Chapter 7 Notes

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