Persuasive Messages

1. Ch. 7-1 Chapter 7 Persuasive Messages

2. Ch. 7-2 Opening Obtain the reader�s attention and interest. Body Explain logically and concisely the purpose of your request. Reduce resistance with counterarguments; establish credibility. Writing Plan for a Persuasive Request

3. Ch. 7-3 Writing Plan for a Persuasive Request Closing Ask for a particular action. Make it easy to respond. Show courtesy and respect.

4. Ch. 7-4 Persuasive Request Four-Paragraph Letter Paragraph 1. Obtain the reader�s attention. Paragraph 2. Give background situation at your place of work. Paragraph 3. Give information on how other companies handle the situation. Paragraph 4. Close with an action end-date.

5. Ch. 7-5 Begin with a compliment, point of agreement, statement of the problem, or brief review of action you have taken to resolve the problem. Provide identifying data. Explain why the receiver is responsible. Tips for Complaints

6. Ch. 7-6 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. Tips for Complaints

7. Ch. 7-7 Tips for Complaints Avoid sounding angry, emotional, or irrational. Close by telling exactly what you want done.

8. Ch. 7-8 Ineffective Persuasive Request Letter

9. Ch. 7-9 Ineffective Persuasive Request Letter

10. Ch. 7-10 Ineffective Persuasive Request Letter

11. Ch. 7-11 Discussion: 1. Does the opening obtain the reader's attention in a positive manner? 2. Why does the writer think that the $120 penalty is unreasonable? Does the writer offer convincing reasons? Are they logically presented? 3. Does the writer try to blame the bank for the penalty? Ineffective Persuasive Request Letter

12. Ch. 7-12 Discussion: 4. What action does the writer seek? 5. Is that action clearly stated? 6. Does the letter show courtesy and respect? 7. How would you feel if you were the receiver? Ineffective Persuasive Request Letter

13. Ch. 7-13 Improved Persuasive Request Letter

14. Ch. 7-14 Improved Persuasive Request Letter

15. Ch. 7-15 Improved Persuasive Request Letter

16. Ch. 7-16 1. About 15 months ago your smooth-talking salesperson seduced us into buying your Model RX copier, which has been nothing but trouble ever since. 2. If you will check your records, you will undoubtedly discover that we first obtained our model RX copier 15 months ago. It was installed in our Legal Department. Good and Bad Openings for Persuasive Requests

17. Ch. 7-17 3. When we purchased our Model RX copier 15 months ago, we had high expectations for its performance. 4. We need a speaker for our graduation ceremony, and your name was suggested. 5. Would you be able to speak at our graduation ceremony on June 7? Good and Bad Openings for Persuasive Requests

18. Ch. 7-18 Good and Bad Openings for Persuasive Requests 6. 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 on June 7? 7. You were voted by our students as the speaker they would most like to hear at graduation on June 7.

19. Ch. 7-19 Ineffective Favor Request

20. Ch. 7-20 Ineffective Favor Request

21. Ch. 7-21 Ineffective Favor Request

22. Ch. 7-22 1. Starts out directly with a question that could be answered negatively 2. Provides an easy excuse for refusal (in second sentence) 3. Fails to emphasize reader benefits (opportunity to influence 15,000 potential voters) Ineffective Favor Request

23. Ch. 7-23 4. Lacks unity in sentences and paragraphs 5. Focuses on writer's viewpoint rather than on reader's 6. Uses imprecise words and inappropriate syntax 7. Closes without making it easy for reader to grant favor Ineffective Favor Request

24. Ch. 7-24 Improved Favor Request

25. Ch. 7-25 Improved Favor Request

26. Ch. 7-26 Improved Favor Request

27. Ch. 7-27 Opening Capture the attention of the reader. Body Paragraph 2 Emphasize a central selling point and the benefits of the product or idea. Appeal to the needs of the reader. Create a desire for the product. Body Paragraph 3 Give proof. State the number of individuals who have used the project. Suggest research shows that the product is helpful. ETC. Writing Plan for a Sales Letter

28. Ch. 7-28 Writing Plan for a Sales Letter Closing Stimulate the reader to act. Indicate a special offer and date for the action.

29. Ch. 7-29 Sales Four-Paragraph Letter--SUMMARY Paragraph 1. Get attention so reader will continue reading the letter. Paragraph 2. Give benefits of the product. Paragraph 3. Give proof. For example, indicate how many sales have been made or what research shows about the product. Paragraph 4. Close and get action. Use an end date. Offer an incentive to purchase early.

30. Ch. 7-30 1. Offer Follow my entry instructions, and you could be the sole winner of ONE MILLION DOLLARS! 2. Product Feature Six Omaha steak filets from fine, corn-fed beef can be yours for only $62.95. Attention-Getters for Sales Letters

31. Ch. 7-31 3. Question Do you yearn for an honest, fulfilling relationship? 4. Startling Statement Drunk drivers injure or cripple more than 500,000 victims every year! Attention-Getters for Sales Letters

32. Ch. 7-32 Attention-Getters for Sales Letters 5. Story Tommy G. doesn't live in a neighborhood like yours. He has grown up in a neighborhood with dirty alleyways and drug dealers. If only he could go to camp, he'd see how beautiful life can be.

33. Ch. 7-33 Ineffective Sales Letter

34. Ch. 7-34 Ineffective Sales Letter

35. Ch. 7-35 1. Does the opening grab your attention? 2. Is a central selling point developed? 3. Is the letter written from the reader's perspective? 4. Should this letter develop rational or emotional appeals? Discussion for Ineffective Sales Letter to Camera Owner

36. Ch. 7-36 Discussion for Ineffective Sales Letter to Camera Owner 5. Does the letter use concrete examples? 6. Does it build confidence in the product or service? 7. Does it stimulate action in the closing? 8. Does this letter show PROOF?

37. Ch. 7-37 Improved Sales Letter

38. Ch. 7-38 Improved Sales Letter

39. Ch. 7-39 Improved Sales Letter

40. Ch. 7-40 Improved Sales Letter

41. Ch. 7-41 Sales Letter Dear Mrs. Garcia Enclosed please find the materials you requested for information on our electric scooters. For additional information, please visit our Web site at http://www.scooter.com. Our electric scooters feature the following accessories: red horns, adjustable seats, and 1.2 liter engines. In addition, the scooter come with a 5-year warranty to cover all engine parts! Scooter has been a global supplier of electric scooters since 1965 has offices in New York, Chicago, Shanghai, and London. We have served over 1000 customers. If you have any questions, please e-mail us at scooter.com or fax us at 888.555.8888. If you respond by July 1, 200-, you will receive a free horn. Sincerely (Remember to include the inside and return address along with the current date. Remember one idea per paragraph for ALL letters. Use full block; do not indent paragraphs.)

42. Ch. 7-42 Unsolicited Sales Letter Dear Mr. Tom General Electric is a primary user of our plastic products, and we invite you to become one of our customers! Our products include plastic materials, plastic assemblies and holding systems, and plastic connectors. For additional information, please visit our Web site at http://www.preisnerplastics.com. PreisnerPlastics has been a global supplier of plastic products since 1965 has offices in New York, Chicago, Shanghai, and London. We have served over 1000 customers. If you have any questions or wish us to send you �The Profile of PreisnerPlastics� brochure, please e-mail us at preisner.com or fax us at 888.555.1111. Sincerely Remember to include the inside and return address along with the current date. Remember one idea per paragraph for ALL letters. Use full block; do not indent paragraphs.)

43. Ch. 7-43 Online Sales Letters Dear Mr. Padilla Last week we received your name from an Internet list stating that you are interested in magnets and magnetic assemblies. LAMags is the company to fill your needs. As an experienced manufacturer and supplier of magnets, magnetic assemblies, and magnet health products, we invite you visit our Web site at http://www.LAMags.com for information on our lines of magnets. LAMags is a global supplier for magnetic products with offices in Los Angles, Bejing, and London. We have been in business since 1983 and have over 5000 satisfied customers. If you wish, please let us know if you would like us to send you �The Profile of LAMags� brochure. We look forward to doing business with you in the future. Sincerely P.S.: We hope you enjoyed receiving this message. However, if you would rather not receive any future notices of this sort on e-mail, please let us know.

44. Ch. 7-44 Tips for Writing Online Sales Messages Send only targeted, never �blanket� mailings. Strive to create relationship with receivers; offer something special just for them. Keep the message short and conversational. Focus on the �you� view. Develop only one or two central selling points. Make it easy to respond. Convey a tone of sincerity. Provide a means for being removed from mailing list.

45. Ch. 7-45 1. At what audience is the letter aimed? 2. Is the appeal emotional or rational? Is the appeal effective? 3. Is the opening effective? 4. What techniques capture the reader's attention? Checklist for Analyzing aSales Letter

46. Ch. 7-46 5. Is a central selling point emphasized? 6. Does the letter emphasize reader benefits? 7. What are some examples of concrete language? Checklist for Analyzing aSales Letter

47. Ch. 7-47 8. How is confidence in the product or service developed? 9. How is price introduced? 10. What action is to be taken and how is the reader motivated to take that action? Checklist for Analyzing aSales Letter

48. Ch. 7-48 Persuasive Request Letter Companies are constantly developing new programs to give themselves a competitive advantage. Programs such as internships are being implemented by more and more companies each year. Internships can provide substantial benefits not only to the intern, but to the company as well. Therefore, I am electing that we implement an internship program at Robinsons May. � Internships offer many professional advantages, these advantages consist of: free labor, free employee benefits, help with seasonal workload demands, and future employee recruitment. Through internships, the company can gain a reputation among college students and acquire good public relations. If interns are recruited to the company after graduation, the company can spend less money on the recruitment and training process. The advantages that interns receive are beneficial to them as well. Interns have the ability to work in a professional atmosphere, gain work experience in their professional field, receive college credit, become prospective employees, and resume notation. � Research shows that interns make dedicated employees that are willing to perform because they want the potential employment opportunity. As researched in The Galt Global Review, interns also give valuable input because they have fresh ideas that they are willing to share. Individuals that are willing to be interns are more likely to research the company extensively, thus being candidates that are truly interested in the position. Research conducted by the National Association of Colleges and Employers shows that 82.5% of companies offer internship programs, giving them the competitive advantage. � Due to the benefits and research findings, it is extremely important to discuss the matter of implementing an internship program at Robinsons May. If you have any questions or would like to schedule a meeting in order to discuss the feasibility of this program, please feel free to contact me at extension 2521. �

49. Ch. 7-49 Collection Stages A collection message is used for business firms to collect overdue account. The two purposes of collection messages are 1) to collect the money due and 2) to retain goodwill with the customer. Collection messages are written in three stages: 1) reminder; 2) appeal; and 3) warning. Each stages is progressively more persuasive, and each stage has several steps.

50. Ch. 7-50 Collection Letter/Persuasive Request�Step 2: Appeal Dear Mr. Smith Our Account Department records indicate that your account with us is now more than three months past due. We are very concerned that we have not yet heard from you, even though we have already sent you a reminder about this matter. You has been one of our best clients, and we value your business very much. If some special circumstances are preventing you from making payment, please call us at 888.555.0908 e-mail us abcorg@msnet so that we can discuss the situation with you. We are requesting that you send your payment of $407 in the enclosed envelope to us immediately. In this way you can preserve your excellent credit record with us. Sincerely

51. Ch. 7-51 End