PERSUASIVE MESSAGES

Slide 1: (c) Copyright by Muhammad Usman 1

Slide 2: Business (c) Copyright by Muhammad Usman Communication  Presented By: Muhammad Usman 2

Slide 3: (c) Copyright by Muhammad Usman PERSUASIO N Persuasion is the attempt to change a reader’s attitude, beliefs or action in your favor. 3

Slide 4: AIM OF PERSUASIVE WRITING (c) Copyright by Muhammad Usman You create persuasive message when » you want your reader to do something. » to act » to accept a point of view In short you make your reader to support, believe and act in your favor. 4

Slide 5: ORGANIZATION OF PERSUASIVE MESSAGES (c) Copyright by Muhammad Usman 5

Slide 6: DIRECT REQUEST ORGANIZATION  Direct request organization In case of routine, more personal request we can use direct- (c) Copyright by Muhammad Usman 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). 6

Slide 7: INDIRECT REQUEST ORGANIZATION  Indirect request organization (c) Copyright by Muhammad Usman 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 7 action).

Slide 8: AIDA FOR SALE PRESENTATION A:- Attract the readers “attention” (c) Copyright by Muhammad Usman I: - Arouse the readers “interest” D:- Create “desire” and convince the reader A:- State clearly the “action” the reader needs to take. 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. 8

Slide 9: ATTENTION (1st Paragraph). You get your reader’s attention by answering the reader’s question of “what in it for me”? (c) Copyright by Muhammad Usman You can:  Open with Agreeable comment or assertion  With sincere compliment  With a question (Do you know about new Product?) 9

Slide 10: INTEREST AND DESIRE (Middle Paragraph). After getting attention, you have to create interest and desire in the reader for your product. Suggest what your (c) Copyright by Muhammad Usman product, project, service (etc) is and what it will do for the reader, you can do so by:  Describe its physical characteristics, important features, appearance, beauty, function etc, it create rational part of persuasive message.  Relate its value or benefit to the reader, state both direct and indirect benefits which reader can get from it 10

Slide 11: ACTION (Last Paragraph). (c) Copyright by Muhammad Usman After creating desire now tell the reader what will he do? Try to make this action (your desired response from reader) as easy as possible. 11

Slide 12: PERSUASIVE REQUESTS . 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 (c) Copyright by Muhammad Usman or money or to go to some trouble to help the writer – usually without benefit to the reader.  That Require Time or personal Contribution.  Requests About Products or Services.  Requests For Claims and Adjustments.  Requests For Change in Policy.  Requests for Change in Performance.  Requests for Employer to a Reference.  Requests from Employee to a Reference. 12

Slide 13: REQUESTS THAT REQUIRE TIME OR PERSONAL CONTRIBUTION (c) Copyright by Muhammad Usman 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. 13

Slide 14: REQUESTS ABOUT PRODUCTS OR SERVICES. As a customer or as a business or professional person, we will have occasions to seek a response from our reader. (c) Copyright by Muhammad Usman  Persuasively Requesting Information from seller.  Persuasively Requesting Internal Employee Action. Products or Services are among the most common forms of Persuasive Requests. 14

Slide 15: REQUESTS FOR CLAIMS AND ADJUSTMENTS. These requests are written by those, who dissatisfied with a product, services, or policy. (c) Copyright by Muhammad Usman  Persuasively Requesting an adjustment.  Persuasively Requesting credit. 15

Slide 16: REQUESTS FOR CHANGE IN POLICY We often need to persuade a company to change its usual policy. Or we may wish to persuade individuals to change their (c) Copyright by Muhammad Usman actions, or hoping to employee to improve their future performance. » Effecting change in a policy can take considerable time. » Be prepared with logical and organized evidence. 16

Slide 17: REQUESTS FOR CHANGE IN PERFORMANCE Persuasion is needed when we need to convince individual to change their performance. (c) Copyright by Muhammad Usman Requested Changes could:  Individual personal appearance.  Habits annoying to others.  Or even business practices. 17

Slide 18: REQUESTS FOR EMPLOYER TO A REFERENCE. A series of questions often can be the basis for our request to reference. (c) Copyright by Muhammad Usman  Be specific.  Word your question in a neutral way.  Number your questions.  Use separate paragraph for each question.  Use rating scale if ask for an evaluation of a person, products, or service. 18

Slide 19: REQUESTS FROM EMPLOYEE TO A REFERENCE. Assume you ask a person for letter of recommendation. 1st check that the person is willing to provide information. Then do the following. (c) Copyright by Muhammad Usman  State why you are communicating.  What the recommendation is for.  Include some summery for yourself, e.g., » Course Studied. » Grades in major and minor area. » Positions held and companies worked for. » Examples of leadership qualities. » Activities outside the workplace. 19 » Goals and adjectives for your future.

Slide 20: PERSUASIVE SALES LETTERS To some extent, every letter is a sales letter. We are selling our organization’s image and goodwill. (c) Copyright by Muhammad Usman 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:  Solicited letters. (the organization is invited to respond to sales messages).  Unsolicited letters. (the organization sends out uninvited messages to sell a product or service). 20

Slide 21: HOW TO WRITE SALES LETTERS Writing whatever type of sales letter, we should follow these principles.  Know your Buyer. (c) Copyright by Muhammad Usman sex, age, occupation, geographic location, financial situation etc.  Prepare a List of Buyers.  Analyze the Product. what prospective buyers think of it and how they can use it do more than make sales--they win satisfied customers.  Decide on the Central Selling Point. The CSP might be appearance, durability, comfort, convenience, price etc 21

Slide 22: SOLICITED LETTERS. Solicited sales are the letters that you write in response to an inquiry. (c) Copyright by Muhammad Usman With these letters, the organization has one central goal: to get responses quickly to someone’s request for information.  use the direct plan for the solicited letter. 22

Slide 23: ORGANIZATIONAL PLAN RESPONDING TO SOLICITED LETTERS  Opening paragraph use the good-news approach » Answer the inquirer’s questions favorably. (c) Copyright by Muhammad Usman » Indicate that the requested material will be sent. Body » Answer the additional questions. » Provide sales promotion information. » Arrange your response in such a way that beginning and end of letter has positive response  Action Ending » Make the action easy. 23 » Suggest benefits to the reader. » Focus on the positive.

Slide 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 (c) Copyright by Muhammad Usman or service. Before writing this type of letter you should clearly know your purpose. 24

Slide 25: SUGGESTIO NS FO R WRITING UNSO LICITED LETTERS (a) Make a direct sale (b) Stimulate a future sale (c) Copyright by Muhammad Usman (c) Win back lost customer  Your audience is general or a small niche  Know every detail about your product or service  Be aware of the enclosures and timing  Give thought to the length of your letter After having all these information you can write your letter while taking 25 main guidelines from AIDA formula.

Slide 26: (c) Copyright by Muhammad Usman 26