This document discusses persuasive messages and how to write them effectively. It defines a persuasive message as one intended to convince the reader or ask for a favor. Key aspects of persuasive writing include having a clear claim, supporting points, appeals to emotion or logic, and addressing the reader directly. The document recommends organizing persuasive requests directly by making the request and then providing explanation and a polite closing, or indirectly with explanation first followed by the request and closing. It also outlines the AIDA model for structuring sales presentations with sections to attract attention, arouse interest, create desire, and prompt action. Templates are provided for writing persuasive requests and responding to both solicited and unsolicited sales inquiries.

2. Communication
& Professional Development

3. Persuasive Messages
(L5F14MCOM0017)
Instructed By:
Prepared By:

4. What is Persuasive
Message:
Persuasive message is used when you want to
convince the reader or ask for some favour.
Letter that make special request or try to sell the
product to the reader, a service or an idea
should be written in this approach. Getting the
reader to do what you want, to accept what you
say, or agree with you calls for the pursuance
approach.

5. Persuasive / Convincing Approach:
The approach which is used to convey a
convincing message towards the receiver
is known as a persuasive approach.

6. Features and Characteristics
Main Characteristics:
persuasive claim
support points
general warrant
use of appeals:
emotional, personal,
logical, stylistic
Minor Characteristics:
language appropriate to
the audience
direct address of reader
Focus is on the reader.
Purpose: to convince the reader
Often uses subjective language
Style: formal, informal, colloquial, vulgar
First-person, second-person, or third-person pronouns

7. When You Use the Persuasive Purpose to Write
Keep the focus of the writing on the audience.
Make sure that your persuasive claim is clear and direct.
Do not deviate from your claim or suggest that the reader
can make up his or her own mind.
Have at least three support points. Order the support
points in your persuasion from weakest to strongest.
Use first-person pronouns (I, me, my, we) to enhance the
personal appeal.
Use second-person pronouns (you, your) to address the
reader directly.
Your purpose is to manipulate the thinking of the reader.
Do whatever you must to accomplish that goal.

8. ORGANIZATION OF PERSUASIVE MESSAGES
DIRECT REQUEST ORGANIZATION:
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 so that your reader can respond)
Courteous close (Politely asking for whatever action is desired).
INDIRECT REQUEST ORGANIZATION:
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)

9. AIDA FOR SALE PRESENTATION
A:- Attract the readers “attention”
I: - Arouse the readers “interest”
D:- Create “desire” and convince the reader
A:- State clearly the “action” the reader needs to take.
Organization Plan
ATTENTION:
You get your reader’s attention by answering the
reader’s question of “what in it for me”?
(1st Paragraph).
You can
Open with Agreeable comment or assertion
With sincere compliment
With a question (Do you know about new Product?)

11. 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
Interest and desire : (Middle Paragraph).
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.
(Last Paragraph).Action:

12. Writing Plan for a Persuasive Request
Opening [Captures the reader’s interest. Describe a problem, state
something unexpected, suggest reader benefits, offer praise or
compliment, or ask a stimulating question.]
Body [Build interest. Explain logically and concisely the
purpose of the request. Prove its merit. Use facts, statistics, expert
opinion, examples, specific details, and direct and indirect
benefits. Reduce resistance. Anticipate objections, offer
counterarguments, establish credibility, demonstrate
competence, and show the value of your proposal.]
Closing [Motivate action. Ask for a particular action. Make the
action easy to take. Show courtesy, respect, and gratitude.]

13. 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.
 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.
Persuasive Request

14. Solicited sales are the letters that you write in response to an inquiry.
With these letters, the organization has one central goal: to get
responses quickly to someone’s request for information.
Use the direct plan for solicited 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 latter you should clearly know what
is your purpose.
Solicited Letters:
Unsolicited Letters

15. Opening paragraph use the good-news approach
Body
Action Ending
(a) Make a direct sale
(b) Stimulate a future sale
(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
ORGANIZATIONAL PLAN RESPONDING TO
SOLICITED LETTERS
ORGANIZATIONAL PLAN RESPONDING TO Un
SOLICITED LETTERS