BUSINESS COMMUNICATION SECOND CANADIAN EDITION Copyright by John Wiley and Sons, 2006 BUSINESS COMMUNICATION SECOND CANADIAN EDITION Part III: Writing for special purposes Chapter Eight: Writing to persuade Original Slides by Gates Stoner Pima Community College Adapted by Alan T. Orr

Objectives of this Chapter Copyright by John Wiley and Sons, 2006 Objectives of this Chapter Learn how to write a persuasive letter that addresses the reader’s needs Recognize the 5 parts of a sales letter Review the role of persuasion in claim letters Learn the 4 common types of collection letters

Copyright by John Wiley and Sons, 2006 Persuasion To persuade: to influence a person’s thoughts or actions, often by demonstrating reasons for that person to accept your influence Persuasion must be based on truthful representation of facts To persuade, you must grab audience’s attention prove that you can meet their needs

Writing Persuasively 4 steps to persuasive writing: Identify reader’s needs Establish credibility Grab reader’s attention Prove you could meet reader’s needs

Reader’s Needs Examples Money Health Comfort Security Reputation Power Attractiveness

Types of Persuasive Letters Copyright by John Wiley and Sons, 2006 Types of Persuasive Letters Sales or Promotional Letters Claim Letters Collection Letters

Copyright by John Wiley and Sons, 2006 Sales Letter Effective sales letters: Focus on customer (“you”), not writer (“I”) Draw on market research Make reader aware of needs product meets

Copyright by John Wiley and Sons, 2006 S-A-L-E-S Process Spark… attention, imagination, & curiosity Announce… product or service List… advantages to reader Express… appreciation & goodwill Specify… exactly what reader should do, and when

Spark attention, imagination, & curiosity S-A-L-E-S Process Spark attention, imagination, & curiosity Suggest that you can do something unique for the reader Name drop and then associate the reader with the name Mention local people, places, and events Empathize with the reader

Announce product or service S-A-L-E-S Process Announce product or service Name what you have to offer in specific terms Use an honest and assertive voice Provide a persuasive example or two

List advantages to reader S-A-L-E-S Process List advantages to reader Demonstrate the needs your product or service fulfills Consider using a list highlighting major points

Copyright by John Wiley and Sons, 2006 S-A-L-E-S Process Express appreciation and goodwill Thank reader or praise his/her company “We admire the standard you have set for yourself and others.”

Copyright by John Wiley and Sons, 2006 S-A-L-E-S Process Specify exactly what reader should do, and when Use action verbs (such as “call” or “visit”) Include specific address, telephone number, and time

Copyright by John Wiley and Sons, 2006 Sales Letter Pitfalls Over-ambitiousness Insincerity Exaggerated Claims Competition trashing Fig. 8-1: Example of complete sales letter using S-A-L-E-S pattern

Copyright by John Wiley and Sons, 2006 Claim Letters A claim letter is a persuasive business letter that customers use to make and explain a demand for repayment, restitution, or replacement because of failure in a product or service.

Guidelines and Questions Copyright by John Wiley and Sons, 2006 Guidelines and Questions Assess the entire situation Consider your audience Tell your story in a logical, organized way Use a positive approach Insist on specific, timely action Offer your cooperation

Get the Attention You Deserve Stay cool Don’t delay Be fair and polite Be open-minded Stay on course Fig. 8-2: Example of a claim letter

Collection Letters Goal: Before writing, ask: To settle the account as quickly as possible. Before writing, ask: Why has the debt not been paid? What tone will your letter use? What do you want the reader to do? When and where must action occur? What motivational force inside the reader do you plan to address?

4 Styles of Collection Letters Writer assumes debtor simply forget to make the payment Can bring more than a 50% response rate from debtors Brief letter that relies on good will and sense of responsibility The Friendly Reminder The Firm Request The Urgent Appeal The Final Demand

4 Styles of Collection Letters The Friendly Reminder The Firm Request The Urgent Appeal The Final Demand Writer assumes that some problem has interrupted the regular flow of payments Tone of letter is firm, with a hint of urgency Motivates the reader on the basis of a sense of fairness

4 Styles of Collection Letters The Friendly Reminder The Firm Request The Urgent Appeal The Final Demand Writer assumes debtor cannot and will not pay without strong motivation Tone is straightforward and urgent Motivates the reader with pride and fear

4 Styles of Collection Letters The Friendly Reminder The Firm Request The Urgent Appeal The Final Demand Final collection effort before collection agency takes over Determined and tough, but not offensive The motivator is fear of legal action

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