1. Session06: Persuasive Messages & 5-Year Plans Dr. Mark H. Mortensen Sections 213 and 212 M & W2:00 to 3:15 3:30 to 4:45 Manning School of Business

2. Mortensen Consulting Group Session 6 Bring Assignment 5 (you in 5 years) to class (turn in at the end). Have Read: Anything in HBR Guide to Better Business Writing you did not read yet. Workshop: Reading our “Where Do You See Yourself in Five Years” pieces Discussion: Persuasive writing and speaking

3. Mortensen Consulting Group Writing Plan for a Persuasive Request BodyClosing Capture the reader’s attention. Describe a problem, state something unexpected, suggest reader benefits, offer praise or compliments, or ask a stimulating question. Opening

4. Mortensen Consulting Group Build interest. Explain logically and concisely the purpose of the request. Prove its merit. Use facts, statistics, and expert opinion. Reduce resistance.  Anticipate objections.  Offer counterarguments.  Establish credibility.  Demonstrate competence.  Show the value of your proposal. Writing Plan for a Persuasive Request OpeningBodyClosing

5. Mortensen Consulting Group OpeningBody Motivate action.  Ask for a particular action.  Make it easy to respond.  Show courtesy, respect, and gratitude. Closing Writing Plan for a Persuasive Request

6. Mortensen Consulting Group Requesting Favors and Actions When is persuasion necessary? Requests for time, money, information, special privileges, and cooperation require persuasion. © ISTOCKPHOTO.COM / ZSOLT NYULASZI

7. Mortensen Consulting Group Requesting Favors and Actions Why are requests granted? Requests may be granted because the receivers  are genuinely interested in your project.  see benefits for others.  expect goodwill potential for themselves.  feel obligated as professionals to contribute their time or expertise to "pay their dues."

8. Mortensen Consulting Group Persuasive Favor Request Before and After Revision Original LetterRevisedLetter

9. Mortensen Consulting Group Persuading Within Organizations Persuading subordinates Instructions or directives moving downward usually require little persuasion. However, persuasion may be necessary to  generate “buy-in”  ask workers to perform outside their work roles  accept changes not in their best interests.

10. Mortensen Consulting Group Persuading Within Organizations Persuading the boss In requests moving upward  provide evidence.  don’t ask for too much.  use words such as “suggest” and “recommend.” Sentences should sound nonthreatening, for example, “It might be a good idea if....”

11. Mortensen Consulting Group Persuasive Memo Before Revision Open memo by clicking icon at right.

12. Mortensen Consulting Group Open revised memo by clicking icon at right. Persuasive Memo After Revision

13. Mortensen Consulting Group 1. To the vice president: As an employee who can never find a parking place, I want you to know that we must change the method of assigning spaces. 2. To all employees: Because of our concern for the health and wellbeing of employees, we are considering a wellness program with considerable incentives to those who participate. 3. About 15 months ago your smooth-talking salesperson seduced us into buying your Model RX copier, which has been nothing but trouble ever since. Good and Bad Openings for Persuasive Requests Which of the following openings are effective?

14. Mortensen Consulting Group 1. To the vice president: As an employee who can never find a parking place, I want you to know that we must change the method of assigning spaces. 2. To all employees: Because of our concern for the health and wellbeing of employees, we are considering a wellness program with considerable incentives to those who participate. 3. About 15 months ago your smooth-talking salesperson seduced us into buying your Model RX copier, which has been nothing but trouble ever since. Good and Bad Openings for Persuasive Requests Which of the following openings are effective?

15. Mortensen Consulting Group 4. We need a speaker for our graduation ceremony, and your name was suggested. 5. We realize that you are an extremely busy individual and that you must be booked up months in advance, but would it be possible for you to speak at our graduation ceremony June 7? 6. You were voted by our students as the speaker they would most like to hear at graduation on June 7. Good and Bad Openings for Persuasive Requests Which of the following openings are effective?

16. Mortensen Consulting Group 4. We need a speaker for our graduation ceremony, and your name was suggested. 5. We realize that you are an extremely busy individual and that you must be booked up months in advance, but would it be possible for you to speak at our graduation ceremony June 7? 6. You were voted by our students as the speaker they would most like to hear at graduation on June 7. Good and Bad Openings for Persuasive Requests Which of the following openings are effective?

17. Mortensen Consulting Group Ineffective Favor Request Open letter by clicking icon at left

18. Mortensen Consulting Group Improved Favor Request Open revised letter by clicking icon at left.

19. Mortensen Consulting Group Making Claims and Requesting Adjustments (Complaint Letters) Avoid sounding angry, emotional, or irrational. Begin with a compliment, point of agreement, statement of the problem, or a brief review of action you have taken to resolve the problem. Provide identifying data. Explain why the receiver is responsible.

20. Mortensen Consulting Group Enclose document copies supporting your claim. Appeal to the receiver's fairness, ethical and legal responsibilities, and desire for customer satisfaction. Describe your feelings and your disappointment. Close by telling exactly what you want done. Making Claims and Requesting Adjustments (Complaint Letters)

21. Mortensen Consulting Group Examine This Effective Claim Request (Complaint Letter) Open letter by clicking icon at right.

22. Mortensen Consulting Group Ineffective Complaint Letter Open letter by clicking icon at left

23. Mortensen Consulting Group Improved Complaint Letter Open revised letter by clicking icon at left.

24. Mortensen Consulting Group AIDA Writing Plan for a Sales Letter BodyClosing Capture the ATTENTION of the reader. Offer something valuable, promise a benefit, ask a question, provide a quotation, and so forth. Opening Attention  Interest  Desire  Action

25. Mortensen Consulting Group Gaining Attention 1. Offer Take your old cell phones to one of our collection centers, and we'll recycle it and donate a portion of the proceeds to charity. 2. Benefit You'll help our environment and help your neighbors in the process.

26. Mortensen Consulting Group Gaining Attention 3. Question Microsoft has evolved. Have you? 4. Quotation or proverb Opportunity seldom knocks twice. 5. Related fact A virus is a computer program written to perform malicious tasks.

27. Mortensen Consulting Group Gaining Attention 6. Testimonial "I never stopped eating, yet I lost 107 pounds."—Tina Rivers, Greenwood, South Carolina 7. Startling Statement Drunk drivers injure or cripple more than 500,000 victims every year.

28. Mortensen Consulting Group OpeningClosing Build INTEREST. Emphasize a central selling point. Make rational and emotional appeals. Body AIDA Writing Plan for a Sales Letter Build INTEREST. Emphasize a central selling point. Make rational and emotional appeals. To learn more, click icon:

29. Mortensen Consulting Group AIDA Writing Plan for a Sales Letter Elicit DESIRE. To reduce resistance, use testimonials, money-back guarantees, free samples, performance tests, or other techniques. To learn more, click icon: Elicit DESIRE. To reduce resistance, use testimonials, money-back guarantees, free samples, performance tests, or other techniques. Attention  Interest  Desire  Action

30. Mortensen Consulting Group Motivate ACTION. Offer a gift, promise an incentive, limit the offer, set a deadline, or guarantee satisfaction. Include a P.S. with a special inducement. AIDA Writing Plan for a Sales Letter Attention  Interest  Desire  Action

31. Mortensen Consulting Group Checklist for Analyzing a Sales Letter At what audience is the letter aimed? Is the appeal emotional or rational? Is the appeal effective? Is the opening effective? What techniques capture the reader's attention? Is a central selling point emphasized? Does the letter emphasize reader benefits?

32. Mortensen Consulting Group How does the letter build interest in the product or service? How is price introduced? How does the letter anticipate reader resistance and offer counterarguments? What action is to be taken and how is the reader motivated to take that action? What motivators spur the reader to act quickly? Checklist for Analyzing a Sales Letter

33. Mortensen Consulting Group Example of an Effective Sales Letter Open letter by clicking icon at right.

34. Mortensen Consulting Group Writing Successful Online Sales Messages Communicate only with those who have given permission! Craft a catchy subject line. Keep the main information "above the fold."  Make the message short, conversational, and focused.  Convey urgency.  Sprinkle testimonials throughout the copy.  Provide a means for opting out.

35. Mortensen Consulting Group Next Class (Monday) Session 7 7 Oct. Bring Assignments 6 and 7 to class (turn them in at the end). Have Read: HBR Guide to Persuasive Presentations – pages 1-18 Workshop: Reading out loud Assignment 6. Discussion: Public speaking basics. Write one page on your long-term career aspirations. Turn in a hard copy. Due next class. Dream a little, but keep away from complete flights of fancy, please. This is a typical question that a recruiter would ask you during a job interview. Assignment 6 Assignment 7 Find an article in a business magazine or news web site that you thought was interesting. Summarize the article in a few paragraphs for your peers in this class. E-mail your summary to me at mark_mortensen@uml.edu before the next class. It will be shared with the class.

36. Mortensen Consulting Group ProfComm – Fall 2013