ENG 412 Professional English Writing Persuasive Messages.

ENG 412 ENG 412 Professional EnglishProfessional English

Writing Writing Persuasive MessagesPersuasive Messages

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OpeningOpening Obtain the reader’s attention and interest.Obtain the reader’s attention and interest.

BodyBody Explain logically and concisely the Explain logically and concisely the

purpose of your request.purpose of your request. Reduce resistance with Reduce resistance with

counterarguments; establish credibility.counterarguments; establish credibility.

Writing Plan for a Persuasive Writing Plan for a Persuasive RequestRequest

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Writing Plan for a Persuasive Writing Plan for a Persuasive RequestRequest

ClosingClosing Ask for a particular action.Ask for a particular action. Make it easy to respond.Make it easy to respond. Be politeBe polite and respect and respectfulful..

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►Begin with a compliment, point of Begin with a compliment, point of agreement, statement of the problem, agreement, statement of the problem, or brief review of action you have taken or brief review of action you have taken to resolve the problem.to resolve the problem.

►Provide identifying data.Provide identifying data.

►Explain why the receiver is responsible.Explain why the receiver is responsible.

Tips for ComplaintsTips for Complaints

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►Enclose document copies supporting Enclose document copies supporting your claim.your claim.

►Appeal to the receiver's fairness, Appeal to the receiver's fairness, ethical and legal responsibilities, and ethical and legal responsibilities, and desire for customer satisfaction.desire for customer satisfaction.

►Describe your feelings and your Describe your feelings and your disappointment.disappointment.


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►Avoid sounding angry, emotional, or Avoid sounding angry, emotional, or illogicalillogical..

►Close by telling exactly what you want Close by telling exactly what you want done.done.

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1.1. About 15 months ago your About 15 months ago your cleverclever salesperson salesperson talkedtalked us into buying your us into buying your Model RX copier, which has been nothing Model RX copier, which has been nothing but trouble ever since.but trouble ever since.

2. If you will check your records, you will 2. If you will check your records, you will seesee that we first obtained our model RX copier that we first obtained our model RX copier 15 months ago. It was installed in our 15 months ago. It was installed in our Legal Department.Legal Department.

Which of the following openings are effective?

Good and Bad Openings for Good and Bad Openings for Persuasive RequestsPersuasive Requests

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3. When we purchased our Model RX copier 15 months 3. When we purchased our Model RX copier 15 months ago, we had high expectations for its performance.ago, we had high expectations for its performance.

4. We need a speaker for our graduation ceremony, and 4. We need a speaker for our graduation ceremony, and your name was suggested.your name was suggested.

5. Would you be able to speak at our graduation 5. Would you be able to speak at our graduation ceremony on June 7?ceremony on June 7?



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6. We realize that you are an extremely busy 6. We realize that you are an extremely busy individual and that you must be booked up individual and that you must be booked up months in advance, but would it be possible months in advance, but would it be possible for you to speak at our graduation ceremony for you to speak at our graduation ceremony on June 7?on June 7?

7. You were voted by our students as the 7. You were voted by our students as the speaker they would most like to hear at speaker they would most like to hear at graduation on June 7.graduation on June 7.


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►OpeningOpening Capture the attention of the reader.Capture the attention of the reader.

►BodyBody Emphasize a central selling point.Emphasize a central selling point. Appeal to the needs of the reader.Appeal to the needs of the reader. Create a desire for the product.Create a desire for the product. Introduce the price strategically.Introduce the price strategically.

►ClosingClosing Stimulate the reader to act.Stimulate the reader to act.

Writing Plan for a Sales LetterWriting Plan for a Sales Letter

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1. Offer1. OfferFollow my entry instructions, and you Follow my entry instructions, and you

could be the sole winner of ONE could be the sole winner of ONE MILLION MILLION DOLLARS!DOLLARS!

2. Product Feature2. Product FeatureSix Omaha steak filets from fine, corn-Six Omaha steak filets from fine, corn-

fed fed beef can be yours for only $62.95.beef can be yours for only $62.95.

Attention-Getters for Sales Attention-Getters for Sales LettersLetters

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3. Question3. QuestionDo you Do you wishwish for an honest, fulfilling for an honest, fulfilling relationship?relationship?

4. Startling Statement4. Startling StatementDrunk drivers injure or cripple more than Drunk drivers injure or cripple more than 500,000 victims every year!500,000 victims every year!


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5. Story5. StoryTommy G. doesn't live in a neighborhood Tommy G. doesn't live in a neighborhood like yours. He has grown up in a like yours. He has grown up in a neighborhood with neighborhood with slum housingslum housing and and drug dealers. If only he could go to drug dealers. If only he could go to summer summer campcamp this year this year, he'd see how , he'd see how beautiful life can be.beautiful life can be.

Sequencing the MessageSequencing the Message

Direct Approach(Deductive)

Direct Approach(Deductive)

Indirect Approach(Inductive)

Indirect Approach(Inductive)

Define the Main IdeaDefine the Main Idea

Limit the ScopeLimit the Scope

Group Major PointsGroup Major Points

Completing the MessageCompleting the Message

EvaluateEvaluatethe Contentthe Content

Revise for ClarityRevise for Clarityand Concisenessand Conciseness

Evaluate Design Evaluate Design and Deliveryand Delivery

ProofreadProofreadthe Messagethe Message

Developing Persuasive Developing Persuasive

MessagesMessages

Employing the AIDA PlanEmploying the AIDA Plan

Balancing Emotion and LogicBalancing Emotion and Logic

Reinforcing Your PositionReinforcing Your Position

Dealing With ResistanceDealing With Resistance

InterestInterestAttentionAttention

DesireDesireActionAction

AIDA PLANAIDA PLAN

Balance Logic and EmotionsBalance Logic and Emotions

FeelingsFeelings

SympathiesSympathies

NeedsNeeds

AnalogyAnalogy

InductionInduction

DeductionDeduction

Promote ActionPromote Action

Understand ExpectationsUnderstand Expectations

Overcome ResistanceOvercome Resistance

Sell Your Point of ViewSell Your Point of View

EmotionsEmotions LogicLogicThe MessageThe Message

Deal WithDeal WithResistanceResistanceDeal WithDeal WithResistanceResistance

AnticipateAnticipateObjectionsObjections

Use “What If”Use “What If”ScenariosScenarios

Involve YourInvolve YourAudienceAudience

ActionActionRequestsRequests

Claims andClaims andAdjustmentsAdjustments

Sales andSales andFundraisingFundraising

PersuasivePersuasiveMessagesMessages

Types of Messages

Requests for ActionRequests for Action

ActionActionWrittenRequestWrittenRequest

GainAttention

GainAttention

Use Facts,Figures and Benefits

Use Facts,Figures and Benefits

Make aSpecific Request

Make aSpecific Request

Claims and AdjustmentsClaims and Adjustments

Claim orAdjustment

Claim orAdjustment

WrittenRequestWrittenRequest

State the ProblemState the Problem

Review the FactsReview the Facts

Motivate the ReaderMotivate the Reader

Make Your RequestMake Your Request

Sales and Fundraising MessagesSales and Fundraising Messages

For-Profit CompaniesFor-Profit Companies Non-Profit OrganizationsNon-Profit Organizations

PersonalPersonalConsumptionConsumption


HelpingHelpingOther PeopleOther People






Motivation Motivation

AttentionAttentionAttentionAttention

TimeTimeTimeTime

DollarsDollarsDollarsDollars

ENG 412 Professional English Writing Persuasive Messages.

Documents

bad openings

following openings

persuasive requestsabout

persuasive requestclosingask

persuasive requests3

persuasive requests6

graduation ceremony

readers attention