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    Chapter 8

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    Khan Abdullah
    This document discusses persuasive messages and requests. It provides: 1) Guidelines for effective persuasion, including knowing your readers, highlighting benefits, and appealing to logic, emotion, and character. 2) A general plan for persuasive requests, which involves opening indirectly, setting up the strategy, gaining attention, making the request clearly, and closing with a recall of the appeal. 3) A sample persuasive request letter seeking information from an executive indirectly by highlighting benefits for the reader.

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    Chapter 8

    Uploaded by

    Khan Abdullah
    118 views9 pages
    This document discusses persuasive messages and requests. It provides: 1) Guidelines for effective persuasion, including knowing your readers, highlighting benefits, and appealing to logic, emotion, and character. 2) A general plan for persuasive requests, which involves opening indirectly, setting up the strategy, gaining attention, making the request clearly, and closing with a recall of the appeal. 3) A sample persuasive request letter seeking information from an executive indirectly by highlighting benefits for the reader.

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    This document discusses persuasive messages and requests. It provides: 1) Guidelines for effective persuasion, including knowing your readers, highlighting benefits, and appealing to logic, emotion, and character. 2) A general plan for persuasive requests, which involves opening indirectly, setting up the strategy, gaining attention, making the request clearly, and closing with a recall of the appeal. 3) A sample persuasive request letter seeking information from an executive indirectly by highlighting benefits for the reader.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    118 views9 pages

    Chapter 8

    Uploaded by

    Khan Abdullah
    This document discusses persuasive messages and requests. It provides: 1) Guidelines for effective persuasion, including knowing your readers, highlighting benefits, and appealing to logic, emotion, and character. 2) A general plan for persuasive requests, which involves opening indirectly, setting up the strategy, gaining attention, making the request clearly, and closing with a recall of the appeal. 3) A sample persuasive request letter seeking information from an executive indirectly by highlighting benefits for the reader.

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    Chapter 8

    Indirectness In
    Persuasive
    Messages
    Learning Objectives
     You will be able to use persuasion effectively,
    especially when making requests and composing
    sales messages.
     Strategies for writing persuasive message.
     Write skillful persuasive requests that begin indirectly,
    convincing, and close with goodwill and action.
     Ethical concerns regarding sales messages.

     Planning steps for direct mail or email sales messages.

     Compose sales messages to gain attention.


    Introduction: What is Persuasion?
     The process of influencing or changing attitudes,
    beliefs, values, or behaviors of the readers.
     A key element in sales contacts that try to convince
    prospects to purchase company products.
     Also crucial in collecting past-due accounts from
    customers who have failed to pay outstanding
    debts.
     Generally written in indirect order.
    General Guideline About Persuasion
     Know your readers
     Choose and develop targeted reader
    benefits;
     Motivate with rewards,
     highlight intrinsic benefits.
     Turn product features into reader
    benefit.
     Make them visualize enjoying the
    benefits.
     Make good use of three kinds of
    appeals;
     Logic, emotion, and character
     Make it easy for your reader.
    Persuasive Requests: The General Plan for
    Requests

    Open with Set up the Gain attention


    words that; strategy and

    Present the Using persuasive


    strategy (the language and
    persuasion) you-viewpoint.

    Make the Followed by


    request clearly Either at the end words that recall
    of the message
    and without or the persuasive
    appeal.
    negatives
    Sample Persuasive Request Letter (A request for
    information about employment application)

     In this letter a trade publication editor seeks


    information from an executive for an article on
    desirable job application procedures.
     The request involves time and effort for the
    executive. Thus persuasion is necessary.
    Contrasting Persuasive Requests: Obvious Failure
    in Directness.
    Dear Mr. Williams:
    Will you please donate to the local Junior Achievement program? We have set
    $50 as a fair minimum for businesses to give. But larger amounts would be
    appreciated.

    The organization badly needs your support. Currently, about 900 young
    people will not get to participate in Junior Achievement activities unless more
    money is raised. Junior achievement is a most worthwhile organization. As
    business leader, you should be willing to support it.

    If you do not already know about Junior Achievement, let me explain. Junior
    Achievement is an organization for high school youngsters. They work with
    local business executives to form small business. They operate the businesses.
    In the process, they learn our economic system. This is a good thing, and it
    deserves our help.

    Hoping to receive your generous donation.


    Skillful Persuasion in an Indirect Order

     The next message shows good imagination.


     It follows the recommended indirect pattern.
     Its opening has strong interest appeal and sets up the
    persuasion strategy.
     Notice the effective use of you-viewpoint throughout.
     Not until the reader has been sold on the merits of the
    request does the message ask the question.
     It does this clearly and directly.
     The final words leave the reader thinking about a
    major benefit that a yes answer will give.
    Sales Messages
     Questioning the Acceptability of Sales Messages

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