Persuasive Messages 1

8/7/2019 Persuasive Messages 1

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Business

Communication Presented By: Muhammad Usman



Persuasion is the attempt to change a reader’s

attitude, beliefs or action in your favor.

PERSUASION



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AIM OF PERSUASIVE WRITING

You create persuasive message when

» you want your reader to do something.» to act

» to accept a point of view

In short you make your reader to support,believe and act in your favor.



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ORGANIZATION OF PERSUASIVEMESSAGES



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DIRECT REQUEST ORGANIZATION

Direct request organization

In case of routine, more personal request we can use direct-

request format, this format has three parts:-

» Main idea (your request or question).

» Explanation

(Evidence, detail and facts so that your

reader can respond precisely). » Courteous close

(Politely asking for whatever action isdesired).



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INDIRECT REQUEST ORGANIZATION

Indirect request organization

In complex, more difficult situation, when the favor you ask may

precipitate some objection you can use indirect Approach: i-e.,

» Explanation (Buffer opening).

» Main Idea (Core of request).

» Courteous Close (Polite ending with last request of

action).



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ATTENTION

Open with Agreeable comment or assertion

With sincere compliment

With a question (Do you know about new Product?)

You get your reader’s attention by answering the

reader’s question of “what in it for me”?

You can:

(1st Paragraph).



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INTEREST AND DESIRE

Describe its physical characteristics, important features,

appearance, beauty, function etc, it create rational part of

persuasive message. Relate its value or benefit to the reader, state both direct

and indirect benefits which reader can get from it

After getting attention, you have to create interest

and desire in the reader for your product. Suggest what

your product, project, service (etc) is and what it will do

for the reader, you can do so by:

(Middle Paragraph).



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ACTION

After creating desire now tell the reader what will he do?

Try to make this action (your desired response from

reader) as easy as possible.

(LastParagraph).



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PERSUASIVE REQUESTS

That Require Time or personal Contribution.

Requests About Products or Services.

Requests For Claims and Adjustments.

Requests For Change in Policy. Requests for Change in Performance.

Requests for Employer to a Reference.

Requests from Employee to a Reference.

. A request for cooperation, gifts, or favors, without any intention

to buy or sell, is a persuasive request.

This type of letter attempts to persuade the reader to spend time

or money or to go to some trouble to help the writer – usually without

benefit to the reader.



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REQUESTS THAT REQUIRE TIME ORPERSONAL CONTRIBUTION

When we approach an individual to do some thing or

contribute funds, we are asking that they give up some of

their time or money, or both.

REQUESTS ABOUT PRODUCTS OR



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REQUESTS ABOUT PRODUCTS ORSERVICES.

Persuasively Requesting Information from seller. Persuasively Requesting Internal Employee Action.

As a customer or as a business or professional person, we

will have occasions to seek a response from our reader.

Products or Services are among the mostcommon forms of Persuasive Requests.

REQUESTS FOR CLAIMS AND



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REQUESTS FOR CLAIMS ANDADJUSTMENTS.

Persuasively Requesting an adjustment.

Persuasively Requesting credit.

These requests are written by those, who dissatisfied with a

product, services, or policy.



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REQUESTS FOR CHANGE IN POLICY

We often need to persuade a company to change its usual

policy. Or we may wish to persuade individuals to change

their actions, or hoping to employee to improve their future

performance.

» Effecting change in a policy can take considerable time.

» Be prepared with logical and organized evidence.



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REQUESTS FOR CHANGE IN PERFORMANCE

Individual personal appearance.

Habits annoying to others.

Or even business practices.

Persuasion is needed when we need to convince individual to change

their performance.

Requested Changes could:



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REQUESTS FOR EMPLOYER TO A REFERENCE.

Be specific.

Word your question in a neutral way.

Number your questions.

Use separate paragraph for each question.

Use rating scale if ask for an evaluation of a person,products, or service.

A series of questions often can be the basis for our request to reference.

REQUESTS FROM EMPLOYEE TO A



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REQUESTS FROM EMPLOYEE TO AREFERENCE.

State why you are communicating. What the recommendation is for. Include some summery for yourself, e.g.,

Assume you ask a person for letter of recommendation. 1st

check thatthe person is willing to provide information.

Then do the following.

» Course Studied.

» Grades in major and minor area.» Positions held and companies worked for.» Examples of leadership qualities.» Activities outside the workplace.» Goals and adjectives for your future.



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PERSUASIVE SALES LETTERS

Solicited letters.

To some extent, every letter is a sales letter. We are selling our

organization’s image and goodwill.

More so than other letters, the sales letter is highly specialized, and its

writing require exceptional ability and experience.

There are two kinds of sales letters:

Unsolicited letters.

(the organization is invited to respond

to sales messages).

(the organization sends out uninvitedmessages to sell a product or service).



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HOW TO WRITE SALES LETTERS

Decide on the Central Selling Point.

Know your Buyer .

Prepare a List of Buyers. Analyze the Product.

Writing whatever type of sales letter, we should follow theseprinciples.

sex, age, occupation, geographic location, financialsituation etc.

what prospective buyers think of it and how they canuse it do more than make sales--they win satisfied

customers.

The CSP might be appearance, durability, comfort,convenience, price etc



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SOLICITED LETTERS.

Solicited sales are the letters that you write in

response to an inquiry.

With these letters, the organization has one central

goal: to get responses quickly to someone’s request for

information.

use the direct plan for the

solicited letter.



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ORGANIZATIONAL PLAN RESPONDING TOSOLICITED LETTERS

Opening paragraph use the good-news approach

» Answer the inquirer’s questions favorably.

» Indicate that the requested material will be

sent. Body

» Answer the additional questions.» Provide sales promotion information.» Arrange your response in such a way thatbeginning and end of letter has positiresponse Action Ending

» Make the action easy.» Suggest benefits to the reader.

» Focus on the positive.



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SUGGESTIONS FOR WRITING UNSOLICITEDLETTERS

(a) Make a direct sale

(b) Stimulate a future sale

(c) Win back lost customer

Your audience is general or a small niche

Know every detail about your product or service

Be aware of the enclosures and timing

Give thought to the length of your letter

After having all these information you can write your letter

while taking main guidelines from AIDA formula.

Persuasive Messages 1

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