Chapter 9
Persuasive and Marketing
Messages
The Indirect Pattern for
Persuasion
Indirect organization • Gain Attention
• Build Interest
• Reduce Resistance
• Motivate Action
Ch. 9, Slide 2
Types of Persuasive
Letters
Making Persuasive
Requests
1. Persuasive Requests
2. Persuasive Complaint or Claim (vs.
Direct Claims)
3. Persuasive Internal Memos
4. Sales Messages
5. Press Releases
Ch. 9, Slide 3
Gaining Attention
Ch. 9, Slide 4
Building Interest
• In requesting favors, begin with a
compliment, unexpected fact,
stimulating question, reader benefit,
summary of the problem, or candid
plea for help.
• Prove the accuracy and merit of your
request with facts, figures, expert
opinion, examples, and details.
• For claims, consider opening with a
review of action you have taken to
resolve the problem.
• Suggest direct and indirect benefits
for the receiver.
Ch. 9, Slide 5
• Avoid sounding high-pressured,
angry, or emotional.
Ch. 9, Slide 6
Building Interest
• Direct Benefit: If you accept our
invitation to speak, you will have an
audience of 50 potential customers
for your products.
• Indirect Benefit: Your appearance
would prove your professionalism
and make us grateful for your
willingness to give something back
to our field.
Reducing Resistance
• Identify possible obstacles; offer
counter arguments.
• Demonstrate your credibility by
being knowledgeable.
• In requesting favors or making
recommendations, show how the
receiver or others will benefit.
Ch. 9, Slide 7
Reducing Resistance
• Example: Although your gift to the
Neonatal Center is not tax
deductible, it would help us purchase
an Intensive Care Ventilator that
would be put to use immediately in
caring for critically ill and premature
newborn infants.
Ch. 9, Slide 9
Ineffective Persuasive
Invitation
Activity 10.1
“Before” Version
Ch. 9, Slide 8
Motivating Action
• Ask for specific action confidently.
• Include an end date, if appropriate.
• Repeat a key benefit.
• Example: Please respond by May 1
so that we may add your photograph
to our announcement.
Ch. 9, Slide 10
Persuasive Invitation: “Before” Version
Dear Dr. Thomas:
Because you’re a local Atlanta author, we thought it might
not be too much trouble for you to speak at our GSU
Management Society banquet May 5.
Some of us business students here at Georgia State
University admired your book Beyond Race and Gender,
which appeared last spring and became such a hit across the
nation. One of our professors said you were now the
nation’s diversity management guru. What exactly did you
mean when you said that America is no longer a melting
pot of ethnic groups–it’s an “American mulligan stew”?
Ch. 9, Slide 11
Ch. 9, Slide 12
Persuasive Invitation: “Before” Version
Critical Thinking Questions
Because we have no funds for honoraria, we have to rely on
local speakers. The Reverend James R. Jones and Vice
Mayor Rebecca A. Timmons were speakers in the past. Our
banquets usually begin at 6:30 with a social hour, followed
by dinner at 7:30 and the speaker from 8:30 until 9 or 9:15.
We can arrange transportation for you and your guest, if
you need it.
We realize that you must be very busy, but we hope you’ll
agree. Please let our advisor, Professor Alexa North, have
the favor of an early response.
1. What is the purpose of the previous letter?
2. How do you think the reader would react to the
message?
3. What could be used to attract the attention of
the reader in the opening? Write an appropriate
opening.
4. What information could be used to build
interest in the body?
5. What are some of the arguments the receiver
might offer to resist the invitation? Could any
counter arguments be offered?
Sincerely yours,
Ch. 9, Slide 13
Critical Thinking Questions
6. What could you use to motivate the reader to
accept?
Ch. 9, Slide 14
Improved Persuasive
Invitation
Activity 10.1
“After” Version
7. Should an end date be used in the closing?
What information could be added to the closing
to make it easier for the receiver to respond?
Write an appropriate closing.
Ch. 9, Slide 15
Persuasive Invitation: “After” Version
Dear Dr. Thomas:
Your book Beyond Race and Gender stimulated
provocative discussion across the nation and on our campus
when it appeared last spring.
Business students at Georgia State University now consider
you the nation’s diversity management guru, and for that
reason they asked me to use all my powers of persuasion in
this invitation. Because we admire your work, we’d like
you to be our keynote speaker at the GSU Management
Society banquet May 5.
As students at an urban campus in a metropolitan area,
we’re keenly aware of diversity issues. In your words,
Ch. 9, Slide 17
Ch. 9, Slide 16
Persuasive Invitation: “After” Version
America is no longer a melting pot of ethnic groups; it is
now an “American mulligan stew.” We’d like to hear more
about the future workforce and how managers can
maximize the contribution of all employees.
Although we can’t offer you an honorarium, we can
promise you a fine dinner at the GSU Faculty Club and an
eager and appreciative audience of over 100 business
students and faculty. Speakers in the past have included the
Reverend James R. Jones and Vice Mayor Rebecca A.
Timmons.
The evening includes a social hour at 6:30, dinner at 7:30,
and your remarks from 8:30 until 9 or 9:15. So that you
Ch. 9, Slide 18
Persuasive Invitation: “After” Version
won’t have to worry about transportation or parking, we
will arrange a limousine for you and your guest.
Writing Complaint Letters
Please make this our most memorable banquet yet. Just call
our adviser, Professor Alexa North, at 356-9910 before
April 1 to accept this invitation.
Sincerely yours,
Ch. 9, Slide 19
Persuasive Complaint vs.
Direct Claim
• Persuasive Complaint or Claim –
– When you expect resistance
– Indirect organization
• Direct Claim – When it’s obvious you will receive
restitution
– Direct organization
Ch. 9, Slide 21
How to Write a Good
Complaint Letter
• Enclose copies of documents
supporting your claim.
• Appeal to the receiver’s fairness,
ethical and legal responsibilities, and
desire for customer satisfaction.
Ch. 9, Slide 20
How to Write a Good
Complaint Letter
• Begin with a compliment, point of
agreement, statement of the problem,
or brief review of the action you have
taken to resolve the problem.
• Provide identifying data.
• Prove that your claim is valid;
explain why the receiver is
responsible.
Ch. 9, Slide 22
How to Write a Good
Complaint Letter
• Avoid sounding angry, emotional, or
irrational. Close by telling exactly
what you want done.
• Describe your feelings and your
disappointment.
Ch. 9, Slide 23
Ch. 9, Slide 24
Writing Sales Letters
Gaining Attention
• Offer something valuable, promise a
significant result, or describe a
product feature.
• Present a testimonial, make a
startling statement, or show the
reader in an action setting.
Ch. 9, Slide 25
Gaining Attention
• Example: It’s a beautiful day, ahead
lies an empty winding road, and you
are in sole command of the best
handling sports car in the world with
500 horsepower under your foot.
Ch. 9, Slide 26
Gaining Attention
• Describe a problem.
Are you tired of the sky-high
maintenance costs associated with
imported sports cars?
• Present an unexpected
statement.
The 2010 Corvette consistently wins
customer satisfaction surveys given
to automobile enthusiasts.
Ch. 9, Slide 27
Building Interest
• Describe the product in terms of
what it does for the reader.
• Show how the product or service
saves or makes money, reduces
effort, improves health, produces
pleasure, or boosts status.
Ch. 9, Slide 29
Ch. 9, Slide 28
Building Interest
• Example: GM’s flagship Corvette
offers more power, better handling,
and greater reliability than Porsche
at half the cost.
Ch. 9, Slide 30
Building Interest
• Suggest reader benefits.
While satisfying the even most
discriminating performance drivers,
the Corvette can provide double duty
as a reliable daily driver.
• Pay a compliment.
You know who you are – you make
intelligent choices.
Ch. 9, Slide 31
Building Interest
• Mention direct benefits.
The price-performance ratio is
unsurpassed. If you’re looking for
value in a sports car, this is it.
• Mention indirect benefits.
This is the sexiest machine you’ll
ever own. Let your fantasies run wild.
Ch. 9, Slide 33
Reducing Resistance
• Example:
Believe it or not, the high tech power
plant allows the Corvette to get 18
mpg city and 28 mpg highway,
according to EPA estimates.
Building Interest
• Cite expert opinion.
“It just can’t be beat, whether on the
track or just commuting to work”,
says NASCAR champ Jeff Gordon.
• Provide specific details.
The new Corvette boasts a standard
400 hp 5.7 liter power plant, and an
optional 500 hp engine is available.
Ch. 9, Slide 32
Reducing Resistance
• Counter reluctance with testimonials,
money-back guarantees, attractive
warranties, trial offers, or free
samples.
• Build credibility with results of
performance tests, polls, or awards.
Ch. 9, Slide 34
Motivating Action
• Close with repetition of the central
selling point and clear instructions
for an easy action to be taken.
• Prompt the reader to act immediately
with a gift, incentive, limited offer, or
deadline.
• Put the strongest motivator in a
postscript.
Ch. 9, Slide 35
Ch. 9, Slide 36
Motivating Action
• Example:
Act now! Visit your Chevrolet dealer
today to begin the experience of a
lifetime. Ask for your free Chevrolet
Racing shirt after your test drive.
Composing Successful E-Mail
Sales Messages
• Send only those who
“opt in to.”
• Craft a catchy subject
line.
• Place main information
“above the fold.”
Ch. 9, Slide 37
Composing Successful E-Mail
Sales Messages
Ch. 9, Slide 38
Persuasive Press Releases
• Keep it short, conversational
and focused.
Direct organization OK
• Convey urgency.
• Include answers to who, what,
when, where, why, how.
• Sprinkle testimonials
throughout.
Appeal to audience of target media.
• Provide a means for opting
out.
Make the release visually appealing.
• Open with attention-getting lead or
summary of important facts.
Present most important information
early.
Look and sound credible.
Ch. 9, Slide 39
Ch. 9, Slide 40
The Indirect Pattern for
Persuasion
Indirect organization • Gain Attention
End
• Build Interest
• Reduce Resistance
• Motivate Action
Ch. 9, Slide 41
Ch. 9, Slide 42