1. Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

2. 8-2 Objectives Describe important strategies for writing any persuasive message Write skillful persuasive requests that begin indirectly, develop convincing reasoning, and close with goodwill and action Discuss ethical concerns regarding sales messages Describe the planning steps for direct mail or email sales messages Compose sales messages that gain attention, persuasively present appeals, and effectively drive for action Write well-organized and persuasive proposals

3. 8-3 Indirectness in Persuasive Messages Advice about persuasion Persuasive requests Sales messages Proposals

4. 8-4 Advice about Persuasion (1 of 5) Know your readers. Choose and develop targeted reader benefits. Make good use of persuasive appeals. Make it easy for readers to comply.

5. 8-5 Know Your Readers (2 of 5) 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)

6. 8-6 Choose Winning Reader Benefits (3 of 5) These can be – Tangible – Intangible They can also be – Intrinsic – Extrinsic

7. 8-7 Use Winning Appeals (4 of 5) Logic based (logos) Emotion based (pathos) Character based (ethos)

8. 8-8 Make It Easy for Readers to Comply (5 of 5) Don’t neglect the action part of the message. Make the desired action clear. Make the desired action as easy as possible to perform.

9. 8-9 Preliminary Considerations in Writing Persuasive Requests (1 of 2) Your goal is to ask for something the reader is likely to oppose. You must develop a strategy that will convince the reader to comply.

10. 8-10 Procedure for Writing a Persuasive Request (2 of 2) 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

11. 8-11 Dear Ms. McLaughlin: I’m sure you’d agree that business communication teachers need to be in touch with business experts in the field. Experienced professionals like you can give teachers the realistic input that is so important to their practical coursework. Opening Good Strategy in a Persuasive Request (1 of 5)

12. 8-12 Good Strategy in a Persuasive Request (2 of 5) For this reason, I believe that you could make an important contribution to the national meeting of the Association for Business Communication, which will be held in New Orleans at the Sheraton Hotel, October 28-31. This conference brings together about 300 business communication professors from around the US and the world who are looking for ways to keep their teaching abreast of current practice. Your perspective could be especially valuable to them. Body

13. 8-13 Good Strategy in a Persuasive Request (3 of 5) Body Continued Could you join us on Friday afternoon from 2:00 to 2:45 pm to tell us about your work as a supervisor at Lexmark? What common writing problems do you see, and what you think we should be doing in the colleges to help our students avoid them? How can we better prepare our students for writing in the workplace? Any insights you could share on these and related topics would be much appreciated.

14. 8-14 Good Strategy in a Persuasive Request (4 of 5) Body Continued You would not need to prepare a formal presentation. In fact, anecdotes and examples from your work would be preferred. You could speak for about 30 minutes, leaving 15 minutes for discussion. Since your talk would be one of several break-out sessions, it would be attended by 30-40 people, making for a relaxed, conversational atmosphere.

15. 8-15 Good Strategy in a Persuasive Request (5 of 5) Closing Will you please share your experiences and advice with us? By doing so, you will help us help hundreds of business-writing students. Since I will be compiling the final program on the 15th, please let me know by the 10 th if you can join us. Sincerely,

16. 8-16 Why Write Sales Messages? Sales techniques are useful in your other activities: – in writing other messages – in actual sales work – in selling yourself

17. 8-17 Questioning the Ethics 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.

18. 8-18 Preliminary Steps for Sales Writing Learn the product or service you sell. – how it is made – how it works – what it will do Learn about the prospective customers. – their economic status – their nationalities – their ages – etc.

19. 8-19 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

20. 8-20 Determining the Makeup of the Mailing Sales messages can have many pieces: – Main message – Cover envelope – Return envelope – Payment form – Brochures/attachments – Free gift, etc. As you plan your contents, – Plan which pieces you will use – Plan how they will work together

21. 8-21 Organization of the Sales Message Many variations are used. But there is this conventional pattern: – gain attention – create desire – cover all necessary information – drive for the sale – possibly add a postscript

22. 8-22 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. The message plan: Opening Body Closing Conventional Pattern of the Sales Message in Detail

23. 8-23 Would you like to save up to 12 cents a gallon on your bill for fuel oil? Does your monthly oil bill make you wince? Wouldn’t you like to beat the high cost of heating--cut your annual fuel bill by as much as 30-40 percent? Then I think you’ll be interested in our Catalytic Carburetor Assembly. Complete details are yours for the asking... as explained below. Opening A Logic-Based Sales Message (1 of 4)

24. 8-24 Installed on your present oil burner, the Catalytic Carburetor Assembly permits burning of the present type of catalytic fuel oil at highest efficiency... and with a clean fire. What’s more, it easily pays for itself in fuel oil savings and brings your burner completely up to date. A little simple arithmetic with your current oil bill will show you how substantial these savings are. Figure you might save up to 12 cents on every gallon, and see what a difference that makes. Body A Logic-Based Sales Message (2 of 4)

25. 8-25 But there’s no need to take our say-so about the savings you can make--because we back our Catalytic Carburetor Assembly with a written money- back guarantee. Your can’t lose--you either get the savings we guarantee, or the assembly is removed and your money refunded in full. Scores of satisfied users throughout the state are enjoying more efficient, more economical heating-- thanks to the Catalytic Carburetor Assembly. We believe that you, too, would benefit by installing this device on your oil burner. Body continued A Logic-Based Sales Message (3 of 4)

26. 8-26 To receive full information on the Catalytic Carburetor and how it can save fuel dollars, just check the enclosed postage-paid card for correctness and drop it in the mail. I’ll see to it that you get complete details right away... without cost or obligation. Sincerely, Closing A Logic-Based Sales Message (4 of 4)

27. 8-27 Dear Ms. Wingler: Soon your clientele and new customers will be coming to your shop for the new, exciting Bonnes Bouchées. Get ready to answer all their demands for this nationally advertised candy now! Opening A Message Selling Quality Candy (1 of 4)

28. 8-28 Bonnes Bouchées, made in the French manner, are going on the market in exclusive shops soon. The success of an advertising campaign in New Yorker and Ladies Home Journal magazines has speeded up our constantly stirring mixing bowl—to fill all reorders. Distinctive Bonnes Bouchées are fast—they speed from our kitchen to your shop, pause on your shelf only long enough to get tagged, then dash on to the customer. Refill orders and adjustments are given quick attention. Body A Message Selling Quality Candy (2 of 4)

29. 8-29 Pick the candies you want from the six kinds pictured in the enclosed brochure. You’ll find wholesale prices, order blanks, and a postage-paid envelope addressed to us there, too. Look at the “special” day features. Would you like to have the Easter display sent with your first order? Templates for newspaper advertising are sent to you free. These individual templates and our national magazine advertising are your grateful salespeople. They’ll keep demand for Bonnes Bouchées among your customers. Body continued A Message Selling Quality Candy (3 of 4)

30. 8-30 Send your order for fast-moving Bonnes Bouchées today! Your customers will be the first in Ohio to sample these new-fashioned candies. Sincerely, Closing A Message Selling Quality Candy (4 of 4)

31. 8-31 Opens with an attention-getter Reasons stress reader benefit

32. 8-32 Call for action is clear and easy Postscript adds that extra punch Opt-out message included

33. 8-33 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

34. 8-34 Types of Proposals Internal or external Solicited or unsolicited

35. 8-35 Typical Proposal Contents Writer’s purpose and reader’s need Background Need (elaborated) Description of plan Benefits of the proposed plan Particulars (logistics) Evidence of ability to deliver (credentials) Concluding comments

36. 8-36 A Solicited Letter Proposal Introduction Thank you for inviting Mind-Body Connections to propose a solution to the stress in your workplace. We have 17 years’ experience helping companies like yours identify sources of stress and find cost- effective ways to eliminate them. Below we describe our two-phase plan for.... References the invitation, indicates expertise, establishes the main line of argument, and sets up the plan.

37. 8-37 A Solicited Letter Proposal Body: Needs Section The Costs of Stress Your company is being robbed by stress—and you are certainly not alone. According to Pew Research, stress is costing American business $80 billion to $100 billion a year. The cost to companies comes in the form of low productivity, absenteeism.... Before describing the plan, goes into more detail about the need for the proposed solution.

38. 8-38 A Solicited Letter Proposal Body: Part I of the Plan Proposed Analysis The first step toward finding a solution is to identify the main sources of stress in your workplace.... Our research will take three forms:.... Goes into detail about the proposed research methods, showing that they are valid and efficient.

39. 8-39 A Solicited Letter Proposal Body: Part II of the Plan Effective Solutions We tailor our recommendations to each client—that is what makes our solutions both effective and economical. Depending on the results of our research, we may advise any of the following proven stress- reduction methods:.... Lists possible solutions, gives evidence that they work, and spells out the likely benefits of each.

40. 8-40 A Solicited Letter Proposal Body: Cost/Budget Section Estimated Cost The following table shows... Given the information you provided, it is likely that you are losing as much as $30-50 thousand a year to stress-related expenses.... Comes after the persuasive plan, makes costs easy to read and understand, shows that costs are low in light of likely savings.

41. 8-41 A Solicited Letter Proposal Credentials/Conclusion Why Mind-Body Connections? Our solutions work. We... [main qualifications]. We would welcome the opportunity to make Pros-on- Demand a more productive business. Final effort to differentiate this proposer from the competition; final reminder of the central argument: saving money.

42. 8-42 Sample Opening of an Unsolicited Internal Proposal Expanding our clientele, having good relationships with our current clients, and making profit doing it: These are the factors that determine our success in this industry. With very little investment, we can improve all three of these areas at Lakeside Fitness Club. We are currently using a simple database program to store client information. This system, though effective, does not have the tools necessary to allow this business to operate at its full potential. In fact, it is most likely costing the club not only revenue, but customer loyalty. After doing some research, I believe that subscribing to e-Customer, a customer relationship management (CRM) system, would help improve these concerns drastically. Using this application will allow us to keep in touch with our customers’ needs, therefore improving customer relationships and adding value to the Lakeside name.

43. 8-43 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)

44. 8-44 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.

45. 8-45 If you want to succeed, you should strike out on new paths rather than travel the worn paths of accepted success. --John D. Rockefeller