Chapter 7 Notes

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Chapter 7 Notes

  1. 1. Chapter 7 Persuasive Messages
  2. 2. Writing Plan for a Persuasive Request Opening Body Closing Obtain the reader’s interest. Describe a problem, state something unexpected, suggest reader benefits, offer praise or compliments, or ask a stimulating question.
  3. 3. Opening Body Closing Build interest. Explain logically and concisely the purpose of the request. Prove its merit. Use facts, statistics, and expert opinion. Reduce resistance. Anticipate objections. Offer counter-arguments. Establish credibility. Demonstrate competence. Show the value of your proposal.
  4. 4. Writing Plan for a Persuasive Request Motivate action. Ask for a particular action. Make it easy to respond. Show courtesy, respect, and gratitude.
  5. 5. Requesting Favors and Actions <ul><li>Requests for time, money, information, special privileges, and cooperation require persuasion. </li></ul><ul><li>Requests may be granted because the receivers: </li></ul><ul><ul><li>Are genuinely interested in your project. </li></ul></ul><ul><ul><li>See benefits for others. </li></ul></ul><ul><ul><li>Expect goodwill potential for themselves. </li></ul></ul><ul><ul><li>Feel obligated as professionals to contribute their time or expertise to &quot;pay their dues.&quot; </li></ul></ul>
  6. 6. Persuasive Favor Request Before Revision
  7. 7. Persuasive Favor Request After Revision
  8. 8. Persuading Within Organizations Use the direct plan for messages involving instructions and directives. Moving downward, they usually require little persuasion. Use the indirect plan for requests that ask employees to perform outside their work roles or to accept changes that affect them negatively, such as pay cuts, job transfers, and reduced benefits.
  9. 9. Persuasive Memo Before Revision
  10. 10. Persuasive Memo After Revision
  11. 11. Discuss the Faults in This Favor Request Open letter by clicking icon at left
  12. 12. Examine the Improved Favor Request
  13. 13. Making Claims and Requesting Adjustments (Complaint Letters) <ul><li>Avoid sounding angry, emotional, or irrational. </li></ul><ul><li>Begin with a compliment, point of agreement, statement of the problem, or brief review of action you have taken to resolve the problem. </li></ul><ul><li>Provide identifying data. </li></ul><ul><li>Explain why the receiver is responsible. </li></ul>
  14. 14. <ul><li>Enclose document copies supporting your claim. </li></ul><ul><li>Appeal to the receiver's fairness, ethical and legal responsibilities, and desire for customer satisfaction. </li></ul><ul><li>Describe your feelings and your disappointment. </li></ul><ul><li>Close by telling exactly what you want done. </li></ul>
  15. 15. Examine This Effective Claim Request (Complaint Letter)
  16. 16. Discuss This Ineffective Claim Request (Complaint Letter)
  17. 17. Examine the Improved Claim Request
  18. 18. Writing Plan for a Sales Letter Opening Body Closing Capture the attention of the reader. Offer something valuable, promise a benefit, ask a question, provide a quotation, and so forth.
  19. 19. Writing Plan for a Sales Letter Build interest. Emphasize a central selling point. Make rational and emotional appeals. Reduce resistance. Use testimonials, money-back guarantees, free samples, performance tests, or other techniques.
  20. 20. List performance tests, polls, or awards. Offer a free trial or sample. Promise money-back guarantee or warranty Name satisfied users. Include testimonials. Reducing Resistance
  21. 21. Writing Plan for a Sales Letter Motivate action. Offer a gift, promise an incentive, limit the offer, set a deadline, or guarantee satisfaction.
  22. 22. Include a P.S. with a special inducement. Guarantee satisfaction. Set a deadline. Limit the offer. Promise an incentive. Offer a gift. Motivate Action
  23. 23. Checklist for Analyzing a Sales Letter At what audience is the letter aimed? Is the appeal emotional or rational? Is the appeal effective? Is the opening effective? What techniques capture the reader's attention? Is a central selling point emphasized? Does the letter emphasize reader benefits?
  24. 24. How does the letter build interest in the product or service? How is price introduced? How does the letter anticipate reader resistance and offer counterarguments? What action is to be taken and how is the reader motivated to take that action? What motivators spur the reader to act quickly?
  25. 25. Examine This Effective Sales Letter
  26. 26. Writing Successful Online Sales Messages Communicate only with those who have given permission! Craft a catchy subject line. Keep the main information &quot;above the fold.&quot; Make the message short, conversational, and focused. Convey urgency. Sprinkle testimonials throughout the copy. Provide a means for opting out.

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