PERSUASIVE MESSAGES

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Information about PERSUASIVE MESSAGES

Published on February 5, 2008

Author: qauaan

Source: slideshare.net

Description

This slides contain Persuasive messages & Letters inwhich we discuss different types of Sales Letters.

 

Business Communication  Presented By: Muhammad Usman

Persuasion is the attempt to change a reader’s attitude, beliefs or action in your favor. PERSUASION

AIM OF PERSUASIVE WRITING You create persuasive message when » you want your reader to do something. » to act » to accept a point of view In short you make your reader to support, believe and act in your favor.

You create persuasive message when

» you want your reader to do something.

» to act

» to accept a point of view

In short you make your reader to support, believe and act in your favor.

ORGANIZATION OF PERSUASIVE MESSAGES

DIRECT REQUEST ORGANIZATION Direct request organization In case of routine, more personal request we can use direct-request format, this format has three parts:- » Main idea (your request or question). » Explanation (Evidence, detail and facts so that your reader can respond precisely). » Courteous close (Politely asking for whatever action is desired).

Direct request organization In case of routine, more personal request we can use direct-request format, this format has three parts:- » Main idea (your request or question). » Explanation (Evidence, detail and facts so that your reader can respond precisely). » Courteous close (Politely asking for whatever action is desired).

INDIRECT REQUEST ORGANIZATION Indirect request organization In complex, more difficult situation, when the favor you ask may precipitate some objection you can use indirect Approach: i-e., » Explanation (Buffer opening). » Main Idea (Core of request). » Courteous Close (Polite ending with last request of action).

Indirect request organization In complex, more difficult situation, when the favor you ask may precipitate some objection you can use indirect Approach: i-e., » Explanation (Buffer opening). » Main Idea (Core of request). » Courteous Close (Polite ending with last request of action).

AIDA FOR SALE PRESENTATION A:- Attract the readers “attention” I: - Arouse the readers “interest” D:- Create “desire” and convince the reader A:- State clearly the “action” the reader needs to take. It’s not necessary to follow the order of AIDA formula, main thing is to take care of the each and every element in this AIDA model.

A:- Attract the readers “attention”

I: - Arouse the readers “interest”

D:- Create “desire” and convince the reader

A:- State clearly the “action” the reader needs to take.

ATTENTION Open with Agreeable comment or assertion With sincere compliment With a question (Do you know about new Product?) You get your reader’s attention by answering the reader’s question of “what in it for me”? You can: (1 st Paragraph).

Open with Agreeable comment or assertion

With sincere compliment

With a question (Do you know about new Product?)

INTEREST AND DESIRE Describe its physical characteristics, important features, appearance, beauty, function etc, it create rational part of persuasive message. Relate its value or benefit to the reader, state both direct and indirect benefits which reader can get from it After getting attention, you have to create interest and desire in the reader for your product. Suggest what your product, project, service (etc) is and what it will do for the reader, you can do so by: (Middle Paragraph).

Describe its physical characteristics, important features, appearance, beauty, function etc, it create rational part of persuasive message.

Relate its value or benefit to the reader, state both direct and indirect benefits which reader can get from it

ACTION After creating desire now tell the reader what will he do? Try to make this action ( your desired response from reader ) as easy as possible. (Last Paragraph).

After creating desire now tell the reader what will he do?

Try to make this action ( your desired response from reader ) as easy as possible.

PERSUASIVE REQUESTS That Require Time or personal Contribution. Requests About Products or Services. Requests For Claims and Adjustments. Requests For Change in Policy. Requests for Change in Performance. Requests for Employer to a Reference. Requests from Employee to a Reference. . A request for cooperation, gifts, or favors, without any intention to buy or sell, is a persuasive request. This type of letter attempts to persuade the reader to spend time or money or to go to some trouble to help the writer – usually without benefit to the reader.

That Require Time or personal Contribution.

Requests About Products or Services.

Requests For Claims and Adjustments.

Requests For Change in Policy.

Requests for Change in Performance.

Requests for Employer to a Reference.

Requests from Employee to a Reference.

REQUESTS THAT REQUIRE TIME OR PERSONAL CONTRIBUTION When we approach an individual to do some thing or contribute funds, we are asking that they give up some of their time or money, or both.

When we approach an individual to do some thing or contribute funds, we are asking that they give up some of their time or money, or both.

REQUESTS ABOUT PRODUCTS OR SERVICES. Persuasively Requesting Information from seller. Persuasively Requesting Internal Employee Action. As a customer or as a business or professional person, we will have occasions to seek a response from our reader. Products or Services are among the most common forms of Persuasive Requests.

Persuasively Requesting Information from seller.

Persuasively Requesting Internal Employee Action.

REQUESTS FOR CLAIMS AND ADJUSTMENTS. Persuasively Requesting an adjustment. Persuasively Requesting credit. These requests are written by those, who dissatisfied with a product, services, or policy.

Persuasively Requesting an adjustment.

Persuasively Requesting credit.

REQUESTS FOR CHANGE IN POLICY We often need to persuade a company to change its usual policy. Or we may wish to persuade individuals to change their actions, or hoping to employee to improve their future performance. » Effecting change in a policy can take considerable time. » Be prepared with logical and organized evidence.

We often need to persuade a company to change its usual policy. Or we may wish to persuade individuals to change their actions, or hoping to employee to improve their future performance.

REQUESTS FOR CHANGE IN PERFORMANCE Individual personal appearance. Habits annoying to others. Or even business practices. Persuasion is needed when we need to convince individual to change their performance. Requested Changes could:

Individual personal appearance.

Habits annoying to others.

Or even business practices.

REQUESTS FOR EMPLOYER TO A REFERENCE. Be specific. Word your question in a neutral way. Number your questions. Use separate paragraph for each question. Use rating scale if ask for an evaluation of a person, products, or service. A series of questions often can be the basis for our request to reference.

Be specific.

Word your question in a neutral way.

Number your questions.

Use separate paragraph for each question.

Use rating scale if ask for an evaluation of a person, products, or service.

REQUESTS FROM EMPLOYEE TO A REFERENCE. State why you are communicating. What the recommendation is for. Include some summery for yourself, e.g., Assume you ask a person for letter of recommendation. 1 st check that the person is willing to provide information. Then do the following. » Course Studied. » Grades in major and minor area. » Positions held and companies worked for. » Examples of leadership qualities. » Activities outside the workplace. » Goals and adjectives for your future.

State why you are communicating.

What the recommendation is for.

Include some summery for yourself, e.g.,

PERSUASIVE SALES LETTERS Solicited letters. To some extent, every letter is a sales letter. We are selling our organization’s image and goodwill. More so than other letters, the sales letter is highly specialized, and its writing require exceptional ability and experience. There are two kinds of sales letters: Unsolicited letters. (the organization is invited to respond to sales messages). (the organization sends out uninvited messages to sell a product or service).

Solicited letters.

Unsolicited letters.

HOW TO WRITE SALES LETTERS Decide on the Central Selling Point. Know your Buyer . Prepare a List of Buyers. Analyze the Product. Writing whatever type of sales letter, we should follow these principles. sex, age, occupation, geographic location, financial situation etc. what prospective buyers think of it and how they can use it do more than make sales--they win satisfied customers. The CSP might be appearance, durability, comfort, convenience, price etc

Decide on the Central Selling Point.

Know your Buyer .

Prepare a List of Buyers.

Analyze the Product.

SOLICITED LETTERS. Solicited sales are the letters that you write in response to an inquiry. With these letters, the organization has one central goal: to get responses quickly to someone’s request for information. use the direct plan for the solicited letter.

Solicited sales are the letters that you write in response to an inquiry.

With these letters, the organization has one central goal: to get responses quickly to someone’s request for information.

use the direct plan for the solicited letter.

ORGANIZATIONAL PLAN RESPONDING TO SOLICITED LETTERS Opening paragraph use the good-news approach » Answer the inquirer’s questions favorably. » Indicate that the requested material will be sent . Body » Answer the additional questions. » Provide sales promotion information. » Arrange your response in such a way that beginning and end of letter has positive response Action Ending » Make the action easy. » Suggest benefits to the reader. » Focus on the positive.

Opening paragraph use the good-news approach

Body

Action Ending

UNSOLICITED LETTERS. Unsolicited sales letter are those letters which you write to people who can be persuaded through these letters to buy your product or service. Before writing this type of letter you should clearly know your purpose .

SUGGESTIONS FOR WRITING UNSOLICITED LETTERS (a) Make a direct sale (b) Stimulate a future sale (c) Win back lost customer Your audience is general or a small niche Know every detail about your product or service Be aware of the enclosures and timing Give thought to the length of your letter After having all these information you can write your letter while taking main guidelines from AIDA formula.

(a) Make a direct sale

(b) Stimulate a future sale

(c) Win back lost customer

Your audience is general or a small niche

Know every detail about your product or service

Be aware of the enclosures and timing

Give thought to the length of your letter

 

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