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Chapter Five

Applying the 3-x-3 Writing Process. Analyzing purpose What do you want the receiver to do or think?Anticipating reaction Does the receiver need to be persuaded?Adapting to the audience How can you adapt your message to appeal to this receiver?. Applying the 3-x-3 Writing Process.

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Chapter Five

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    1. Chapter Five SALES AND PERSUASIVE MESSAGES

    2. Applying the 3-x-3 Writing Process Analyzing purpose What do you want the receiver to do or think? Anticipating reaction Does the receiver need to be persuaded? Adapting to the audience How can you adapt your message to appeal to this receiver?

    3. Applying the 3-x-3 Writing Process Researching data What information do you need? Where can you locate it? Organizing data What strategy is best – direct or indirect?

    4. The Indirect Pattern for Persuasion Gain attention Build interest Reduce resistance Motivate action

    5. MAKING PERSUASIVE REQUESTS

    6. Gaining Attention In requesting favours, begin with a compliment, unexpected fact, stimulating question, reader benefit, summary of the problem, or candid plea for help. For claims, consider opening with a review of action you have taken to resolve the problem.

    7. Building Interest Prove the accuracy and merit of your request with facts, figures, expert opinion, examples, and details. Avoid sounding high-pressured, angry, or emotional. Suggest direct and indirect benefits for the receiver.

    8. Building Interest Direct Benefit: If you accept our invitation to speak, you will have an audience of 50 potential customers for your products. Indirect Benefit: Your appearance would prove your professionalism and make us grateful for your willingness to give something back to our field.

    9. Reducing Resistance Identify possible obstacles; offer counter arguments. Demonstrate your credibility by being knowledgeable. In requesting favours or making recommendations, show how the receiver or others will benefit.

    10. Reducing Resistance Example: Although your gift to the Neonatal Centre is not tax deductible, it would help us purchase one Intensive Care Ventilator that would be put to use immediately in caring for critically ill and premature newborn infants.

    11. Motivating Action Ask for specific action confidently. Include an end date, if appropriate. Repeat a key benefit.

    12. How to Write a Good Complaint Letter Begin with a compliment, point of agreement, statement of the problem, or brief review of the action you have taken to resolve the problem. Provide identifying data. Prove that your claim is valid; explain why the receiver is responsible. Enclose copies of documents supporting your claim.

    13. How to Write a Good Complaint Letter Appeal to the receiver’s fairness, ethical and legal responsibilities, and desire for customer satisfaction. Describe your feelings and your disappointment. Avoid sounding angry, emotional, or irrational. Close by telling exactly what you want done.

    14. WRITING SALES LETTERS

    15. Gaining Attention Offer something valuable, promise a significant result, or describe a product feature. Present a testimonial, make a startling statement, or show the reader in an action setting.

    16. Building Interest Describe the product in terms of what it does for the reader. Show how the product or service saves or makes money, reduces effort, improves health, produces pleasure, or boosts status.

    17. Reducing Resistance Counter reluctance with testimonials, money-back guarantees, attractive warranties, trial offers, or free samples. Build credibility with results of performance tests, polls, or awards.

    18. Motivating Action Close with repetition of the central selling point and clear instructions for an easy action to be taken. Prompt the reader to act immediately with a gift, incentive, limited offer, or deadline. Put the strongest motivator in a postscript.

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