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Persuasive messages

Chapter 7


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OBJECTIVES

Outline the components of a writing planfor persuasive requests including theopening, body, and closing.

Write effective persuasive messages that

request favors and action.

Write effective persuasive messageswithin organizations.

Write effective persuasive messages thatmake claims and request adjustments.

Outline the components of a writing plan

for sales letters including gainingttention il in interest re cin


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Persuade

Verb (used with object), -suad ed,-suad ing. 1. to prevail on (a person) to dosomething, as by advising or urging.


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Persuasive Requests

Persuasive letters are more effective whenthey are indirect.

Writing Plan For a PersuasiveRequest

Opening: Obtain the readers attentionand interest.

Body: Build interest.

Closing:Motivate action.


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Requesting Favors andAction

Persuading is not easy. Many individuals andcompanies grant favors for the followingreasons:

1. May be interested in your project.

2. See goodwill potential for themselves.

3. See others will benefit from the request.

P . 173 - 174


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Persuading WithinOrganizations

Instances such as pay cuts, job transfers,or reduced benefits, would requireindirect 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 knowyour needs and have documentation,such as facts, figures, and evidence).

Conclusion should include what action

needs to be taken, makes it easy to


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M ki Cl i d


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Making Claims andRequesting Adjustments

(Complaint Letters) Cont.Logical Development

Open with sincere praise, an

objective statement of the problem,a point of agreement, or a quickreview of what you have done to

resolve the problem. Explain what happened or why your

claim is legitimate.

Just hit the highlights.

M ki Cl i d


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Making Claims andRequesting Adjustments

(Complaint Letters) Cont.Moderate ToneTone of the letter is important,

should be moderate. Calmly express your disappointment

of the product and of the company.

Call the organization or search itsWeb site to find out who you needto address.


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Crafting Winning SalesLetters

Sales messages use persuasion topromote specific products andservices.

Letters remain one of the mostsuccessful ways to make sales,generate leads, boost retail traffic, and

solicit donations.

Most sales letters are written byspecialists.


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Planning Sales Messages

Writing Plan for a Sales Messages

Opening: Gain attention. Offersomething valuable, promise a benefit to

the reader.

Body: Build interest. Describe centralselling points. Reduce resistance. Use

testimonials, money-back guarantees,and etc.

Closing: Motivate action. Offer a gift,promise, or guarantee satisfaction.


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Gaining Attention

Opening paragraph is the most criticalelement of a sales letter.

Eye-catching typographical arrangements or

provocative messages, such as thefollowing, should hook a readers attention:offer, promise a benefit, question, quotationor proverb, fact, products feature,

testimonial, startling statement,personalized action setting.

Pg. 179 - 180


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Building Interest

Emphasize the central selling points thatyou identified during your prewritinganalysis.

Selling points can be developed by usingrational or emotional appeals.

Rational Appeals. Appropriate when a

product is expensive; long-lasting; orimportant to health, and etc.

Emotional Appeals. Relate to status,ego, and sensual feelings.

Man sales messa es use both Rational


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Motivating Action

Make it easy for readers to act, provide areply card, a stamped and preaddressedenvelope, a toll-free telephone number, or a

Web site.Consider using the following motivators:offer a gift, promise an incentive, limit timeoffer, set a deadline, or guarantee

satisfaction.

The final paragraph of the sales lettercarries the punch line (tell the readers what

you want done and give them reasons for


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Writing Successful OnlineSales Messages

Many businesses are turning toemail marketing campaigns

instead of traditional directmailings. It can attract newcustomers, keep existing ones,

upsell, cross-sell, and cutcosts.

For the best-performing e-mails


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Questions?


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References

Mary Ellen Guffey. ESSENTIALS OF BUSINESSCOMMUNICATION. SOUTH-WESTERNCENGAGE Learning.5191 Natorp Boulevard

Mason, OH 45040 USA.

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