chapter 9(2) persuasive messages three parts persuasions within organization complaint letters sales...

Chapter 9(2)

Persuasive messages

Three parts

Persuasions within organization Complaint letters Sales letters

List the four steps in the indirect pattern for persuasive messages

Gain attention Build interest Reduce resistance Motivate action

When does persuasion become unethical?

Persuasion becomes unethical when facts are distorted, overlooked, or manipulated with an intent to deceive.

List six or more techniques for opening a persuasive request for a favor

Summary of problem Unexpected statement Reader benefit Compliment Related fact Stimulating question

2.Persuading within organizations

When should we use direct pattern in internal communication?

----routine memos and e-mails

1.Procedure and information (nonsensitive)

2.Request and reply( request routine information or action )

3.Confirmation

2.Persuading within organizations

Persuasions within organization:

----Employees are sometimes asked to perform in a capacity outside their work roles or to accept changes that are not in their best interests.

----subordinates submit recommendations to their bosses.

How to present this kind of message?

----honest arguments + specific reader benefits

Example 1

Request for a second copier machine

Subject 1 : copier

Opening 1: although you’ve opposed the purchase of additional copiers in the past, I think I’ve found a great deal on a copier that’s just too good to pass up but we must act before May 1.

( begin poorly by reminding reader of negative past feelings)

EXAMPLE 2

subject 2: saving time and money on copying

Opening 2: we’re losing money on our current copy services and wasting the time of employees as well. Because our Canon copier is in use constantly, we ‘re finding it increasingly necessary to send major jobs out to Copy Quick. Just take a look at how much we are spending each month for outside copy service:

(providing facts to summarize problems)

3.Complaint letters: requesting adjustments and making claims

Persuasive adjustment letters make claims about

----poor service,inferior products, damaged products, mistaken billing, inaccurate shipments, improper packing, warranty problems, and so on.

The two parts of complaint letters:

----explain your particular circumstances

----request your fair treatment


When would we use direct or indirect pattern?

----When your request is justified and will be granted, the direct strategy is most efficient.

----if a past request has been refused or ignored or if you anticipate reluctance, then the indirect pattern is appropriate.


Guidelines for special adjustment requests:1.begin with congenial comments that will draw the reader’s

attention and make him receptive to the problem and its solution.

Dear managerWhile working in China for the past three years, I had always

purchased gifts from the Friendship Gallery for my Canadian friends. The quality and value had always been more than I could reasonably expect, and I have often recommended your store to others.

( say something that the reader expects or prefers and also imply that you are one of the stores’s loyal customers.)


2.present evidence for your claim after establishing the initial agreement, be sure to offer the convincing proof.

(include all necessary data such as date, place, people involved, policy, and other relevant information.)

3.place yourself in a good position to counter possible objection to the adjustment request.

Example

Last autumn, I was back in Canada, but I did not forget to mail-order some Christmas gifts from your usual annual Fall Sales. After examining the gifts supplied to my order of November 2, I found that there was a distinct hole in the middle of one of the silk scarves. Although I remember that you apply a no-return policy to this kind of merchandise, I sent this silk scarf in a separate mailing yesterday so that you may see the damage for yourself. When you receive it I am sure that you will share my surprise and dismay.

( explain in detail what has happened to the goods received and try to gain sympathy and support from the reader. )


4.adopting a moderate tone: courteous, tactful, empathetic

5. appeal to the receiver’s sense of responsibility: a desire of customer goodwill, need for a good reputation, a sense of legal or moral obligation

6. specify needed actions: state exactly what you expect after explaining why you expect it.

(repair, refund, replacement, etc.)

Example 1

I understand from your past experience with the Friendship Gallery that this is an unusual situation. Will you kindly reconsider your no-return regulation with one of your loyal customers and replace the above mentioned silk scarf by mailing another one ? I would be delighted to have it and present it to my friend for Christmas.

( even though she knows that the store follows a no-return policy for this kind of merchandise, the claimant feels that fairness or a moral obligation requires the store to compensate for the loss. )

Translation

1. I would like to request you to replace the purchase which is found to be the improper one for my usage even though the no-return policy is applied to such an item in your store.

( 尽管你们商店规定这种商品不能退还 , 但因为买的东西不适用 , 还是劳您替换 .)

2. It would be very much appreciated if you could make an exception by sending us the repair fees in the case that the warranty for our purchase is over.

( 鉴于保质期已过 , 但如你方破例汇来修理费 , 我们将不胜感激 .) 3. Will you kindly reconsider your previous decision and mail us a check t

o cover the gap in our profit margin which resulted from your late delivery. ( 请重新考虑你们过去的决定 , 并寄来支票 , 以弥补你方晚交货所造成的利

润损失 .)

Translation

4. We were told that we could always rely on your prompt and accurate shipment thereafter.

( 据称我们任何时候都可指望你们及时且准确的发货 .) 5. Unfortunately, the gray and blue cotton pieces reached us whereas our order

was for a selection of the green and orange ones. ( 很遗憾我们受到的棉布是灰色和蓝色的 , 而我们订货时选的是绿色和桔黄色的 .) 6. The performance of the newly bought equipment disappointed our workmen

when it was first put into operation. ( 新买的设备第一次操作就令工人们失望 .) 7. We appreciate the great efforts you have made to earn a good name and trus

t that you will continue to strive for the same kind of reputation by providing fine service to our customers.

( 我们赞赏你们为赢得公司的威望作出巨大努力 , 并相信你们将会继续为此而努力 .)

Translation

8. We feel confident that you would offer an equal treatment to the matter with one of your loyal customers even the solution we propose is not a usual practice.

( 虽然我们提议的解决方案超乎寻常 , 但我们有信心你们会公平地处理你们的老顾客提出的问题 .)

9. We find no way of accepting the fact that we are at fault for the damage to the shipment.

( 我们无法接受由我方承担货物破损责任的事实 .) 10. This letter is to confirm our telex yesterday. We wish to dispose of the

goods you wrongly delivered and request you refund us ( 现去信确认我们昨天发的电传 . 我们要求处理你方错发的货物 , 并要求赔

偿 .)

When would persuasion be necessary in messages moving downward in organization?

When employees are asked to perform in a capacity outside their work roles or to accept changes that are not in their best interests.

When is it necessary to use the indirect pattern in requesting adjustments or making claims ?

If a past request has been refused or ignored or if you anticipate reluctance, then the indirect pattern is appropriate.

Sales letters

The purpose of sales letters

---Explain what your product or service will do for the reader and how it will satisfy the reader’s need for health or wealth, pleasure or curiosity.

Two main categories:

---unsolicited: direct-mail advertising, sent to possible selected clients who have not written to you at all

---solicited : replies to inquiries for information about products or services.

Characteristics of effective sales letters

Emphasize the benefits or the features of the product or service? Use active voice in picturing the reader enjoying the use or

performance of the product or service; Focus on one of the main appeals;(appeal to ---) When to state the price? -- Subordinate the price, unless it is an obvious bargain, by mentioning

it after most of the benefits have been listed; How to illustrate the details of the product?-- Use a promotion piece ( e.g. an enclosed brochure) What to specify finally? -- providing the ways of obtaining the product.

Applying the 3-x-3 writing process to sales messages

I.Analyzing the product and purpose

study the product carefully

evaluate the competition

compare your product’s strengths against the competitor’s weaknesses.

Identify your central selling points.

Decide the specific purpose of your letter.


II.Adapting to audience

--- select a group

--- make certain assumptions about the group

* audience with similar interests, needs and demographics( age, income, and other characteristics),

---adapt the sales letter to the specific audience.


III.Crafting a winning sales message:

1. . gaining attention:

-- offer something valuable

e.g. a free trip to Hawaii is just the beginning

-- promise the reader a result

e.g. you can raise your sales income by 50 percent with the technique

--pose a stimulating question

e.g. do you yearn for an honest, fulfilling relationship?


--describe a product feature which can meet customer’s some need e.g. the leather is just as soft as a piece of cloud. --present a testimonial e.g. the journal surprises, amuses, investigates, and most of all educ

ates. -- make a startling statement e.g. let the poor and hungry feed themselves! For just $100 they can.-- show the reader the product or service in an imagined action settin

g,etce.g. you just sit there and press the switch, this new cooker will serve

mouth-watering meals in no time at all.

Examples (gaining attention)

1.Will you please take a few seconds to go through this letter? It describes an excellent proposition we are sure you will not want to miss.

2.When you own a computer at home or the office, how often do you say to yourself, “ I wish I had an expert with me all the time ” or “ on computing work, I wish I were better instructed whenever I have problems”.

(start the letter by asking for a small favor and include nothing to identify the subject idea of the letter)

(seek to arouse reader’s attention by introducing an experience the recipient has probably had. The word “ instructed” carries the central selling point.)


2. Building interest (I). Describe clearly the product or service. (II). Emphasize the central selling points you’ve identifie

d. the selling points can be developed using rational or

emotional appeals.When to use rational appeals? (rational appeals : when a product is expensive, long-lastin

g, or important to health, security, and financial success. ) ( emotional appeals: when a product is inexpensive, short-lived, or nonessential. )

Examples

I.We want you to be aware of the handbook PROFESSOR WPS which is a wonderful book we have recently published and is worth your money.

II.The newly published handbook PROFESSOR WPS is your expert. It is your professor instructing you how to use the machine and how to obtain the perfect performance in word processing system.

( it is not recommended to present the writer-entered point and introduce the money-saving idea before description of the product of the service.)

( immediately come to the point: the instruction from the book will help solve the problems while using the system.)


3. Reducing resistance -- testimonial e.g. “ I learned so much in your language courses th

at I began to dream in French.” –Holly Franker -- names of satisfied users e.g. enclosed is a particular list of privat

e pilots who ---. --money-back guarantee or warranty e.g. we offer the longest war

ranties-all parts and service on-site for two years --free trial or sample e.g. we’re so confident that we want you to tr

y it absolutely free. -- performance tests, polls, or awards e.g. last year our microwave

oven won customer satisfaction polls in the U.S..


--when price is an obstacle:

delay mentioning price; show the price in small units; demonstrate how the reader saves money by, for instance, subscribing for two or three years; compare your prices with those of a competitor.

Examples

I.This handbook is a masterpiece composed by so many experts who have used the Word Processing System for so many years. It can be claimed that it is the superior one. It has got many answers to typical problems caused in using systems. Once you have one, we are sure that all your problems will be over. What is more, both explanations in English and Chinese will offer you a perfect word processing whether you speak Chinese or English.

(describe the product by employing words and sentences which seem to be rather abstract, confusing, and flattering.)

Examples

II.The handbook is the work of three university professors of computer science and two experienced computer technicians. It is not an introductory textbook to you but a hand-on tutorial providing easy-to–read application approaches. One hundred and eighty-eight questions and answers present solutions to your daily usage problems. The technological concepts and terms are explained with more than 200 photographs and illustrations appearing in the 250-page handbook. In it, you can read about keys without calling at the technician’s office whenever you get lost in processing . What’s more, the bilingual explanation will make the job easier for users either speaking Chinese or English.

( use details to support the idea of being informed. Use facts to illustrate instead of mentioning indefinite or abstract points.)


4.Motivating action

-- close with a repetition of the central selling point and clear instructions for an easy action to be taken.

--Prompt the reader to act immediately with a gift, incentive, limited offer, deadline, and guarantee of satisfaction. Put the strongest motivator in a postscript.

Examples

I.Enclosed is a subscription form. Please return it with the number of the copies you need by the end of April.

II. For a fast ownership of the handbook, please fill in the enclosed card as requested and return it as soon as possible. By sending the card before 30 April, you will obtain a special discount of 2 percent at our introductory stage.

( try to get a quick action, but ignore stating reasons for setting the deadline.)

( identify specific action desired and try to make it easy. The reward stated will encourage your reader to act quickly.)

A sales letter with an enclosure

If an enclosure clearly demonstrates the product or service, carries complete description of the item, a shorter sales letter may be recommended.

Examples

Dear customer

many people are now saving their time and effortssaving their time and efforts by preparing meals the modern way—the microwave cooking way.

( introduce the promotion idea directly)

no longer do you need to wait hours for food to be prepared. Microwave cooking is quick, clean and inexpensivequick, clean and inexpensive. What you need to do is just to press the switch, and then this new cooker will permit you to serve mouth-watering meals. In no time at all.

( briefly describe the selling point: how efficient and economical the new cooking way is. )

Examples

Read the enclosed brochureenclosed brochure and learn why more and more people are rushing forrushing for microwave ovens. During the month of July we are ready to offer you Golden Star microwave ovens at a 10 10 percentpercent savingsaving on the regular price.

(encourage the reader to buy by offering a discount within a time limit.)

take a moment to fill in the enclosed order form and we are sure to deliver the goods you need promptly.promptly.

we hope to do business with you soon!

( show your confidence in your customer and promise to execute the business.)

Developing persuasive news release

News releases announce information about your company to the media:

----new products, mew managers, new facilities, participation in community projects, awards given or received, joint ventures, donations, or seminars and demonstrations.

Why would this kind of messages follow the indirect pattern?

Because this kind of self-serving information is not always appealing to the others.

Developing persuasive news release

It usually involves:--attention-getting opener--answers to the five Ws and one H --appeal to the audience of the target media by

emphasizing reader benefits--present the most information early, followed by

supporting information.--make the release visually appealing-- look and sound credible

Translation

Here is a chance to show how smart you are by wearing our new style dress. 穿上我们的新潮服装 , 展示你的才干 . Have you ever tried getting a bilingual service from a computerized speaker? 你曾试过从会说话的电脑那里得到双语服务吗 ? Why not escape city noises and enter the peace of outskirts with our weekend

trip? 为何不参加我们的周末旅行 , 走出城市的喧闹 , 步入郊外的宁静呢 ? Our newly introduced student kit is made from fine quality vinyl plastic( 塑料薄

膜 ), which is strong, washable, transparent and handy for pencils, pens, rulers, loose papers, cards, pocket money and many other items a student carries.

我们新投放市场的学生工具包是选用上等塑料薄膜制成的 , 它耐用 , 易洗 , 透明 ;且方便学生放铅笔 , 钢笔 , 尺子 , 活页 , 卡片 , 零花钱和其他许多物品 .

Translation

Our new brand bathrobes are made of pure cotton. Owing to the carefully selected materials used and the great attention paid to weaving and printing , they possess a very attractive appearance as well as novel designs.

我们的新牌子浴袍是纯棉制品 . 它们选料考究 ,纺织和印花工艺严格 ,款式美观新颖 .

If your stainless steel cutter becomes damaged, just return it and we will replace it free –even when the warranty is over.

假如你的不锈钢刀坏了 , 你就退货 ,即使保质期过了 , 我们也免费替换 . Complete the form enclosed right away. This offer expires 5 p.m., June 1

5, 2003. Don’t miss the wonderful opportunity to enjoy the finest canned food you’ll ever taste.

请马上填单订货 , 此报盘有效期到 2003年 6月 5日下午 5点 . 不要错过这一大好时机 , 你将品尝到最美味的罐头食品 .

Translation

敬启者： Dear Sirs 得悉贵方 7月 4日信中称所收货物与原订货不符，甚歉。 we are sorry to learn from your letter dated July 4 that th

e goods which you received did not correspond with your order.

我方已全面查阅记录，但无法查明差错是在何处产生。然而此事必须迅速圆满地为贵方解决。因此请将原货退回，费用由我方负担。退货一等运抵我方，当即将新的、正确的货物备妥发运。

Translation

We have gone over our records thoroughly and are not able to find where the mistake is. however, the matter must be solved to your satisfaction promptly. So please return at our expense the goods which you have received. Just upon they reach us we will have a new and correct shipment prepared and sent to you.

此事将由我方经理亲自办理，定能使贵方完全满意。 This matter will receive our manager’s personal attentio

n and you may be sure of perfect satisfaction.

chapter 9(2) persuasive messages three parts persuasions within organization complaint letters sales...

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