MODULE 13
Persuasive Messages
©2007 McGraw-Hill Ryerson Limited. All rights
reserved.
Module 13
Skills to
• Choose and use persuasive strategies
• Organize persuasive messages
• Identify and overcome objections
• Write common kinds of persuasive messages
©2007 McGraw-Hill Ryerson Limited. All
rights reserved.
Module 13
Skills to
• Write effective subject lines for persuasive
messages
• Further analyze business communication
situations
©2007 McGraw-Hill Ryerson Limited. All
rights reserved.
Module 13 Outline
• What are persuasive appeals?
• What is the best persuasive strategy?
• How should I organize persuasive
messages?
• How do I identify and overcome objections?
• What other techniques make my messages
more persuasive?
©2007 McGraw-Hill Ryerson Limited. All
rights reserved.
Module 13 Outline
• What are the most common kinds of
persuasive messages?
• What is the best subject line for a
persuasive message?
• How can PAIBOC help me write persuasive
messages?
©2007 McGraw-Hill Ryerson Limited. All
rights reserved.
Persuasive Message Types
•Orders and requests
•Proposals and recommendations
•Sales and fundraising letters
•Job application letters
•Reports (if they recommend action)
•Efforts to change behaviours (collection
letters,
performance appraisals, public service ads)
©2007 McGraw-Hill Ryerson Limited. All
rights reserved.
Persuasive Messages
Primary Purposes
• To have the audience act
• To provide enough information so the
audience knows exactly what to do
• To overcome any objections that might
prevent or delay action
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rights reserved.
Persuasive Messages
Secondary Purposes
• To build a good image of the writer
• To build a good image of the writer’s
organization
• To build a good relationship between the writer
and reader
• To reduce or eliminate future correspondence
on the same matter
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rights reserved.
Persuasive Messages
Use Direct Requests 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
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rights reserved.
Persuasive Messages
Use Problem-Solving Messages when
•The audience is likely to object
•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
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rights reserved.
Persuasive Messages
Crafting Problem-Solving Messages
• Describe the problem you both share
• Detail the problem as it affects the audience
• Explain the solution to the problem
• Show that any negatives are outweighed by
advantages
• Summarize any additional benefits
• Ask for the action you want
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rights reserved.
Persuasive Messages
Identifying Objections
• Use open questions
• Phrase your questions neutrally
• Ask follow-up questions to be sure you
understand and are understood
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rights reserved.
Overcoming Objections
• Specify how much time/money is required
• Put the time/money in the context of the benefits
they bring
• Show that money spent now saves money later
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rights reserved.
Overcoming Objections
• Show the benefits to another group or cause
supported by the audience
• Show the audience that the sacrifice is required
in the immediate for later benefit
• Show that advantages outweigh disadvantages
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rights reserved.
Persuasive Techniques
Other techniques to increase
persuasiveness
• Build credibility
• Build rational appeal
• Build emotional appeal
• Use the right tone
• Offer reasons for the reader to act promptly
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rights reserved.
Persuasive Messages
Most Common Persuasive Messages
• Orders
• Collection letters
• Performance appraisals
• Recommendation letters
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rights reserved.
Persuasive Messages
Persuasive Subject Lines
• Direct request: put the request, topic of the
request, or a question in the subject line.
• Directed subject line: identifies your stance
• Find a common ground, or show a reader benefit
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rights reserved.
Persuasive Subject Lines
• The subject line should be neutral or positive
showing that you are solving a problem, not
just reporting one
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rights reserved.
Persuasive Messages
P
A
I
B
O
C
What are your purposes in writing?
Who is (are) your audience(s)?
What information must your message include?
What reasons or reader benefits can you use to
support your position?
What objections can you expect your reader(s)
to have?
How will the context affect reader response?
©2007 McGraw-Hill Ryerson Limited. All
rights reserved.