Chapter 10: Persuasive and Sales Messages

Learning Objectives 1– Strategies for Making Persuasive Requests 2 – Blending the Components of a Persuasive Message 3 – Writing Successful Persuasive Requests 4 – Planning and Composing Effective Sales Messages 5 – Developing Persuasive Press Releases

Strategies for Making persuasive Requests What is Persuasion? The ability to use argument or discussion in attempting to change an individual's beliefs or actions. To present information that enables others to see the benefits of what you are offering. Persuasion doesn’t involve coercion or trickery.

Strategies for Making persuasive Requests Effective Persuasion Techniques Readers or listeners will be more inclined to accept what you are offering if you focus on the following : - Establish credibility - Make a reasonable precise request - Expect and overcome resistance - Share solutions

Strategies for Making persuasive Requests The Importance of Tone: How can persuaders improve the tone of their requests? - Avoid sounding preachy or parental - Avoid making threats - Soften your words - Be enthusiastic - Be positive and likeable

Strategies for Making persuasive Requests Applying the 3-x-3 Writing process Analyzing the Purpose Adapting to the Audience Researching & Organizing Data

Strategies for Making persuasive Requests Analyzing the Purpose: - Your purpose establishes the strategy of the message - Know what your purpose is - Know what response you want

Strategies for Making persuasive Requests Adapting to the Audience: - Learn about your audience members - Search for ways to connect your purpose with their needs or goals. Ex: ( money, power comfort ) - Be ready to answer (Who, What, and Why) questions

Strategies for Making persuasive Requests Researching & Organizing Data: - Brainstorm and prepare cluster diagrams of your ideas - Organize your data into an appropriate strategy

Blending the Components of a Persuasive Message Gaining Attention Building Interest Reducing Resistance Motivating Action

Blending the Components of a Persuasive Message Gaining Attention: Provide : - Personal Experience - A solution to a problem - A “What if ?” opening - A startling statement

Blending the Components of a Persuasive Message Building Interest: - Use Facts, Direct benefits, statistics, and examples - make request precise and reasonable - Stress a central selling point

Blending the Components of a Persuasive Message Reducing Resistance: - Anticipate audience objections - Present counterarguments while emphasizing on benefits - Demonstrate competence

Blending the Components of a Persuasive Message Motivating Action: - Make the action easy to take - Restate reward for specific action - Motivate quick action

Writing Successful Persuasive Requests Requesting Favors and Actions Persuading within Organizations Complaint Letters

Writing Successful Persuasive Requests Requesting Favours and Actions: The use of the indirect pattern is appropriate (delaying the request until after logical reasons have been presented) emphasize benefits to the reader Anticipate resistance with explanations Motivate action

Writing Successful Persuasive Requests Persuading within Organizations: - Follow the Direct or Indirect pattern - Provide facts by using figures - Present honest arguments - Emphasize how the proposal benefits the business

Writing Successful Persuasive Requests Complaint Letters: - Make a reasonable request - Present a logical case with clear facts - Adopt a moderate tone; Avoid showing anger - Close with a clear statement of what you want done

Planning and Composing Effective Sales Messages Applying the 3-x-3 Writing Process to Sales Messages. Crafting a Winning Sales Message

Writing Successful Persuasive Requests Applying the 3-x-3 Writing Process to Sales Messages: - Study your product or service carefully - Evaluate the competition - Identify your central selling points - Target your message to a selected group

Writing Successful Persuasive Requests Crafting a Winning Sales Message: - Gain attention with a provocative message. Ex: (startling statement) : let the poor and hungry feed themselves! For just $100 they can - Emphasize the central selling points by using Rational or Emotional appeals

Writing Successful Persuasive Requests Crafting a Winning Sales Message: - Reduce resistance by building desire for the product. Ex: testimonials, free trials. - Motivate action by offering a gift or incentive, limiting an offer and guaranteeing satisfaction.

Developing Persuasive Press Releases How to make The release of new information about your company appealing to the media. - Present Important information early. - Appeal to the audience of the target media. - Look and sound credible. - Maintain visual interest.

Bibliography Nelson education. Business Communication: Process and Product: John Molson School of Business First Custom Edition. Toronto, ON 2010. ZENOME sub category : < http://www.zenome.com/directory/index.php?parentID=007.063.010&desc=10- >