1. Learning Objective Chapter 11 Persuasive Messages Copyright © 2001 South-Western College Publishing Co. Objectives O U T L I N E Getting Organized Using a Four-Step Approach Drafting Persuasive Messages Developing a Framework for Persuasive Messages Requesting a Favor Requesting an Adjustment A Collection Letter 11 C H A P T E R

2. Learning Objective Chapter 11 Persuasive Messages 1.Explain how to use the Framework for Business Communication to write persuasive messages. 2.Describe how persuasive messages are formed. 3.Explain how a successful attempt at persuasion is related to audience attention factors and human motivation. 4.Identify the components of Mazlow's Hierarchy of Human Needs, explaining how such needs are related to successful attempts at persuasion. 5.Explain how effective persuasive messages may depend on successfully channeling audience motivation. 6.Describe how inducing resistance to counter-persuasion can increase the effectiveness of a message. Learning Objectives

3. Learning Objective Chapter 11 Persuasive Messages 7.Explain the effectiveness of presenting a one-sided vs. two-sided argument to an audience. 8.List three basic goals of persuasion. 9.List three possible outcomes of persuasion. 10. Write a persuasive sales letter. 11. Request a favor in writing. 12. Ask for an adjustment, credit, or refund. 13. Write a convincing collection letter. Learning Objectives

4. Learning Objective Chapter 11 Persuasive Messages DEVELOPING A FRAMEWORK FOR PERSUASIVE MESSAGES Explain how to use the Framework for Business Communication to write persuasive messages. Getting Organized Using a Four- Step Approach Drafting Persuasive Messages Your ability to persuade depends on your ability to understand and respond to changes. Developing a Framework for Persuasive Messages Dynamic Forces Challenges If the message is too fundamental for knowledgeable consumers, few will pay attention. Requesting a Favor Requesting an Adjustment A Collection Letter Ambiguities Motivations to respond to messages change: age, income, educational, social groups.

5. Learning Objective Chapter 11 Persuasive Messages Gather and organize information so that it becomes useful, both to you and to your readers. Getting Organized Using a Four- Step Approach Drafting Persuasive Messages Developing a Framework for Persuasive Messages Requesting a Favor Requesting an Adjustment A Collection Letter Putting the Analysis to Work Persuasive messages are not difficult to write if you are prepared. GETTING ORGANIZED The Goals of Persuasion Conserving Positive Opinion: reinforce the beliefs, attitudes, and opinions of those who agree with you. Crystallizing Latent or Unformed Opinion: getting their opinions to form the want you want them to.

6. Learning Objective Chapter 11 Persuasive Messages List three possible outcomes of persuasion. Getting Organized Using a Four- Step Approach Drafting Persuasive Messages Developing a Framework for Persuasive Messages Requesting a Favor Requesting an Adjustment A Collection Letter Putting the Analysis to Work Neutralizing Hostile Opinion: prevent people opposed to your view from reaching others. The Outcomes of Persuasion Reinforcement of Existing Attitudes: an attempt to conserve a positive opinion. Modification of Existing Attitudes: change comes much more easily in small increments. Creation of New Attitudes: first offer readily understood information from highly believable sources.

7. Learning Objective Chapter 11 Persuasive Messages Gather and organize information so that it becomes useful, both to you and to your readers. Getting Organized Using a Four- Step Approach Drafting Persuasive Messages Developing a Framework for Persuasive Messages Requesting a Favor Requesting an Adjustment A Collection Letter Focusing on the Main Idea Don’t ask for more than one major persuasive response in a given message. Keep the main idea up front. Selecting an Appropriate Tone The message should be appropriate t the reader, the occasion, and the reason for writing. Crafting an Effective Persuasive Message It may be possible to secure an immediate commitment or action.

8. Learning Objective Chapter 11 Persuasive Messages Explain how effective persuasive messages may depend on successfully channeling audience motivation. Getting Organized Using a Four- Step Approach Drafting Persuasive Messages Developing a Framework for Persuasive Messages Requesting a Favor Requesting an Adjustment A Collection Letter Successful persuasive messages include the separate steps: 1.Gaining the attention of your audience. 2.Providing appropriate motivation for your audience to do as you ask. 3.Channeling their motivation into an appropriate outlet: 4.Inducing resistance to counter-persuasion. USING A FOUR STEP APPROACH Gaining the Attention of Your Audience Selective perception: subconscious attention - ignoring everything else.

9. Learning Objective Chapter 11 Persuasive Messages Identify the components of Mazlow's Hierarchy of Human Needs. Getting Organized Using a Four- Step Approach Drafting Persuasive Messages Developing a Framework for Persuasive Messages Requesting a Favor Requesting an Adjustment A Collection Letter Providing the Appropriate Motivation for Your Audience Human Needs as Motivators: Maslow’s hierarchy. Basic needs: food, air, water, sleep Security needs: our feelings of well-being and confidence. Belonging needs: those related to security. Love or Esteem needs: we each want to feel loved, wanted, and admired by other people. Self-Actualization needs : each person cannot really become all that he or she could be, unless each of the four lower needs are first satisfied.

10. Learning Objective Chapter 11 Persuasive Messages Explain how needs are related to successful attempts at persuasion. Getting Organized Using a Four- Step Approach Drafting Persuasive Messages Developing a Framework for Persuasive Messages Requesting a Favor Requesting an Adjustment A Collection Letter ERG Theory: a need-based theory developed by psychologist Clayton Alderfer Existence needs: satisfied by material substances. Relatedness needs: satisfied by the exchange of feelings and thoughts. Growth needs: fulfilled by strong involvement an full use of one’s skills and abilities. Eight Hidden Needs: Vance Packard Need for Emotional Security Need for Reassurance of Worth Need for Ego Gratification Need for Creative Outlets Need for Love Objects

11. Learning Objective Chapter 11 Persuasive Messages Getting Organized Using a Four- Step Approach Drafting Persuasive Messages Developing a Framework for Persuasive Messages Requesting a Favor Requesting an Adjustment A Collection Letter Need for a Sense of Power Need for Roots Need for Immortality Relating Needs Theory to Persuasive Messages: An affirmative appeal: accepting the proposal means that a need not now satisfied will be met or more fully satisfied. A fear appeal: after following the advice, the threat will subside. Motivating by Appeal to Rationality and Consistency: first show how your position is consistent with the audience’s existing beliefs. Explain how needs are related to successful attempts at persuasion.

12. Learning Objective Chapter 11 Persuasive Messages Describe how inducing resistance to counter-persuasion can increase the effectiveness of a message. Getting Organized Using a Four- Step Approach Drafting Persuasive Messages Developing a Framework for Persuasive Messages Requesting a Favor Requesting an Adjustment A Collection Letter Social Conformity as Motivation: social forces that have helped to shape us Channeling the Motivation of Your Audience to Take Action An outlet for action. Recommend a specific proposition to be adopted. Show the high probability of satisfaction. Inducing Resistance in the Audience to Counter-Persuasion State opposing arguments and refute them.

13. Learning Objective Chapter 11 Persuasive Messages Getting Organized Using a Four- Step Approach Drafting Persuasive Messages Developing a Framework for Persuasive Messages Requesting a Favor Requesting an Adjustment A Collection Letter State opposing arguments and refute them. Encourage audience commitment in some tangible or visible way. Warn the audience that others will attempt to change their minds. Using one-sided and two-sided arguments to inoculate an audience against counter persuasion: Use One-sided When... Audience initially agrees with you Audience is poorly educated or low esteem Use Two sided When… Audience initially disagrees with you The audience is well educated and informed Explain the effectiveness of presenting a one-sided vs. two-sided argument to an audience.

14. Learning Objective Chapter 11 Persuasive Messages Write a persuasive sales letter. Getting Organized Using a Four- Step Approach Drafting Persuasive Messages Developing a Framework for Persuasive Messages Requesting a Favor Requesting an Adjustment A Collection Letter Your mail will arrive unsolicited. DRAFTING PERSUASIVE MESSAGES Writing a Sales Letter Know Your Reader Know your target audience : age, income, trust level, regular customers, needs, interests, buying habits, decision maker. Know Your Product Understand all aspects of what you are selling.

15. Learning Objective Chapter 11 Persuasive Messages Getting Organized Using a Four- Step Approach Drafting Persuasive Messages Developing a Framework for Persuasive Messages Requesting a Favor Requesting an Adjustment A Collection Letter Keep the message consistent with your sales strategy. Know Your Message Beginning an Effective Sales Letter Introduction Techniques A Climatic Moment A Suitable Quotation A Compliment A Congratulatory Statement A Statement of Fact, a Detail, or Statistic A Question Write a persuasive sales letter.

16. Learning Objective Chapter 11 Persuasive Messages Getting Organized Using a Four- Step Approach Drafting Persuasive Messages Developing a Framework for Persuasive Messages Requesting a Favor Requesting an Adjustment A Collection Letter A Statement of Opinion A Definition A Prediction An Anecdote Irony or Humor A Provocative Statement, Challenging a Familiar Idea or Belief A Statement Relating the Product or Service to a Current Event or Controversy A Statement that Refutes the Competition or Opposition Write a persuasive sales letter.

17. Learning Objective Chapter 11 Persuasive Messages Getting Organized Using a Four- Step Approach Drafting Persuasive Messages Developing a Framework for Persuasive Messages Requesting a Favor Requesting an Adjustment A Collection Letter Human Needs Rationality and Consistency Social Conformity Motivating Your Reader Channeling the Motivation of Your Reader to Take Action Explain what you want your readers to do Make the actions sound easy. Inducing Resistance to Counter-Persuasion Should you “inoculate” against counter- persuasion? Write a persuasive sales letter.

18. Learning Objective Chapter 11 Persuasive Messages Request a favor in writing. Getting Organized Using a Four- Step Approach Drafting Persuasive Messages Developing a Framework for Persuasive Messages Requesting a Favor Requesting an Adjustment A Collection Letter Two broad categories: Personal favors Professional favors Routine: asking as part of daily business Exceptional: use an indirect approach - a polite buffer. REQUESTING A FAVOR

19. Learning Objective Chapter 11 Persuasive Messages Ask for an adjustment, credit, or refund. Getting Organized Using a Four- Step Approach Drafting Persuasive Messages Developing a Framework for Persuasive Messages Requesting a Favor Requesting an Adjustment A Collection Letter Lead with Your Main Point: tell what you want. Include the Necessary Details: dates, stores. Make Sure You’re Right: check details. Maintain a Professional Tone: control temper. REQUESTING AN ADJUSTMENT, CREDIT, OR REFUND

20. Learning Objective Chapter 11 Persuasive Messages Write a convincing collection letter. Getting Organized Using a Four- Step Approach Drafting Persuasive Messages Developing a Framework for Persuasive Messages Requesting a Favor Requesting an Adjustment A Collection Letter First reminder: 30 days after payment is due. Second notice: 60 days past due. Urgent appeal: 90 days past due. Final ultimatum: 120 days past due. WRITING A COLLECTION LETTER The Collection Series Remaining Ethical and Within the Law The Fair Debt Collection Act of 1978 prohibits certain debt collection practices.

21. Learning Objective Chapter 11 Persuasive Messages The End Copyright © 2000 South-Western College Publishing Co.