Chapter 8 Persuasive Messages Essentials of Business Communication

Writing Plan: Persuasive Requests Opening Body Closing Capture the reader’s attention and interest. © 2013 Cengage Learning ● All Rights Reserved § Describe a problem. § State something unexpected. § Suggest reader benefits. § Offer praise or compliments. § Ask a stimulating question. § Make a promise. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 8, Slide 2

Writing Plan: Persuasive Requests Opening Body Closing © 2013 Cengage Learning ● All Rights Reserved Build interest. § Explain logically and concisely the purpose of the request. § Prove its merit. § Use facts, statistics, and expert opinion. § Focus on the reader’s direct and indirect benefits. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 8, Slide 3

Writing Plan: Persuasive Requests Opening Body Closing © 2013 Cengage Learning ● All Rights Reserved Reduce resistance. § § § Anticipate objections. Offer counterarguments. Establish credibility. Demonstrate competence. Show the value of your proposal. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 8, Slide 4

Writing Plan: Persuasive Requests Opening Body Closing © 2013 Cengage Learning ● All Rights Reserved Motivate action. § Ask for a particular action. § Make the action easy to take. § Show courtesy, respect, and gratitude. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 8, Slide 5

Requesting Favors and Actions When is persuasion necessary? © 2013 Cengage Learning ● All Rights Reserved Requests for time, money, information, special privileges, and cooperation require persuasion. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 8, Slide 6

Requesting Favors and Actions Why do receivers grant requests? © 2013 Cengage Learning ● All Rights Reserved § § They are genuinely interested in your project. They see benefits for others. They expect goodwill potential for themselves. They feel obligated as professionals to contribute their time or expertise to "pay their dues. " Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 8, Slide 7

Openings for Persuasive Requests Which of the following openings is most effective? © 2013 Cengage Learning ● All Rights Reserved 1. 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. 2. To all employees: Because of our concern for the health and well-being of employees, we are considering a wellness program with considerable incentives to those who participate. 3. About 15 months ago your smooth-talking salesperson seduced us into buying your Model RX copier, which has been nothing but trouble ever since. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 8, Slide 8

Openings for Persuasive Requests Which of the following openings is most effective? © 2013 Cengage Learning ● All Rights Reserved 4. We need a speaker for our graduation ceremony, and your name was suggested. 5. 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? 6. You were voted by our students as the speaker they would most like to hear at graduation on June 7. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 8, Slide 9

Ineffective Favor Request Honorable David H. Davis California House of Representatives Sacramento, CA 95030 Dear Mr. Davis: © 2013 Cengage Learning ● All Rights Reserved Would you be interested in speaking to the students at Diablo Valley College? If you will be in town on April 16, our Associated Student Organization is having a Career Awareness Day. Many of our 25, 000 students (and most are registered voters in your district) will be attending this function where three major speakers have been invited. We hope to find good speakers from industry, education, and politics. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 8, Slide 10

Ineffective Favor Request Our ASO voted you the politician they would most like to hear. We could offer you 30 minutes to impart information about politics as a career, its rewards, and its punishments. © 2013 Cengage Learning ● All Rights Reserved Our Career Awareness Day will contain information booths; students can talk about careers and learn about them at these booths. Then the three speakers will follow these booths at 12 noon in the Campus Center. If you’d like to be one of our speakers, let me know at your earliest convenience. We'd enjoy having you and it could be good for you too. If you let me know early enough, we can get some publicity out. Sincerely, Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 8, Slide 11

Ineffective Favor Request What’s wrong with it? © 2013 Cengage Learning ● All Rights Reserved 1. Starts out directly with a question that could be answered negatively 2. Provides an easy excuse for refusal (in second sentence) 3. Fails to emphasize reader benefits (opportunity to influence 25, 000 potential voters) 4. Lacks unity in sentences and paragraphs Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 8, Slide 12

Ineffective Favor Request What’s wrong with it? © 2013 Cengage Learning ● All Rights Reserved 5. Focuses on writer's viewpoint rather than on reader's 6. Uses imprecise words and inappropriate syntax 7. Closes without making it easy for reader to grant favor. Does not include a deadline for responding. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 8, Slide 13

Improved Favor Request Honorable David H. Davis California House of Representatives Sacramento, CA 95030 Dear Mr. Davis: © 2013 Cengage Learning ● All Rights Reserved Over 25, 000 students attend Diablo Valley College, and many are registered voters in your district. On Thursday, April 16, you will be able to introduce yourself to these potential voters at the Associated Student Organization's Career Awareness Day. On this day we plan to have three major speakers representing industry, education, and politics. Our Career Awareness Day features information booths where students may Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 8, Slide 14

Improved Favor Request learn more about specific careers. The program ends with the major addresses given in the Campus Center at 12 noon. © 2013 Cengage Learning ● All Rights Reserved As one of the three featured speakers, you would have 30 minutes to describe a career in politics and its rewards and possible drawbacks. You were selected by our ASO as the politician they would most like to hear. To give DVC students an opportunity to meet you and to learn about a career in politics, please call me at (925) 685 -1230 to confirm this speaking engagement. We will need your approval by March 15 so that appropriate publicity may be prepared. Sincerely, Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 8, Slide 15

Persuasive Claims and Complaints © 2013 Cengage Learning ● All Rights Reserved § Make your request reasonable and valid. § Present a logical case with clear facts. § Use a moderate tone; don’t sound angry, emotional, or frustrated. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 8, Slide 16

Writing Plan: Claims, Complaints Opening Body Closing © 2013 Cengage Learning ● All Rights Reserved Begin with one of the following: § § Compliment Problem statement Point of agreement Review of actions you have taken to resolve the problem Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 8, Slide 17

Writing Plan: Claims, Complaints Opening Body Closing © 2013 Cengage Learning ● All Rights Reserved § Describe precisely what happened. § Explain why your claim is legitimate. § Enclose copies of relevant documents that support your claim. § Appeal to the receiver's sense of fairness, ethical and legal responsibilities, and desire for customer satisfaction. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 8, Slide 18

Writing Plan: Claims, Complaints Opening Body Closing © 2013 Cengage Learning ● All Rights Reserved § Close with a clear statement of what you want done (refund, replacement, credit to your account, or other action). § Include a forward-looking statement suggesting future business relations. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 8, Slide 19

Persuading Within Organizations Persuading Subordinates © 2013 Cengage Learning ● All Rights Reserved Instructions moving downward usually require little persuasion. Persuasion may be necessary in the following situations: § To generate “buy-in” § To ask workers to perform outside their work roles § To accept changes not in their best interests Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 8, Slide 20

Persuading Within Organizations Persuading the Boss In requests moving upward, do the following: © 2013 Cengage Learning ● All Rights Reserved § Provide evidence. § Don’t ask for too much. § Make your sentences sound nonthreatening, for example, It might be a good idea if. . § Use words such as suggest and recommend. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 8, Slide 21

AIDA Strategy: Sales and Marketing © 2013 Cengage Learning ● All Rights Reserved A

AIDA Writing Strategy for Sales and Marketing Messages Opening Body Closing © 2013 Cengage Learning ● All Rights Reserved Capture the reader’s ATTENTION. § § Offer something valuable. Promise a benefit. Ask a question. Provide a quotation, fact, product feature, testimonial, or startling statement. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 8, Slide 23

Gaining Attention © 2013 Cengage Learning ● All Rights Reserved 1. 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. 2. Benefit You'll help our environment and help your neighbors in the process. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 8, Slide 24

Gaining Attention 3. Question Google has evolved. Have you? © 2013 Cengage Learning ● All Rights Reserved 4. Quotation or proverb Opportunity seldom knocks twice. 5. Related fact A virus is a computer program written to perform malicious tasks. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 8, Slide 25

Gaining Attention © 2013 Cengage Learning ● All Rights Reserved 6. Testimonial "I never stopped eating, yet I lost 107 pounds. "—Tina Rivers, Greenwood, South Carolina 7. Startling Statement Texting while driving can be more dangerous than driving drunk. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 8, Slide 26

AIDA Writing Strategy for Sales and Marketing Messages Opening Body Closing © 2013 Cengage Learning ● All Rights Reserved Build INTEREST. § Describe central selling points § Make rational, emotional, and dual appeals. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 8, Slide 27

Appealing to Your Audience Rational Appeals Focus on making or saving money, increasing efficiency, or making good use of resources. © 2013 Cengage Learning ● All Rights Reserved Dual Appeals Combine rational and emotional appeals. Building Interest Emotional Appeals Focus on status, ego, and sensual feelings. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 8, Slide 28

Rational Appeal The Signature Air Purifier uses an electronic filter that never needs replacing. Just rinse it off, and it’s as good as new. No costly replacement filters means that the unit will literally pay for itself. © 2013 Cengage Learning ● All Rights Reserved Building Interest Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 8, Slide 29

Emotional Appeal You can join well-known celebrities who enjoy pure, fresh air with the Signature Air Purifier. And it's so quiet that you can use it in a baby's room. © 2013 Cengage Learning ● All Rights Reserved Building Interest Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 8, Slide 30

Dual Appeal Enjoy fresh, clean, crisp air as pure as in the mountains. You can eliminate cooking odors, chemical fumes, pet odors, and cigarette smoke with our risk-free introductory offer that costs you nothing. © 2013 Cengage Learning ● All Rights Reserved Building Interest Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 8, Slide 31

AIDA Writing Strategy for Sales and Marketing Messages Opening Body Closing © 2013 Cengage Learning ● All Rights Reserved Elicit DESIRE and reduce resistance. § Testimonials § Money-back guarantees § Free samples § § Performance tests Warranties Expert opinions Awards Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 8, Slide 32

AIDA Writing Strategy for Sales and Marketing Messages Opening Body Closing © 2013 Cengage Learning ● All Rights Reserved Motivate ACTION. § Offer a gift. § Promise an incentive. § Limit the offer. § Set a deadline. § Guarantee satisfaction. § Include a P. S. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 8, Slide 33

Checklist: Sales/Marketing Messages © 2013 Cengage Learning ● All Rights Reserved ü At what audience is the message aimed? ü Is the appeal emotional or rational? Is the appeal effective? ü Is the opening effective? ü What techniques capture the reader's attention? ü Is a central selling point emphasized? ü Does the message emphasize reader benefits? Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 8, Slide 34

Checklist: Sales/Marketing Messages © 2013 Cengage Learning ● All Rights Reserved ü How does the message build interest in the product or service? ü How is price introduced? ü How does the message anticipate reader resistance and offer counterarguments? ü What action is to be taken and how is the reader motivated to take that action? ü What motivators spur the reader to act quickly? Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 8, Slide 35

Ineffective Sales Message Dear Camera Owner: Hi! I'm Jim Johnson and I'm asking you to continue to use Kent Color Labs for printing your photos. © 2013 Cengage Learning ● All Rights Reserved We've been in business for a long time and our customers tell us they are quite satisfied with our service and the quality of our printing. We feel that you can't get better prices anywhere. We are also very proud of our guarantee. No matter what we receive from you, you don’t risk a cent. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 8, Slide 36

Ineffective Sales Message We offer a whole range of services—digital processing, film processing, reprints, posters, slides, disks, and much more. © 2013 Cengage Learning ● All Rights Reserved Are you tired of asking yourself, "Where should I get my photos printed? " Well, Kent Color labs is the place to go. We rely on the U. S. mail for our business, and this letter is our way of asking for your business. Send us your next roll of film or upload your photos to us to be process as soon as you take your pictures. Sincerely, Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 8, Slide 37

Ineffective Sales Message What’s wrong with it? © 2013 Cengage Learning ● All Rights Reserved 1. 2. 3. 4. Does the opening grab your attention? Is a central selling point developed? Is the letter written from the reader's perspective? Should this letter develop rational or emotional appeals? 5. Does the letter use concrete examples? 6. Does it build confidence in the product or service? 7. Does it stimulate action in the closing? Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 8, Slide 38

Improved Sales Message Dear Ms. Rhodes: Amy Evans, of Houston, Texas, recently wrote to us saying, "I wanted to let you know that the pictures you printed for me were the best pictures I have ever received. And I can't believe I received them so quickly!" © 2013 Cengage Learning ● All Rights Reserved If you are looking for quality photo printing, speedy turnaround, and, most importantly, reliability--consider Kent Color Labs. Here's why our customers keep returning: * You get low printing prices and excellent quality. * You get a whole range of services–digital processing, film processing, reprints, enlargements, giant photo posters, wallet photos, and more. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 8, Slide 39

Improved Sales Message * You get film mailing envelopes made from special long-fibered paper making them stronger than normal envelopes. * You get convenience–no more standing in line at the drugstore or camera store. And it's fun to receive mail! © 2013 Cengage Learning ● All Rights Reserved We're best known, however, for our reliability. We've been in business for more than 47 years. The minute we receive your order, it's processed! You can count on that every time. Because we're so certain that you will be pleased, we guarantee every one of your photos. If you're not satisfied, simply return the photos. We will cheerfully refund your money and send you a coupon to print your next order for free. This is the best guarantee in the business. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 8, Slide 40

Improved Sales Message We want your return business. Right now, take those special photos. Grab a pen, complete the enclosed mailer, and drop it in the mail. Or, if you’ve gone digital, just upload your photos at http: //www. kentcolorlabs. com for immediate printing. Sincerely, © 2013 Cengage Learning ● All Rights Reserved Marnie Stanier President P. S. If you respond within one week, we'll process your order at an additional savings of 20 percent. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 8, Slide 41

Online Sales/Marketing Messages © 2013 Cengage Learning ● All Rights Reserved § Communicate only with those who have given permission! § Craft a catchy subject line. § Keep the main information "above the fold. " Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 8, Slide 42

Online Sales/Marketing Messages © 2013 Cengage Learning ● All Rights Reserved § Make the message short, conversational, and focused. § Convey urgency. § Sprinkle testimonials throughout the copy. § Provide a means for opting out. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 8, Slide 43

Technology in Sales/Marketing © 2013 Cengage Learning ● All Rights Reserved § Facebook and other social media sites § Twitter § Blogs § Wikis § RSS (Really Simple Syndication § Podcasting Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 8, Slide 44

“The most important persuasion tool you have in your entire arsenal is integrity. ” © 2013 Cengage Learning ● All Rights Reserved --Zig Ziglar, renowned American salesperson, author, and motivational speaker Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 8, Slide 45