1. In persuasive messages, you want the reader to act upon your message
In persuasive messages, you want the reader to act upon your message. The same strategy may work differently on different people, and not everyone can be persuaded no matter what the message. In general, internal motivation works better than external pressure, so a key to persuasion is understanding your audiences and what motivates them.

2. Persuasive Messages To learn how to
Choose and implement a persuasive strategy.
Write effective subject lines for persuasive messages.
Organize persuasive messages.
Identify and overcome objections.

3. Persuasive Messages To learn how to
Write common kinds of persuasive messages.
Continue to analyze business communication situations.

4. Start by answering these questions:
Persuasive Messages
Start by answering these questions:
What is the best persuasive strategy?
What is the best subject line for a persuasive message?
How should I organize persuasive messages?
How do I identify and overcome objections?

5. Start by answering these questions:
Persuasive Messages
Start by answering these questions:
What other techniques can make my messages more persuasive?
What are the most common kinds of persuasive messages?
How can PAIBOC help me write persuasive messages?

6. Kinds of Persuasive Messages
Orders and Requests
Proposals and Recommendations
Sales and Fund-Raising Letters
Job Application Letters
Reports (if they recommend action)
Today, businesses depend on persuasion more and more. Common persuasive messages in the business world include those listed here.

7. Persuasive Messages Primary Purposes To have the reader act.
To provide enough information so the reader knows exactly what to do.
To overcome any objections that might prevent or delay action.
Persuasive messages want readers to do something. Therefore, they must persuade, with information complete and clear enough for readers to understand what is to be done and why.

8. Persuasive Messages continued
Secondary Purposes
To build a good image of the writer.
To build a good image of the writer’s organization.
To cement a good relationship between the writer and reader.
To reduce or eliminate future correspondence on the same matter.
Building goodwill is particularly important in persuasive messages, where the audience must value the writer and his or her organization to support the purpose of the message.

9. Direct Requests Use when
The audience will do as you ask without resistance.
You need a response only from people willing to act.
The audience is busy and may not read all messages.
Your organization’s culture prefers them.
If you expect the audience already favors your organization or point of view, use the direct request pattern. The pattern is also appropriate for those readers too busy to read all messages they receive and in organizations that prefer the direct approach.

10. Direct Requests continued
Follow this pattern.
Consider asking immediately for the information or service you want.
Give readers all the information and details they need to act on the request.
Ask for the action you want.

11. Problem-Solving Messages
Use when
The audience is likely to object.
You need action from everyone.
You trust the audience to read the entire message.
You expect logic to be more important than emotion in the decision.
If you expect the audience might object to your request or you need to involve everyone in the group, present the message as a problem-solving situation. Audiences that favor logical approaches also value the problem-solving pattern.

12. Problem-Solving Messages continued
Follow this pattern
Describe the problem you both share.
Give the details of the problem.
Explain the solution to the problem.
Show that any negative elements are outweighed by advantages.
Summarize any additional benefits.
Ask for the action you want.

13. Overcoming Objections
Specify how much time/money is required.
Put the time/money in the context of the benefits they bring.
Show that money spent now saves money later.
Show benefits to another group or cause.
The easiest way to learn about objections your audience may have is to ask knowledgeable people in your organization or your town. The best way to deal with an objection is to eliminate it, but if objections remain, follow these approaches to overcoming them.

14. Overcoming Objections continued
Show that sacrifice is needed for a higher goal.
Show that advantages outweigh disadvantages.
Turn a disadvantage into an opportunity.