1、McGraw-Hill/Irwin Copyright 2009 by The McGraw-Hill Companies,All Rights Reserved.12-2Persuasive and Sales MessagesPurposesPersuasive StrategiesCredibilityThreatsOrganizing DR&PS MessagesDealing with ObjectionsReasons to Act PromptlyToneVarietiesOrganizing Sales/Fund-Raising MessagesWriting StyleChe
2、cklists12-3Purposes Primary To have reader act Secondary To build good image of the communicator To build good image of communicators organization To cement a good relationship between communicator and audience To overcome any objections that might prevent or delay action To reduce or eliminate futu
3、re messages on subject12-4Choosing a Persuasive Strategy What do you want people to do?What objections will audience have?How strong a case can you make?What kind of persuasion is best for organization and culture?12-5Three Aspects of Persuasion Argumentreasons or logic communicator offers Credibili
4、tyaudiences response to communicator as source of message Emotional appealmaking audience want to do as communicator asks12-6Credibility in Persuasion Three sources of credibility in workplace:Expertise Image Relationships12-7Building Credibility Be factualdont exaggerate Be specificif you say X is
5、better,show in detail how it is better Be reliableif project will take longer or cost more than estimated,tell audience immediately12-8Use a Direct Request Pattern When Audience will do what you ask without resistance You need response only from people who can easily do as you ask Busy people may no
6、t read all messages they receive12-9Use a Problem-Solving Pattern When Audience may resist doing what you ask You expect logic to be more important than emotion in the decision12-10Use a Sales Pattern When Audience may resist doing what you ask You expect emotion to be more important than logic in t
7、he decision12-11Why Threats Dont Persuade Dont produce permanent change May not produce desired action May make people abandon action Produce tension People dislike/avoid one who threatens Can provoke counter-aggression12-12Organizing Direct Requests1.Ask immediately for the information or service y
8、ou want2.Give audience all the information they need to act on your request3.Ask for the action you want12-13Subject Lines for Direct Requests Use one of these:Request itself Topic of request QuestionRE:Need Your Advice12-14Organizing Problem-Solving Messages1.Catch audiences interest by mentioning
9、common ground2.Define problem you share with reader3.Explain solution to problem4.Show that advantages outweigh negatives 4.Summarize additional benefits of solution5.Ask for action you want 12-15Subject Lines for Problem-Solving Messages Omit request from subject line Use neutral subject line Use c
10、ommon ground or audience benefit Use positive or neutral subject lineeven if first is negativeRE:Order#3432312-16Developing Common Ground Suggest you and audience have mutual interest in solving problem Analyze audience to understand biases,objections,and needs Identify with readers;make them identi
11、fy with you12-17Dealing with Objections Specify time,money required to actMay be less than reader fearsExample:Filling out the forms should only take 10 minutes.Your responses will be put into our databaseno more paperwork.12-18Dealing with Objections,continued Put time,money in context of benefits
12、they bringExample:Paying$17,500 for all three of us to attend the summer institute will enable us to get the thorough instruction we need to train the rest of the staff.12-19Dealing with Objections,continued Show that money spent now will save money in long run Example:By spending$4,000 now,we can u
13、pgrade the labs in time to avoid a$6,500 fine for noncompliance with the new regulations.12-20Dealing with Objections,continued Show that doing as you ask will benefit something audience cares aboutExample:By becoming an e-mail mentor,youll give an at-risk student the encouragement he or she needs t
14、o stay in school.12-21Dealing with Objections,continued Show audience need for sacrifice to achieve larger,more important goal Example:If we each work just four additional hours each week,well be able to keep the shelter open 24 hours a day,which will qualify us for the new urban development grant.1
15、2-22Dealing with Objections,continued Show that advantages outweigh the disadvantagesExample:Although relocating support staff to the fourth floor means losing storage space,having everyone in a central location will increase our efficiency greatly.12-23Dealing with Objections,continued Turn a disad
16、vantage into opportunityExample:With our budget cuts,well fill open positions in the fall or later.With your approval,though,we could expand our internship program and bring in many highly qualified students at a fraction of the cost.12-24Reasons to Act Promptly Show that time limit is real Example:
17、Returning the enclosed form by July 1 will let us include your responses in our Executive Board presentation on July 15.12-25Reasons to Act Promptly,continued Show that acting now will save time or money Example:When you return the acceptance notice before October 1st,you will be guaranteed the lowe
18、r interest rate.12-26Reasons to Act Promptly,continued Show the cost of delaying action Example:The prices quoted are good until the first of next month.After that,everything will increase 5%.12-27Building Emotional Appeal Storytelling Psychological description Create word picture for readers senses
19、 Hear See Smell Taste Touch Help readers imagine themselves doing,enjoying what you ask12-28Tone in Persuasive Messages Be courteous Give solid reasons for requests Make requests clear Give enough information for audience to act Tone down requests to superiors I expect you to give me a new computer.
20、If funds permit,Id like a new computer.12-29Varieties of Persuasive Messages:Performance Appraisals Cite specific observations,not inferences Include specific suggestions for improvement Identify two or three areas that the worker should emphasize in the next month or quarter12-30Varieties of Persua
21、sive Messages:Recommendation Letters Be specific Tell how well,how long writer knew applicant Give details about applicants work Say whether writer would rehire applicant12-31Sales and Fund-Raising Purposes Primary To motivate reader to act(send donation,order a product)Secondary To build good image
22、 of writers organization To strengthen commitment of readers who act To make readers who do not act more likely to act next time12-32Organizing Sales/Fund-Raising Messages:Opener Makes reader want to read entire message Types Questions Narration,stories,anecdotes Startling statements Quotations Sets
23、 up transition to letter body12-33Organizing Sales/Fund-Raising Messages:Body Answers readers questions Overcomes readers objections Involves reader emotionally.Long letters work best:4 pages ideal Short letters,e-mail work too12-34Organizing Sales/Fund-Raising Messages:Body Content usually includes
24、 Information any reader can use Stories about history of product or organization Stories about people who use product Word pictures of readers enjoying benefits offered12-35Organizing Sales/Fund-Raising Messages:Action Close Tells readers what to do Makes action sound easy Offers readers reason to a
25、ct now Ends with positive picture May recall central selling point12-36PS:Many people read it first!Using a Postscript Reason to act promptly Description of premium reader receives Reference to another part of package Restatement of central selling point12-37Strategy in Sales Letters:Satisfying Need
26、 Tell people of need product meets Prove that product satisfies that need Show why product is better than similar ones Make reader want to have product12-38Dealing with Price Link price to products benefit Link price to benefits your company offers Show how much product costs each day,week,or month
27、Allow customers to charge sales or pay in installments12-39Strategy in Fund-Raising Appeals:Vicarious Participation Use we to talk about the cause At end,use you to talk about what reader will be doing Show how readers dollars help solve the problem12-40Fund-Raising Letters Provide lots of informati
28、on To persuade readers To give evidence readers can tell others To give image of strong,worthy cause to non-supporters Cite other ways reader can help12-41Always send aThank You to every donorHow Much to Ask For Link gift to what it will buy Offer a premium for giving Ask for a monthly pledge12-42Lo
29、gical Proof in Fund-Raising LettersLetter body must prove that1.Problem deserves readers attention2.Problem can be alleviated or solved3.Your group is helping to solve problem4.Private funds are needed5.Your organization will use funds wisely12-43Strategy in Contact Letters Contact letter keeps in t
30、ouch with audience,does not seek action Simple,short(may be less than a page)Take theme of season or current event Refer to reader/writer relationship;looks to future12-44Writing Style1.Make text interestingTightConversational2.Use psychological description:vivid word picturesDescribe audience benef
31、itsDescribe problem product solves12-45Writing Style,continued3.Make message sound like a letter,not an adOne person talking to anotherInformal:short sentences and words,even slangCreate a personacharacter who writes the letter12-46Checklist:Direct Request Specific subject line differentiates messag
32、e from others on subject Subject line contains request First summarizes request/topic Message gives all information,details12-47Checklist:Direct Request Message answers questions,overcomes objectionsin positive way Last tells reader exactly what to do Last gives due date and reason to act promptly12
33、-48Checklist:Problem-Solving Message Subject line omits request Subject line cites shared problem or offers benefit First sentence interests reader Problem presented as joint problem that writer and reader want to solve12-49Checklist:Problem-Solving Message Message gives all information,details Message overcomes objections Message avoids dictatorial,condescending,or arrogant phrases Last tells reader exactly what to do Sets deadline Gives reason for prompt action
