Chapter 7
Persuasive
Messages
Persuasive messages
• Compose a persuasive message promoting an
idea.
• Compose a persuasive message requesting a
favor.
• Compose a persuasive claim.
• Compose a sales letter.
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Purpose
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Decide specifically what you want.
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Persuasive messages motivate the reader to agree
with you or to do as you ask.
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Adopt a complex proposal, persuade
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Adopt the whole proposal?
Approve a pilot test?
Schedule a meeting to present in person?
Sales letter:
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Make a sale?
Get reader interested?
Schedule a sales call?
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Audience analysis
• Knowledge and
attitude of the reader
• Effect on the reader
• Writer credibility
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Knowledge and Attitude of reader
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What do they already know?
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How much background information to include?
What is their attitude?
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Negative: Give more than 2 reasons
Why are they negative?
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Tailor your arguments to overcome their objections.
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Effect on the Reader
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How will your proposal affect the reader?
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Discuss rewards for doing as you ask
Provide specific information, so they can make an informed
decision.
You are already convinced, but your job is to convince
them.
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Specific and believable evidence.
Put yourself in the reader’s place.
Discuss how they will benefit.
Emphasize the reader rather than the product or idea.
Show how others will benefit.
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Writer Credibility
1. Virtue of your position
2. Well-known authority
3. Supplying convincing evidence, such as fact
and statistics.
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Especially important if the reader does not know you.
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Prefer the direct plan when
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Writing to superiors
Presenting a long or complex proposal
The reader prefers directness
Strong persuasion is not needed
The reader will probably listen objectively
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Prefer the indirect plan when
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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
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Gain the reader’s attention.
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The AIDA Plan
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A=Attention
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Gain the reader’s attention.
• Rhetorical question:
What do you think the
labor costs are for
changing just one light
bulb? $2? $5? More?
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Gain the reader’s attention.
• Unusual fact:
Our company spent more money on janitorial
service last year than on research and
development.
• Reader/writer common ground:
Automotive News calls our 6-year/100,000-mile
warranty the best in the business.
• Your purpose is to make sure your reader
gets to the body of your message.
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Gain the reader’s attention.
Not: I know you’re a busy person, but I would
appreciate your completing this
questionnaire.
But: So that this information will be available for
the financial managers attending our fall
conference, I would appreciate your returning
the questionnaire by May 15.
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Gain the reader’s attention.
Not: If you agree this proposal is worthwhile,
please let me know by June 1.
But: To enable us to have this plan in place before
the opening of our new branch on June 1,
simply initial this memo and return it to me.
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Provide convincing evidence.
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I=Interest and D=Desire
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Persuasive messages are typically longer. You are
stating “why” something must be done, not just “that” it
should be done.
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Be objective, specific, logical, and reasonable. Avoid being
emotional, using obvious flattery, insincerity, and exaggerations.
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How to Provide Evidence
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Facts and statistics: Objective statements: Truth can
be verified.
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Expert opinion: Testimony from authorities.
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Examples: Specific cases or incidents used to illustrate the
point. Make sure they are relevant, representative, and
complete.
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Examples:
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The Lexcraft prints a four-color transparency in 90 seconds at a
cost of $1.80, including the transparency.
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The Lexcraft rated a “Best-Buy” award in the February issue of
Personal Computing.
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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.
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Minimize obstacles.
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.
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Ask confidently for action.
•Last A=Action
Make the specific action that you want clear and
easy to take. Include SASE, date, phone
number, etc.
So that we can have this copier installed in time for us to
use at our January sales meeting, may I order this copier
for $2,350 by December 1. Being able to update our
charts right up to an hour before our presentation will
mean that our figures are always the latest available.
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Common Persuasive Requests
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Selling an idea
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One alternative over another
A new procedure
Some new course of action
Requesting a favor
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Stress the reader’s benefits before making the request.
Explain why the favor is being asked.
Keep positive tone, and make the action clear and easy to
take.
Routine request denied: Try again, be persuasive
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Present more evidence
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Writing a sales letter
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Write indirect and use the AIDA plan.
What is your central selling theme?
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If you emphasize everything, you emphasize nothing.
What is the most compelling benefit?
Use position and repetition
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Introduce central selling theme early and keep referring to
it.
What sets you apart?
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Gain the reader’s attention.
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Rhetorical question
Thought-provoking statement
Unusual fact
Current event
Anecdote
Direct challenge
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Interpret—don’t just describe.
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.
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Interpret—don’t just describe.
Not: This portable desk weighs only 12 ounces.
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.
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Use Vivid Language
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Use action verbs
Convey a dynamic image
Use positive language
Stress what the product is
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The paper tray holds 200 sheets, enough to last the busy
executive a full week without reloading.
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Use objective, ethical language
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Be specific.
Provide evidence: show how or why
Avoid generalities
Use all the data you gathered
Ethical considerations
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Sales Puffery: Opinions okay
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Mentioning Price
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If price is the central selling theme, introduce it
early and emphasize often.
If not, mention price late in the message.
Consider using unit terms or compare to other
items.
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Sales letter continued
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Action (The last A): After you have created interest
and built desire.
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Make action easy to take, phone number, order blank, send for
information, stop by the dealer.
Consider an incentive
Push confidently but “gently”
Page 240
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Enclosures: Be specific.
The 3Ps: 241-243
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Types of Appeals
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Logical
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Feelings: excitement, glamour, prestige, belonging
Positive
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Durability, economy, convenience, safety
Emotional
Reader benefits
Negative
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Focus on the drawbacks: health and safety
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Types of Appeals Continued
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Maslow
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Physiological
Safety and Security
Social
Esteem and Status
Self-actualization
Your job: Determine the reader’s level of need
and then try to appeal to it.
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Key terms
• central selling theme
• derived benefit
• rhetorical question
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