Docstoc

Persuasive Messages Writing Plan for a Persuasive Request Opening

Document Sample
Persuasive Messages Writing Plan for a Persuasive Request Opening Powered By Docstoc
					                    Writing Plan for a
                   Persuasive Request

                       Opening                 Body           Closing


       Obtain the reader’s interest.
           Describe a problem, state something
           unexpected, suggest reader benefits,
           offer praise or compliments, or ask a
           stimulating question.


Mary Ellen Guffey, Essentials of Business Communication, 7e        Chapter 7, Slide 1
                           Opening                Body             Closing


 Build interest.                                         Reduce resistance.
  Explain logically                                      Anticipate objections.
   and concisely the                                      Offer counter-
   purpose of the                                          arguments.
   request.                                               Establish credibility.
  Prove its merit.                                       Demonstrate
  Use facts, statistics,                                  competence.
   and expert opinion.                                    Show the value of
                                                           your proposal.
Mary Ellen Guffey, Essentials of Business Communication, 7e               Chapter 7, Slide 2
                    Writing Plan for a
                   Persuasive Request

                       Opening                 Body           Closing


         Motivate action.
          Ask for a particular action.
          Make it easy to respond.
          Show courtesy, respect, and gratitude.


Mary Ellen Guffey, Essentials of Business Communication, 7e        Chapter 7, Slide 3
Requesting Favors and Actions
 Requests for time, money, information,
  special privileges, and cooperation require
  persuasion.
 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."
Mary Ellen Guffey, Essentials of Business Communication, 7e   Chapter 7, Slide 4
         Persuasive Favor Request
             Before Revision




                     Open letter
                     by clicking
                    icon at right.


Mary Ellen Guffey, Essentials of Business Communication, 7e   Chapter 7, Slide 5
         Persuasive Favor Request
              After Revision




                  Open revised
                letter by clicking
                  icon at right.


Mary Ellen Guffey, Essentials of Business Communication, 7e   Chapter 7, Slide 6
Persuading Within Organizations
  Use the direct plan for messages involving
   instructions and directives. Moving
   downward, they usually require little
   persuasion.
  Use the indirect plan for requests that ask
   employees to perform outside their work
   roles or to accept changes that affect them
   negatively, such as pay cuts, job transfers,
   and reduced benefits.
Mary Ellen Guffey, Essentials of Business Communication, 7e   Chapter 7, Slide 7
                      Persuasive Memo
                       Before Revision




                     Open letter
                     by clicking
                    icon at right.


Mary Ellen Guffey, Essentials of Business Communication, 7e   Chapter 7, Slide 8
                      Persuasive Memo
                       After Revision




                  Open revised
                letter by clicking
                  icon at right.


Mary Ellen Guffey, Essentials of Business Communication, 7e   Chapter 7, Slide 9
Which of the following openings is
effective for a persuasive request?
1. We need a speaker for our graduation ceremony,
   and your name was suggested.
2. 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?
3. You were voted by our students as the speaker
   they would most like to hear at graduation on
   June 7.

Mary Ellen Guffey, Essentials of Business Communication, 7e   Chapter 7, Slide 10
                 Discuss the Faults in
                  This Favor Request



                                                 Quick
                                                 Check
                                                              Open letter
                                                              by clicking
                                                              icon at left


Mary Ellen Guffey, Essentials of Business Communication, 7e                  Chapter 7, Slide 11
               Examine the Improved
                  Favor Request




                                                       Open revised
                                                     letter by clicking
                                                        icon at left.


Mary Ellen Guffey, Essentials of Business Communication, 7e               Chapter 7, Slide 12
 Making Claims and Requesting
Adjustments (Complaint Letters)
 Avoid sounding angry, emotional, or
  irrational.
 Begin with a compliment, point of
  agreement, statement of the problem, or
  brief review of action you have taken to
  resolve the problem.
 Provide identifying data.
 Explain why the receiver is responsible.

Mary Ellen Guffey, Essentials of Business Communication, 7e   Chapter 7, Slide 13
  Enclose document copies supporting your
   claim.
  Appeal to the receiver's fairness, ethical and
   legal responsibilities, and desire for customer
   satisfaction.
  Describe your feelings and your
   disappointment.
  Close by telling exactly what you want done.


Mary Ellen Guffey, Essentials of Business Communication, 7e   Chapter 7, Slide 14
     Examine This Effective
Claim Request (Complaint Letter)




                     Open letter
                     by clicking
                    icon at right.


Mary Ellen Guffey, Essentials of Business Communication, 7e   Chapter 7, Slide 15
Which of the following openings is effective
for a claim request?
1. About 15 months ago your smooth-talking
   salesperson seduced us into buying your Model RX
   copier, which has been nothing but trouble ever
   since.
2. If you will check your records, you will undoubtedly
   discover that we first obtained our model RX copier
   15 months ago. It was installed in our Legal
   Department.
3. When we purchased our Model RX copier 15
   months ago, we had high expectations for its
   performance.
Mary Ellen Guffey, Essentials of Business Communication, 7e   Chapter 7, Slide 16
    Discuss This Ineffective
Claim Request (Complaint Letter)



                                                 Quick
                                                 Check
                                                              Open letter
                                                              by clicking
                                                              icon at left


Mary Ellen Guffey, Essentials of Business Communication, 7e                  Chapter 7, Slide 17
               Examine the Improved
                  Claim Request




                                                       Open revised
                                                     letter by clicking
                                                        icon at left.


Mary Ellen Guffey, Essentials of Business Communication, 7e               Chapter 7, Slide 18
                       Writing Plan for a
                         Sales Letter

                       Opening                 Body           Closing



     Capture the attention of the reader.
      Offer something valuable, promise
      a benefit, ask a question, provide a
      quotation, and so forth.


Mary Ellen Guffey, Essentials of Business Communication, 7e        Chapter 7, Slide 19
                    Gaining Attention
1. Offer
   Take your old cell phones to one of our
   collection centers, and we'll recycle it
   and donate a portion of the proceeds to
   charity.
2. Benefit
   You'll help our environment and help
   your neighbors in the process.

Mary Ellen Guffey, Essentials of Business Communication, 7e   Chapter 7, Slide 20
                    Gaining Attention
3. Question
   Microsoft has evolved. Have you?
4. Quotation or proverb
   Opportunity seldom knocks twice.
5. Related fact
   A virus is a computer program written to
   perform malicious tasks.

Mary Ellen Guffey, Essentials of Business Communication, 7e   Chapter 7, Slide 21
                    Gaining Attention
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 than
   500,000 victims every year.

Mary Ellen Guffey, Essentials of Business Communication, 7e   Chapter 7, Slide 22
                    Gaining Attention
8. Other options
    Product feature
    Personalized action setting
    Solution to a problem
    Anecdote
    Personalized statement using
     receiver’s name
    Relevant current event
Mary Ellen Guffey, Essentials of Business Communication, 7e   Chapter 7, Slide 23
                       Writing Plan for a
                         Sales Letter

                       Opening                Body            Closing

 Build interest.
      Emphasize a central selling point. Make rational
      and emotional appeals.




Mary Ellen Guffey, Essentials of Business Communication, 7e        Chapter 7, Slide 24
     Student Only Version
© 2007 Thomson South-Western
                                     Rational Appeals
     The 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.


                                             Build
                                            Interest
                                           (Example)


Mary Ellen Guffey, Essentials of Business Communication, 7e   Chapter 7, Slide 26
     Student Only Version
© 2007 Thomson South-Western
                       Writing Plan for a
                         Sales Letter

                       Opening                Body            Closing

 Build interest.
      Emphasize a central selling point. Make rational
      and emotional appeals.
 Reduce resistance.
      Use testimonials, money-back guarantees, free
      samples, performance tests, or other
      techniques.

Mary Ellen Guffey, Essentials of Business Communication, 7e        Chapter 7, Slide 28
                                              Include
                                           testimonials.

           List
                                                                         Name
      performance                                                       satisfied
      tests, polls,                         Reducing                     users.
       or awards.                           Resistance


                        Offer a                                 Promise
                                                              money-back
                       free trial
                                                              guarantee or
                      or sample.                                warranty



Mary Ellen Guffey, Essentials of Business Communication, 7e                  Chapter 7, Slide 29
                       Writing Plan for a
                         Sales Letter

                       Opening                 Body           Closing



         Motivate action.
             Offer a gift, promise an incentive,
             limit the offer, set a deadline, or
             guarantee satisfaction.

Mary Ellen Guffey, Essentials of Business Communication, 7e        Chapter 7, Slide 30
                                            Offer a gift.

        Include a P.S.
                                                              Promise an
        with a special
                                                               incentive.
         inducement.
                                              Motivate
                                               Action

           Guarantee                                             Limit
          satisfaction.                                        the offer.

                                                Set
                                            a deadline.


Mary Ellen Guffey, Essentials of Business Communication, 7e           Chapter 7, Slide 31
                 Checklist for
            Analyzing 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?

Mary Ellen Guffey, Essentials of Business Communication, 7e   Chapter 7, Slide 32
    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?

Mary Ellen Guffey, Essentials of Business Communication, 7e   Chapter 7, Slide 33
                Examine This Effective
                    Sales Letter




                     Open letter
                     by clicking
                    icon at right.


Mary Ellen Guffey, Essentials of Business Communication, 7e   Chapter 7, Slide 34
              Writing Successful
             Online Sales Messages
 Communicate only                                   Make the message
  with those who have                                 short, conversational,
  given permission!                                   and focused.
 Craft a catchy                                     Convey urgency.
  subject line.                                      Sprinkle testimonials
 Keep the main                                       throughout the copy.
  information "above                                 Provide a means for
  the fold."                                          opting out.

Mary Ellen Guffey, Essentials of Business Communication, 7e         Chapter 7, Slide 35

				
DOCUMENT INFO
Shared By:
Tags: Persuasive
Stats:
views:178
posted:2/14/2012
language:English
pages:35