Writing Persuasive Messages

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Writing Persuasive Messages

• Chapter 8

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• Three Topics of
• Chapter 8
• Persuasion Strategies
• Sales Messages
• Persuasive Requests

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Persuasion Strategies

• Definition of Persuasion
• Plan before you write
• Know product, service, or idea
• Know the receiver
• Identify the desired action

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Apply Sound Writing Principles

• Keep paragraph short
• Use concrete nouns and active verbs
• Use specific language

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Apply Sound WritingPrinciples

• Let receivers have the spotlight
• Stress a central selling point
• Use an inductive outline
• AIDA

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Sales Messages

• Gaining attention
• Introducing the product, service or idea

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Sales Messages

• Providing convincing evidence
• Motivating action

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Gaining Attention
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Getting Attention

• Introduce a relationship between the receiver and
  the product, service or idea
• Focus on a central selling feature
• Use an original approach

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Introducing the Product, Service or Idea

• Be cohesive
• Be action oriented
• Stress a selling point

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Providing Convincing Evidence

• Present and interpret factual evidence
• Be objective

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Providing Convincing Evidence

• Include testimonials, guarantees and enclosures
• Subordinate the price

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Motivating Action

• Make the action clear and simple to complete
• Restate the reward for taking action

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Motivating Action

• Provide an incentive for quick action
• Ask confidently for action

Action
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Persuasive Requests

• Assumptions Regarding Persuasive Requests
• Types of Persuasive Requests
• Purpose for Requests

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Making A Claim

• Claim Letters
• Reasonable Claims
• Format for Persuasive Claims
• Ethical Obligations

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Asking a Favor

• Reason for Favors
• Using the Deductive Approach
• Using the Inductive Approach

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Requesting Information

• Purpose
• Method of Requesting

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Persuading WithinAn Organization

• Usage of Memos
• Writing Styles of Memos

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Summary

• Developing Effective Outlines/Appeals
• Writing Effective Sales Messages
• Writing Effective Persuasive Requests
• Persuading Within an Organization