Persuasive Messages Chapter 7


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Persuasive Messages Chapter 7

  1. 1. Chapter 7
  2. 2. Outline the components of a writing plan for  persuasive requests including the opening, body, and closing. Write effective persuasive messages that request favors  and action. Write effective persuasive messages within  organizations. Write effective persuasive messages that make claims  and request adjustments. Outline the components of a writing plan for sales  letters including gaining attention, building interest, reducing resistance, and motivating action. Implement special techniques in writing online sales  messages.
  3. 3. Verb (used with object), -suad⋅ed, -suad⋅ing. 1. to prevail on (a person) to do something, as by advising or urging.
  4. 4. Persuasive letters are more effective when they are indirect. Writing Plan For a Persuasive Request Opening: Obtain the reader’s attention and  interest. Body: Build interest.  Closing: Motivate action.  Pg. 173
  5. 5. Persuading is not easy. Many individuals and companies grant favors for the following reasons: 1. May be interested in your project. 2. See goodwill potential for themselves. 3. See others will benefit from the request. Pg. 173 - 174
  6. 6. Instances such as pay cuts, job transfers, or reduced  benefits, would require indirect persuasive memo in order to be most effective.  In business honesty is the only policy.  Moderation is the key to making a request to a superior. Make sure to know your needs and have documentation, such as facts, figures, and evidence).  Conclusion should include what action needs to be taken, makes it easy to respond, and repeats the main benefit to motivate action. A successful persuasive will normally take more space than a direct message (because of the evidence). Pg. 175
  7. 7. Generally focus on damaged products, mistaken billing, inaccurate shipments, warranty problems, return policies and etc.  Most effective is direct pattern is used.  If direct pattern is refused or ignored, use the indirect pattern  Present with clear facts and adopt a moderate tone. Pg. 177
  8. 8. Logical Development Open with sincere praise, an objective statement of the  problem, a point of agreement, or a quick review of what you have done to resolve the problem. Explain what happened or why your claim is legitimate.  Just hit the highlights.  Enclose copies of relevant invoices, shipping  orders, warranties and payments. Close with what you want done: refund, replacement or  other action. Make sure your request is reasonable.  Pg.177
  9. 9. Moderate Tone Tone of the letter is important, should be  moderate. Calmly express your disappointment of  the product and of the company. Call the organization or search its Web  site to find out who you need to address. Pg. 177
  10. 10. Sales messages use persuasion to promote specific products and services. Letters remain one of the most successful ways to make sales, generate leads, boost retail traffic, and solicit donations. Most sales letters are written by specialists. Pg. 179
  11. 11. Writing Plan for a Sales Messages Opening: Gain attention. Offer something  valuable, promise a benefit to the reader. Body: Build interest. Describe central selling  points. Reduce resistance. Use testimonials, money-back guarantees, and etc. Closing: Motivate action. Offer a  gift, promise, or guarantee satisfaction. Pg. 179
  12. 12. Opening paragraph is the most critical element of a sales letter. Eye-catching typographical arrangements or provocative messages, such as the following, should hook a readers attention: offer, promise a benefit, question, quotation or proverb, fact, products feature, testimonial, startling statement, personalized action setting. Pg. 179 - 180
  13. 13. Emphasize the central selling points that you identified  during your prewriting analysis.  Selling points can be developed by using rational or emotional appeals.  Rational Appeals. Appropriate when a product is expensive; long-lasting; or important to health, and etc.  Emotional Appeals. Relate to status, ego, and sensual feelings. Many sales messages use both Rational Appeals and Emotional Appeals for a dual appeal. According to Zig Ziglar, “People buy because of the product benefits”. Pg. 180 - 181
  14. 14. Make it easy for readers to act, provide a reply card, a stamped and preaddressed envelope, a toll-free telephone number, or a Web site. Consider using the following motivators: offer a gift, promise an incentive, limit time offer, set a deadline, or guarantee satisfaction. The final paragraph of the sales letter carries the punch line (tell the readers what you want done and give them reasons for doing it). Pg. 182
  15. 15. Many businesses are turning to email marketing campaigns instead of traditional direct mailings. It can attract new customers, keep existing ones, upsell, cross-sell, and cut costs. For the best-performing e-mails try using the following techniques:  Communicate only with those who have given permission!  Craft a catchy subject line.  Keep the main information “above the fold”.  Make the message short, conversational, and focused.  Convey urgency.  Sprinkle testimonials throughout the copy.  Provide a means for opting out. Pg. 183 - 184
  16. 16. Mary Ellen Guffey. ESSENTIALS OF BUSINESS COMMUNICATION. SOUTH-WESTERN CENGAGE Learning.5191 Natorp Boulevard Mason, OH 45040 USA.