2. Business Communication Presented By: Muhammad Usman
3. Persuasion is the attempt to change a reader’s attitude, beliefs or action in your favor. PERSUASION
4. AIM OF PERSUASIVE WRITING <ul><li>You create persuasive message when </li></ul><ul><li>» you want your reader to do something. </li></ul><ul><li>» to act </li></ul><ul><li>» to accept a point of view </li></ul><ul><li>In short you make your reader to support, believe and act in your favor. </li></ul>
5. ORGANIZATION OF PERSUASIVE MESSAGES
6. DIRECT REQUEST ORGANIZATION <ul><li>Direct request organization In case of routine, more personal request we can use direct-request format, this format has three parts:- » Main idea (your request or question). » Explanation (Evidence, detail and facts so that your reader can respond precisely). » Courteous close (Politely asking for whatever action is desired). </li></ul>
7. INDIRECT REQUEST ORGANIZATION <ul><li>Indirect request organization In complex, more difficult situation, when the favor you ask may precipitate some objection you can use indirect Approach: i-e., » Explanation (Buffer opening). » Main Idea (Core of request). » Courteous Close (Polite ending with last request of action). </li></ul>
8. AIDA FOR SALE PRESENTATION <ul><li>A:- Attract the readers “attention” </li></ul><ul><li>I: - Arouse the readers “interest” </li></ul><ul><li>D:- Create “desire” and convince the reader </li></ul><ul><li>A:- State clearly the “action” the reader needs to take. </li></ul>It’s not necessary to follow the order of AIDA formula, main thing is to take care of the each and every element in this AIDA model.
9. ATTENTION <ul><li>Open with Agreeable comment or assertion </li></ul><ul><li>With sincere compliment </li></ul><ul><li>With a question (Do you know about new Product?) </li></ul>You get your reader’s attention by answering the reader’s question of “what in it for me”? You can: (1 st Paragraph).
10. INTEREST AND DESIRE <ul><li>Describe its physical characteristics, important features, appearance, beauty, function etc, it create rational part of persuasive message. </li></ul><ul><li>Relate its value or benefit to the reader, state both direct and indirect benefits which reader can get from it </li></ul>After getting attention, you have to create interest and desire in the reader for your product. Suggest what your product, project, service (etc) is and what it will do for the reader, you can do so by: (Middle Paragraph).
11. ACTION <ul><li>After creating desire now tell the reader what will he do? </li></ul><ul><li> Try to make this action ( your desired response from reader ) as easy as possible. </li></ul>(Last Paragraph).
12. PERSUASIVE REQUESTS <ul><li>That Require Time or personal Contribution. </li></ul><ul><li>Requests About Products or Services. </li></ul><ul><li>Requests For Claims and Adjustments. </li></ul><ul><li>Requests For Change in Policy. </li></ul><ul><li>Requests for Change in Performance. </li></ul><ul><li>Requests for Employer to a Reference. </li></ul><ul><li>Requests from Employee to a Reference. </li></ul>. A request for cooperation, gifts, or favors, without any intention to buy or sell, is a persuasive request. This type of letter attempts to persuade the reader to spend time or money or to go to some trouble to help the writer – usually without benefit to the reader.
13. REQUESTS THAT REQUIRE TIME OR PERSONAL CONTRIBUTION <ul><li>When we approach an individual to do some thing or contribute funds, we are asking that they give up some of their time or money, or both. </li></ul>
14. REQUESTS ABOUT PRODUCTS OR SERVICES. <ul><li>Persuasively Requesting Information from seller. </li></ul><ul><li>Persuasively Requesting Internal Employee Action. </li></ul>As a customer or as a business or professional person, we will have occasions to seek a response from our reader. Products or Services are among the most common forms of Persuasive Requests.
15. REQUESTS FOR CLAIMS AND ADJUSTMENTS. <ul><li>Persuasively Requesting an adjustment. </li></ul><ul><li>Persuasively Requesting credit. </li></ul>These requests are written by those, who dissatisfied with a product, services, or policy.
16. REQUESTS FOR CHANGE IN POLICY <ul><li>We often need to persuade a company to change its usual policy. Or we may wish to persuade individuals to change their actions, or hoping to employee to improve their future performance. </li></ul>» Effecting change in a policy can take considerable time. » Be prepared with logical and organized evidence.
17. REQUESTS FOR CHANGE IN PERFORMANCE <ul><li>Individual personal appearance. </li></ul><ul><li>Habits annoying to others. </li></ul><ul><li>Or even business practices. </li></ul>Persuasion is needed when we need to convince individual to change their performance. Requested Changes could:
18. REQUESTS FOR EMPLOYER TO A REFERENCE. <ul><li>Be specific. </li></ul><ul><li>Word your question in a neutral way. </li></ul><ul><li>Number your questions. </li></ul><ul><li>Use separate paragraph for each question. </li></ul><ul><li>Use rating scale if ask for an evaluation of a person, products, or service. </li></ul>A series of questions often can be the basis for our request to reference.
19. REQUESTS FROM EMPLOYEE TO A REFERENCE. <ul><li>State why you are communicating. </li></ul><ul><li>What the recommendation is for. </li></ul><ul><li>Include some summery for yourself, e.g., </li></ul>Assume you ask a person for letter of recommendation. 1 st check that the person is willing to provide information. Then do the following. » Course Studied. » Grades in major and minor area. » Positions held and companies worked for. » Examples of leadership qualities. » Activities outside the workplace. » Goals and adjectives for your future.
20. PERSUASIVE SALES LETTERS <ul><li>Solicited letters. </li></ul>To some extent, every letter is a sales letter. We are selling our organization’s image and goodwill. More so than other letters, the sales letter is highly specialized, and its writing require exceptional ability and experience. There are two kinds of sales letters: <ul><li>Unsolicited letters. </li></ul>(the organization is invited to respond to sales messages). (the organization sends out uninvited messages to sell a product or service).
21. HOW TO WRITE SALES LETTERS <ul><li>Decide on the Central Selling Point. </li></ul><ul><li>Know your Buyer . </li></ul><ul><li>Prepare a List of Buyers. </li></ul><ul><li>Analyze the Product. </li></ul>Writing whatever type of sales letter, we should follow these principles. sex, age, occupation, geographic location, financial situation etc. what prospective buyers think of it and how they can use it do more than make sales--they win satisfied customers. The CSP might be appearance, durability, comfort, convenience, price etc
22. SOLICITED LETTERS. <ul><li>Solicited sales are the letters that you write in response to an inquiry. </li></ul><ul><li>With these letters, the organization has one central goal: to get responses quickly to someone’s request for information. </li></ul><ul><li> use the direct plan for the solicited letter. </li></ul>
23. ORGANIZATIONAL PLAN RESPONDING TO SOLICITED LETTERS <ul><li>Opening paragraph use the good-news approach </li></ul>» Answer the inquirer’s questions favorably. » Indicate that the requested material will be sent . <ul><li>Body </li></ul>» Answer the additional questions. » Provide sales promotion information. » Arrange your response in such a way that beginning and end of letter has positive response <ul><li>Action Ending </li></ul>» Make the action easy. » Suggest benefits to the reader. » Focus on the positive.
24. UNSOLICITED LETTERS. Unsolicited sales letter are those letters which you write to people who can be persuaded through these letters to buy your product or service. Before writing this type of letter you should clearly know your purpose .
25. SUGGESTIONS FOR WRITING UNSOLICITED LETTERS <ul><li>(a) Make a direct sale </li></ul><ul><li>(b) Stimulate a future sale </li></ul><ul><li>(c) Win back lost customer </li></ul><ul><ul><li>Your audience is general or a small niche </li></ul></ul><ul><ul><li>Know every detail about your product or service </li></ul></ul><ul><ul><li>Be aware of the enclosures and timing </li></ul></ul><ul><ul><li>Give thought to the length of your letter </li></ul></ul>After having all these information you can write your letter while taking main guidelines from AIDA formula.