Chapter 7 Persuasive Messages Persuasive messages Compose a

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Chapter 7 Persuasive Messages

Chapter 7 Persuasive Messages

Persuasive messages • Compose a persuasive message promoting an idea. • Compose a persuasive

Persuasive messages • Compose a persuasive message promoting an idea. • Compose a persuasive message requesting a favor. • Compose a persuasive claim. • Compose a sales letter. Copyright © Houghton Mifflin Company. All rights reserved. 7|2

Audience analysis • Knowledge and attitude of the reader • Effect on the reader

Audience analysis • Knowledge and attitude of the reader • Effect on the reader • Writer credibility Copyright © Houghton Mifflin Company. All rights reserved. 7|3

How reader interest in your persuasive letter may be affected • Negative previous experience.

How reader interest in your persuasive letter may be affected • Negative previous experience. May be with you, your idea, your company, a similar product or service, or with other persuasive messages. • Time. Your reader may not wish to take the time to read your message. • Money. Your suggestion may cost the reader (or the reader’s organization) money. • Belief systems. Your reader’s beliefs may be incompatible with your request. Source: Adapted from: http: //homepages. wmich. edu/~bowman/c 4 dframe. htm, accessed 10/1/07. Copyright © Houghton Mifflin Company. All rights reserved. 7|4

A basic expectancy model Another way to look at motivation Source: Kreitner, Student Achievement

A basic expectancy model Another way to look at motivation Source: Kreitner, Student Achievement Series: Foundations of Management, © 2008 by Houghton Mifflin Company, p. 290. Copyright © Houghton Mifflin Company. All rights reserved. 7|5

Prefer the direct plan when • • • Writing to superiors Presenting a long

Prefer the direct plan when • • • Writing to superiors Presenting a long or complex proposal The reader prefers directness Strong persuasion is not needed The reader will probably listen objectively Copyright © Houghton Mifflin Company. All rights reserved. 7|6

Prefer the indirect plan when • • • Writing to colleagues and subordinates Writing

Prefer the indirect plan when • • • Writing to colleagues and subordinates Writing to someone outside the organization The reader prefers the indirect approach Strong persuasion is required The reader is initially resistant to your proposal Copyright © Houghton Mifflin Company. All rights reserved. 7|7

Opening paragraphs Identify the difference in the opening paragraphs of a routine and a

Opening paragraphs Identify the difference in the opening paragraphs of a routine and a persuasive claim letter. Routine Claim Letter • I’m writing to request that you replace the shirt I purchased because the color has faded. Persuasive Claim Letter • I’ve come to expect premium quality in the products I purchase from your company over the last ten years. You can imagine my disappointment when the shirt I purchased recently faded after it washed the first time. Copyright © Houghton Mifflin Company. All rights reserved. 7|8

Answer • A simple, clear statement of the problem can be used in a

Answer • A simple, clear statement of the problem can be used in a routine claim letter, when you are expecting no problem with receiving your request. • However, when you have not received your requested action, you will avoid repeating a straightforward request. This time you will let the manufacturer know that you are a customer of long standing and that you are disappointed with their product. With the expression of an extended personal relationship with the company, the reader is more likely to grant your request. Copyright © Houghton Mifflin Company. All rights reserved. 7|9

Gain the reader’s attention. • Rhetorical question: What do you think the labor costs

Gain the reader’s attention. • Rhetorical question: What do you think the labor costs are for changing just one light bulb? $2? $5? More? Copyright © Houghton Mifflin Company. All rights reserved. 7 | 10

Gain the reader’s attention. • Unusual fact: Our company spent more money on janitorial

Gain the reader’s attention. • Unusual fact: Our company spent more money on janitorial service last year than on research and development. • Reader/writer common ground: Automotive News calls our 6 -year/100, 000 -mile warranty the best in the business. Copyright © Houghton Mifflin Company. All rights reserved. 7 | 11

Gain the reader’s attention. • We believe the extensive publicity our sale will generate

Gain the reader’s attention. • We believe the extensive publicity our sale will generate justifies your temporarily setting aside company policy and providing an in-store demonstrator. The ease of use that your representative will be able to display is sure to increase the sales of your microwaves. Copyright © Houghton Mifflin Company. All rights reserved. 7 | 12

Gain the reader’s attention. Not: I know you’re a busy person, but I would

Gain the reader’s attention. Not: I know you’re a busy person, but I would appreciate your completing this questionnaire. But: So that this information will be available for the financial managers attending our fall conference, I would appreciate your returning the questionnaire by May 15. Copyright © Houghton Mifflin Company. All rights reserved. 7 | 13

Gain the reader’s attention. Not: If you agree this proposal is worthwhile, please let

Gain the reader’s attention. Not: If you agree this proposal is worthwhile, please let me know by June 1. But: To enable us to have this plan in place before the opening of our new branch on June 1, simply initial this memo and return it to me. Copyright © Houghton Mifflin Company. All rights reserved. 7 | 14

Gain the reader’s attention. • • • Rhetorical question Thought-provoking statement Unusual fact Current

Gain the reader’s attention. • • • Rhetorical question Thought-provoking statement Unusual fact Current event Anecdote Direct challenge Copyright © Houghton Mifflin Company. All rights reserved. 7 | 15

Identify emotional and rational appeals Turn the emotional paragraph provided below into a rational

Identify emotional and rational appeals Turn the emotional paragraph provided below into a rational paragraph. (Use different words, or even a different topic, if you wish. ) Smoking should be illegal because smokers only pollute the air others must breathe with noxious fumes and rotten breath. They also create mountains of disgusting litter by dropping their cigarette trash everywhere they go. Copyright © Houghton Mifflin Company. All rights reserved. 7 | 16

Answer Smoking in public should be illegal because nonsmokers are exposed to the unwanted

Answer Smoking in public should be illegal because nonsmokers are exposed to the unwanted effects of second-hand smoke. Also, many smokers leave cigarette trash on the ground, littering public areas. Copyright © Houghton Mifflin Company. All rights reserved. 7 | 17

Interpret—don’t just describe. Not: The Comfy Lap Desk is 13" by 31. " But:

Interpret—don’t just describe. Not: The Comfy Lap Desk is 13" by 31. " But: The Comfy Lap Desk’s 13"-by-31" surface provides enough room to hold an open encyclopedia and still have room to take notes. Copyright © Houghton Mifflin Company. All rights reserved. 7 | 18

Interpret—don’t just describe. Not: This portable desk weighs only 12 ounces. But: You don’t

Interpret—don’t just describe. Not: This portable desk weighs only 12 ounces. But: You don’t have to be afraid to rest this lap desk on your knees for hours at a time. It weighs just 12 ounces—about the same as your favorite can of soft drink. Copyright © Houghton Mifflin Company. All rights reserved. 7 | 19

Asking a favor • • • If you are going to ask for a

Asking a favor • • • If you are going to ask for a favor, ask for it. Acknowledge that it is a favor. If it is not optional, it is not a favor. A favor does not last forever. If it is a personal favor, emphasize that “no” is OK. Source: Adapted from: Artner, B. The art of asking for a favor. | Jan 11, 2001, http: //articles. techrepublic. com/5100 -10878_111035285. html, accessed 10/1/07. Copyright © Houghton Mifflin Company. All rights reserved. 7 | 20

Sales letter mistakes • Writing your letter for the hundreds or thousands of people

Sales letter mistakes • Writing your letter for the hundreds or thousands of people you will be mailing it to instead of one special person • Thinking that your prospect won't read every word • Giving the reader a reason for not reading • Not offering proof that your product or service does what you say it will do Source: Adapted from: Nicastro, Ernest. http: //www. businessknowhow. com/directmail/salesletters/mistakes. htm, accessed 10/1/07. Copyright © Houghton Mifflin Company. All rights reserved. 7 | 21

Key terms • central selling theme • derived benefit • rhetorical question Copyright ©

Key terms • central selling theme • derived benefit • rhetorical question Copyright © Houghton Mifflin Company. All rights reserved. 7 | 22

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