1. Chapter 10: Persuasive and Sales Messages

2. 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

3. 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.

4. 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

5. 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

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

7. 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

8. 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

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

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

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

12. 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

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

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

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

16. 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

17. 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

18. 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

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

20. 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

21. 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

22. 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.

23. 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.

24. Bibliography
Nelson education. Business Communication: Process and Product: John Molson School of Business First Custom Edition. Toronto, ON 2010.
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