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© 2010 Thomson South-WesternInstructor Only Version

CHAPTER 8CHAPTER 8

Persuasive Persuasive MessagesMessages

Chapter 8, Slide 2Mary Ellen Guffey, Essentials of Business Communication, 8e

Writing Plan for a Writing Plan for a Persuasive RequestPersuasive Request

Body Closing

Capture the reader’s attention.

Describe a problem, state something unexpected, suggest reader benefits, offer praise or compliments, or ask a stimulating question.

Opening


Opening ClosingBody

Build interest. Explain logically and

concisely the purpose of the request.

Prove its merit. Use facts, statistics,

and expert opinion.

Reduce resistance. Anticipate objections. Offer counterarguments. Establish credibility. Demonstrate competence. Show the value of your

proposal.



Opening Body

Motivate action. Ask for a particular action. Make it easy to respond. Show courtesy, respect, and

gratitude.

Closing



Requesting Favors and ActionsRequesting Favors and Actions

When is persuasion necessary?

Requests for time, money, information, special privileges, and cooperation require persuasion.

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Requesting Favors and ActionsRequesting Favors and Actions

Why are requests granted?

Requests may be granted because the receivers• are genuinely interested in your project.• see benefits for others.• expect goodwill potential for themselves.• feel obligated as professionals to contribute

their time or expertise to "pay their dues."


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Persuasive Favor RequestPersuasive Favor RequestBefore RevisionBefore Revision

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Persuasive Favor RequestPersuasive Favor RequestAfter RevisionAfter Revision



Persuading Within OrganizationsPersuading Within Organizations

Persuading subordinates Instructions or directives moving downward

usually require little persuasion. However, persuasion may be necessary to• generate “buy-in”• ask workers to perform outside their work

roles• accept changes not in their best interests.


Persuading Within OrganizationsPersuading Within Organizations

Persuading the boss

In requests moving upward• provide evidence.• don’t ask for too much.• use words such as “suggest” and

“recommend.”

Sentences should sound nonthreatening, for example, “It might be a good idea if....”


Persuasive Memo Persuasive Memo Before RevisionBefore Revision

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Persuasive MemoPersuasive MemoAfter RevisionAfter Revision



1. To the vice president: As an employee who can never find a parking place, I want you to know that we must change the method of assigning spaces.

2. To all employees: Because of our concern for the health and wellbeing of employees, we are considering a wellness program with considerable incentives to those who participate.

3. About 15 months ago your smooth-talking salesperson seduced us into buying your Model RX copier, which has been nothing but trouble ever since.

Good and Bad Openings for Good and Bad Openings for Persuasive RequestsPersuasive Requests

Which of the following openings are effective?


4. We need a speaker for our graduation ceremony, and your name was suggested.

5. We realize that you are an extremely busy individual and that you must be booked up months in advance, but would it be possible for you to speak at our graduation ceremony June 7?

6. You were voted by our students as the speaker they would most like to hear at graduation on June 7.

Good and Bad Openings for Good and Bad Openings for Persuasive RequestsPersuasive Requests

Which of the following openings are effective?


Ineffective Favor RequestIneffective Favor Request

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Improved Favor RequestImproved Favor Request

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Making Claims and Requesting Making Claims and Requesting Adjustments (Complaint Letters)Adjustments (Complaint Letters)

Avoid sounding angry, emotional, or irrational.

Begin with a compliment, point of agreement, statement of the problem, or a brief review of action you have taken to resolve the problem.

Provide identifying data. Explain why the receiver is responsible.


Enclose document copies supporting your claim.

Appeal to the receiver's fairness, ethical and legal responsibilities, and desire for customer satisfaction.

Describe your feelings and your disappointment.

Close by telling exactly what you want done.

Making Claims and Requesting Making Claims and Requesting Adjustments (Complaint Letters)Adjustments (Complaint Letters)


Examine This EffectiveExamine This EffectiveClaim Request (Complaint Letter)Claim Request (Complaint Letter)


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Ineffective Complaint LetterIneffective Complaint Letter

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Improved Complaint LetterImproved Complaint Letter

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AIDA Writing Plan for AIDA Writing Plan for a Sales Lettera Sales Letter

Body Closing

Capture the ATTENTION of the reader.

Offer something valuable, promise a benefit, ask a question, provide a quotation, and so forth.

Opening


Gaining AttentionGaining Attention

1. OfferTake your old cell phones to one of our collection centers, and we'll recycle it and donate a portion of the proceeds to charity.

2. BenefitYou'll help our environment and help your neighbors in the process.



3. QuestionMicrosoft has evolved. Have you?

4. Quotation or proverbOpportunity seldom knocks twice.

5. Related factA virus is a computer program written to perform malicious tasks.



6. Testimonial

"I never stopped eating, yet I lost 107 pounds."—Tina Rivers, Greenwood, South Carolina

7. Startling Statement

Drunk drivers injure or cripple more than 500,000 victims every year.


Opening Closing

Build INTEREST.

Emphasize a central selling point. Make rational and emotional appeals.

Body


Build INTEREST.

Emphasize a central selling point. Make rational and emotional appeals.

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PowerPoint 97-2003 Pres


Opening ClosingBody


Elicit DESIRE.

To reduce resistance, use testimonials, money-back guarantees, free samples, performance tests, or other techniques.

To learn more, click icon: Microsoft Office PowerPoint 97-2003 Pres

Elicit DESIRE.

To reduce resistance, use testimonials, money-back guarantees, free samples, performance tests, or other techniques.


Motivate ACTION.

Offer a gift, promise an incentive, limit the offer, set a deadline, or guarantee satisfaction. Include a P.S. with a special inducement.


Opening Body Closing


Checklist for Checklist for Analyzing a Sales LetterAnalyzing a Sales Letter

At what audience is the letter aimed? Is the appeal emotional or rational? Is the

appeal effective? Is the opening effective? What techniques capture the reader's

attention? Is a central selling point emphasized? Does the letter emphasize reader benefits?


How does the letter build interest in the product or service?

How is price introduced? How does the letter anticipate reader

resistance and offer counterarguments? What action is to be taken and how is the

reader motivated to take that action? What motivators spur the reader to act

quickly?

Checklist for Checklist for Analyzing a Sales LetterAnalyzing a Sales Letter


Examine This EffectiveExamine This EffectiveSales LetterSales Letter


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Writing Successful Writing Successful Online Sales MessagesOnline Sales Messages

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.

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