Transcript Document

Writing To Persuade
THE BASIS OF PERSUASIVE SALES MESSAGES IDENTIFYING OBJECTIVES
1. What product or service is
being promoted? (the subject)
 What will the product do for the
people concerned?
 From what materials is it made?
 By what process is it
manufactured?
 What are its superior design
features?
 What is its price?
 What kind of servicing, if any, will
it require?
THE BASIS OF PERSUASIVE SALES MESSAGES IDENTIFYING OBJECTIVES
2. To whom is the message being
directed? (the audience)
 Who would buy this product?
 Why would they buy it?
 How frequently would the product be
purchased?
 How would the product be used?
 Is this product a necessity or a luxury?
 What do people like about it?
 What do people dislike about it?
3. What are the desired results? (the
purpose)
The basis of persuasive sales messages organizing the message
Solicited sales letters Vs Unsolicited
letters
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Getting the readers’ Attention.(A)
Introducing the product and
arousing Interest in it. (I)
Generating Desire for the product
through convincing evidence. (D)
Encouraging Action. (A)
First Paragraph: An Attention-Getter (A)
Do’s
• A solution to a problem
• A startling announcement
• A what-if opening
• An outstanding feature of the
product
• A gift
Don’t
• Avoid asking foolish questions
Introducing the product and
arousing Interest in it. (I)
•Start with the product.
•Focus on a central selling
feature.
•Address the reader’s needs.
•Keep paragraphs short.
•Introducing the Product
•Be natural and cohesive
•Be action oriented.
•Stress the central selling
point
Generating Desire for the product
through convincing evidence. (D)
 Convince the Readers with Evidence
 Use concrete language.
 Be objective
 Interpret the evidence.
 Be careful when you talk about price.
 Introduce price later
 Don’t mention it first & last para
 Use figures to illustrate how
enough money can be saved
 State price in terms of small units.
 If practical, invite comparison
 Use sentence that mentions the
price to remind about the benefits
Last Paragraph: Motivating the
Reader to Action
 State the specific action wanted;
 Refer to the reward for taking
action in the same sentence in
which action is encouraged;
 Present the action as being easy
to take;
 Provide some stimulus for quick
action; and
 Ask confidently for action.
Claim letters and requests for favors
Making a Claim
Claim letters are often routine because
the basis for the claim is a guarantee
or some other assurance that an
adjustment will be made without
requiring persuasion.
 writing inductively (to reduce the
chance of a negative reaction), and
 stressing an appeal throughout the
letter (to emphasize an incentive for
taking favorable action).
Claim letters and requests for favors
Asking a Favor
Occasionally, everyone has to ask
someone for a favor - action for
which there is not much reward,
time, or inclination.
 Begins on a point that is related and
of interest to the receiver.
 presents benefits that help to
increase the reader’s enthusiasm for
the proposal.
 Seeks specific action.
The collection series
Remember
o Customers know what they owe
(detailed information is not
necessary)
o They expect to be asked for
payment (no need for an
attention-getter and no need for
an apology)
o Letter should be short, its main
point (pay is expected) stands out
vividly
Characteristics of effective
collection letters
• Timeliness
• Regularity
• Understanding
• Increasing stringency
Stages in the Collection-Letter Series
1) Reminder,
2) Inquiry,
3) Appeal,
a. Fair play
b. Closure
c. Pride
d. Fear
4) Strong appeal or urgency
To develop the strong appeal from the
mild appeal
5) Ultimatum