Business Communications Persuasive Writing Adapted from NETA PowerPoint for Essentials of Business Communication by Lisa Jamieson Persuasive Writing: Indirect Strategy 1. 2. 3. 4. Image source Gain attention Incite desire Reduce resistance Then announce main point Persuasion in Action: Glengarry Glen Ross Persuasion in Action: Glengarry Glen Ross • Attention-grabbing opening • Highlights rewards • Emphasizes authority • Overcomes resistance • Ends with call to action Components of an Indirect Persuasive Request (AIRA) 1. Gain Attention (opening) 2. Build Interest (body) 3. Reduce Resistance / Increase Desire (body) 4. Motivate Action (closing) Persuasive Favour Request – Effective or Ineffective? Dear Sir or Madam, Please consider supporting the Healthy Hearts Foundation by purchasing a $2000 corporate table at our Vessels & Valentines fundraising gala which will be held February 14th at TCU Place. We guarantee the money raised will be put to good use. It sure was last year! If you have any questions about this event, phone me at 306-123-4567. Thank you and have a great day! Lorelei Persuasive Favour Request – Indirect Strategy Salutation Dear Mr. Johnson, Opening (gain attention) Last year our “Vessels & Valentines” fundraising event raised over $200,000 in support of the Healthy Hearts Foundation. Your generous contribution is now at work saving lives as those funds were used to purchase an advanced heart monitoring system for the cardiac care unit at Royal University Hospital. From the bottom of our heart to yours, we thank you for your support. Persuasive Favour Request – Indirect Strategy (cont) Body (build interest) Every year, more than 5000 patients benefit from the services provided through the cardiac care unit – but there is still much more to do. Currently, there are individuals living in remote and rural communities who cannot travel to Saskatoon for the essential care they need. The great news is that recent advancements in technology mean it is now possible for our team to take these critical services to them! Persuasive Favour Request – Indirect Strategy (cont) Body (reduce resistance) The cardiac care team, under the leadership of world-renowned cardiologist Dr. Heartstrings, is preparing to launch a new robotics program that will allow doctors to remotely diagnose and treat patients in their home community. The team is trained and ready to begin providing care as soon as the funds are available to purchase the two cardiac robots required to launch the program. The cost of each robot is $150,000 which is less than the cost of flying a single patient to Saskatoon and caring for them as an inpatient in the hospital. Persuasive Favour Request – Indirect Strategy (cont) Closing (motivate action) This year our Vessels & Valentines fundraising gala will be held on February 14th at TCU Place. Our goal is to raise $300,000 for the purchase of two robots so the team can launch the new remote care program. You have been a strong supporter of the Healthy Hearts Foundation in the past and we trust we can count on your support again this year. Individual tickets are $250 and corporate tables of ten are $2000. To purchase tickets online, please follow this link: You can also call me directly at 306-123-4567 and I will reserve your tickets personally. I look forward to seeing you at the gala. Persuasive Favour Request – Indirect Strategy (cont) Closing Salutation Sincerely, Lorelei Nickel Executive Director, Healthy Hearts Foundation Persuasive Situation: Making Claims and Complaints Summary • Discussed digital-age persuasion and the AIRA persuasive technique. • Explored the similarities and differences between persuasive messages to request help and to make claims or complaints. References Admir Destani. (2017, February 27). Glengarry Glen Ross - Always be closing (HD) [video]. YouTube. https://youtu.be/mP31CdpGzUY Guffrey, M. E., Loewy, D., & Almonte, R. (2019). Essentials of business communication (9th Canadian Edition). Nelson. Jamieson, L. (2019). Chapter 1: Communicating in the digital-age workplace [PowerPoint slides]. Nelson. StudioBinder. (2018, April 23). Ethos, pathos, & logos: How to use persuasive ad techniques [video]. YouTube. https://youtu.be/lmR58_dqLxY Image Sources [Brain plugged into heart] [Illustration]. [n.d.] Political Science Now. https://politicalsciencenow.com/where-emotions-and-reason-meet/ Direct communication / indirect communication [Illustration]. [n.d.] drcom. https://www.drcomgroup.com/en/articles/chinese-digital-ecosystem feelisgood. [n.d.] Red heart shape isolated on white background [Illustration]. Vectorstock. https://www.vectorstock.com/royalty-free-vector/red-heart-shapeisolated-on-white-background-vector-23475397 [Hello I am an expert sticker] [Illustration]. [n.d.] philmjones. https://www.philmjones.com/4-things-need-succeed-expert-business/ [Lightbulb brain] [Illustration]. [n.d.] Pinterest. https://www.pinterest.com/ belzoid/thebrain/ Image Sources Loft: Cyber spring is back [Illustration]. [n.d.] Pinterest. https://www.pinterest.com/pin/361062095102887928/ [Parrot among pigeons] [Photograph]. [n.d.] Inc. https://www.inc.com/johnboitnott/6-ways-to-help-your-product-stand-out-in-a-crowdedmarket.html Poemsuk. [n.d.] Organization chart template of the corporation [Illustration]. Vectorstock. https://www.vectorstock.com/royalty-freevector/organizational-chart-template-corporation-vector-16673344 [Two people pitching ideas to audience] [Illustration]. [n.d.] Medium. https://medium.com/the-faselis-blog/how-to-use-storytelling-for-asuccessful-investor-pitch-c046c05873e9
