McGraw-Hill/Irwin
Persuasive
Messages
Module Twelve
Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.

Learning Objectives
LO 12-1 Compare strategies for persuasive messages.
LO 12-2 Create subject lines for persuasive messages.
LO 12-3 Apply strategies for persuasive message organization.
LO 12-4 Identify solutions for objections.
12-2

Learning Objectives
LO 12-5 Recognize techniques for more persuasive messages.
LO 12-6 Apply strategies for common ground solutions.
LO 12-7 List common kinds of persuasive messages.
LO 12-8 Apply strategies for persuasive message analysis with PAIBOC.
12-3

Kinds of Persuasive Messages
Orders and Requests
Proposals and Recommendations
Sales and Fund-Raising Letters
Job Application Letters
Reports (if they recommend action)
12-4

Persuasive Messages
 Primary Purposes
 To have the reader act.
 To provide enough information so the reader knows exactly what to do.
 To overcome any objections that might prevent or delay action.
12-5

Persuasive Messages
 Secondary Purposes
 To build a good image of the writer.
 To build a good image of the writer’s organization.
 To cement a good relationship between the writer and reader.
 To reduce or eliminate future correspondence on the same matter.
12-6

What is the best persuasive strategy?
 Use direct request pattern when
 The audience will do as you ask without resistance.
 You need a response only from people willing to act.
 The audience is busy and may not read all messages.
 Your organization’s culture prefers them.
12-7

What is the best persuasive strategy?
 Use the problem-solving pattern when
 The audience is likely to object to doing as you ask.
 You need action from everyone.
 You trust the audience to read the entire message.
 You expect logic to be more important than emotion in the decision
12-8

What is the best subject line for a persuasive message?
 For direct requests , use the request, the topic, or a question.
 For problem-solving messages , use a directed subject line or a reader benefit.
12-9

How should I organize persuasive messages?
 In direct requests , start with the request.
 In a problem-solving message , start with the problem you share.
12-10

Writing Direct Requests
1.
Consider asking immediately for the information or service you want.
2.
Give readers all the information and details they will need to act on your request.
3.
Ask for the action you want.
12-11

How to Organize a Direct Request
12-12

A Direct Request
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Organizing Problem-Solving Messages
1.
Describe the problem you both share.
2.
Give the details of the problem.
3.
Explain the solution to the problem.
4.
Show that any negative elements are outweighed by advantages.
5.
Summarize any additional benefits.
6.
Ask for the action you want.
12-14

How to Organize a Problem-Solving
Persuasive Message
12-15

A Problem-Solving Persuasive Message
12-16

How do I identify and overcome objections?
 Phrase your questions nondefensively
 Ask follow-up questions
12-17

How do I identify and overcome objections?
1.
Specify how much time/money is required.
2.
Put the time/money in the context of the benefits they bring.
3.
Show that money spent now saves money later.
4.
Show benefits to another group or cause.
12-18

How do I identify and overcome objections?
5.
Show that sacrifice is needed for a higher goal.
6.
Show that advantages outweigh disadvantages.
7.
Turn a disadvantage into an opportunity.
12-19

What other techniques can make my messages more persuasive?
 Credibility
 the audience’s response to you as the source of the message
 Be factual, specific, reliable
 Emotional appeal
 making the reader
want to do what you ask
12-20

Building a Common Ground
 A common ground avoids the me-againstyou of some persuasive situations and suggests both you and your audience have a mutual interest in solving the problems you face.
12-21

Building a Common Ground
 To find a common ground
 Analyze the audience.
 Understand its biases, objections, and needs.
 Identify with the audience so that you can make the audience identify with you.
12-22

Offer a Reason for the Reader to Act Promptly
Show that the time limit is real
Show that acting now will save time or money
Show the cost of delaying action
12-23

What are the most common kinds of persuasive messages?
Orders Collection letters
Performance appraisals
Letters of recommendation
12-24

How can I apply what I’ve learned in this module?
12-25

Checklist for Direct Requests
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