. All Rights Reserved.. All Rights Reserved.. All Rights Reserved. Persuasive Messages Audience Analysis Short Messages Chapter 7 Persuasive Messages Sales Letters Responding to Feedback 2 Analyzing Your Audience Applying Persuasion Principles Who is the audience? What is your relationship with the audience? How will the audience likely react? Ethos: An appeal based on credibility Demonstrate good character Pathos: An appeal based on emotion Connect with people on an emotional level Logos: An appeal based on logic Use solid evidence and reasoning What does the audience already know? What is unique about the audience? Provide your background and experience Use stories and imagery Provide facts and expert opinion 3 4 Prefer the DIRECT plan when Prefer the INDIRECT plan when NOTE: Rationale still needed Reader is reluctant Writing to superiors Presenting a long or complex proposal The reader prefers directness Strong persuasion is not needed The reader will probably listen objectively Writing to colleagues and subordinates Writing to someone outside the organization The reader prefers the indirect approach Strong persuasion is required The reader is initially resistant to your proposal 1
Compare Direct the Indirect Openings Gain the reader s attention. Direct I m writing to request that you replace the shirt I purchased because the color has faded. Indirect I ve come to expect premium quality in the products I purchase from your company over the last ten years. You can imagine my disappointment when the shirt I purchased recently faded after it was washed the first time. Rhetorical question What is black and white and read all over? Very few things, as a matter of fact! Gain the reader s attention Practice Enticing Your Reader Unusual fact A study conducted by IBM showed that participants remembered almost twice as much of the information on color slides as on black-and-white slides. Reader/writer common ground Almost 95% of the participants at our four seminars last month gave us an overall rating of Outstanding. Imagine a situation where you re writing to a prospective customer of your house cleaning service. Write a catchy opening that meets these criteria: Interesting (perhaps a rhetorical question) Relevant to the audience (busy professionals) Short (one or two sentences) Your purpose is to make sure your reader gets to the body of your message. Justifying Your Idea or Request Examples: Facts and Statistics Expert Opinion Examples Use objective statements and statistics that can be verified. Choose a few relevant data points to avoid overwhelming the reader. Include experts to support your points, particularly if your credibility is in question. Use relevant, representative cases or incidents to illustrate your points. The Lexcraft prints a four-color transparency in 90 seconds at a cost of $1.80, including the transparency. The Lexcraft rated a Best-Buy award in the February issue of Personal Computing. We spent $162.50 to have Imagemaster develop the 32 transparencies we used in last month s purchasing managers seminar. We could have printed them on the Lexcraft for less than $60 with same-day service. 2
Dealing with Obstacles Common Areas of Resistance Address big obstacles directly Previous negative experience Limited time Anticipate objections Limited money Devote little space to objections Incorporate objections into benefits Indifference ALEXARANDA/SHUTTERSTOCK Dealing with Objections Specify time, money required to act May be less than audience fears Filling out the forms should only take 10 minutes. Your responses will be put into our database no more paperwork. Put time, money in context of benefits they bring 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. Show that money spent now will save money in long run By spending $4,000 now, we can upgrade the labs in time to avoid a $6,500 fine for noncompliance with the new regulations. Show that doing as you ask will benefit something audience cares about By becoming an e-mail mentor, you ll give an at-risk student the encouragement he or she needs to stay in school. 3
Show audience need for sacrifice to achieve larger, more important goal If we work just four additional hours each week, we ll be able to keep the shelter open 24 hours a day, which will qualify us for the new urban development grant. Show that advantages outweigh the disadvantages Although relocating support staff to the fourth floor means losing storage space, having everyone in a central location will greatly increase our efficiency. Reasons to Act Promptly Reasons to Act Promptly, continued Show that time limit is real Returning the enclosed form by July 1 will let us include your responses in our Executive Board presentation on July 15. Show that acting now will save time or money When you return the acceptance notice before October 1st, you will be guaranteed the lower interest rate. Reasons to Act Promptly, continued Minimize obstacles. Show the cost of delaying action The prices quoted are good until the first of next month. After that, everything will increase 5%. Deal with the obstacles: Show the reader that despite these obstacles, your proposal still has merit. Although the vice president has asked for a moratorium on equipment expenditures until June, if we purchase the $2,100 Lexcraft printer before December 31, we ll actually save that amount in printing costs by April, before our quarterly budget is due. 4
. All Rights Reserved.. All Rights Reserved.. All Rights Reserved. Motivating Action Persuasive Messages State (or restate) the specific request late in the message BUT: Make the desired action clear and easy for the reader to take Audience Analysis Short Messages End on a forward-looking note, continuing to stress reader benefits Use a polite, sincere tone and include compliments only when they are sincere NOT: I need your recommendation by Friday, or I ll miss my deadline! Sales Letters Responding to Feedback 25 26 Writing a sales letter Creating Interest and Building Desire Write indirect and use the AIDA plan. What is your central selling theme? If you emphasize everything, you emphasize nothing. What is the most compelling benefit? Use position and repetition Introduce central selling theme early and keep referring to it. What sets you apart? Interpret Features Use Vivid Language Use Objective, Ethical Language Mention Price Refer to Enclosures Devote several paragraphs to interpreting the product s features. Invite the reader to pay attention. Maintain credibility by providing specific facts and figures. Subordinate or downplay price in your message. Refer to enclosures at the end of the letter. 28 Interpret don t just describe. Interpret don t just describe. Not: This portable desk weighs only 12 ounces. Not: The Comfy Lap Desk is 13" by 31". But: The Comfy Lap Desk s 13"-by-31" surface provides enough room to hold an open encyclopedia and still have room to take notes. But: You don t have to be afraid to rest this lap desk on your knees for hours at a time. It weighs just 12 ounces about the same as your favorite can of soft drink. 5
Changing Features to Benefits Motivating Action BUT: BUT: Make the action clear and easy to take Ask confidently NOT: This laptop battery lasts 6-8 hours. NOT: The apartment includes utilities. Encourage prompt action End your letter with a reminder of a reader benefit VELYCHKO/SHUTTERSTOCK.COM 6