Persuasive Written Messages 1 rushti ehta
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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
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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
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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
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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
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Opens with an
attention-getter
Reasons stress
reader benefit
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Call for action is
clear and easy
Postscript adds
that extra punch
Opt-out
messageinclude
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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
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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