1. McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.

2. chapter 7-2 seven “The art of persuasion can be one of your most valuable assets.” Writing Persuasive Messages + Proposals

3. Know Your Readers Especially important with persuasion Can use formally gathered information (marketing reports, surveys, focus groups) Can gather information informally (study customer notes, talk with service personnel and other employees, look at other messages that have succeeded) 7-3

4. Choose Winning Reader Benefits These can be – Tangible – Intangible They can also be – Intrinsic – Extrinsic 7-4

5. Use Winning Appeals Logic based (logos) Emotion based (pathos) Character based (ethos) 7-5

6. Make It Easy for Readers to Comply Don’t neglect the action part of the message. Make the desired action clear. Make the desired action as easy as possible to perform. 7-6

7. Procedure for Writing a Persuasive Request Open with words that – set up the strategy, and – gain attention. Present the strategy (the persuasion), using persuasive language and you-viewpoint. As a logical follow-up, make the request clearly and without negatives. End the message with the request or with words that recall the appeal. The message plan: Opening Body Closing 7-7

8. Why Write Sales Messages? Sales techniques are useful in your other activities: – in writing other messages – in actual sales work – in selling yourself 7-8

9. Questioning the Acceptability of Sales Messages Sales messages can be unwanted. – “Junk” mail – SPAM Sales messages can use unfair tactics. – Deceptive wording – Deceptive or manipulative visuals Put yourself in the reader’s shoes and let your conscience be your guide. 7-9

10. Determining the Central Appeal Three kinds: Emotional – appeals to the senses (feeling, tasting, smelling, hearing) Logical – appeals to the thinking mind (saving money, making money, doing a better job, getting better use) Character based – uses the writer or spokesperson’s voice and projected image to win trust and invite readers to identify with the speaker 7-10

11. 7-11 Conventional Pattern of the Sales Message Begin with words that set up the sales presentation and gain attention. Present the sales message using imagination, persuasive language, and you-viewpoint. Include sufficient information to convince. Then drive for the sale, making it clear, and using appropriate strength. Urge immediate action. May recall basic appeal in final words. Add a PS to urge reader to act or to emphasize a major point. In email, offer to remove reader from mailing list to comply with legal requirements. The message plan: Opening Body Closing

12. Proposals Like reports, are usually well researched. Like reports, can range widely in format, length, and formality. Like reports, can be direct (if invited) or indirect (if uninvited) Unlike reports, are overtly persuasive. 7-12

13. Types of Proposals Internal or external Solicited or unsolicited 7-13

14. Typical Proposal Contents 1.Writer’s purpose and reader’s need 2.Background 3.Need (elaborated) 4.Description of plan 5.Benefits of the proposed plan 6.Particulars (logistics) 7.Evidence of ability to deliver (credentials) 8.Concluding comments 7-14

15. What Might Be the Major Sections in the Rest of This Proposal? The Need for a New System The Capabilities of e-Customer The Benefits of e-Customer for Lakeside The Cost Implementation Plan Request for Approval (conclusion) 7-15

16. What Might Be Persuasive Points to Make in a Response to this RFP? The University of X is soliciting nominations for its university- wide Outstanding Teacher Award. Criteria used by one school: 1. Is committed to teaching 2. Demonstrates creative approaches to teaching 3. Shows respect for diversity of opinions and experiences of students 4. Maintains high but attainable standards of performance 5. Stimulates independent work by students that leads them to be creative, self-directed learners 6. Establishes a classroom atmosphere that fosters self-confidence, a positive self-concept, and mutual respect. 7-16