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© 2010 Thomson South-WesternInstructor Only Version
CHAPTER 8CHAPTER 8
Persuasive Persuasive MessagesMessages
Chapter 8, Slide 2Mary Ellen Guffey, Essentials of Business Communication, 8e
Writing Plan for a Writing Plan for a Persuasive RequestPersuasive Request
Body Closing
Capture the reader’s attention.
Describe a problem, state something unexpected, suggest reader benefits, offer praise or compliments, or ask a stimulating question.
Opening
Chapter 8, Slide 3Mary Ellen Guffey, Essentials of Business Communication, 8e
Opening ClosingBody
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 counterarguments. Establish credibility. Demonstrate competence. Show the value of your
proposal.
Writing Plan for a Writing Plan for a Persuasive RequestPersuasive Request
Chapter 8, Slide 4Mary Ellen Guffey, Essentials of Business Communication, 8e
Opening Body
Motivate action. Ask for a particular action. Make it easy to respond. Show courtesy, respect, and
gratitude.
Closing
Writing Plan for a Writing Plan for a Persuasive RequestPersuasive Request
Chapter 8, Slide 5Mary Ellen Guffey, Essentials of Business Communication, 8e
Requesting Favors and ActionsRequesting Favors and Actions
When is persuasion necessary?
Requests for time, money, information, special privileges, and cooperation require persuasion.
© ISTOCKPHOTO.COM / ZSOLT NYULASZI
Chapter 8, Slide 6Mary Ellen Guffey, Essentials of Business Communication, 8e
Requesting Favors and ActionsRequesting Favors and Actions
Why are requests granted?
Requests 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."
Chapter 8, Slide 7Mary Ellen Guffey, Essentials of Business Communication, 8e
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Chapter 8, Slide 8Mary Ellen Guffey, Essentials of Business Communication, 8e
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Chapter 8, Slide 9Mary Ellen Guffey, Essentials of Business Communication, 8e
Persuading Within OrganizationsPersuading Within Organizations
Persuading subordinates Instructions or directives moving downward
usually require little persuasion. However, persuasion may be necessary to• generate “buy-in”• ask workers to perform outside their work
roles• accept changes not in their best interests.
Chapter 8, Slide 10Mary Ellen Guffey, Essentials of Business Communication, 8e
Persuading Within OrganizationsPersuading Within Organizations
Persuading the boss
In requests moving upward• provide evidence.• don’t ask for too much.• use words such as “suggest” and
“recommend.”
Sentences should sound nonthreatening, for example, “It might be a good idea if....”
Chapter 8, Slide 11Mary Ellen Guffey, Essentials of Business Communication, 8e
Persuasive Memo Persuasive Memo Before RevisionBefore Revision
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Chapter 8, Slide 12Mary Ellen Guffey, Essentials of Business Communication, 8e
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Persuasive MemoPersuasive MemoAfter RevisionAfter Revision
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Chapter 8, Slide 13Mary Ellen Guffey, Essentials of Business Communication, 8e
1. To the vice president: As an employee who can never find a parking place, I want you to know that we must change the method of assigning spaces.
2. To all employees: Because of our concern for the health and wellbeing of employees, we are considering a wellness program with considerable incentives to those who participate.
3. About 15 months ago your smooth-talking salesperson seduced us into buying your Model RX copier, which has been nothing but trouble ever since.
Good and Bad Openings for Good and Bad Openings for Persuasive RequestsPersuasive Requests
Which of the following openings are effective?
Chapter 8, Slide 14Mary Ellen Guffey, Essentials of Business Communication, 8e
4. We need a speaker for our graduation ceremony, and your name was suggested.
5. We realize that you are an extremely busy individual and that you must be booked up months in advance, but would it be possible for you to speak at our graduation ceremony June 7?
6. You were voted by our students as the speaker they would most like to hear at graduation on June 7.
Good and Bad Openings for Good and Bad Openings for Persuasive RequestsPersuasive Requests
Which of the following openings are effective?
Chapter 8, Slide 15Mary Ellen Guffey, Essentials of Business Communication, 8e
Ineffective Favor RequestIneffective Favor Request
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Chapter 8, Slide 16Mary Ellen Guffey, Essentials of Business Communication, 8e
Improved Favor RequestImproved Favor Request
Adobe Acrobat 7.0 Document Open revised
letter by clicking icon at left.
Chapter 8, Slide 17Mary Ellen Guffey, Essentials of Business Communication, 8e
Making Claims and Requesting Making Claims and Requesting Adjustments (Complaint Letters)Adjustments (Complaint Letters)
Avoid sounding angry, emotional, or irrational.
Begin with a compliment, point of agreement, statement of the problem, or a brief review of action you have taken to resolve the problem.
Provide identifying data. Explain why the receiver is responsible.
Chapter 8, Slide 18Mary Ellen Guffey, Essentials of Business Communication, 8e
Enclose document copies supporting your claim.
Appeal to the receiver's fairness, ethical and legal responsibilities, and desire for customer satisfaction.
Describe your feelings and your disappointment.
Close by telling exactly what you want done.
Making Claims and Requesting Making Claims and Requesting Adjustments (Complaint Letters)Adjustments (Complaint Letters)
Chapter 8, Slide 19Mary Ellen Guffey, Essentials of Business Communication, 8e
Examine This EffectiveExamine This EffectiveClaim Request (Complaint Letter)Claim Request (Complaint Letter)
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Chapter 8, Slide 20Mary Ellen Guffey, Essentials of Business Communication, 8e
Ineffective Complaint LetterIneffective Complaint Letter
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Chapter 8, Slide 21Mary Ellen Guffey, Essentials of Business Communication, 8e
Improved Complaint LetterImproved Complaint Letter
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Chapter 8, Slide 22Mary Ellen Guffey, Essentials of Business Communication, 8e
AIDA Writing Plan for AIDA Writing Plan for a Sales Lettera Sales Letter
Body Closing
Capture the ATTENTION of the reader.
Offer something valuable, promise a benefit, ask a question, provide a quotation, and so forth.
Opening
Chapter 8, Slide 23Mary Ellen Guffey, Essentials of Business Communication, 8e
Gaining AttentionGaining Attention
1. OfferTake your old cell phones to one of our collection centers, and we'll recycle it and donate a portion of the proceeds to charity.
2. BenefitYou'll help our environment and help your neighbors in the process.
Chapter 8, Slide 24Mary Ellen Guffey, Essentials of Business Communication, 8e
Gaining AttentionGaining Attention
3. QuestionMicrosoft has evolved. Have you?
4. Quotation or proverbOpportunity seldom knocks twice.
5. Related factA virus is a computer program written to perform malicious tasks.
Chapter 8, Slide 25Mary Ellen Guffey, Essentials of Business Communication, 8e
Gaining AttentionGaining Attention
6. Testimonial
"I never stopped eating, yet I lost 107 pounds."—Tina Rivers, Greenwood, South Carolina
7. Startling Statement
Drunk drivers injure or cripple more than 500,000 victims every year.
Chapter 8, Slide 26Mary Ellen Guffey, Essentials of Business Communication, 8e
Opening Closing
Build INTEREST.
Emphasize a central selling point. Make rational and emotional appeals.
Body
AIDA Writing Plan for AIDA Writing Plan for a Sales Lettera Sales Letter
Build INTEREST.
Emphasize a central selling point. Make rational and emotional appeals.
To learn more, click icon:Microsoft Office
PowerPoint 97-2003 Pres
Chapter 8, Slide 27Mary Ellen Guffey, Essentials of Business Communication, 8e
Opening ClosingBody
AIDA Writing Plan for AIDA Writing Plan for a Sales Lettera Sales Letter
Elicit DESIRE.
To reduce resistance, use testimonials, money-back guarantees, free samples, performance tests, or other techniques.
To learn more, click icon: Microsoft Office PowerPoint 97-2003 Pres
Elicit DESIRE.
To reduce resistance, use testimonials, money-back guarantees, free samples, performance tests, or other techniques.
Chapter 8, Slide 28Mary Ellen Guffey, Essentials of Business Communication, 8e
Motivate ACTION.
Offer a gift, promise an incentive, limit the offer, set a deadline, or guarantee satisfaction. Include a P.S. with a special inducement.
AIDA Writing Plan for AIDA Writing Plan for a Sales Lettera Sales Letter
Opening Body Closing
Chapter 8, Slide 29Mary Ellen Guffey, Essentials of Business Communication, 8e
Checklist for Checklist for Analyzing a Sales LetterAnalyzing a Sales Letter
At what audience is the letter aimed? Is the appeal emotional or rational? 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?
Chapter 8, Slide 30Mary Ellen Guffey, Essentials of Business Communication, 8e
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?
Checklist for Checklist for Analyzing a Sales LetterAnalyzing a Sales Letter
Chapter 8, Slide 31Mary Ellen Guffey, Essentials of Business Communication, 8e
Examine This EffectiveExamine This EffectiveSales LetterSales Letter
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Chapter 8, Slide 32Mary Ellen Guffey, Essentials of Business Communication, 8e
Writing Successful Writing Successful Online Sales MessagesOnline Sales Messages
Communicate only with those who have given permission!
Craft a catchy subject line.
Keep the main information "above the fold."
Make the message short, conversational, and focused.
Convey urgency. Sprinkle testimonials
throughout the copy. Provide a means for
opting out.
© 2010 Thomson South-WesternInstructor Only Version
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