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Persuasive Messages

Writing Plan for a Persuasive Request. Body. Closing. Capture the reader's attention.Describe a problem, state something unexpected, suggest reader benefits, offer praise or compliments, or ask a stimulating question.. Opening . Opening . Closing. Body. Build interest.Explain logically and c

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Persuasive Messages

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    1. CHAPTER 8 Persuasive Messages

    2. Writing Plan for a Persuasive Request

    3. Build interest. Explain logically and concisely the purpose of the request. Prove its merit. Use facts, statistics, and expert opinion. Writing Plan for a Persuasive Request

    4. Writing Plan for a Persuasive Request

    5. Requesting Favors and Actions When is persuasion necessary? Requests for time, money, information, special privileges, and cooperation require persuasion.

    6. Requesting Favors and Actions Why are requests granted? Requests may be granted because the receivers are genuinely interested in your project. see benefits for others. expect goodwill potential for themselves. feel obligated as professionals to contribute their time or expertise to "pay their dues."

    7. Persuasive Favor Request Before Revision

    8. Persuasive Favor Request After Revision

    9. Persuading Within Organizations Persuading subordinates Instructions or directives moving downward usually require little persuasion. However, persuasion may be necessary to generate “buy-in” ask workers to perform outside their work roles accept changes not in their best interests.

    10. Persuading Within Organizations Persuading the boss In requests moving upward provide evidence. don’t ask for too much. use words such as “suggest” and “recommend.” Sentences should sound nonthreatening, for example, “It might be a good idea if....”

    11. Persuasive Memo Before Revision

    12. Persuasive Memo After Revision

    13. To the vice president: As an employee who can never find a parking place, I want you to know that we must change the method of assigning spaces. To all employees: Because of our concern for the health and wellbeing of employees, we are considering a wellness program with considerable incentives to those who participate. About 15 months ago your smooth-talking salesperson seduced us into buying your Model RX copier, which has been nothing but trouble ever since. Good and Bad Openings for Persuasive Requests

    14. We need a speaker for our graduation ceremony, and your name was suggested. We realize that you are an extremely busy individual and that you must be booked up months in advance, but would it be possible for you to speak at our graduation ceremony June 7? You were voted by our students as the speaker they would most like to hear at graduation on June 7. Good and Bad Openings for Persuasive Requests

    15. Ineffective Favor Request

    16. Improved Favor Request

    17. Making Claims and Requesting Adjustments (Complaint Letters) Avoid sounding angry, emotional, or irrational. Begin with a compliment, point of agreement, statement of the problem, or a brief review of action you have taken to resolve the problem. Provide identifying data. Explain why the receiver is responsible.

    18. Enclose document copies supporting your claim. Appeal to the receiver's fairness, ethical and legal responsibilities, and desire for customer satisfaction. Describe your feelings and your disappointment. Close by telling exactly what you want done. Making Claims and Requesting Adjustments (Complaint Letters)

    19. Examine This Effective Claim Request (Complaint Letter)

    20. Ineffective Complaint Letter

    21. Improved Complaint Letter

    22. AIDA Writing Plan for a Sales Letter

    23. Gaining Attention Offer Take your old cell phones to one of our collection centers, and we'll recycle it and donate a portion of the proceeds to charity. Benefit You'll help our environment and help your neighbors in the process.

    24. Gaining Attention Question Microsoft has evolved. Have you? Quotation or proverb Opportunity seldom knocks twice. Related fact A virus is a computer program written to perform malicious tasks.

    25. Gaining Attention Testimonial "I never stopped eating, yet I lost 107 pounds."—Tina Rivers, Greenwood, South Carolina Startling Statement Drunk drivers injure or cripple more than 500,000 victims every year.

    26. AIDA Writing Plan for a Sales Letter

    27. AIDA Writing Plan for a Sales Letter

    28. AIDA Writing Plan for a Sales Letter

    29. Checklist for Analyzing a Sales Letter At what audience is the letter aimed? Is the appeal emotional or rational? Is the appeal effective? Is the opening effective? What techniques capture the reader's attention? Is a central selling point emphasized? Does the letter emphasize reader benefits?

    30. How does the letter build interest in the product or service? How is price introduced? How does the letter anticipate reader resistance and offer counterarguments? What action is to be taken and how is the reader motivated to take that action? What motivators spur the reader to act quickly? Checklist for Analyzing a Sales Letter

    31. Examine This Effective Sales Letter

    32. Writing Successful Online Sales Messages Communicate only with those who have given permission! Craft a catchy subject line. Keep the main information "above the fold."

    33. END

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