1. Mary Ellen Guffey & Dana Loewy Essentials of Business Communication 9e © 2013 Cengage Learning ● All Rights Reserved Chapter 8 Persuasive Messages

2. © 2013 Cengage Learning ● All Rights Reserved BodyClosing Capture the reader’s attention and interest. Opening Writing Plan: Persuasive Requests Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 8, Slide 2  Describe a problem.  State something unexpected.  Suggest reader benefits.  Offer praise or compliments.  Ask a stimulating question.  Make a promise.

3. © 2013 Cengage Learning ● All Rights Reserved OpeningClosingBody Build interest.  Explain logically and concisely the purpose of the request.  Prove its merit.  Use facts, statistics, and expert opinion.  Focus on the reader’s direct and indirect benefits. Writing Plan: Persuasive Requests Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 8, Slide 3

4. © 2013 Cengage Learning ● All Rights Reserved OpeningClosingBody Reduce resistance.  Anticipate objections.  Offer counterarguments.  Establish credibility.  Demonstrate competence.  Show the value of your proposal. Writing Plan: Persuasive Requests Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 8, Slide 4

5. © 2013 Cengage Learning ● All Rights Reserved OpeningBody Motivate action.  Ask for a particular action.  Make the action easy to take.  Show courtesy, respect, and gratitude. Closing Writing Plan: Persuasive Requests Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 8, Slide 5

6. © 2013 Cengage Learning ● All Rights Reserved Requesting Favors and Actions When is persuasion necessary? Requests for time, money, information, special privileges, and cooperation require persuasion. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 8, Slide 6

7. © 2013 Cengage Learning ● All Rights Reserved Requesting Favors and Actions Why do receivers grant requests?  They are genuinely interested in your project.  They see benefits for others.  They expect goodwill potential for themselves.  They feel obligated as professionals to contribute their time or expertise to "pay their dues." Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 8, Slide 7

8. © 2013 Cengage Learning ● All Rights Reserved 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 well-being 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. Openings for Persuasive Requests Which of the following openings is most effective? Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 8, Slide 8

9. © 2013 Cengage Learning ● All Rights Reserved 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. Openings for Persuasive Requests Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 8, Slide 9 Which of the following openings is most effective?

10. © 2013 Cengage Learning ● All Rights Reserved Honorable David H. Davis California House of Representatives Sacramento, CA 95030 Dear Mr. Davis: Would you be interested in speaking to the students at Diablo Valley College? If you will be in town on April 16, our Associated Student Organization is having a Career Awareness Day. Many of our 25,000 students (and most are registered voters in your district) will be attending this function where three major speakers have been invited. We hope to find good speakers from industry, education, and politics. Ineffective Favor Request Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 8, Slide 10

11. © 2013 Cengage Learning ● All Rights Reserved Our ASO voted you the politician they would most like to hear. We could offer you 30 minutes to impart information about politics as a career, its rewards, and its punishments. Our Career Awareness Day will contain information booths; students can talk about careers and learn about them at these booths. Then the three speakers will follow these booths at 12 noon in the Campus Center. If you’d like to be one of our speakers, let me know at your earliest convenience. We'd enjoy having you and it could be good for you too. If you let me know early enough, we can get some publicity out. Sincerely, Ineffective Favor Request Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 8, Slide 11

12. © 2013 Cengage Learning ● All Rights Reserved What’s wrong with it? 1. Starts out directly with a question that could be answered negatively 2. Provides an easy excuse for refusal (in second sentence) 3. Fails to emphasize reader benefits (opportunity to influence 25,000 potential voters) 4. Lacks unity in sentences and paragraphs Ineffective Favor Request Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 8, Slide 12

13. © 2013 Cengage Learning ● All Rights Reserved What’s wrong with it? 5. Focuses on writer's viewpoint rather than on reader's 6. Uses imprecise words and inappropriate syntax 7. Closes without making it easy for reader to grant favor. Does not include a deadline for responding. Ineffective Favor Request Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 8, Slide 13

14. © 2013 Cengage Learning ● All Rights Reserved Honorable David H. Davis California House of Representatives Sacramento, CA 95030 Dear Mr. Davis: Over 25,000 students attend Diablo Valley College, and many are registered voters in your district. On Thursday, April 16, you will be able to introduce yourself to these potential voters at the Associated Student Organization's Career Awareness Day. On this day we plan to have three major speakers representing industry, education, and politics. Our Career Awareness Day features information booths where students may Improved Favor Request Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 8, Slide 14

15. © 2013 Cengage Learning ● All Rights Reserved learn more about specific careers. The program ends with the major addresses given in the Campus Center at 12 noon. As one of the three featured speakers, you would have 30 minutes to describe a career in politics and its rewards and possible drawbacks. You were selected by our ASO as the politician they would most like to hear. To give DVC students an opportunity to meet you and to learn about a career in politics, please call me at (925) 685-1230 to confirm this speaking engagement. We will need your approval by March 15 so that appropriate publicity may be prepared. Sincerely, Improved Favor Request Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 8, Slide 15

16. © 2013 Cengage Learning ● All Rights Reserved  Make your request reasonable and valid.  Present a logical case with clear facts.  Use a moderate tone; don’t sound angry, emotional, or frustrated. Persuasive Claims and Complaints Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 8, Slide 16

17. © 2013 Cengage Learning ● All Rights Reserved BodyClosingOpening Writing Plan: Claims, Complaints Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 8, Slide 17 Begin with one of the following:  Compliment  Problem statement  Point of agreement  Review of actions you have taken to resolve the problem

18. © 2013 Cengage Learning ● All Rights Reserved OpeningClosingBody Writing Plan: Claims, Complaints  Describe precisely what happened.  Explain why your claim is legitimate.  Enclose copies of relevant documents that support your claim.  Appeal to the receiver's sense of fairness, ethical and legal responsibilities, and desire for customer satisfaction. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 8, Slide 18

19. © 2013 Cengage Learning ● All Rights Reserved OpeningBodyClosing Writing Plan: Claims, Complaints  Close with a clear statement of what you want done (refund, replacement, credit to your account, or other action).  Include a forward-looking statement suggesting future business relations. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 8, Slide 19

20. © 2013 Cengage Learning ● All Rights Reserved Persuading Within Organizations Persuading Subordinates Instructions moving downward usually require little persuasion. Persuasion may be necessary in the following situations:  To generate “buy-in”  To ask workers to perform outside their work roles  To accept changes not in their best interests Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 8, Slide 20

21. © 2013 Cengage Learning ● All Rights Reserved Persuading Within Organizations Persuading the Boss In requests moving upward, do the following:  Provide evidence.  Don’t ask for too much.  Make your sentences sound nonthreatening, for example, It might be a good idea if....  Use words such as suggest and recommend. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 8, Slide 21

22. © 2013 Cengage Learning ● All Rights Reserved AIDA Strategy: Sales and Marketing

23. © 2013 Cengage Learning ● All Rights Reserved BodyClosing Capture the reader’s ATTENTION. Opening AIDA Writing Strategy for Sales and Marketing Messages  Offer something valuable.  Promise a benefit.  Ask a question.  Provide a quotation, fact, product feature, testimonial, or startling statement. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 8, Slide 23

24. © 2013 Cengage Learning ● All Rights Reserved 1.Offer Take your old cell phones to one of our collection centers, and we'll recycle it and donate a portion of the proceeds to charity. 2.Benefit You'll help our environment and help your neighbors in the process. Gaining Attention Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 8, Slide 24

25. © 2013 Cengage Learning ● All Rights Reserved 3.Question Google has evolved. Have you? 4.Quotation or proverb Opportunity seldom knocks twice. 5.Related fact A virus is a computer program written to perform malicious tasks. Gaining Attention Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 8, Slide 25

26. © 2013 Cengage Learning ● All Rights Reserved 6.Testimonial "I never stopped eating, yet I lost 107 pounds."—Tina Rivers, Greenwood, South Carolina 7.Startling Statement Texting while driving can be more dangerous than driving drunk. Gaining Attention Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 8, Slide 26

27. © 2013 Cengage Learning ● All Rights Reserved OpeningClosing Build INTEREST. Body AIDA Writing Strategy for Sales and Marketing Messages  Describe central selling points  Make rational, emotional, and dual appeals. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 8, Slide 27

28. © 2013 Cengage Learning ● All Rights Reserved Appealing to Your Audience Dual Appeals Combine rational and emotional appeals. Dual Appeals Combine rational and emotional appeals. Emotional Appeals Focus on status, ego, and sensual feelings. Emotional Appeals Focus on status, ego, and sensual feelings. Rational Appeals Focus on making or saving money, increasing efficiency, or making good use of resources. Rational Appeals Focus on making or saving money, increasing efficiency, or making good use of resources. BuildingInterestBuildingInterest Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 8, Slide 28

29. © 2013 Cengage Learning ● All Rights Reserved BuildingInterestBuildingInterest Rational Appeal The Signature Air Purifier uses an electronic filter that never needs replacing. Just rinse it off, and it’s as good as new. No costly replacement filters means that the unit will literally pay for itself. Rational Appeal The Signature Air Purifier uses an electronic filter that never needs replacing. Just rinse it off, and it’s as good as new. No costly replacement filters means that the unit will literally pay for itself. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 8, Slide 29

30. © 2013 Cengage Learning ● All Rights Reserved BuildingInterestBuildingInterest Emotional Appeal You can join well-known celebrities who enjoy pure, fresh air with the Signature Air Purifier. And it's so quiet that you can use it in a baby's room. Emotional Appeal You can join well-known celebrities who enjoy pure, fresh air with the Signature Air Purifier. And it's so quiet that you can use it in a baby's room. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 8, Slide 30

31. © 2013 Cengage Learning ● All Rights Reserved BuildingInterestBuildingInterest Dual Appeal Enjoy fresh, clean, crisp air as pure as in the mountains. You can eliminate cooking odors, chemical fumes, pet odors, and cigarette smoke with our risk-free introductory offer that costs you nothing. Dual Appeal Enjoy fresh, clean, crisp air as pure as in the mountains. You can eliminate cooking odors, chemical fumes, pet odors, and cigarette smoke with our risk-free introductory offer that costs you nothing. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 8, Slide 31

32. © 2013 Cengage Learning ● All Rights Reserved OpeningClosingBody AIDA Writing Strategy for Sales and Marketing Messages Elicit DESIRE and reduce resistance.  Testimonials  Money-back guarantees  Free samples  Performance tests  Warranties  Expert opinions  Awards Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 8, Slide 32

33. © 2013 Cengage Learning ● All Rights Reserved Motivate ACTION. OpeningBodyClosing AIDA Writing Strategy for Sales and Marketing Messages  Offer a gift.  Promise an incentive.  Limit the offer.  Set a deadline.  Guarantee satisfaction.  Include a P.S. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 8, Slide 33

34. © 2013 Cengage Learning ● All Rights Reserved At what audience is the message 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 message emphasize reader benefits? Checklist: Sales/Marketing Messages Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 8, Slide 34

35. © 2013 Cengage Learning ● All Rights Reserved How does the message build interest in the product or service? How is price introduced? How does the message 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? Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 8, Slide 35 Checklist: Sales/Marketing Messages

36. © 2013 Cengage Learning ● All Rights Reserved Dear Camera Owner: Hi! I'm Jim Johnson and I'm asking you to continue to use Kent Color Labs for printing your photos. We've been in business for a long time and our customers tell us they are quite satisfied with our service and the quality of our printing. We feel that you can't get better prices anywhere. We are also very proud of our guarantee. No matter what we receive from you, you don’t risk a cent. Ineffective Sales Message Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 8, Slide 36

37. © 2013 Cengage Learning ● All Rights Reserved We offer a whole range of services—digital processing, film processing, reprints, posters, slides, disks, and much more. Are you tired of asking yourself, "Where should I get my photos printed?" Well, Kent Color labs is the place to go. We rely on the U.S. mail for our business, and this letter is our way of asking for your business. Send us your next roll of film or upload your photos to us to be process as soon as you take your pictures. Sincerely, Ineffective Sales Message Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 8, Slide 37

38. © 2013 Cengage Learning ● All Rights Reserved What’s wrong with it? 1.Does the opening grab your attention? 2.Is a central selling point developed? 3.Is the letter written from the reader's perspective? 4.Should this letter develop rational or emotional appeals? 5.Does the letter use concrete examples? 6.Does it build confidence in the product or service? 7.Does it stimulate action in the closing? Ineffective Sales Message Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 8, Slide 38

39. © 2013 Cengage Learning ● All Rights Reserved Dear Ms. Rhodes: Amy Evans, of Houston, Texas, recently wrote to us saying, "I wanted to let you know that the pictures you printed for me were the best pictures I have ever received. And I can't believe I received them so quickly!" If you are looking for quality photo printing, speedy turnaround, and, most importantly, reliability--consider Kent Color Labs. Here's why our customers keep returning: * You get low printing prices and excellent quality. * You get a whole range of services–digital processing, film processing, reprints, enlargements, giant photo posters, wallet photos, and more. Improved Sales Message Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 8, Slide 39

40. © 2013 Cengage Learning ● All Rights Reserved * You get film mailing envelopes made from special long-fibered paper making them stronger than normal envelopes. * You get convenience–no more standing in line at the drugstore or camera store. And it's fun to receive mail! We're best known, however, for our reliability. We've been in business for more than 47 years. The minute we receive your order, it's processed! You can count on that every time. Because we're so certain that you will be pleased, we guarantee every one of your photos. If you're not satisfied, simply return the photos. We will cheerfully refund your money and send you a coupon to print your next order for free. This is the best guarantee in the business. Improved Sales Message Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 8, Slide 40

41. © 2013 Cengage Learning ● All Rights Reserved We want your return business. Right now, take those special photos. Grab a pen, complete the enclosed mailer, and drop it in the mail. Or, if you’ve gone digital, just upload your photos at http://www.kentcolorlabs.com for immediate printing. http://www.kentcolorlabs.com Sincerely, Marnie Stanier President P.S. If you respond within one week, we'll process your order at an additional savings of 20 percent. Improved Sales Message Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 8, Slide 41

42. © 2013 Cengage Learning ● All Rights Reserved Online Sales/Marketing Messages  Communicate only with those who have given permission!  Craft a catchy subject line.  Keep the main information "above the fold." Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 8, Slide 42

43. © 2013 Cengage Learning ● All Rights Reserved Online Sales/Marketing Messages  Make the message short, conversational, and focused.  Convey urgency.  Sprinkle testimonials throughout the copy.  Provide a means for opting out. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 8, Slide 43

44. © 2013 Cengage Learning ● All Rights Reserved Technology in Sales/Marketing  Facebook and other social media sites  Twitter  Blogs  Wikis  RSS (Really Simple Syndication  Podcasting Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 8, Slide 44

45. © 2013 Cengage Learning ● All Rights Reserved Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition “The most important persuasion tool you have in your entire arsenal is integrity.” --Zig Ziglar, renowned American salesperson, author, and motivational speaker Chapter 8, Slide 45

46. Mary Ellen Guffey & Dana Loewy Essentials of Business Communication 9e © 2013 Cengage Learning ● All Rights Reserved END