Writing To Persuade THE BASIS OF PERSUASIVE SALES
Writing To Persuade
THE BASIS OF PERSUASIVE SALES MESSAGES IDENTIFYING OBJECTIVES 1. What product or service is being promoted? (the subject) 1. What will the product do for the people concerned? 2. From what materials is it made? 3. By what process is it manufactured? 4. What are its superior design features? 5. What is its price? 6. What kind of servicing, if any, will it require? 7.
THE BASIS OF PERSUASIVE SALES MESSAGES IDENTIFYING OBJECTIVES 2. To whom is the message being directed? (the audience) g Who would buy this product? g Why would they buy it? g How frequently would the product be purchased? g How would the product be used? g Is this product a necessity or a luxury? g What do people like about it? g What do people dislike about it? 3. What are the desired results? (the purpose)
The basis of persuasive sales messages organizing the message Solicited sales letters Vs Unsolicited letters • Getting the readers’ Attention. (A) • Introducing the product and arousing Interest in it. (I) • Generating Desire for the product through convincing evidence. (D) • Encouraging Action. (A)
First Paragraph: An Attention-Getter (A) Do’s • A solution to a problem • A startling announcement • A what-if opening • An outstanding feature of the product • A gift Don’t • Avoid asking foolish questions
Introducing the product and arousing Interest in it. (I) • Start with the product. • Focus on a central selling feature. • Address the reader’s needs. • Keep paragraphs short. • Introducing the Product • Be natural and cohesive • Be action oriented. • Stress the central selling point
Generating Desire for the product through convincing evidence. (D) q Convince the Readers with Evidence q Use concrete language. q Be objective q Interpret the evidence. q Be careful when you talk about price. q Introduce price later q Don’t mention it first & last para q Use figures to illustrate how enough money can be saved q State price in terms of small units. q If practical, invite comparison q Use sentence that mentions the price to remind about the benefits
Last Paragraph: Motivating the Reader to Action 1. State the specific action wanted; 2. Refer to the reward for taking action in the same sentence in which action is encouraged; 3. Present the action as being easy to take; 4. Provide some stimulus for quick action; and 5. Ask confidently for action.
Claim letters and requests for favors Making a Claim letters are often routine because the basis for the claim is a guarantee or some other assurance that an adjustment will be made without requiring persuasion. 1. writing inductively (to reduce the chance of a negative reaction), and 2. stressing an appeal throughout the letter (to emphasize an incentive for taking favorable action).
Claim letters and requests for favors Asking a Favor Occasionally, everyone has to ask someone for a favor - action for which there is not much reward, time, or inclination. 1. Begins on a point that is related and of interest to the receiver. 2. presents benefits that help to increase the reader’s enthusiasm for the proposal. 3. Seeks specific action.
The collection series Remember o Customers know what they owe (detailed information is not necessary) o They expect to be asked for payment (no need for an attentiongetter and no need for an apology) o Letter should be short, its main point (pay is expected) stands out vividly
Characteristics of effective collection letters • Timeliness • Regularity • Understanding • Increasing stringency
Stages in the Collection-Letter Series 1) Reminder, 2) Inquiry, 3) Appeal, a. Fair play b. Closure c. Pride d. Fear 4) Strong appeal or urgency To develop the strong appeal from the mild appeal 5) Ultimatum
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