McGraw-Hill/Irwin
Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.
chapter
seven
Writing Persuasive
Messages + Proposals
“The art of persuasion can be one of your most valuable assets.”
7-2
Know Your Readers
• Especially important with persuasion
• Can use formally gathered information
(marketing reports, surveys, focus groups)
• Can gather information informally (study
customer notes, talk with service personnel
and other employees, look at other messages
that have succeeded)
7-3
Choose Winning Reader Benefits
• These can be
– Tangible
– Intangible
• They can also be
– Intrinsic
– Extrinsic
7-4
Use Winning Appeals
Logic based (logos)
Emotion based (pathos)
Character based (ethos)
7-5
Make It Easy for Readers to Comply
• Don’t neglect the action part of the message.
• Make the desired action clear.
• Make the desired action as easy as possible to
perform.
7-6
Procedure for Writing a
Persuasive Request
The message plan:
Opening • Open with words that
– set up the strategy, and
– gain attention.
Body • Present the strategy (the persuasion), using
persuasive language and you-viewpoint.
• As a logical follow-up, make the request clearly
and without negatives.
Closing • End the message with the request or with
words that recall the appeal.
7-7
Why Write Sales Messages?
• Sales techniques are useful in your other
activities:
– in writing other messages
– in actual sales work
– in selling yourself
7-8
Questioning the Acceptability of
Sales Messages
• Sales messages can be unwanted.
– “Junk” mail
– SPAM
• Sales messages can use unfair tactics.
– Deceptive wording
– Deceptive or manipulative visuals
• Put yourself in the reader’s shoes and let your
conscience be your guide.
7-9
Determining the Central Appeal
Three kinds:
• Emotional
– appeals to the senses (feeling, tasting, smelling, hearing)
• Logical
– appeals to the thinking mind (saving money, making
money, doing a better job, getting better use)
• Character based
– uses the writer or spokesperson’s voice and projected
image to win trust and invite readers to identify with the
speaker
7-10
Conventional Pattern of the
Sales Message
The message plan:
Opening • Begin with words that set up the sales
presentation and gain attention.
Body • Present the sales message using imagination,
persuasive language, and you-viewpoint.
• Include sufficient information to convince.
Closing • Then drive for the sale, making it clear, and
using appropriate strength.
• Urge immediate action.
• May recall basic appeal in final words.
• Add a PS to urge reader to act or to
emphasize a major point.
• In email, offer to remove reader from mailing
list to comply with legal requirements.
7-11
Proposals
• Like reports, are usually well researched.
• Like reports, can range widely in format,
length, and formality.
• Like reports, can be direct (if invited) or
indirect (if uninvited)
• Unlike reports, are overtly persuasive.
7-12
Types of Proposals
• Internal or external
• Solicited or unsolicited
7-13
Typical Proposal Contents
1.
2.
3.
4.
5.
6.
7.
8.
Writer’s purpose and reader’s need
Background
Need (elaborated)
Description of plan
Benefits of the proposed plan
Particulars (logistics)
Evidence of ability to deliver (credentials)
Concluding comments
7-14
What Might Be the Major Sections in
the Rest of This Proposal?
•
•
•
•
•
•
The Need for a New System
The Capabilities of e-Customer
The Benefits of e-Customer for Lakeside
The Cost
Implementation Plan
Request for Approval (conclusion)
7-15
What Might Be Persuasive Points to
Make in a Response to this RFP?
The University of X is soliciting nominations for its universitywide Outstanding Teacher Award.
Criteria used by one school:
1. Is committed to teaching
2. Demonstrates creative approaches to teaching
3. Shows respect for diversity of opinions and
experiences of students
4. Maintains high but attainable standards of
performance
5. Stimulates independent work by students that leads
them to be creative, self-directed learners
6. Establishes a classroom atmosphere that fosters
self-confidence, a positive self-concept, and mutual
respect.
7-16