Chapter 8Management Communication 2e Bell / Smith Slide 1 of 6 Persuasion Addresses the Needs of the Reader Money Free time Productivity Importance Power Security Knowledge Desired Skill Reputation Attractiveness Friends Health Comfort Entertainment

Chapter 8Management Communication 2e Bell / Smith Slide 2 of 6 Types of Persuasive Letters Sales or promotion Direct mail Claims Collections

Chapter 8Management Communication 2e Bell / Smith Slide 3 of 6 Pattern for the S-A-L-E-S Letter S – S-park the imagination and curiosity of the reader. A – A-nnounce the product or service. L – L-ist the advantages to the client. E – E-xpress appreciation and goodwill. S – S-pecify exactly what the client should do – and when.

Chapter 8Management Communication 2e Bell / Smith Slide 4 of 6 Getting Readers to Open and Pay Attention to Direct-Mail Letters Use envelopes to invite curiosity. Get attention in your opening line. Personalize wherever possible.

Chapter 8Management Communication 2e Bell / Smith Slide 5 of 6 The A-C-T-I-O-N Plan for Claims Letters A – Access the situation C – Consider your audience T – Tell your side of the story I – Insist on specific action O – Offer cooperation N – Name specific action steps

Chapter 8Management Communication 2e Bell / Smith Slide 6 of 6 Five Factors Determining the Style of Collection Letters Assumed cause Emotional stance Specific action Time and place Motivator