per su assive

8/12/2019 Per Su Assive

1/22

Persuasive Messages


2/22

Persuasive Messages

Kashif Nawaz Jakhar0331-47911672

I. Preparing to write a persuasive messageA. Appealing to the audiences needs

B. Appealing to emotion and logicC. Appealing to the credibility

II. Organizing the messageA. Attention (A)

B. Interest (I)

C. Desire (D)

D. Action (A)


3/22

Persuasive Messages


III. Writing a successful persuasive request

A. Sample letter

IV. Writing sales letters

A. Stage I: Prewriting

B. Stage II: Preparing the copy

C. Stage III: Writing persuasive messages


4/22

Appealing to the Audiences Needs


Maslows hierarchy of needs:

Self-actualization

Esteem and status

Social

Safety and security

Physiological (survival)


5/22

Appeal to Emotion and Logic


People respond emotionally when their needsare not being met.

Persuasion aims to arouse desirable emotionsand diminish undesirable ones.

Logic provides justification for and reinforcesemotional decisions.


6/22

Appeal to Credibility


Appeal to credibility

through facts

Testimonials

Documents

Guarantees

Statistics

Research results


7/22

Organizing the Message

Attention (A)

Spark audiences curiosity

Avoid extravagant claims and irrelevancies

Interest (I)Relate message to audiences needs

Provide factual description of item or service

Mention benefits to audience

Desire (D)

Provide evidence to back claims

Draw attention to enclosuresBuild audiences willingness to take action

Action (A)

State desired action

Summarize benefits

Make action easyKashif Nawaz Jakhar0331-47911677


8/22

Writing A Successful Persuasive

Request

Has your company ever lost a valuedemployee to another organization that offered20 percent more in salary for the sameposition? Have you ever added a unique job

title but had no idea what compensation theposition demanded?

Gains attention withtwo short questions

that suggest problems

the reader knows

To remain competitive in hiring and to retainqualified workers, companies rely on surveydata showing current salaries. Myorganization collects such data, and we needyour help. Would you be willing to completethe enclosed questionnaire so that we cansupply companies like yours with accuratesalary data?

Discusses a benefitthat lead directly tothe frank request forhelp. Notice that the

request is coupled witha reader's benefit.



9/22


Request (contd)

Your information, of course, will be treatedconfidentially. The questionnaire takes abouta few moments to complete, and it canprovide substantial dividends for professionalorganizations that need comparative salarydata.

Anticipates andcounters resistance to

confidentiality andtime/ effort objections

To show our gratitude for your participation,we will send you comprehensive salarysurveys for your industry and yourmetropolitan area. Not only will you find basicsalaries, you'll also learn about bonus andincentive plans, special pay differences,expense reimbursements, perquisites such asa company car and credit card, and special

payments like beeper pay.

Offers free salary dataas a direct benefit.

Describes the benefitin detail to strengthen

its appeal.



10/22


Request (contd)

Comparative salary data are impossible toprovide without the support of professionalslike you. Please complete the questionnaire

and return it in the prepaid envelope beforeNovember 1, our fall deadline. You will nolonger be in the dark about how much youremployees earn compared with others in yourindustry.

Appeals toprofessionalism.

Motivates action witha deadline and a finalbenefit that relates tothe opening questions.



11/22

Writing Sales Letters


Stage 1: Prewriting Stage

1. Determining selling points and

benefitsIdentify selling points and the potential buyersSelling points: the most attractive features

Consumer benefits: particular advantagesIdentify product features:

Product ident ity: Performance features

Product l i fe span: Effectiveness

Compet ing produ cts: Manufacturing process

Packaging; Product history

Product image; Distribution; Market position


12/22

Writing Sales Letters (contd)


2. Defining audienceDemographic characteristics: age, gender,

occupation, income, education

Psychographic characteristics: personality, attitude,life-style

3. Planning format and approachLetter, brochure, sample, response card

Graphics: type style, color, logosNumber of pages in sales letterOverall makeup of campaign: Mailing, telephone or

in-person follow-up


13/22



Stage 2: Preparing the Copy

1. Attention-getting format devices

Genuine news: In the past 60 days, automanufacturers inventories have shrunk by 12percent.Emotions & values: The only thing worse than

paying taxes is paying taxes when you dont have to.


14/22



2. Emphasizing the central selling point(Application Letter)

Focus on the single most important feature

Determine the central selling point by asking:

What does competitor offer?

What is special about your product?

What are potential buyers really looking for?


15/22



3. Highlighting the consumer benefits

Selling points + you attitude = Benefits

Mention the most important benefit near thebeginning and end of the letter

Refer to other benefits throughout the body of theletter


16/22



4. Using action terms

The XYZ desk chair is designed to support

The XYZ desk chair supports

5. Talking about the price

Prices for similar products

Pave the way for your price -- "economical" or"luxurious" before mentioning the specific price


17/22



6. Supporting your claims

If the price is low, compare features to the

competitor's to show relative value.If the price is high, stress features and benefits tojustify it.

To de-emphasize price: Bury actual figures in the middle of a paragraph, near the

end of letter; after explaining selling points Break quantity price into units

Compare favorably to some other product or activity Types of support for product claims: samples; Brochures


18/22



7. Motivating action

Mention deadline, if appropriate.

Offer discounts, prizes, and special offers for earlyorders.

Offer free trial, unconditional guarantee.


19/22



Stage 3: Writing Persuasive Messages

Gaining Attention (A)

Offer: A free trip to Hawaii is just the beginning!Promise: Now you can raise your sales income by

50 percent or even more with the proven techniquesfound inProduct feature: At last a collection of personnel

forms help you both hire and manage employees,while complying with government regulations.


20/22



Building Interest (I)

Rational Appeal: You can buy the things you needand want, pay household bills, pay off higher-costloans and credit card as soon as you are

approved and your Credit Line account is opened.Emotional Appeal: Leave the urban bustle behind

and escape to sun-soaked Bermuda! All you need isyour bathing suit, a little suntan lotion, and yourCredit-Line card to recharge your batteries with an

injection of sun and surf.


21/22



Building Interest (I)

Dual Appeal: New Credit-Line cardholders are

immediately eligible for a $ 1000 travel certificateand additional discounts at fun-filled resorts. Saveup to 40 percent while lying on a beach inpicturesque, sun-soaked Bermuda, the year-round

resort island.


22/22



Motivating Action (D & A)

Offer a gift: You will receive a free calculator withyour first order.

Promise an incentive: With every new, paidsubscription, we will plant a tree in one of AmericasHeritage Forests.

Limit the offer: Only the first 100 customersreceive free checks.

Set a deadline: You must act before June 1 to getthese low prices.

Guarantee satisfaction: We will return your fullpayment if you are not entirely satisfied no

questions asked.