Sales Letters

PERSUASIVE MESSAGES

NADEEM AHMEDAssistant ProfessorMohammad Ali Jinnah University, Karachi.

PERSUASIVE MESSAGESThe attempt to change an audiences attitudes, beliefs, or actions. Bovee & Thill.- a cornerstone of marketing and selling.- necessary skill for career advancement

PersuasionPersuasion techniquesTwo StudiesProduct Study

Product knowledge. Comparison to other ProductsProspect StudyKnowledge of people

Emotional Appeals relate to ego, status, and self-satisfaction and arouse feelings.

Rational/Logical Appeals relate to logic and intellect and provide tangible information. TwoStudiesAIDA Formula/SchemeA

I

D

AGain AttentionCreate InterestStimulate DesireMotivate Action

AIRA Formula/SchemeA

I

R

AGain AttentionCreate InterestReduce ResistanceMotivate Action

Gaining AttentionTake your old refrigerators to one of our collection centers, and we'll change it with the new one by difference of little more payment.Well, once you've signed up for satellite radio, you'll have the security of knowing that your favorite station is still available when you go out of town..Are you nervous when asked to propose a vote of thanks, to take the Chair at a meeting, or to make a speech? If so this letter is specially for you.

OfferBenefitQuestionOpportunity seldom knocks twice.Quotation or Proverb

Gaining AttentionThe electricity load shedding has highly disturbed the production of companies."I never stopped eating, yet I lost 35 pounds."Adnan Sami Khan."I am proud to be using this bookMy pupils love it too. Dr. Abdul Wahab, PakistanWhile talking on a cell phone, drivers injure or cripple more than 500,000 victims every year.Related FactTestimonials Startling Statement

Gaining Attention Product feature Solution to a problem Anecdote Personalized statement using receivers name Relevant current event]Other Options

Building InterestDual Appeals

Combine rational and emotional appeals.Emotional Appeals

Focus on status, ego, and sensual feelings.Rational Appeals

Focus on making or saving money, increasing efficiency, or making good use of resources.BuildInterestBuilding InterestThe Signature Air Purifier uses an electronic filter that never needs replacing. Just rinse it off, and it's as good as new. No costly replacement filters means that the unit will literally pay for itself.You can join well-known celebrities who enjoy pure, fresh air with the Signature Air Purifier. And it's so quiet that you can use it in a baby's room.Enjoy fresh, clean, crisp air as pure as in the mountains. You can eliminate cooking odors, chemical fumes, pet odors, and cigarette smoke with our risk-free introductory offer that costs you nothing.Rational AppealEmotional AppealDual Appeal

Reducing ResistanceListperformancetests, polls,or awards.Offer afree trialor sample.Promisemoney-backguarantee orwarrantyNamesatisfiedusers.Includetestimonials.ReducingResistanceReducing ResistanceTestimonialsNames of Satisfied UsersMoney-back guarantee or warranteeFree trial or samplePerformance tests,Polls, or awardsI learned so much in your language courses that I began to dream in English. Holly Franker, Beaumont, TexasEnclosed is a partial list of private pilots who enthusiastically subscribe to our services.We offer the longest warranties in the business all parts and service on-site for two years!Were so confident that youll like our new accounting program that we want you to try it absolutely free.PCSIR has declared our brand as No.1 quality product of Pakistani brands.Motivate ActionInclude a P.S.with a specialinducement.Guarantee satisfaction.Seta deadline.Limitthe offer.Promise anincentive.Offer a gift.MotivateAction

Motivating ActionOffer a giftYoull receive a free cell phone with the purchase of any new car.Promise an incentivePurchase of every unit will help in giving 5% to poor students.Limit the offerSet a deadlineGuarantee SatisfactionWell return your full payment if youre not entirely satisfied no questions asked.You must act before November 1 to get these low prices.Only the first 100 customers receive free checks. Examples of Faulty CommunicationFor Sale: 1988 Cadillac hearse, body in good condition.

For Sale: Large great Dane. Registered pedigree. Will eat anything. Especially fond of children.Here are actual classified advertisements that have appeared in newspapers.

More Sales BloopersAuto manufacturer: Buy a (model) and Youll never buy another.

Laundry/cleaners: Dont kill your wife let us do your dirty work for you.

Launderette: When you finish washing, remove all your clothes.

Classified Ad: WANTED: used car for an elderly man in good condition.

Dear Dr. Thomas:

Because you know Atlanta and live here in our town, we thought about asking you to speak at our GSU Business Awards banquet April 28.

A few students on campus have read and admired your book Beyond Race and Gender, which appeared last spring and became a bestseller across the nation. We were amazed that a local author is now the nations diversity management guru. But what exactly did you mean when you said that America is no longer a melting pot of ethnic groupsits an American mulligan stew?

Georgia State University doesnt have any funds for honoraria, so we can invite only local speakers. The Reverend James R. Jones and Vice Mayor Rebecca A. Timmons were speakers in the past. Our awards banquet gets started at 6 p.m. with a social hour, followed by dinner at 7 and the speaker from 8:30 until 9. If you require, we can arrange transportation for you and your guest.

Although you are a very busy person, we hope you will agree to this invitation. Thank you in advance. Please notify our advisor, Professor Alexa North.

Sincerely yours,

Dear Dr. Thomas:

Your book Beyond Race and Gender stimulated provocative discussion across the nation and on our campus when it first appeared last spring.

Business students at Georgia State University now consider you the nations diversity management guru, and for that reason they asked me to use all my powers of persuasion in this invitation. Because we admire your work, we would like you to be our keynote speaker at the GSU Business Awards banquet April 28.

As students at an urban campus in a metropolitan area, we are keenly aware of diversity issues. In your words, America is no longer a melting pot of ethnic groups; it is now an American mulligan stew. We would like to hear more about the future workforce and how managers can maximize the contribution of all employees.

Although we cant offer you an honorarium, we can promise you a fine dinner at the GSU Faculty Club and an eager and appreciative audience of over 100 business students and faculty. Speakers in the past have included the Reverend James R. Jones and Vice Mayor Rebecca A. Timmons.

Dr. Thomas Page 2 Current date

The evening includes a social hour at 6 p.m., dinner at 7 p.m., and your remarks from 8:30 until 9. So that you wont have to worry about transportation or parking, we will arrange a limousine for you and your guest.

Please make this our most memorable banquet yet. Just call our adviser, Professor Alexa North, at 356-9910 before April 5 to accept this invitation.

Sincerely yours,