Chapter 9 Persuasive and Marketing Messages Business Communication: Process and Product, 6e Mary Ellen Guffey Copyright © 2008

Applying the 3-x-3 Writing Process Analyzing the purpose What do you want the receiver to do or think? Anticipating the reaction Does the receiver need to be persuaded? Adapting to the audience How can you adapt your message to appeal to this receiver? 1 Prewriting Analyze Anticipate Adapt Mary Ellen Guffey, Business Communication: Process and Product, 6e

Applying the 3-x-3 Writing Process Researching data What information do you need? Where can you locate it? Organizing data Which strategy is better—direct or indirect? 2 Writing Research Organize Compose Mary Ellen Guffey, Business Communication: Process and Product, 6e

Applying the 3-x-3 Writing Process Revising Is the document clear and concise? Proofreading Is the text correct? Evaluating Will the message achieve its purpose? 3 Revising Edit Proofread Evaluate Mary Ellen Guffey, Business Communication: Process and Product, 6e

Analyzing the Structure of Persuasive Messages Four-Part Persuasive Pattern: Gain Attention Build Interest Reduce Resistance Motivate Action Mary Ellen Guffey, Business Communication: Process and Product, 6e

Requesting Favors and Actions Prewrite Determine your purpose. Know exactly what you are requesting. Anticipate the reaction of your audience. Mary Ellen Guffey, Business Communication: Process and Product, 6e

Requesting Favors and Actions Gain Attention Use the indirect pattern rather than blurting out the request immediately. Begin with a problem description, unexpected statement, compliment, praise, related facts, stimulating question, or reader benefit. Mary Ellen Guffey, Business Communication: Process and Product, 6e

Requesting Favors and Actions Build Interest Develop interest by using facts, statistics, examples, testimonials, and specific details. Establish your credibility, if necessary, by explaining your background and expertise. Tie facts to direct and indirect benefits Mary Ellen Guffey, Business Communication: Process and Product, 6e

Direct and Indirect Benefits If you accept our invitation to speak, you will have an audience of 50 potential customers for your products. Indirect Benefit Your appearance would prove your professionalism and make us grateful for your willingness to give something back to our field. Mary Ellen Guffey, Business Communication: Process and Product, 6e

Requesting Favors and Actions Reduce Resistance Anticipate objections and provide counterarguments. Suggest what might be lost if the request is not granted. In requesting favors or making recommendations, show how the receiver or others will benefit. Mary Ellen Guffey, Business Communication: Process and Product, 6e

How to Reduce Resistance Example Although your gift to Neonatal Care Center is not tax deductible, it would help us purchase one Intensive Care Ventilator. This unit would be put to use immediately in caring for critically ill and premature newborn infants. Mary Ellen Guffey, Business Communication: Process and Product, 6e

Requesting Favors and Actions Motivate Action Make a precise request; include a deadline. Repeat a benefit, provide details, or offer an incentive. Mary Ellen Guffey, Business Communication: Process and Product, 6e

How to Write a Good Complaint Letter Begin with a compliment, point of agreement, statement of the problem, or brief review of the action you have taken to resolve the problem. Provide identifying data. Prove that your claim is valid; explain why the receiver is responsible. Enclose document copies supporting your claim. Mary Ellen Guffey, Business Communication: Process and Product, 6e

How to Write a Good Complaint Letter Appeal to the receiver’s fairness, ethical and legal responsibilities, and desire for customer satisfaction. Describe your feelings and your disappoint-ment. Avoid sounding angry, emotional, or irrational. Close by telling exactly what you want done. Mary Ellen Guffey, Business Communication: Process and Product, 6e

Writing Sales Letters - Prewrite Profile Your Audience. How will this product or service benefit this audience? Decide what you want the audience to do at the end of your message. Mary Ellen Guffey, Business Communication: Process and Product, 6e

Writing Sales Letters – Gain Attention Describe a product feature, present testimonials, show the reader in an action setting, or make a startling statement. Offer something valuable, promise a significant result, or describe a product feature. Mary Ellen Guffey, Business Communication: Process and Product, 6e

Writing Sales Letters – Build Interest Describe the product in terms of what it does for the reader. Show how the product or service saves or makes money, reduces effort, improves health, produces pleasure, or boosts status. Mary Ellen Guffey, Business Communication: Process and Product, 6e

Writing Sales Letters – Reduce Resistance Counter anticipated resistance with testimonials, warranties, trial offers, or money-back guarantees. Build credibility with results of performance tests, polls, or awards. If price is not a selling feature, describe it in smaller units, show it as savings, or tell how it compares to the competition. Mary Ellen Guffey, Business Communication: Process and Product, 6e

Writing Sales Letters – Motivate Action Close with repetition of the central selling point and clear instructions for an easy action to be taken. Prompt the reader to act immediately with a gift, incentive, limited offer, or deadline. Put the strongest motivator in a postscript. Mary Ellen Guffey, Business Communication: Process and Product, 6e

End Mary Ellen Guffey, Business Communication: Process and Product, 6e