Performance Indicator 6.04 Write internal and external business correspondence to convey and obtain...

Performance Indicator Performance Indicator 6.04 6.04

Write internal and external Write internal and external business correspondence business correspondence

to convey and obtain to convey and obtain information effectively.information effectively.

Persuasive MessagesPersuasive Messages Convince someone to agree with your point Convince someone to agree with your point

of view.of view. Specific purpose varies – political view, Specific purpose varies – political view,

religious views, or selling them a product.religious views, or selling them a product.

Three types of persuasive Three types of persuasive messages:messages:

Logical persuasion: general claim and support Logical persuasion: general claim and support with concrete data.with concrete data.

Ethical persuasion: consider the other persons Ethical persuasion: consider the other persons point of view and include in argument. point of view and include in argument.

Emotional persuasion: most important element Emotional persuasion: most important element because it pulls at the heartstrings.because it pulls at the heartstrings.

Elements of Persuasive MessageElements of Persuasive Message

Gain Attention – if you don’t gain their Gain Attention – if you don’t gain their attention, then it fails totally. You have to attention, then it fails totally. You have to gain the prospect's attention for them to gain the prospect's attention for them to read your message.read your message.– What are ways to gain attention for the What are ways to gain attention for the

following:following: Abdominal exercisesAbdominal exercises Health clubsHealth clubs CarsCars Soft drinksSoft drinks BeerBeer Chewing gumChewing gum

Elements of Persuasive MessageElements of Persuasive Message What gains the attention of parents?What gains the attention of parents? Puppies and Kittens gain the attention of Puppies and Kittens gain the attention of

whom?whom? Does free or low in price grab your Does free or low in price grab your

attention?attention? Shouting or talking loud gains your attention Shouting or talking loud gains your attention

in public speaking. What gains your in public speaking. What gains your attention advertising? attention advertising? – ALL CAPS, BOLD TYPE, ASKING ALL CAPS, BOLD TYPE, ASKING

QUESTIONS?QUESTIONS?


Focus on the Customer.Focus on the Customer.– Prospects are more interested in themselves - - Prospects are more interested in themselves - -

their goals, problems, needs, wants, dreams, their goals, problems, needs, wants, dreams, etc.etc.

– Your product/service is of secondary Your product/service is of secondary importance. Is it going to help them? Solve importance. Is it going to help them? Solve one of their problems? Supply their wants or one of their problems? Supply their wants or needs?needs?


Stress Benefits.Stress Benefits.– How is it going to help your customer? How is it going to help your customer?

Customers want to know the features, BUT how Customers want to know the features, BUT how is it going to benefit me is the real question.is it going to benefit me is the real question.

– Am I going to save money, time, make money, Am I going to save money, time, make money, feel better…..how is it going to benefit me?feel better…..how is it going to benefit me?


Differentiate yourself from the competition.Differentiate yourself from the competition.– Make your product standout from others.Make your product standout from others.

Pepsi vs. CokePepsi vs. Coke

Pizza Inn vs. Pizza HutPizza Inn vs. Pizza Hut

Honda vs. FordHonda vs. Ford


Prove your case.Prove your case.– Seeing is believingSeeing is believing– If your message states that you are better, If your message states that you are better,

faster, cheaper then be able to back it up – faster, cheaper then be able to back it up – Prove it!Prove it!

– Demonstrate a good track record – Testimonials Demonstrate a good track record – Testimonials from satisfied customers.from satisfied customers.


Establish Credibility.Establish Credibility.– Company is the source of the product/service.Company is the source of the product/service.– List credentials – year founded, number of List credentials – year founded, number of

years in business, ratings, awards, annual years in business, ratings, awards, annual income, number of employees, etc.income, number of employees, etc.


Build Value.Build Value.– Convince prospects you have great Convince prospects you have great

product/service and show them the value product/service and show them the value exceeds the price.exceeds the price.

– Ways to build value:Ways to build value:Product might cost more up front, Product might cost more up front,

but but saves money in the long run.saves money in the long run.Compare the cost of your product Compare the cost of your product

with with more expensive products that more expensive products that address address the same need.the same need.


Close with a call to action.Close with a call to action.– Get the customer buying your product/service.Get the customer buying your product/service.– Change their beliefs, attitudes, brand Change their beliefs, attitudes, brand

preferences.preferences.

Writing TechniquesWriting Techniques Repetition - repeat the message in several Repetition - repeat the message in several

different ways.different ways. Reason why – give customers the reason Reason why – give customers the reason

why…why… Consistency Consistency Social Proof – name droppingSocial Proof – name dropping Comparisons Comparisons Identify the problem and solve. Identify the Identify the problem and solve. Identify the

reader’s pain before offering your solution.reader’s pain before offering your solution.

Performance Indicator 6.04 Write internal and external business correspondence to convey and obtain...

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