Persuasive Writing

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Persuasive Writing

• AIDA
• AIDCA
• AIDPPA
• DDPC
• PPPP

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Emphasize Control

• The First USA puts the right person in charge of
  your interest rate. You.

3
Tap into Fear

• What will you do when you lose your job or
  health or

4
Promise to unlock a Puzzle

• Learn how to double your income in one month

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Promise exclusivity

• Our credit card is not for everyone. Not
  everyone who applies for membership is approved.

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Tantalize

• Think how wonderful it would be to wake up
  tomorrow knowing you never have to work again.

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Show whats in it for me

• Save up to 60 on all your future purchases on
  brand name items.

8
Use headline grabbers

• Learn to develop your own customized WEB site in
  less than one hour.

9
Paint a Picture

• Imagine spending your Christmas break relaxing
  on the balmy, sunny beaches of some exotic
  island in search of Mr./Ms. Rich Right

10
Stress Convenience

• Never stand in line for another ticket

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Emphasize the Negative

• Are you making these seven common mistakes in
  managing your office staff?

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Play on the underdog appeal

• They thought I lost my mind when I invested in
  .

13
Ask Provocative Questions

• If a disaster strikes your company, how long
  would it take you to recover?

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Use the barker techniques

• Call your friends and get ready to rockbecause
  you are about to become our next PCH winner!

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Appeal to curiosity/greed

• If you thought you couldnt get a car, a boat, a
  trip, a six figure income for life, guess again.
  For only 22.50

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Elicit guilt stress urgency

• In the 10 seconds it took you to read these
  words, 10 people died from..
• In one week companies in your city will pour
  thousands of tons of pollutants into the air you
  breathe unless..

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Use Bullets

• People skip-read, so
• Bullet important points
• Bullets help to clarify information

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The Persuasive Business Letter

• Action-oriented
• Prods the reader to do something
• Motivates the reader to expend effort

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Three Components of Persuasive Letters

• Attention getter
• Explanation of the proposed request
• Action getter

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Four Categories of Appeals to Gain Reader
Attention

• Health
• Wealth
• Pleasure
• Curiosity

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Interest-creating opening with a problem

• With the recent change of WBCY-FM to a hard rock
  music format, those of us who enjoy listening to
  musicals such as Phantom, Cats, etc. are stuck.
  There remains only one such station in our
  community. And because of no competition, there
  is little music and increased advertising.

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Avoid Running Afoul in Persuasive Writing

• Show the reader what personal benefit is to be
  gained for them.
• Ex I must raise to win the election
• ExThe amount of is what it will cost to help
  your rep win the election

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Selling Reader Benefits, Not Product Features

• Features simply describe
• Benefits sell

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Common Mistakes

• This product is the only one on the market which
  can do this, that, and those. (selling the
  features but failing to sell the product.)

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Features/Benefits

• This machine can do this, that, and those and
  what this means to you is that you can do, save,

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Getting the Readers Action

• Action steps should be what and when specific
• the tone of the action step should be assumptive
  (the customer wants what you have to share.)

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Your Task

• You work for a company in which 15 of the orders
  are processed later than time agreed upon with
  the customer. Your departments service is the
  lowest in the division. You are getting lots of
  heat from the area manager. The problem has been
  going on for several months with no apparent
  solution.

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Problem cont.

• Your district manager has just hired a new
  management trainee to help you. She hasnt been
  assigned any permanent duties. The company is
  planning on paying her out of the temp/overtime
  budget. The plan is to use her only as long as
  needed.

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Problem continued

• Two tasks to be accomplished
• 1. Keep our customer base intact and happy.
  Figure out how to touch base with our customers
  to ensure quality customer service.
• 2. Send a memo to the district managers office
  to see if he would be willing to front half of
  the new girls salary (15,000)