Chapter 10: Persuasive and Sales Messages

1
Chapter 10Persuasive and Sales Messages
2
Learning Objectives

• 1 Strategies for Making Persuasive Requests
• 2 Blending the Components of a Persuasive
  Message
• 3 Writing Successful Persuasive Requests
• 4 Planning and Composing Effective Sales
  Messages
• 5 Developing Persuasive Press Releases

3
Strategies for Making persuasive Requests

• What is Persuasion?
• The ability to use argument or discussion in
  attempting to change an individual's beliefs or
  actions.
• To present information that enables others to
  see the benefits of what you are offering.
• Persuasion doesnt involve coercion or trickery.

4
Strategies for Making persuasive Requests

• Effective Persuasion Techniques
• Readers or listeners will be more inclined to
  accept what you are offering if you focus on the
  following
• - Establish credibility
• - Make a reasonable precise request
• - Expect and overcome resistance
• - Share solutions

5
Strategies for Making persuasive Requests

• The Importance of Tone
• How can persuaders improve the tone of their
  requests?
• - Avoid sounding preachy or
  parental
• - Avoid making threats
• - Soften your words
• - Be enthusiastic
• - Be positive and likeable

6
Strategies for Making persuasive Requests

• Applying the 3-x-3 Writing process
• Analyzing the Purpose
• Adapting to the Audience
• Researching Organizing Data

7
Strategies for Making persuasive Requests

• Analyzing the Purpose
• - Your purpose establishes the strategy of the
  message
• - Know what your purpose is
• - Know what response you want

8
Strategies for Making persuasive Requests

• Adapting to the Audience
• - Learn about your audience members
• - Search for ways to connect your purpose with
  their needs or goals. Ex ( money, power comfort
  )
• - Be ready to answer (Who, What, and Why)
  questions

9
Strategies for Making persuasive Requests

• Researching Organizing Data
• - Brainstorm and prepare cluster diagrams of
  your ideas
• - Organize your data into an appropriate
  strategy

10
Blending the Components of a Persuasive Message

• Gaining Attention
• Building Interest
• Reducing Resistance
• Motivating Action

11
Blending the Components of a Persuasive Message

• Gaining Attention
• Provide - Personal Experience
• - A solution
  to a problem
• - A What if
  ? opening
• - A startling
  statement

12
Blending the Components of a Persuasive Message

• Building Interest
• - Use Facts, Direct benefits, statistics,
  and examples
• - make request precise and reasonable
• - Stress a central selling point

13
Blending the Components of a Persuasive Message

• Reducing Resistance
• - Anticipate audience objections
• - Present counterarguments while
  emphasizing on benefits
• - Demonstrate competence

14
Blending the Components of a Persuasive Message

• Motivating Action
• - Make the action easy to take
• - Restate reward for specific action
• - Motivate quick action

15
Writing Successful Persuasive Requests

• Requesting Favors and Actions
• Persuading within Organizations
• Complaint Letters

16
Writing Successful Persuasive Requests

• Requesting Favours and Actions
• The use of the indirect pattern is appropriate
  (delaying the request until after logical reasons
  have been presented)
• emphasize benefits to the reader
• Anticipate resistance with explanations
• Motivate action

17
Writing Successful Persuasive Requests

• Persuading within Organizations
• - Follow the Direct or Indirect pattern
• - Provide facts by using figures
• - Present honest arguments
• - Emphasize how the proposal benefits the
  business

18
Writing Successful Persuasive Requests

• Complaint Letters
• - Make a reasonable request
• - Present a logical case with clear facts
• - Adopt a moderate tone Avoid showing anger
• - Close with a clear statement of what you want
  done

19
Planning and Composing Effective Sales Messages

• Applying the 3-x-3 Writing Process to Sales
  Messages.
• Crafting a Winning Sales Message

20
Writing Successful Persuasive Requests

• Applying the 3-x-3 Writing Process to Sales
  Messages
• - Study your product or service
  carefully
• - Evaluate the competition
• - Identify your central selling
  points
• - Target your message to a selected
  group

21
Writing Successful Persuasive Requests

• Crafting a Winning Sales Message
• - Gain attention with a provocative
  message. Ex (startling statement) let the poor
  and hungry feed themselves! For just 100 they
  can
• - Emphasize the central selling points
  by using Rational or Emotional appeals

22
Writing Successful Persuasive Requests

• Crafting a Winning Sales Message
• - Reduce resistance by building desire
  for the product. Ex testimonials, free trials.
• - Motivate action by offering a gift
  or incentive, limiting an offer and guaranteeing
  satisfaction.

23
Developing Persuasive Press Releases

• How to make The release of new information about
  your company appealing to the media.
• - Present Important information early.
• - Appeal to the audience of the target
  media.
• - Look and sound credible.
• - Maintain visual interest.

24
Bibliography

• Nelson education. Business Communication
  Process and Product John Molson School of
  Business First Custom Edition. Toronto, ON 2010.
• ZENOME sub category lt http//www.zenome.com/di
  rectory/index.php?parentID007.063.010desc10- gt