Persuasive Letters

Persuasive LettersChapter 6 ReviewChapter 6 Review

PersuasionPersuasionIs the ability to make

people think or do what you would like them to

think or do.

Is the ability to make people think or do what you would like them to

think or do.

Indirect Persuasive

Request Writing Plan

Indirect Persuasive

Request Writing Plan

The following is a summary of all writing plans outlined in chapter six. Please see the

chapter for more detailed information.

The following is a summary of all writing plans outlined in chapter six. Please see the

chapter for more detailed information.

Gain AttentionGain Attention

•Compliment

•Stimulating Question

•Unexpected statement

•Reader benefit

•Describe a problem

•Compliment

•Stimulating Question

•Unexpected statement

•Reader benefit

•Describe a problem

Build InterestBuild Interest•Direct and Indirect Benefits

•Facts and Statistics

•Details

•Explanation or Justification

•Appeal to reader’s needs

•Direct and Indirect Benefits

•Facts and Statistics

•Details

•Explanation or Justification

•Appeal to reader’s needs

Reduce ResistanceReduce Resistance•Anticipate resistance and address concerns

•Appeal to reader’s sense of fairness and desire for (customer) satisfaction

•Create desire for expressed outcome (action, request, sale)

•Anticipate resistance and address concerns

•Appeal to reader’s sense of fairness and desire for (customer) satisfaction

•Create desire for expressed outcome (action, request, sale)

Motivate ActionMotivate Action

•Tell the reader what you want and when you want it

•Stimulate the reader to buy or do

•Tell the reader what you want and when you want it

•Stimulate the reader to buy or do

In the indirect strategy, what should precede the main idea?In the indirect strategy, what

should precede the main idea?

Reasons

Explanations

Persuasion

List at least four examples of persuasive favour requests

List at least four examples of persuasive favour requests

Donations of:

Time

Money

Energy

Name

Resources

Talent

Skills

Expertise

Name at least eight items a salesperson should know about a

product before selling it

Name at least eight items a salesperson should know about a

product before selling itDesign

Raw Materials

Manufacturing Process

Testing

Performance Applications

Ease of Use

Efficiency

Durability

Reliability

Service

Warranties

Special Features

Marketability

Price

The most effective sales letters are sent to what kind of

audience?

The most effective sales letters are sent to what kind of

audience?

A targeted or preselected audience.

What is an unsolicited sales letter?

What is an unsolicited sales letter?

Not requested

Eg. Direct Mail

What is a solicited sales letter?What is a solicited sales letter?

Responds to a request for information about a product

Eg. letter answering questions about a leasing program for new cars

List at least five ways to gain a reader’s attention in the opening

of a sales letter

List at least five ways to gain a reader’s attention in the opening

of a sales letterTypographical arrangements

Attractive offer

Inside-address opening

Startling statement

Story

Bargain

Proverb

Solution to a problem

Quotation

Anecdote

Question

In selling a product, when are rational appeals more effective?

In selling a product, when are rational appeals more effective?

Expensive, long lasting, or important to health and security

Inexpensive, short-lived, or nonessential

Name six writing techniques that stimulate desire for a product

Name six writing techniques that stimulate desire for a product

Benefits the reader

Concrete and objective language

Build product confidence through testimonials

Offer warranties

Free trial

Money-back guarantee

How are online sales letters different and similar to hard-

copy?

How are online sales letters different and similar to hard-

copy?

Similar:

addressed to targeted audience

conversational and “you” view

focus on one-two selling points

response should be easy

How are online sales letters different and similar to hard-

copy?

How are online sales letters different and similar to hard-

copy?

Different:

short

addressed to pre-selected customers to offer something special

include means of being removed from mailing list

Name six writing techniques that stimulate desire for a product

Name six writing techniques that stimulate desire for a product

Benefits the reader

Concrete and objective language

Build product confidence through testimonials

Offer warranties

Free trial

Money-back guarantee