Writing to persuade communicatin skill


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Writing to persuade communicatin skill

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Writing to persuade communicatin skill

  1. 1. Writing To Persuade
  2. 2. THE BASIS OF PERSUASIVE SALES MESSAGES - IDENTIFYING OBJECTIVES <ul><li>1. What product or service is being promoted? (the subject) </li></ul><ul><ul><ul><li>What will the product do for the people concerned? </li></ul></ul></ul><ul><ul><ul><li>From what materials is it made? </li></ul></ul></ul><ul><ul><ul><li>By what process is it manufactured? </li></ul></ul></ul><ul><ul><ul><li>What are its superior design features? </li></ul></ul></ul><ul><ul><ul><li>What is its price? </li></ul></ul></ul><ul><ul><ul><li>What kind of servicing, if any, will it require? </li></ul></ul></ul>
  3. 3. THE BASIS OF PERSUASIVE SALES MESSAGES - IDENTIFYING OBJECTIVES <ul><li>2. To whom is the message being directed? (the audience) </li></ul><ul><li>Who would buy this product? </li></ul><ul><li>Why would they buy it? </li></ul><ul><li>How frequently would the product be purchased? </li></ul><ul><li>How would the product be used? </li></ul><ul><li>Is this product a necessity or a luxury? </li></ul><ul><li>What do people like about it? </li></ul><ul><li>What do people dislike about it? </li></ul><ul><li>3. What are the desired results? (the purpose) </li></ul>
  4. 4. The basis of persuasive sales messages - organizing the message <ul><li>Solicited sales letters Vs Unsolicited letters </li></ul><ul><li>Getting the readers’ Attention.(A) </li></ul><ul><li>Introducing the product and arousing Interest in it.  (I) </li></ul><ul><li>Generating Desire for the product through convincing evidence. (D) </li></ul><ul><li>Encouraging Action. (A) </li></ul>
  5. 5. First Paragraph: An Attention-Getter (A) <ul><li>Do’s </li></ul><ul><li>A solution to a problem </li></ul><ul><li>A startling announcement </li></ul><ul><li>A what-if opening </li></ul><ul><li>An outstanding feature of the product </li></ul><ul><li>A gift </li></ul><ul><li>Don’t </li></ul><ul><li>Avoid asking foolish questions </li></ul>
  6. 6. Introducing the product and arousing Interest in it.  (I) <ul><li>Start with the product. </li></ul><ul><ul><ul><li>Focus on a central selling feature. </li></ul></ul></ul><ul><ul><ul><li>Address the reader’s needs . </li></ul></ul></ul><ul><ul><ul><li>Keep paragraphs short . </li></ul></ul></ul><ul><li>Introducing the Product </li></ul><ul><ul><ul><li>Be natural and cohesive </li></ul></ul></ul><ul><ul><ul><li>Be action oriented . </li></ul></ul></ul><ul><ul><ul><li>Stress the central selling point </li></ul></ul></ul>
  7. 7. Generating Desire for the product through convincing evidence. (D) <ul><li>Convince the Readers with Evidence </li></ul><ul><ul><ul><li>Use concrete language . </li></ul></ul></ul><ul><ul><ul><li>Be objective </li></ul></ul></ul><ul><ul><ul><li>Interpret the evidence. </li></ul></ul></ul><ul><ul><ul><li>Be careful when you talk about price . </li></ul></ul></ul><ul><ul><ul><ul><li>Introduce price later </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Don’t mention it first & last para </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Use figures to illustrate how enough money can be saved </li></ul></ul></ul></ul><ul><ul><ul><ul><li>State price in terms of small units.  </li></ul></ul></ul></ul><ul><ul><ul><ul><li>If practical, invite comparison </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Use sentence that mentions the price to remind about the benefits </li></ul></ul></ul></ul>
  8. 8. Last Paragraph: Motivating the Reader to Action <ul><li>State the specific action wanted; </li></ul><ul><li>Refer to the reward for taking action in the same sentence in which action is encouraged; </li></ul><ul><li>Present the action as being easy to take; </li></ul><ul><li>Provide some stimulus for quick action; and </li></ul><ul><li>Ask confidently for action. </li></ul>
  9. 9. Claim letters and requests for favors <ul><li>Making a Claim </li></ul><ul><li>Claim letters are often routine because the basis for the claim is a guarantee or some other assurance that an adjustment will be made without requiring persuasion. </li></ul><ul><li>writing inductively (to reduce the chance of a negative reaction), and </li></ul><ul><li>stressing an appeal throughout the letter (to emphasize an incentive for taking favorable action). </li></ul>
  10. 10. Claim letters and requests for favors <ul><li>Asking a Favor </li></ul><ul><li>Occasionally, everyone has to ask someone for a favor - action for which there is not much reward, time, or inclination. </li></ul><ul><li>Begins on a point that is related and of interest to the receiver. </li></ul><ul><li>presents benefits that help to increase the reader’s enthusiasm for the proposal. </li></ul><ul><li>Seeks specific action. </li></ul>
  11. 11. The collection series <ul><li>Remember </li></ul><ul><ul><li>Customers know what they owe (detailed information is not necessary) </li></ul></ul><ul><ul><li>They expect to be asked for payment (no need for an attention-getter and no need for an apology) </li></ul></ul><ul><ul><li>Letter should be short, its main point (pay is expected) stands out vividly </li></ul></ul>
  12. 12. Characteristics of effective collection letters <ul><li>Timeliness </li></ul><ul><li>Regularity </li></ul><ul><li>Understanding </li></ul><ul><li>Increasing stringency </li></ul>
  13. 13. Stages in the Collection-Letter Series <ul><li>1) Reminder, </li></ul><ul><li>2) Inquiry, </li></ul><ul><li>3) Appeal, </li></ul><ul><ul><ul><li>Fair play </li></ul></ul></ul><ul><ul><ul><li>Closure </li></ul></ul></ul><ul><ul><ul><li>Pride </li></ul></ul></ul><ul><ul><ul><li>Fear </li></ul></ul></ul><ul><li>4) Strong appeal or urgency </li></ul><ul><li>To develop the strong appeal from the mild appeal </li></ul><ul><li>5) Ultimatum </li></ul>