Chapter 8
Persuasive Messages
Essentials of
Business
Communication 9e
Mary Ellen Guffey & Dana Loewy
© 2013 Cengage Learning ● All Rights Reserved
Writing Plan: Persuasive Requests
Opening
Body
Closing
Capture the reader’s attention and interest.
© 2013 Cengage Learning ● All Rights Reserved
 Describe a
problem.
 State something
unexpected.
 Suggest reader
benefits.
 Offer praise or
compliments.
 Ask a stimulating
question.
 Make a promise.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 8, Slide 2
Writing Plan: Persuasive Requests
Opening
Body
Closing
Build interest.
© 2013 Cengage Learning ● All Rights Reserved
 Explain logically and concisely the purpose
of the request.
 Prove its merit.
 Use facts, statistics, and expert opinion.
 Focus on the reader’s direct and indirect
benefits.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 8, Slide 3
Writing Plan: Persuasive Requests
Opening
Body
Closing
Reduce resistance.
© 2013 Cengage Learning ● All Rights Reserved





Anticipate objections.
Offer counterarguments.
Establish credibility.
Demonstrate competence.
Show the value of your
proposal.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 8, Slide 4
Writing Plan: Persuasive Requests
Opening
Body
Closing
© 2013 Cengage Learning ● All Rights Reserved
Motivate action.
 Ask for a particular action.
 Make the action easy to take.
 Show courtesy, respect, and gratitude.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 8, Slide 5
Requesting Favors and Actions
When is persuasion necessary?
© 2013 Cengage Learning ● All Rights Reserved
Requests for time, money, information,
special privileges, and cooperation require
persuasion.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 8, Slide 6
Requesting Favors and Actions
Why do receivers grant requests?
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



They are genuinely interested in your project.
They see benefits for others.
They expect goodwill potential for themselves.
They feel obligated as professionals to
contribute their time or expertise to "pay their
dues."
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 8, Slide 7
Openings for Persuasive Requests
Which of the following openings is most effective?
© 2013 Cengage Learning ● All Rights Reserved
1. To the vice president: As an employee who can
never find a parking place, I want you to know that
we must change the method of assigning spaces.
2. To all employees: Because of our concern for the
health and well-being of employees, we are
considering a wellness program with considerable
incentives to those who participate.
3. About 15 months ago your smooth-talking
salesperson seduced us into buying your Model RX
copier, which has been nothing but trouble ever
since.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 8, Slide 8
Openings for Persuasive Requests
Which of the following openings is most effective?
© 2013 Cengage Learning ● All Rights Reserved
4. We need a speaker for our graduation ceremony,
and your name was suggested.
5. We realize that you are an extremely busy
individual and that you must be booked up months
in advance, but would it be possible for you to
speak at our graduation ceremony June 7?
6. You were voted by our students as the speaker
they would most like to hear at graduation on
June 7.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 8, Slide 9
Ineffective Favor Request
Honorable David H. Davis
California House of Representatives
Sacramento, CA 95030
Dear Mr. Davis:
© 2013 Cengage Learning ● All Rights Reserved
Would you be interested in speaking to the students at Diablo Valley
College?
If you will be in town on April 16, our Associated Student Organization
is having a Career Awareness Day. Many of our 25,000 students (and
most are registered voters in your district) will be attending this
function where three major speakers have been invited.
We hope to find good speakers from industry, education, and politics.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 8, Slide 10
Ineffective Favor Request
Our ASO voted you the politician they would most like to hear. We
could offer you 30 minutes to impart information about politics as a
career, its rewards, and its punishments.
© 2013 Cengage Learning ● All Rights Reserved
Our Career Awareness Day will contain information booths; students
can talk about careers and learn about them at these booths. Then the
three speakers will follow these booths at 12 noon in the Campus
Center.
If you’d like to be one of our speakers, let me know at your earliest
convenience. We'd enjoy having you and it could be good for you too. If
you let me know early enough, we can get some publicity out.
Sincerely,
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 8, Slide 11
Ineffective Favor Request
What’s wrong with it?
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1. Starts out directly with a question that could
be answered negatively
2. Provides an easy excuse for refusal (in
second sentence)
3. Fails to emphasize reader benefits
(opportunity to influence 25,000 potential
voters)
4. Lacks unity in sentences and paragraphs
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 8, Slide 12
Ineffective Favor Request
What’s wrong with it?
© 2013 Cengage Learning ● All Rights Reserved
5. Focuses on writer's viewpoint rather than on
reader's
6. Uses imprecise words and inappropriate
syntax
7. Closes without making it easy for reader to
grant favor. Does not include a deadline for
responding.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 8, Slide 13
Improved Favor Request
Honorable David H. Davis
California House of Representatives
Sacramento, CA 95030
Dear Mr. Davis:
© 2013 Cengage Learning ● All Rights Reserved
Over 25,000 students attend Diablo Valley College, and many are
registered voters in your district.
On Thursday, April 16, you will be able to introduce yourself to these
potential voters at the Associated Student Organization's
Career Awareness Day. On this day we plan to have three major
speakers representing industry, education, and politics. Our Career
Awareness Day features information booths where students may
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 8, Slide 14
Improved Favor Request
learn more about specific careers. The program ends with the major
addresses given in the Campus Center at 12 noon.
© 2013 Cengage Learning ● All Rights Reserved
As one of the three featured speakers, you would have 30 minutes to
describe a career in politics and its rewards and possible drawbacks.
You were selected by our ASO as the politician they would most like to
hear.
To give DVC students an opportunity to meet you and to learn about a
career in politics, please call me at (925) 685-1230 to confirm this
speaking engagement. We will need your approval by March 15 so that
appropriate publicity may be prepared.
Sincerely,
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 8, Slide 15
Persuasive Claims and Complaints
© 2013 Cengage Learning ● All Rights Reserved
 Make your request reasonable and valid.
 Present a logical case with clear facts.
 Use a moderate tone; don’t sound angry,
emotional, or frustrated.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 8, Slide 16
Writing Plan: Claims, Complaints
Opening
Body
Closing
© 2013 Cengage Learning ● All Rights Reserved
Begin with one of the following:




Compliment
Problem statement
Point of agreement
Review of actions you have
taken to resolve the problem
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 8, Slide 17
Writing Plan: Claims, Complaints
Opening
Body
Closing
© 2013 Cengage Learning ● All Rights Reserved
 Describe precisely what happened.
 Explain why your claim is legitimate.
 Enclose copies of relevant documents that
support your claim.
 Appeal to the receiver's sense of fairness,
ethical and legal responsibilities, and desire
for customer satisfaction.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 8, Slide 18
Writing Plan: Claims, Complaints
Opening
Body
Closing
© 2013 Cengage Learning ● All Rights Reserved
 Close with a clear statement of what you want
done (refund, replacement, credit to your
account, or other action).
 Include a forward-looking statement
suggesting future business relations.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 8, Slide 19
Persuading Within Organizations
Persuading Subordinates
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Instructions moving downward usually require
little persuasion. Persuasion may be
necessary in the following situations:
 To generate “buy-in”
 To ask workers to perform outside their
work roles
 To accept changes not in their best interests
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 8, Slide 20
Persuading Within Organizations
Persuading the Boss
In requests moving upward, do the following:
 Provide evidence.
© 2013 Cengage Learning ● All Rights Reserved
 Don’t ask for too much.
 Make your sentences sound nonthreatening,
for example, It might be a good idea if....
 Use words such as suggest and recommend.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 8, Slide 21
AIDA Strategy: Sales and Marketing
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AIDA Writing Strategy for Sales
and Marketing Messages
Opening
Body
Closing
© 2013 Cengage Learning ● All Rights Reserved
Capture the reader’s ATTENTION.




Offer something valuable.
Promise a benefit.
Ask a question.
Provide a quotation, fact, product feature,
testimonial, or startling statement.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 8, Slide 23
Gaining Attention
© 2013 Cengage Learning ● All Rights Reserved
1. Offer
Take your old cell phones to one of our
collection centers, and we'll recycle it
and donate a portion of the proceeds to
charity.
2. Benefit
You'll help our environment and help
your neighbors in the process.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 8, Slide 24
Gaining Attention
3. Question
Google has evolved. Have you?
© 2013 Cengage Learning ● All Rights Reserved
4. Quotation or proverb
Opportunity seldom knocks twice.
5. Related fact
A virus is a computer program written to
perform malicious tasks.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 8, Slide 25
Gaining Attention
© 2013 Cengage Learning ● All Rights Reserved
6. Testimonial
"I never stopped eating, yet I lost 107
pounds."—Tina Rivers, Greenwood,
South Carolina
7. Startling Statement
Texting while driving can be more
dangerous than driving drunk.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 8, Slide 26
AIDA Writing Strategy for Sales
and Marketing Messages
Opening
Body
Closing
© 2013 Cengage Learning ● All Rights Reserved
Build INTEREST.
 Describe central selling points
 Make rational, emotional, and dual
appeals.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 8, Slide 27
Appealing to Your Audience
Rational Appeals
Focus on making or
saving money, increasing efficiency,
or making good use of resources.
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Dual Appeals
Combine rational
and emotional
appeals.
Building
Interest
Emotional
Appeals
Focus on status,
ego, and
sensual feelings.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 8, Slide 28
Rational Appeal
The Signature Air Purifier uses an electronic
filter that never needs replacing. Just rinse it
off, and it’s as good as new. No costly
replacement filters means that the unit will
literally pay for itself.
© 2013 Cengage Learning ● All Rights Reserved
Building
Interest
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 8, Slide 29
Emotional Appeal
You can join well-known celebrities who enjoy
pure, fresh air with the Signature Air Purifier.
And it's so quiet that you can use it in a
baby's room.
© 2013 Cengage Learning ● All Rights Reserved
Building
Interest
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 8, Slide 30
Dual Appeal
Enjoy fresh, clean, crisp air as pure as in the
mountains. You can eliminate cooking odors,
chemical fumes, pet odors, and cigarette
smoke with our risk-free introductory offer that
costs you nothing.
© 2013 Cengage Learning ● All Rights Reserved
Building
Interest
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 8, Slide 31
AIDA Writing Strategy for Sales
and Marketing Messages
Opening
Body
Closing
© 2013 Cengage Learning ● All Rights Reserved
Elicit DESIRE and reduce resistance.
 Testimonials
 Money-back
guarantees
 Free samples




Performance tests
Warranties
Expert opinions
Awards
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 8, Slide 32
AIDA Writing Strategy for Sales
and Marketing Messages
Opening
Body
Closing
© 2013 Cengage Learning ● All Rights Reserved
Motivate ACTION.
 Offer a gift.
 Promise an
incentive.
 Limit the offer.
 Set a deadline.
 Guarantee
satisfaction.
 Include a P.S.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 8, Slide 33
Checklist: Sales/Marketing Messages
© 2013 Cengage Learning ● All Rights Reserved
 At what audience is the message aimed?
 Is the appeal emotional or rational? Is the
appeal effective?
 Is the opening effective?
 What techniques capture the reader's
attention?
 Is a central selling point emphasized?
 Does the message emphasize reader
benefits?
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 8, Slide 34
Checklist: Sales/Marketing Messages
© 2013 Cengage Learning ● All Rights Reserved
 How does the message build interest in
the product or service?
 How is price introduced?
 How does the message anticipate reader
resistance and offer counterarguments?
 What action is to be taken and how is the
reader motivated to take that action?
 What motivators spur the reader to act
quickly?
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 8, Slide 35
Ineffective Sales Message
Dear Camera Owner:
Hi! I'm Jim Johnson and I'm asking you to continue to use Kent
Color Labs for printing your photos.
© 2013 Cengage Learning ● All Rights Reserved
We've been in business for a long time and our customers tell us
they are quite satisfied with our service and the quality of our
printing.
We feel that you can't get better prices anywhere. We are also
very proud of our guarantee. No matter what we receive from
you, you don’t risk a cent.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 8, Slide 36
Ineffective Sales Message
We offer a whole range of services—digital processing, film
processing, reprints, posters, slides, disks, and much more.
© 2013 Cengage Learning ● All Rights Reserved
Are you tired of asking yourself, "Where should I get my photos
printed?" Well, Kent Color labs is the place to go. We rely on the
U.S. mail for our business, and this letter is our way of asking for
your business. Send us your next roll of film or upload your photos
to us to be process as soon as you take your pictures.
Sincerely,
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 8, Slide 37
Ineffective Sales Message
What’s wrong with it?
© 2013 Cengage Learning ● All Rights Reserved
1.
2.
3.
4.
Does the opening grab your attention?
Is a central selling point developed?
Is the letter written from the reader's perspective?
Should this letter develop rational or emotional
appeals?
5. Does the letter use concrete examples?
6. Does it build confidence in the product or service?
7. Does it stimulate action in the closing?
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 8, Slide 38
Improved Sales Message
Dear Ms. Rhodes:
Amy Evans, of Houston, Texas, recently wrote to us saying, "I wanted to
let you know that the pictures you printed for me were the best pictures I
have ever received. And I can't believe I received them so quickly!"
© 2013 Cengage Learning ● All Rights Reserved
If you are looking for quality photo printing, speedy turnaround, and,
most importantly, reliability--consider Kent Color Labs. Here's why our
customers keep returning:
* You get low printing prices and excellent quality.
* You get a whole range of services–digital processing, film processing,
reprints, enlargements, giant photo posters, wallet photos, and more.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 8, Slide 39
Improved Sales Message
* You get film mailing envelopes made from special long-fibered paper
making them stronger than normal envelopes.
* You get convenience–no more standing in line at the drugstore or
camera store. And it's fun to receive mail!
© 2013 Cengage Learning ● All Rights Reserved
We're best known, however, for our reliability. We've been in business
for more than 47 years. The minute we receive your order, it's
processed! You can count on that every time.
Because we're so certain that you will be pleased, we guarantee every
one of your photos. If you're not satisfied, simply return the photos. We
will cheerfully refund your money and send you a coupon to print your
next order for free. This is the best guarantee in the business.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 8, Slide 40
Improved Sales Message
We want your return business. Right now, take those special
photos. Grab a pen, complete the enclosed mailer, and drop it in
the mail. Or, if you’ve gone digital, just upload your photos at
http://www.kentcolorlabs.com for immediate printing.
Sincerely,
© 2013 Cengage Learning ● All Rights Reserved
Marnie Stanier
Marnie Stanier
President
P.S. If you respond within one week, we'll process your order at an
additional savings of 20 percent.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 8, Slide 41
Online Sales/Marketing Messages
© 2013 Cengage Learning ● All Rights Reserved
 Communicate only with those who have
given permission!
 Craft a catchy subject line.
 Keep the main information
"above the fold."
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 8, Slide 42
Online Sales/Marketing Messages
© 2013 Cengage Learning ● All Rights Reserved
 Make the message short, conversational,
and focused.
 Convey urgency.
 Sprinkle testimonials throughout
the copy.
 Provide a means for
opting out.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 8, Slide 43
Technology in Sales/Marketing
© 2013 Cengage Learning ● All Rights Reserved
 Facebook and other
social media sites
 Twitter
 Blogs
 Wikis
 RSS (Really Simple
Syndication
 Podcasting
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 8, Slide 44
“The most important persuasion tool you
have in your entire arsenal is integrity.”
© 2013 Cengage Learning ● All Rights Reserved
--Zig Ziglar, renowned American
salesperson, author, and motivational
speaker
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 8, Slide 45
END
Essentials of
Business
Communication 9e
Mary Ellen Guffey & Dana Loewy
© 2013 Cengage Learning ● All Rights Reserved