1. 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

2. 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

3. 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

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

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

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

7. 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

8. 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

9. 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

10. 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

11. 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

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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.”

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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

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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

15. 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.

16. 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

17. 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

18. 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?

19. 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

20. 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

21. 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

22. 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

23. Copyright by John Wiley and Sons, 2006
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