3.04 Write internal and external business correspondence to convey and obtain information effectively Understand product/service management, emotional intelligence, financial analysis, selling and customer relations.

Persuasive Messages  Convince someone to agree with your point of view.  Specific purpose varies – political view, religious views, or selling them a product.

Three types of persuasive messages:  Logical persuasion: a general claim that is supported with concrete data.  Ethical persuasion: consider the other person’s point of view and include it in argument.  Emotional persuasion: an effective element because it pulls at the heartstrings.

Characteristics of Persuasive Messages  Gain Attention – if you don’t gain their attention, then the message fails. You have to gain the prospect's attention for them to read/hear your message.  What are ways you could gain attention for the following?  Abdominal exercisesHealth clubs  CarsSoft drinks  BeerChewing gum

Elements of Persuasive Message  What gains the attention of parents?  Puppies and Kittens gain the attention of whom?  Does “free” or “low price” grab your attention?  Shouting or talking loudly gains your attention in public speaking. What gains your attention advertising? –ALL CAPS, bold type, asking questions? –Pictures? Color? Motion?

Characteristics of Persuasive Messages  Focus on the Customer. –Prospects are more interested in themselves - - their goals, problems, needs, wants, dreams, etc. –Your product/service is of secondary importance. Is it going to help them? Solve one of their problems? Supply their wants or needs?

Characteristics of Persuasive Messages  Stress the Benefits –How is it going to help your customer? Customers want to know about the features, BUT how is it going to benefit them is the real question. –Are they going to save money, time, make money, feel better… “How is it going to benefit me?”

Characteristics of Persuasive Messages  Differentiate yourself from the competition. –Make your product standout from others. Pepsi vs. Coke Pizza Inn vs. Pizza Hut Honda vs. Ford

Characteristics of Persuasive Messages  Prove your case. –Seeing is believing –If your message states that you are better, faster, cheaper then be able to back it up – Prove it! –Demonstrate a good track record – Testimonials from satisfied customers.

Elements of Persuasive Message  Establish Credibility. –Company is the source of the product/service. –List credentials – year founded, number of years in business, ratings, awards, annual income, number of employees, etc.

Elements of Persuasive Message  Build Value. –Convince prospects you have great product/service and show them the value exceeds the price. –Ways to build value:  Product might cost more up front, but saves money in the long run.  Compare the cost of your product with more expensive products that address the same need.

Elements of Persuasive Message  Close with a call to action. –Get the customer buying your product/service –Change their beliefs, attitudes, brand preferences –Get him/her to make a decision –Make it easy to buy

Writing Techniques  Repetition - repeat the message in several different ways.  Reason why – give customers the reason why…  Consistency  Social Proof – name dropping  Comparisons  Identify the problem and solve. Identify the reader’s pain before offering your solution.

Types of written persuasive messages   Introduction – try us and our products – –We have something new for you – –We have changed, you should come see us   Forgive us and give us another chance   It is time to buy!   We need a loan   Come work for us

Importance of writing Persuasive Messages   Not all communication is handled face-to- face or by talking   Sometimes giving the customer a letter and time to think gets you better results   Being able to write persuasively means you can still get the person to act even if you can’t get the chance to talk