and show the price in small units.
Assert your credibility and anticipate customer
objections.
 Motivate action: Offer an incentive or limit an
offer in order to incite the customer to purchase.

17. 1. Gain Attention
2. Build Interest
3. Reduce Resistance
4. Motivate Action

18.  Open with attention grabbing summary of
facts, has to be interesting
 Answer the 5 W’s (Who, What, Where, When,
Why) throughout presentation
 Appeal to a target audience
 Most important information must be
presented early
 Look and sounds credible