Persuassive (2)

8/12/2019 Persuassive (2)

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By: Kashif Nawaz Jakhar.Cell No. 0331-4791167

By:Kashif Nawaz Jakhar. Cell No. 0331-4791167 1


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Outline the components of a writing plan forpersuasive requests including the opening, body, andclosing.

Write effective persuasive messages that request favorsand action.

Write effective persuasive messages withinorganizations.

Write effective persuasive messages that make claimsand request adjustments.

Outline the components of a writing plan for salesletters including gaining attention, building interest,reducing resistance, and motivating action.

Implement special techniques in writing online salesmessages.



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Verb (used with object), -suaded, -suading. 1.to prevail on (a person) to do something, as byadvising or urging.



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Persuasive letters are more effective when they areindirect.

Writing Plan For a Persuasive Request Opening: Obtain the readers attention and

interest. Body: Build interest. Closing: Motivate action.

Pg. 173



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Persuading is not easy. Many individuals andcompanies grant favors for the followingreasons:

1. May be interested in your project.2. See goodwill potential for themselves.

3. See others will benefit from the request.

Pg. 173 - 174



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Instances such as pay cuts, job transfers, or reducedbenefits, would require indirect persuasive memo inorder to be most effective.

In business honesty is the only policy.

Moderation is the key to making a request to asuperior. Make sure to know your needs and havedocumentation, such as facts, figures, and evidence).

Conclusion should include what action needs to betaken, makes it easy to respond, and repeats the mainbenefit to motivate action.

A successful persuasive will normally take more spacethan a direct message (because of the evidence).

Pg. 175



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Generally focus on damaged products, mistakenbilling, inaccurate shipments, warrantyproblems, return policies and etc.

Most effective is direct pattern is used. If direct pattern is refused or ignored, use the

indirect pattern

Present with clear facts and adopt a moderatetone.

Pg. 177



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Logical Development Open with sincere praise, an objective statement of the

problem, a point of agreement, or a quick review of whatyou have done to resolve the problem.

Explain what happened or why your claim is legitimate. Just hit the highlights. Enclose copies of relevant invoices, shipping orders,

warranties and payments. Close with what you want done: refund, replacement or

other action. Make sure your request is reasonable.

Pg.177



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Moderate Tone

Tone of the letter is important, should bemoderate.

Calmly express your disappointment ofthe product and of the company.

Call the organization or search its Web

site to find out who you need to address.

Pg. 177



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Sales messages use persuasion to promotespecific products and services.

Letters remain one of the most successful

ways to make sales, generate leads, boostretail traffic, and solicit donations.

Most sales letters are written by specialists.

Pg. 179



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Writing Plan for a Sales Messages

Opening: Gain attention. Offer somethingvaluable, promise a benefit to the reader.

Body: Build interest. Describe central sellingpoints. Reduce resistance. Use testimonials,money-back guarantees, and etc.

Closing: Motivate action. Offer a gift, promise,or guarantee satisfaction.

Pg. 179



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Opening paragraph is the most critical element ofa sales letter.

Eye-catching typographical arrangements or

provocative messages, such as the following,should hook a readers attention: offer, promisea benefit, question, quotation or proverb, fact,products feature, testimonial, startling

statement, personalized action setting.

Pg. 179 - 180



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Emphasize the central selling points that you identifiedduring your prewriting analysis.

Selling points can be developed by using rational oremotional appeals.

Rational Appeals. Appropriate when a product isexpensive; long-lasting; or important to health, and etc. Emotional Appeals. Relate to status, ego, and sensual

feelings.Many sales messages use both Rational Appeals and

Emotional Appeals for a dual appeal.According to Zig Ziglar, People buy because of theproduct benefits.

Pg. 180 - 181



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Make it easy for readers to act, provide a replycard, a stamped and preaddressed envelope, atoll-free telephone number, or a Web site.

Consider using the following motivators: offer agift, promise an incentive, limit time offer, set adeadline, or guarantee satisfaction.

The final paragraph of the sales letter carries the

punch line (tell the readers what you wantdone and give them reasons for doing it).

Pg. 182



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Many businesses are turning to email marketing campaignsinstead of traditional direct mailings. It can attract newcustomers, keep existing ones, upsell, cross-sell, and cutcosts.

For the best-performing e-mails try using the following

techniques: Communicate only with those who have given permission! Craft a catchy subject line. Keep the main information above the fold. Make the message short, conversational, and focused.

Convey urgency. Sprinkle testimonials throughout the copy. Provide a means for opting out.

Pg. 183 - 184



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Mary Ellen Guffey. ESSENTIALS OF BUSINESSCOMMUNICATION. SOUTH-WESTERNCENGAGE Learning.5191 Natorp Boulevard

Mason, OH 45040 USA.


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