Persuasive Messages
Writing Plan for a Persuasive Requesting
Obtain the reader's interest
Describe a problem, state something unexpected, suggest reader benefits, offer praise of compliments, or ask a stimulating question.
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 counter arguments, Establish credibility, demonstrate competence, show the value of your proposal
Motive Action
Ask for a particular action, make it easy to respond, show courtesy, respect, and gratitude
Requesting Favors and Actions
Requests for time, money, information, special privileges, and cooperation require persuasion
Request 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”
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 as employees to perform outside their work roles or to accept changes that affect them negatively, such as pay cuts, job transfers, and reduced benefits.
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
Enclose document copies supporting your claim
Appeal to the receiver's fairness, ethical and legal responsibilites, and desire for customer satisfaction
Describe your feelings and your disappointment
Close by telling exactly what you want done
Writing Plan for a Sales Letterhead
1.Capture the attention of the reader
2.Build Interest
3.Reduce Resistance
Reducing Resistance
1.Include testimonials
2.Name satisfied users
3.Promise money-back guarantee or warranty
4.Offer a free trial or sample
5.List performance tests, polls, or awards
Writing Plan for a Sales Letter
Motivate Action
1.Offer a gift
2.Promise an incentive
3.Limit the offer
4.Set a deadline
5.Guarantee satisfaction
6.Include a P.S. with a special inducement
Checklist for Analyzing a Sales Letter
At what audience is the letter aimed?
Is the appeal emotional or raional
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?
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?
Writing Successful Online Sales Messages
1.Communicate only with those who have given permission!
2.Craft a catchy subject line
3.Keep the main information “above the fold”
4.Make the message short, conversational, and focused
5.Convey urgency
6.Sprinkle testimonials throughout the copy
7.Provide a means for opting out
Sunday, December 20, 2009
Chapter 6 Notes
Direct Letters and Goodwill Messages
Business Letters are Important when...
A permanent record is required
Formality is necessary
A message is sensitive
An organized, well considered presentation is necessary
1.Direct requests for information and action
2.Direct claims
3.Direct responses to information requests
4.Adjustment letters
5.Letters of recommendation
6.Goodwill messages
Writing Plan for Request for Information or Action
Ask the most important question first or
Express a polite command
Explain the request logically and courteously
Ask other questions if necessary
Request a specific action with an end date, if appropriate
Show appreciation
Parts of a Business Letter
1.2-inch top margin or key dateline 2 lines below letterhead
2.2-10 lines between dateline and inside address
3.1 blank line (double space)
4.Single-space paragraphs; leave 1 blank line (double space) between paragraphs
5.1 blank line (double space)
6.Hit ENTER four times after complimentary close to allow space for signature
7.1 blank line (double space)
Ineffective Information Request
It is prepared on plain paper (instead of preprinted letterhead)
The writer begins the letter by keying in his home address immediately above the dateline
All other letter parts are the same as a regular business letter
Improved Information Request
Saves the reader's time by starting directly with the information request
Makes it easy for the reader to identify what specific questions need to be answered
Closes appropriately with appreciation and requesting a specific action with an end date
Writing Plan for Direct Claim
Describe clearly the desired action
Explain the nature of the claim
Tell why the claim is justified
Provide details regarding the action requested
End pleasantly with a goodwill statement
Include end dating if appropriate
Writing Plan for Replies to Information Requests
Identify previous correspondence
Deliver the most important information first
Arrange the information in a logical sequence
Explain and clarify the information
Build goodwill
End pleasantly
Writing Plan for Adjustments
Subject line is optional
Identify previous correspondence
Make a general reference to main topic
Grant the request or announce the adjustment immediately
Provide details about how you are complying with the request
Strive to regain the reader's confidence
Include resale or sales promotion if appropriate
Close courteously by summarizing your action request
Express confidence in future business dealings
Writing Plan for Letter of Recommendation
Identify the applicant, the position, and the reason for writing
Establish your relationship with applicant
Describe applicant's job duties
Give specific examples of skills and attributes
Compare with others in the field
Summarize the applicant's significant attributes
Offer an overall rating
Draw a conclusion regarding the recommendation
Types of Goodwill Messages
1.Letter of Sympathy
1.Console a friend, relative, or loved one
2.Letters of Appreciation
1.To Customers for their business, hosts and hostesses for their hospitality, colleagues for jobs well done, or individuals who have performed favors
3.Congratulatory Messages
1.For engagements, marriages, anniversaries, births, promotions, appointments, awards, or any significant event
Tips for Writing Goodwill Messages (The Five S's)
1.Selfless
2.Specific
3.Sincere
4.Spontaneous
5.Short
Writing Thank Yous
Cover three points in gift thank yous
1.Identify the gift
2.Tell why you appreciate it
3.Explain how you will use it
Be sincere in sending thanks for a favor
Tell what the favor means to you
Avoid superlatives and gushiness
Maintain credibility with sincere, simple statements
Offer praise in expressing thanks for hospitality
Answering Congratulatory Messages
Respond to congratulations
Send a brief note expressing your appreciation
Tell how good the message made you feel
Accept praise gracefully
Don't make belittling comments to reduce awkwardness or embarrassment
Extending Sympathy
1.In the first sentence mention the loss and your personal reaction
2.For deaths, praise the deceased. Describe positive personal characteristics
3.Offer assistance. Suggest your availability, especially if you can do something specific
4.End on a reassuring, positive note.
Business Letters are Important when...
A permanent record is required
Formality is necessary
A message is sensitive
An organized, well considered presentation is necessary
1.Direct requests for information and action
2.Direct claims
3.Direct responses to information requests
4.Adjustment letters
5.Letters of recommendation
6.Goodwill messages
Writing Plan for Request for Information or Action
Ask the most important question first or
Express a polite command
Explain the request logically and courteously
Ask other questions if necessary
Request a specific action with an end date, if appropriate
Show appreciation
Parts of a Business Letter
1.2-inch top margin or key dateline 2 lines below letterhead
2.2-10 lines between dateline and inside address
3.1 blank line (double space)
4.Single-space paragraphs; leave 1 blank line (double space) between paragraphs
5.1 blank line (double space)
6.Hit ENTER four times after complimentary close to allow space for signature
7.1 blank line (double space)
Ineffective Information Request
It is prepared on plain paper (instead of preprinted letterhead)
The writer begins the letter by keying in his home address immediately above the dateline
All other letter parts are the same as a regular business letter
Improved Information Request
Saves the reader's time by starting directly with the information request
Makes it easy for the reader to identify what specific questions need to be answered
Closes appropriately with appreciation and requesting a specific action with an end date
Writing Plan for Direct Claim
Describe clearly the desired action
Explain the nature of the claim
Tell why the claim is justified
Provide details regarding the action requested
End pleasantly with a goodwill statement
Include end dating if appropriate
Writing Plan for Replies to Information Requests
Identify previous correspondence
Deliver the most important information first
Arrange the information in a logical sequence
Explain and clarify the information
Build goodwill
End pleasantly
Writing Plan for Adjustments
Subject line is optional
Identify previous correspondence
Make a general reference to main topic
Grant the request or announce the adjustment immediately
Provide details about how you are complying with the request
Strive to regain the reader's confidence
Include resale or sales promotion if appropriate
Close courteously by summarizing your action request
Express confidence in future business dealings
Writing Plan for Letter of Recommendation
Identify the applicant, the position, and the reason for writing
Establish your relationship with applicant
Describe applicant's job duties
Give specific examples of skills and attributes
Compare with others in the field
Summarize the applicant's significant attributes
Offer an overall rating
Draw a conclusion regarding the recommendation
Types of Goodwill Messages
1.Letter of Sympathy
1.Console a friend, relative, or loved one
2.Letters of Appreciation
1.To Customers for their business, hosts and hostesses for their hospitality, colleagues for jobs well done, or individuals who have performed favors
3.Congratulatory Messages
1.For engagements, marriages, anniversaries, births, promotions, appointments, awards, or any significant event
Tips for Writing Goodwill Messages (The Five S's)
1.Selfless
2.Specific
3.Sincere
4.Spontaneous
5.Short
Writing Thank Yous
Cover three points in gift thank yous
1.Identify the gift
2.Tell why you appreciate it
3.Explain how you will use it
Be sincere in sending thanks for a favor
Tell what the favor means to you
Avoid superlatives and gushiness
Maintain credibility with sincere, simple statements
Offer praise in expressing thanks for hospitality
Answering Congratulatory Messages
Respond to congratulations
Send a brief note expressing your appreciation
Tell how good the message made you feel
Accept praise gracefully
Don't make belittling comments to reduce awkwardness or embarrassment
Extending Sympathy
1.In the first sentence mention the loss and your personal reaction
2.For deaths, praise the deceased. Describe positive personal characteristics
3.Offer assistance. Suggest your availability, especially if you can do something specific
4.End on a reassuring, positive note.
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