PERSUASIVE MESSAGES

Chapter 7

OBJECTIVES Outline the components of a writing plan for persuasive

requests including the opening, body, and closing. Write effective persuasive messages that request favors

and action. Write effective persuasive messages within

organizations. Write effective persuasive messages that make claims

and request adjustments. Outline the components of a writing plan for sales

letters including gaining attention, building interest, reducing resistance, and motivating action.

Implement special techniques in writing online sales messages.

Persuade

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

Persuasive Requests

Persuasive letters are more effective when they are indirect.

Writing Plan For a Persuasive Request Opening: Obtain the reader’s attention and

interest. Body: Build interest. Closing: Motivate action.

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Requesting Favors and Action

Persuading is not easy. Many individuals and companies grant favors for the following reasons:

1. May be interested in your project.2. See goodwill potential for themselves.3. See others will benefit from the request.

Pg. 173 - 174

Persuading Within Organizations

Instances such as pay cuts, job transfers, or reduced benefits, would require indirect 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 know your needs and have documentation, such as facts, figures, and evidence).

Conclusion should include what action needs to be taken, makes it easy to respond, and repeats the main benefit to motivate action.

A successful persuasive will normally take more space than a direct message (because of the evidence).

Pg. 175

Making Claims and Requesting Adjustments (Complaint Letters)

Generally focus on damaged products, mistaken billing, inaccurate shipments, warranty problems, return policies and etc.

Most effective is direct pattern is used. If direct pattern is refused or ignored, use

the indirect pattern Present with clear facts and adopt a

moderate tone.

Pg. 177

Making Claims and Requesting Adjustments (Complaint Letters) Cont.

Logical Development Open with sincere praise, an objective statement of the

problem, a point of agreement, or a quick review of what you have done to resolve the problem.

Explain what happened or why your claim is legitimate. Just hit the highlights. Enclose copies of relevant invoices, shipping orders,

warranties and payments. Close with what you want done: refund, replacement or

other action. Make sure your request is reasonable.

Pg.177

Making Claims and Requesting Adjustments (Complaint Letters) Cont.

Moderate Tone Tone of the letter is important, should

be moderate. Calmly express your disappointment of

the product and of the company. Call the organization or search its Web

site to find out who you need to address.

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Crafting Winning Sales Letters

Sales messages use persuasion to promote specific products and services.

Letters remain one of the most successful ways to make sales, generate leads, boost retail traffic, and solicit donations.

Most sales letters are written by specialists.

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Planning Sales Messages

Writing Plan for a Sales Messages Opening: Gain attention. Offer something

valuable, promise a benefit to the reader. Body: Build interest. Describe central

selling points. Reduce resistance. Use testimonials, money-back guarantees, and etc.

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

Pg. 179

Gaining Attention

Opening paragraph is the most critical element of a sales letter.

Eye-catching typographical arrangements or provocative messages, such as the following, should hook a readers attention: offer, promise a benefit, question, quotation or proverb, fact, products feature, testimonial, startling statement, personalized action setting.

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Building Interest

Emphasize the central selling points that you identified during your prewriting analysis.

Selling points can be developed by using rational or emotional appeals.

Rational Appeals. Appropriate when a product is expensive; long-lasting; or important to health, and etc.

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

Many sales messages use both Rational Appeals and Emotional Appeals for a dual appeal.

According to Zig Ziglar, “People buy because of the product benefits”.

Pg. 180 - 181

Motivating Action

Make it easy for readers to act, provide a reply card, a stamped and preaddressed envelope, a toll-free telephone number, or a Web site.

Consider using the following motivators: offer a gift, promise an incentive, limit time offer, set a deadline, or guarantee satisfaction.

The final paragraph of the sales letter carries the punch line (tell the readers what you want done and give them reasons for doing it).

Pg. 182

Writing Successful Online Sales Messages

Many businesses are turning to email marketing campaigns instead of traditional direct mailings. It can attract new customers, keep existing ones, upsell, cross-sell, and cut costs.

For the best-performing e-mails try using the following techniques:

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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Questions?

References

Mary Ellen Guffey. ESSENTIALS OF BUSINESS COMMUNICATION. SOUTH-WESTERN CENGAGE Learning.5191 Natorp Boulevard Mason, OH 45040 USA.