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

2. 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

3. 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

4. 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

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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

12. 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

13. 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

14. 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

15. 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

16. 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

17. 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

18. 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

19. 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

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