Persuasion%20Addresses%20the%20Needs%20of%20the%20Reader

1
Persuasion Addressesthe Needs of the Reader
Money Free time Productivity
Importance Power
Security Knowledge Desired Skill
Reputation
Attractiveness Friends Health
Comfort Entertainment
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Types of Persuasive Letters
Sales or promotion Direct mail
Claims Collections
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Pattern for the S-A-L-E-S Letter
S S-park the imagination and curiosity of the
reader. A A-nnounce the product or
service. L L-ist the advantages to the
client. E E-xpress appreciation and
goodwill. S S-pecify exactly what the client
should do and when.
4
Getting Readers to Open and Pay Attention to
Direct-Mail Letters
Use envelopes to invite curiosity. Get
attention in your opening line. Personalize
wherever possible.
5
The A-C-T-I-O-N Plan for Claims Letters
A Access the situation C Consider your
audience T Tell your side of the story I
Insist on specific action O Offer
cooperation N Name specific action steps
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Five Factors Determining the Style of Collection
Letters
Assumed cause Emotional stance
Specific action Time and place Motivator