INDIRECTNESS IN PERSUASION AND SALES WRITING

Jo I. Bartolata

Need for Indirectness in Persuasion NOT for routine request which is better written

using the direct approach but FOR a request requiring some personal sacrifice

Used when a request is likely to be resisted thus requires a slow, deliberate approach

Persuasion means reasoning with the reader – presenting facts and logic that support your case

Step 1 Set up the Strategy Planning the strategy requires imagination Begin by looking at the request as the

reader sees it Determine the reader’s objections Think about what you can say to overcome

those objections Show that your reader stands to gain in time,

money, personal benefits, prestige, etc. In some cases, persuade by appealing to the

reader’s love of beauty, excitement, serenity or the like

Step 2 Gain Attention in the Opening The goal of the opening is to set up an explanation and

gain attention – to get the reader in the receptive mood. What you write to gain attention is limited only by your

imagination. You may begin by a statement that arouses mental

activity (questions are effective) or a statement offering or implying a reader benefit.

Ex: While you and I dined heavily last night, 31 typhoon victims had only noodles to eat last night. (letter requesting contribution for evacuees)

Ex: What would your profits be if all 23K BU students attended his year’s MMBU? (Letter requesting support for activity)

Step 3 Presenting the Persuasion Your task after the opening: a logical and

orderly presentation of the reasoning you have selected.

Do MORE than merely list points; Help convey the points with convincing words

and clear expression Make your words travel fast because the

reader may grow impatient if you delay your objective

Bad Letter without Strategy Dear Dr. Bartolata:

Will you please donate to the Society of English Majors for the SEM Festival? We have set P1,000 as a fair minimum from every teacher but larger amounts would be better appreciated.

The organization badly needs your support. The members will not be able to have their snacks unless more money is raised. The festival is a yearly activity. As a teacher of the department, you should be willing to support it.

Hoping to receive your generous donation.

Sincerely,

Step 4 Make the Request Clearly and Positively Move to the action you seek Use care in the use of words Avoid words that detract from the request Words that bring to mind reasons for refusing

are harmful, like: I am aware teachers in the English Department are busy for the upcoming accreditation, but will you please consider giving a free lecture on Thesis Writing? Better: Because your expertise is desperately needed, will you please…

End with the request or with words of explanation

Case Illustration

Sales Writing

Value of Sales Writing Professionals usually write sales letters. So

why study the subject? The answer: Knowing sales techniques helps

you in writing other types of letters because in every letter, you are selling something –an idea, a line of reasoning, your company, yourself.

It also helps in your daily life, for much of what you do involves selling.

Most direct-mail efforts consist of more than just a letter. Typically, such efforts include a coordinated group of pieces – brochures, leaflets, booklets, foldouts and so on. But a letter is usually the main piece. It carries the main message, and the other pieces carry the supporting details.

Preliminary Effort: Know the Product or Service AND the Reader Begin work on a sales letter by studying the

product or service to be sold. How is it made? How does it work? What will it do?

Also, study your readers. What is their need for the product or service? What about their economic status, age, nationality, education and culture.

Research can help you learn about prospective customers. If research is not possible, use your best logic. Ex. Expensive perfumes would probably be bought by people in high-income brackets.

Preliminary Effort: Determining the Appeal Decide on what appeals/strategies to use. Ex. Present a

product’s beauty or taste quality; stress that a product will provide hours of fun or that it will make one more attractive to the opposite sex; or you could present through an appeal to profits, savings or durability.

Use appeals to emotion (feelings & emotions) or rational (reason)

Select the appeals that fit the product and the prospects. Ex. Beauty products, food – emotional appeal; tools, equipment – rational. Like: Automobiles are bought not because they are pretty but because they are durable and safe.

Use of the product often determine which appeal is best.

Step 1 Determine the Letter Mechanics Physical appearance/make up differ in many

ways from other business letters Mostly mass-produced rather than individually

processed May use individually processed inside address;

often replaced by impersonal salutations as “Dear Students,” “Dear Mommy;” sometimes eliminates both inside address and salutation

Use a variety of mechanical techniques to gain attention; pictures lines, diagrams and cartoons are common; use different in colors; devices as coins, stamps, sandpaper, rubber bands, clips etc are used for appeal

Step 2 Gaining Attention in the Opening Basic requirement of the opening is to gain

attention The opening should also set up the

strategy/appeal. Ex. Rational appeal: (Tap strong need)

Here is a proven best-seller – and with a 12% greater profit

Can you use an employee who not only works free of charge but also pays you for the privilege of serving your clientele 24 hours a day?

Gimmicks are sometimes used to gain attention but it must support the theme of the letter. Ex. One company affixed a penny to the letter with these words: Most pennies won’t buy much today, but this penny can save you untold worry and money – and bring you new peace of mind.

Step 3 Presenting the Sales Material If you select an emotional appeal, continue to develop

the emotional atmosphere in the opening. Sell the product based on appearance, texture and aroma so that the reader sees it, feels it and wants it.

If you select a rational appeal, describe the product based on what it can do for your reader rather than how it will appeal to his/her senses. Write about qualities as durability, savings, profits and ease of operation.

Sales writing is not ordinary business letter writing. It is highly conversational, fast moving and aggressive. It makes use of graphics and techniques “inappropriate” in other forms.

Remember:Stress the you-view point

Base your sales points on reader interest Ex. We offer ten lipstick shades vs You may choose from ten lovely lipstick

shades

Choose words carefully Be mindful of word effect Ex. Hot vs fiery vs burning

Use positive words Ex. Reorganization Plan A will cause 10% of the staff to lose their jobs vs

Reorganization Plan A will retain 90%of the work force.

Our new laser paper keeps the wasted paper from smudged copies to less than 5% vs Our new laser paper provides smudge-free copies more than 95% of the time.

Include all necessary information Give enough information to sell; answer

all questions; overcome all objections.

Coordinate the sales letter with the accompanying booklets, brochures and leaflets. But make the letter carry the main sales message. The enclosure should

serve as supplements.

Step 4 Driving for the Sale Urge the action

Ex: Just check your preferences on the enclosed stamped and addressed form. Then drop it in the mail today!“Do it now”

“Act today!” Recall the Appeal…and start taking your profits! Add a PostscriptP.S. Hurry! Save while this special money-

saving offer lasts.