CHAPTER 8 persuasive messages

							                                          CHAPTER 8: persuasive messages:
Planning Persuasive Messages                 Organizing persuasive requests               Starting the Message
Definition: Motivating someone to take a     Determined by purpose & knowledge of         Direct or Indirect approach decision
specific action or to support a particular   reader
idea
PURPOSE: to motivate reader to agree         Direct organizational plan                   Create interest & justify your request &
with you or to do as you ask                 - writing to superiors                       lets reader make informed decision:
Define purpose clearly                       -audience is willing to listen objectively   - convince that request is reasonable
                                             -no need for strong persuasion               - be objective, specific, logical
                                             - message is long or complex                 - evidence must carry weight of argument
                                             - reader prefers direct approach             - describe reader benefits
                                                                                          - include background information
AUDIENCE ANALYSIS                            Indirect organizational plan                 Overcome obstacle/objections
-what does read already know?                -reader will initially resist message        - subordinate potential objections
-what is reader’s attitude toward topic      - writing to subordinates                    - discuss benefits with objections
(agreement vs resistance) & why              -reader prefers indirect plan                - place in middle paragraph
-                                            -need for strong persuasion
                                             -gain reader’s attention
                                                +unusual fact
                                                + unexpected statement
EFFECT OF PROPOSAL on reader:                                                             Motivating Actions
- direct & indirect benefits for reader                                                   State directly & clearly
                                                                                          Actions you want reader to take
                                                                                          Make action each to take
                                                                                          Confident tone
                                                                                          Ensure prompt reply
Writer CREDIBILITY
- supply convincing evidence to reader
                                    TYPES OF PERSUASIVE REQUESTS:

              Selling an Idea                     Requesting a Favor                              Persuasive Claim
Logically organize message              Begin with attention getter                  This is different from routine claim letter
-- show the problem
-- indicate how to solve problem
-- why solution is sound
Write objectively                       Stress reader benefits                       Use attention getting opening
Avoid exaggerations                     Discuss at least one before making request   Explain problem in sufficient detail
                                                                                     --how it came about
Provide evidence to support claim       Explain why favor is being asked &           Explain how your want reader to resolve
                                        continue to show reader benefit              problem
                                        Be confident & positive                      Present as much convincing evidence as
                                                                                     possible
                                        Make action clear & easy to take             Be calm, objective & courteous
                                        Make request reasonable                      Don’t show anger
                                        --don’t ask someone to do something you      -- this is counterproductive
                                        can do yourself                              -- Reader is not responsible for your
                                                                                     problem
                                                  WRITING A SALES LETTER
A sales letter generates the sale of a product or service
The indirect organizational plan is used. The AIDA Plan is used: 1) gain readers attention, 2) create interest in product, 3) create desire
for product and its benefits, and 4) motivate action
Types: Solicited letters, and Unsolicited letters

    Central Selling Theme            Gain Reader’s Attention             Create Interest & Build               Motivate Action
                                                                                  Desire
Know facts about product          Opening:                           Interpret product’s features       Create interest before making
                                  --interesting                      --when writing to experts          request
                                  -- short
                                  --original

Lear how product is different     Opening Sentence types:            Or… focus on derived benefits      Next, State action you want
from competitors,                 -- rhetorical                                                         reader to take
                                  --thought provoking                                                   --make action easy
                                  --unusual fact
                                  --current event
                                  -- anecdote
                                  -- direct challenge
Choose theme:                     Motivate audience to keep          Positive Vivid language:           Offer incentive for prompt
-- a major reader benefit         reading                            --action verbs                     action
--introduced early                                                   -- colorful adjectives & adverbs
- emphasized throughout letter
                                                                     Specific & Objective language      Use confident language
                                                                     Focus on what sets your            Mention reader benefits in
                                                                     product apart                      same sentence with action
                                                                     Price – if central theme
                                                                     Emphasize it early & often
     CHAPTER 8: persuasive messages:                     name____________________date_______
Planning Persuasive Messages    Organizing persuasive requests         Starting the Message
Definition:                     Determined by purpose & knowledge of   Direct or Indirect approach decision
                                reader


PURPOSE:                        Direct organizational plan             Create interest & justify your request &
                                (when to use)                          lets reader make informed decision:
                                -                                      -




AUDIENCE ANALYSIS               Indirect organizational plan           Overcome obstacle/objections
-                               (When to use)
                                -




EFFECT OF PROPOSAL on reader:                                          Motivating Actions




Writer CREDIBILITY
                               TYPES OF PERSUASIVE REQUESTS:

             Selling an Idea                   Requesting a Favor                       Persuasive Claim
Logically organize message           Begin with ________________           This is different from routine claim letter



Write ______________________         Stress ______________ benefits        Use attention getting _________________



Avoid ___________________            Discuss at least one _______ before   Explain problem in sufficient __________
                                     making request                        --how it came about

Provide _______________ to support   Explain why favor is being asked &    Explain _________ you want reader to
claim                                continue to show reader benefit       resolve problem



                                     Be confident & _________________      Present as much convincing evidence as
                                                                           possible (why?)


                                     Make action clear & easy to take      Be calm, objective & courteous


                                     Make request reasonable (why?)        Don’t show anger (why?)
                                                                           --
                                                  WRITING A SALES LETTER
A sales letter generates the sale of a product or service
The indirect organizational plan is used. The AIDA Plan is used: 1) gain readers attention, 2) create interest in product, 3) create desire
for product and its benefits, and 4) motivate action
Types: Solicited letters, and Unsolicited letters

    Central Selling Theme            Gain Reader’s Attention             Create Interest & Build               Motivate Action
                                                                                  Desire
Know facts about product          Opening:                           Interpret product’s features       Create interest before making
                                  --interesting                      --when writing to experts          request
                                  -- short
                                  --original

Lear how product is different     Opening Sentence types:            Or… focus on derived benefits      Next, State action you want
from competitors,                 -- rhetorical                                                         reader to take
                                  --thought provoking                                                   --make action easy
                                  --unusual fact
                                  --current event
                                  -- anecdote
                                  -- direct challenge
Choose theme:                     Motivate audience to keep          Positive Vivid language:           Offer incentive for prompt
-- a major reader benefit         reading                            --action verbs                     action
--introduced early                                                   -- colorful adjectives & adverbs
- emphasized throughout letter
                                                                     Specific & Objective language      Use confident language
                                                                     Focus on what sets your            Mention reader benefits in
                                                                     product apart                      same sentence with action
                                                                     Price – if central theme
                                                                     Emphasize it early & often