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2010 Thomson South-Western

Instructor Only Version

CHAPTER 8CHAPTER 8

PersuasivePersuasive

MessagesMessages


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hapter 8, Slide 3Mary Ellen Guffey, Essentials of Business Communication, 8e

Writing Plan foraWriting Plan foraPersuasive RequestPersuasive RequestWriting Plan foraWriting Plan fora

Persuasive RequestPersuasive Request

Body Closing

Capture the readers attention.

Describe a problem, state somethingunexpected, suggest reader benefits,offer praise or compliments, or ask astimulating question.

Opening


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Opening Closing

Body

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.




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Opening

Body

Motivate action.

Ask for a particular action.

Make it easy to respond.

Show courtesy, respect, and

gratitude.

Closing




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Requesting Favors and ActionsRequesting Favors and Actions

Whenis persuasionnecessary?

Requests for time, money, information,

special privileges, and cooperationrequire persuasion.

ISTOCKPHOTO.COM / ZSOLT NYULASZI


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Chapter 8, Slide 7Mary Ellen Guffey, Essentials of Business Communication, 8e

Requesting Favors and ActionsRequesting Favors and Actions

Why are requestsgranted?

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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Open revised

letter by clickingicon at right.

Persuasive FavorRequestPersuasive FavorRequestAfterRevisionAfterRevision

Adobe Acrobat

Document


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PersuadingWithinOrganizationsPersuadingWithinOrganizations

Persuadingsubordinates

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.


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PersuadingWithinOrganizationsPersuadingWithinOrganizations

Persuadingthe boss

In requests moving upward

provide evidence. dont ask for too much.

use words such as suggest and

recommend.

Sentences should sound nonthreatening,

for example, It might be a good idea if....


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Persuasive MemoPersuasive MemoBefore RevisionBefore Revision

Open memo

by clickingicon at right.

Adobe Acrobat

Document


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Open revised

memo by clickingicon at right.

Persuasive MemoPersuasive MemoAfterRevisionAfterRevision

Adobe Acrobat

Document


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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 forGood and Bad Openings forPersuasive RequestsPersuasive Requests

Which ofthe following openings are effective?


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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 forGood and Bad Openings forPersuasive RequestsPersuasive Requests

Which ofthe following openings are effective?


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Ineffective FavorRequestIneffective FavorRequest

Open letter

by clicking

icon at left

Adobe Acrobat

7.0 Document


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Improved FavorRequestImproved FavorRequest

Adobe A robat

7.0 o ument Open revised

letter by clickingicon at left.


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

Adjustments (Complaint Letters)Adjustments (Complaint Letters)

Avoid sounding angry, emotional, or

irrational.

Begin with a compliment, point ofagreement, 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.


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Enclose document copies supporting your

claim.

Appeal to the receiver's fairness, ethical andlegal responsibilities, and desire for customer

satisfaction.

Describe your feelings and yourdisappointment.

Close by telling exactly what you want done.

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

Adjustments (Complaint Letters)Adjustments (Complaint Letters)


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

Open letter


Adobe Acrobat

Document


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Ineffective Complaint LetterIneffective Complaint Letter

Open letter

by clickingicon at left

AdobeAcrobat

ocument


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Improved Complaint LetterImproved Complaint Letter

Open revised

letter by clickingicon at left.

Adobe Acrobat

Document


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AIDA Writing Plan forAIDA Writing Plan fora Sales Lettera Sales Letter


Body Closing

Capture the ATTENTION ofthe reader.

Offer something valuable, promise a

benefit, ask a question, provide aquotation, and so forth.

Opening


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Gaining AttentionGaining AttentionGaining AttentionGaining Attention

1. Offer

Take your old cell phones to one of ourcollection centers, and we'll recycle it

and donate a portion of the proceeds tocharity.

2. Benefit

You'll help our environment and helpyour neighbors in the process.


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3. Question

Microsoft has evolved. Have you?

4. Quotation orproverbOpportunity seldom knocks twice.

5. Related fact

A virus is a computer program written toperform malicious tasks.


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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 than500,000 victims every year.


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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.

To learn more, click icon:Microsoft Office

PowerPoint 97-2003 Pres


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Opening ClosingBody



ElicitDESIRE.

To reduce resistance, use testimonials,

money-back guarantees, free samples,performance tests, or other techniques.

To learn more, click icon: Microsoft OfficePowerPoint 9

-2

3 Pres

ElicitDESIRE.

To reduce resistance, use testimonials,

money-back guarantees, free samples,performance tests, or other techniques.


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Motivate ACTION.

Offer a gift, promise an incentive, limit

the offer, set a deadline, or guaranteesatisfaction. Include a P.S. with a

special inducement.



Opening Body Closing


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Checklist forChecklist forAnalyzing 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?


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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?




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Examine This EffectiveExamine This EffectiveSales LetterSales Letter

Open letter


AdobeAcrobat

Docu ent


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Writing SuccessfulWriting SuccessfulOnline Sales MessagesOnline Sales Messages

Communicate only

with those who have

given permission! Craft a catchy

subject line.

Keep the maininformation "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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2010 Thomson South-Western

Instructor Only Version

ENDEND

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