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2010 Thomson South-Western
Instructor Only Version
CHAPTER 8CHAPTER 8
PersuasivePersuasive
MessagesMessages
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hapter 8, Slide 3Mary Ellen Guffey, Essentials of Business Communication, 8e
Writing Plan foraWriting Plan foraPersuasive RequestPersuasive RequestWriting Plan foraWriting Plan fora
Persuasive RequestPersuasive Request
Body Closing
Capture the readers attention.
Describe a problem, state somethingunexpected, suggest reader benefits,offer praise or compliments, or ask astimulating question.
Opening
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hapter 8, Slide 4Mary Ellen Guffey, Essentials of Business Communication, 8e
Opening Closing
Body
Build interest.
Explain logically and
concisely the purpose
of the request. Prove its merit.
Use facts, statistics,
and expert opinion.
Reduce resistance.
Anticipate objections.
Offer counterarguments.
Establish credibility. Demonstrate competence.
Show the value of your
proposal.
Writing Plan foraWriting Plan foraPersuasive RequestPersuasive RequestWriting Plan foraWriting Plan fora
Persuasive RequestPersuasive Request
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hapter 8, Slide 5Mary Ellen Guffey, Essentials of Business Communication, 8e
Opening
Body
Motivate action.
Ask for a particular action.
Make it easy to respond.
Show courtesy, respect, and
gratitude.
Closing
Writing Plan foraWriting Plan foraPersuasive RequestPersuasive RequestWriting Plan foraWriting Plan fora
Persuasive RequestPersuasive Request
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hapter 8, Slide 6Mary Ellen Guffey, Essentials of Business Communication, 8e
Requesting Favors and ActionsRequesting Favors and Actions
Whenis persuasionnecessary?
Requests for time, money, information,
special privileges, and cooperationrequire persuasion.
ISTOCKPHOTO.COM / ZSOLT NYULASZI
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Chapter 8, Slide 7Mary Ellen Guffey, Essentials of Business Communication, 8e
Requesting Favors and ActionsRequesting Favors and Actions
Why are requestsgranted?
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."
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Chapter 8, Slide 9Mary Ellen Guffey, Essentials of Business Communication, 8e
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Persuasive FavorRequestPersuasive FavorRequestAfterRevisionAfterRevision
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Chapter 8, Slide 10Mary Ellen Guffey, Essentials of Business Communication, 8e
PersuadingWithinOrganizationsPersuadingWithinOrganizations
Persuadingsubordinates
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.
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Chapter 8, Slide 11Mary Ellen Guffey, Essentials of Business Communication, 8e
PersuadingWithinOrganizationsPersuadingWithinOrganizations
Persuadingthe boss
In requests moving upward
provide evidence. dont ask for too much.
use words such as suggest and
recommend.
Sentences should sound nonthreatening,
for example, It might be a good idea if....
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Chapter 8, Slide 12Mary Ellen Guffey, Essentials of Business Communication, 8e
Persuasive MemoPersuasive MemoBefore RevisionBefore Revision
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by clickingicon at right.
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Chapter 8, Slide 13Mary Ellen Guffey, Essentials of Business Communication, 8e
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Chapter 8, Slide 14Mary Ellen Guffey, Essentials of Business Communication, 8e
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 wellbeing 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.
Good and Bad Openings forGood and Bad Openings forPersuasive RequestsPersuasive Requests
Which ofthe following openings are effective?
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Chapter 8, Slide 15Mary Ellen Guffey, Essentials of Business Communication, 8e
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.
Good and Bad Openings forGood and Bad Openings forPersuasive RequestsPersuasive Requests
Which ofthe following openings are effective?
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Chapter 8, Slide 16Mary Ellen Guffey, Essentials of Business Communication, 8e
Ineffective FavorRequestIneffective FavorRequest
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Chapter 8, Slide 17Mary Ellen Guffey, Essentials of Business Communication, 8e
Improved FavorRequestImproved FavorRequest
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Chapter 8, Slide 18Mary Ellen Guffey, Essentials of Business Communication, 8e
Making Claims and RequestingMaking Claims and RequestingAdjustments (Complaint Letters)Adjustments (Complaint Letters)Making Claims and RequestingMaking Claims and Requesting
Adjustments (Complaint Letters)Adjustments (Complaint Letters)
Avoid sounding angry, emotional, or
irrational.
Begin with a compliment, point ofagreement, 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.
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Chapter 8, Slide 19Mary Ellen Guffey, Essentials of Business Communication, 8e
Enclose document copies supporting your
claim.
Appeal to the receiver's fairness, ethical andlegal responsibilities, and desire for customer
satisfaction.
Describe your feelings and yourdisappointment.
Close by telling exactly what you want done.
Making Claims and RequestingMaking Claims and RequestingAdjustments (Complaint Letters)Adjustments (Complaint Letters)Making Claims and RequestingMaking Claims and Requesting
Adjustments (Complaint Letters)Adjustments (Complaint Letters)
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Chapter 8, Slide 20Mary Ellen Guffey, Essentials of Business Communication, 8e
Examine This EffectiveExamine This EffectiveClaim Request (Complaint Letter)Claim Request (Complaint Letter)
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Chapter 8, Slide 21Mary Ellen Guffey, Essentials of Business Communication, 8e
Ineffective Complaint LetterIneffective Complaint Letter
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Chapter 8, Slide 22Mary Ellen Guffey, Essentials of Business Communication, 8e
Improved Complaint LetterImproved Complaint Letter
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Chapter 8, Slide 23Mary Ellen Guffey, Essentials of Business Communication, 8e
AIDA Writing Plan forAIDA Writing Plan fora Sales Lettera Sales Letter
AIDA Writing Plan forAIDA Writing Plan fora Sales Lettera Sales Letter
Body Closing
Capture the ATTENTION ofthe reader.
Offer something valuable, promise a
benefit, ask a question, provide aquotation, and so forth.
Opening
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Chapter 8, Slide 24Mary Ellen Guffey, Essentials of Business Communication, 8e
Gaining AttentionGaining AttentionGaining AttentionGaining Attention
1. Offer
Take your old cell phones to one of ourcollection centers, and we'll recycle it
and donate a portion of the proceeds tocharity.
2. Benefit
You'll help our environment and helpyour neighbors in the process.
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Chapter 8, Slide 25Mary Ellen Guffey, Essentials of Business Communication, 8e
Gaining AttentionGaining AttentionGaining AttentionGaining Attention
3. Question
Microsoft has evolved. Have you?
4. Quotation orproverbOpportunity seldom knocks twice.
5. Related fact
A virus is a computer program written toperform malicious tasks.
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Chapter 8, Slide 26Mary Ellen Guffey, Essentials of Business Communication, 8e
Gaining AttentionGaining AttentionGaining AttentionGaining Attention
6. Testimonial
"I never stopped eating, yet I lost 107
pounds."
Tina Rivers, Greenwood,South Carolina
7. Startling Statement
Drunk drivers injure or cripple more than500,000 victims every year.
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Chapter 8, Slide 27Mary Ellen Guffey, Essentials of Business Communication, 8e
Opening Closing
Build INTEREST.
Emphasize a central selling point.
Make rational and emotional appeals.
Body
AIDA Writing Plan forAIDA Writing Plan fora Sales Lettera Sales Letter
AIDA Writing Plan forAIDA Writing Plan fora Sales Lettera Sales Letter
Build INTEREST.
Emphasize a central selling point.
Make rational and emotional appeals.
To learn more, click icon:Microsoft Office
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Chapter 8, Slide 28Mary Ellen Guffey, Essentials of Business Communication, 8e
Opening ClosingBody
AIDA Writing Plan forAIDA Writing Plan fora Sales Lettera Sales Letter
AIDA Writing Plan forAIDA Writing Plan fora Sales Lettera Sales Letter
ElicitDESIRE.
To reduce resistance, use testimonials,
money-back guarantees, free samples,performance tests, or other techniques.
To learn more, click icon: Microsoft OfficePowerPoint 9
-2
3 Pres
ElicitDESIRE.
To reduce resistance, use testimonials,
money-back guarantees, free samples,performance tests, or other techniques.
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Chapter 8, Slide 29Mary Ellen Guffey, Essentials of Business Communication, 8e
Motivate ACTION.
Offer a gift, promise an incentive, limit
the offer, set a deadline, or guaranteesatisfaction. Include a P.S. with a
special inducement.
AIDA Writing Plan forAIDA Writing Plan fora Sales Lettera Sales Letter
AIDA Writing Plan forAIDA Writing Plan fora Sales Lettera Sales Letter
Opening Body Closing
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Chapter 8, Slide 30Mary Ellen Guffey, Essentials of Business Communication, 8e
Checklist forChecklist forAnalyzing a Sales LetterAnalyzing a Sales Letter
Checklist forChecklist forAnalyzing a Sales LetterAnalyzing 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?
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Chapter 8, Slide 31Mary Ellen Guffey, Essentials of Business Communication, 8e
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 forChecklist forAnalyzing a Sales LetterAnalyzing a Sales Letter
Checklist forChecklist forAnalyzing a Sales LetterAnalyzing a Sales Letter
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Chapter 8, Slide 32Mary Ellen Guffey, Essentials of Business Communication, 8e
Examine This EffectiveExamine This EffectiveSales LetterSales Letter
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Chapter 8, Slide 33Mary Ellen Guffey, Essentials of Business Communication, 8e
Writing SuccessfulWriting SuccessfulOnline Sales MessagesOnline Sales Messages
Communicate only
with those who have
given permission! Craft a catchy
subject line.
Keep the maininformation "above
the fold."
Make the message
short, conversational,
and focused. Convey urgency.
Sprinkle testimonials
throughout the copy. Provide a means for
opting out.
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2010 Thomson South-Western
Instructor Only Version
ENDEND