Lecture 7:Lecture 7:Persuasive MessagesPersuasive Messages

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Persuasive MessagesPersuasive Messages

I. Preparing to write a persuasive messageA. Appealing to the audience’s needsB. Appealing to emotion and logicC. Appealing to the credibility

II.Organizing the messageA. Attention (A)B. Interest (I)C. Desire (D)D. Action (A)

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Persuasive MessagesPersuasive Messages

III. Writing a successful persuasive request A. Sample letter

IV. Writing sales lettersA. Stage I: Prewriting

B. Stage II: Preparing the copyC. Stage III: Writing persuasive messages

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Appealing to the Audience’s NeedsAppealing to the Audience’s Needs

Maslow’s hierarchy of needs:

Self-actualization

Esteem and status

Social

Safety and security

Physiological (survival)

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Appeal to Emotion and LogicAppeal to Emotion and Logic

People respond emotionally when their needs are not being met.

Persuasion aims to arouse desirable emotions and diminish undesirable ones.

Logic provides justification for and reinforces emotional decisions.

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Appeal to CredibilityAppeal to Credibility

Appeal to credibilitythrough facts

Testimonials Documents Guarantees

Statistics Research results

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Organizing the MessageOrganizing the Message

Attention (A)Spark audience’s curiosityAvoid extravagant claims and irrelevancies

Interest (I)

Relate message to audience’s needsProvide factual description of item or serviceMention benefits to audience

Desire (D)

Provide evidence to back claimsDraw attention to enclosuresBuild audience’s willingness to take action

Action (A)

State desired actionSummarize benefitsMake action easy

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Writing A Successful Persuasive Writing A Successful Persuasive RequestRequest

Has your company ever lost a valued employee to another organization that offered 20 percent more in salary for the same position? Have you ever added a unique job title but had no idea what compensation the position demanded?

Gains attention with two short questions

that suggest problems the reader

knows

To remain competitive in hiring and to retain qualified workers, companies rely on survey data showing current salaries. My organization collects such data, and we need your help. Would you be willing to complete the enclosed questionnaire so that we can supply companies like yours with accurate salary data?

Discusses a benefit that lead directly to the frank request for help. Notice

that the request is coupled with a

reader's benefit.

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Writing A Successful Persuasive Writing A Successful Persuasive Request (cont’d)Request (cont’d)

Your information, of course, will be treated confidentially. The questionnaire takes about a few moments to complete, and it can provide substantial dividends for professional organizations that need comparative salary data.

Anticipates and counters resistance

to confidentiality and time/ effort

objections

To show our gratitude for your participation, we will send you comprehensive salary surveys for your industry and your metropolitan area. Not only will you find basic salaries, you'll also learn about bonus and incentive plans, special pay differences, expense reimbursements, perquisites such as a company car and credit card, and special payments like beeper pay.

Offers free salary data as a direct

benefit. Describes the benefit in detail

to strengthen its appeal.

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Writing A Successful Persuasive Writing A Successful Persuasive Request (cont’d)Request (cont’d)

Comparative salary data are impossible to provide without the support of professionals like you. Please complete the questionnaire and return it in the prepaid envelope before November 1, our fall deadline. You will no longer be in the dark about how much your employees earn compared with others in your industry.

Appeals to professionalism. Motivates action

with a deadline and a final benefit that

relates to the opening questions.

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Writing Sales LettersWriting Sales Letters

Stage 1: Prewriting Stage1. Determining selling points and benefits

Identify selling points and the potential buyers Selling points: the most attractive features Consumer benefits: particular advantages Identify product features:

Product identity: Performance features Product life span: Effectiveness Competing products: Manufacturing process Packaging; Product history Product image; Distribution; Market position

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Writing Sales Letters (cont’d)Writing Sales Letters (cont’d)

2.Defining audience Demographic characteristics: age, gender,

occupation, income, education Psychographic characteristics: personality,

attitude, life-style

3.Planning format and approach Letter, brochure, sample, response card Graphics: type style, color, logos Number of pages in sales letter Overall makeup of campaign: Mailing, telephone

or in-person follow-up

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Writing Sales Letters (cont’d)Writing Sales Letters (cont’d)

Stage 2: Preparing the Copy

1. Attention-getting format devices

Genuine news: In the past 60 days, auto manufacturers’ inventories have shrunk by 12 percent.

Emotions & values: The only thing worse than paying taxes is paying taxes when you don’t have to.

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Writing Sales Letters (cont’d)Writing Sales Letters (cont’d)

2. Emphasizing the central selling point (Application Letter)

Focus on the single most important feature

Determine the central selling point by asking: What does competitor offer? What is special about your product? What are potential buyers really looking for?

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Writing Sales Letters (cont’d)Writing Sales Letters (cont’d)

3. Highlighting the consumer benefits

Selling points + “you” attitude = Benefits

Mention the most important benefit near the beginning and end of the letter

Refer to other benefits throughout the body of the letter

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Writing Sales Letters (cont’d)Writing Sales Letters (cont’d)

4. Using action terms

The XYZ desk chair is designed to support…

The XYZ desk chair supports…

5. Talking about the price

Prices for similar products Pave the way for your price -- "economical" or

"luxurious" before mentioning the specific price

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Writing Sales Letters (cont’d)Writing Sales Letters (cont’d)

6. Supporting your claims

If the price is low, compare features to the competitor's to show relative value.

If the price is high, stress features and benefits to justify it.

To de-emphasize price: Bury actual figures in the middle of a paragraph, near the

end of letter; after explaining selling points Break quantity price into units Compare favorably to some other product or activity Types of support for product claims: samples; Brochures

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Writing Sales Letters (cont’d)Writing Sales Letters (cont’d)

7. Motivating action

Mention deadline, if appropriate. Offer discounts, prizes, and special offers for early

orders. Offer free trial, unconditional guarantee.

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Writing Sales Letters (cont’d)Writing Sales Letters (cont’d)Examples (Source: Guffey, M. (1994). Business communication: Process and

product, pp. 245-246).

Stage 3: Writing Persuasive Messages

Gaining Attention (A)

Offer: A free trip to Hawaii is just the beginning! Promise: Now you can raise your sales income by

50 percent or even more with the proven techniques found in…

Product feature: At last – a collection of personnel forms help you both hire and manage employees, while complying with government regulations.

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Writing Sales Letters (cont’d)Writing Sales Letters (cont’d)

Building Interest (I)

Rational Appeal: You can buy the things you need and want, pay household bills, pay off higher-cost loans and credit card – as soon as you are approved and your Credit Line account is opened.

Emotional Appeal: Leave the urban bustle behind and escape to sun-soaked Bermuda! All you need is your bathing suit, a little suntan lotion, and your Credit-Line card to recharge your batteries with an injection of sun and surf.

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Writing Sales Letters (cont’d)Writing Sales Letters (cont’d)

Building Interest (I)

Dual Appeal: New Credit-Line cardholders are immediately eligible for a $ 1000 travel certificate and additional discounts at fun-filled resorts. Save up to 40 percent while lying on a beach in picturesque, sun-soaked Bermuda, the year-round resort island.

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Writing Sales Letters (cont’d)Writing Sales Letters (cont’d) Motivating Action (D & A)

Offer a gift: You will receive a free calculator with your first order.

Promise an incentive: With every new, paid subscription, we will plant a tree in one of America’s Heritage Forests.

Limit the offer: Only the first 100 customers receive free checks.

Set a deadline: You must act before June 1 to get these low prices.

Guarantee satisfaction: We will return your full payment if you are not entirely satisfied – no questions asked.

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~ The End ~