persuasive written messages

8/10/2019 Persuasive Written Messages

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Persuasive Message can be

organized(Associated) using one

of the following plans:

Direct Request Organizations

Indirect Request Organizations

Organization of persuasive

messages

3



Direct plan is used for the routine, morepersonal direct requests.

The direct-request (deductive) approach hasthree parts:

Main Idea – the request, question, statementand reason

Explanation – evidence and details needed inorder to understand the message properly

Courteous Close – asking politely the actiondesired

Direct Request Organizations

4



This plan is appropriate when situations are

more complex, more difficult and a bit out

of ordinary.

The direct-request (deductive) approach has

three parts:

Explanation – Buffer opening

Main Idea – the core of the request, question,

and concern

Courteous Close – asking politely the action

desired

Indirect Request Organizations

5



Persuasive letters or memos

usually follow the AIDA theory of

sales presentations:A – Attract the reader’s Attention

I – Arouse the reader’s Interest

D –

CreateDesire

A – State clearly the Action needed

Organization of persuasive

messages

6



7

Opens with an

attention-getter

Reasons stress

reader benefit



8

Call for action is

clear and easy

Postscript adds

that extra punch

Opt-out

messageinclude



Requests That Require Time orPersonnel Contributions

Requests about Products or Services

Requests for Claims (Complaints) andfor Adjustments

Requests for Changes in Policy

Requests for Changes in Performance

Requests from Employer to aReference

Requests from Employee to aReference

Persuasive requests

Examples

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Suggestions for Writing Solicited

Sales Letters

Suggestions for WritingUnsolicited Sales Letters

Persuasive sales letters

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Four important points to take care

about:

Details of your request

Facts about the reader

Specific action desired

Any possible objections

SuggeStion’S for writing perSu Sive

Sales Letter

11



March 13, 20xx

Mr. Sudip Mehta

14, Bombay House,

Navi Mumbai,

Dear Mr. Patel:

The Magnaflux A35 about which you asked. [ Answer him aboutthe question asked in inquiry]

I hope you are sastisfied with the information provided.

If you need additional information can contact me [Provide thenumber/ email address/ web-site address from which youcan provide the information]

Sincerely,

[YOUR NAME, ex. Sudip Mehta]

Solicited Letter

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[Date]

[NAME, COMPANY AND ADDRESS, ex.

Sudip Mehta

COMANY Inc.

14 Bombay House,

Navi Mumbai,

ZIP POST CODE]

Dear [NAME, ex. Sudip Mehta],

[STATE HOW PRODUCT/SERVICE WILL BENEFIT THE POTENTIALCUSTOMER], ex. Allow me to introduce a [product/service] which has the potential toreduce your manufacturing costs by up to 30% and increase your profits by the samefigure.

[STATE WHAT YOU KNOW ABOUT THE POTENTIAL CUSTOMER ANDSTATE THE PROBLEM WHICH YOUR PRODUCT/SERVICE SOLVES], ex.Being in the air conditioner manufacturing business, I am certain that you agree with methat labor costs comprise a large portion of your total costs. However, these largeexpenses reveal an opportunity to reduce costs and increase profits.

Un Solicited Sales Letter

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[INTRODUCE YOUR PRODUCT/SERVICE AND STATE SPECIFICALLY HOW IT

WILL BENEFIT THE POTENTIAL CUSTOMER,

ex. Our firm has developed a compressor, the Magnaflux A35, which is specifically designed to

reduce the amount of labor involved in the manufacturing process. Specifically, the Magnaflux A35

eliminates the need for specialized lathe and tool operators required in the traditional

manufacturing process.]

[DO NOT GIVE AWAY ALL THE DETAILS OF YOUR PRODUCT/SERVICE; INSTEAD

OFFER TO MEET WITH THE CUSTOMER TO INFORM HIM/HER OF THE

SPECIFICS]

As I understand you are a busy person, I will be happy to meet with you at your convenience to

discuss exactly how [STATE PRODUCT/SERVICE, ex. our Magnaflux compressor] can benefit

you {and your company}. You can reach me at XXX-XXXX at any time.

I hope to speak with you soon.

Sincerely,

[YOUR NAME, ex. Sudip Mehta] 14

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