Assignment #3 (Due Fri, Nov. 25)
Persuasive Messages
Read Chapter 9 in your book, Persuasive Messages, pgs. 255-278.
Review this Power point presentation
IPPT_Chapter_9.ppt
Answer these Questions:
1. What is a persuasive message?
A persuasive message is a message that is used to convince receivers to make
them change their mind on an opinion or make them act accordingly. It is a request for an
action when the sender believes the receiver may not be aware, disinterested or uwilling
to comply with a request. The successful persuasive message is to change the mindset
of the receiver. Moreover these messages may be portrayed neither positive nor
negative.
2. What are the two primary goals of persuasive messages?
The first primary goal of persuasive message is to get the receiver to read or
listen the entire message. The second primary goal is when the receiver take such
action.
3. Describe the four parts of the Indirect Plan for persuasive messages.
The first element of an indirect plan for persuasive message is Attention. The
sender must be able to gain the receiver’s attention in the opening to make sure that the
message is read or heard. The second element is interest. In order to hold the receiver’s
interest in the message, the benefit must be identified. The third element is desire. This is
the part where the sender should provide proof or evidence of the benefits in order to
make the receiver take action. The fourth part is action. The last part is to simply
encourage the receiver to take the action quickly and help making it easier for the
receiver to take the action.
4. What are some of the different types of persuasive messages?
Indirect plan is used when preparing complex persuasive request,
recommendations, special claims, sales messages and some collection message.
5. List and describe the three stages normally used in collection messages.
 Reminder
: This stage consists of a short, direct, polite message to a customer who may just simply forget to pay.
 Appeal
: This is the stage where the sender uses the indirect plan for persuasion.
 Warning
: This stage comes in when the other stages fail to collect. The messages in the warning
stage uses a direct plan as the sender no longer concerns of maintaining the receiver’s
goodwill.
Review and compare the two letters on p. 264 (example of poor message) and p. 265
(example of good message).
The letter on page 364 (poor one) uses an I-viewpoint instead of a you-viewpoint like the
letter on page 265. It clearly shows that page 265, the letter focuses attention on the
receiver and makes the receiver feels like the sender gives primary consideration to them
not to the sender itself. Page 264 gains attention negatively from the beginning by using
the I-viewpoint and not using a positive tone as an introduction. Furthermore at the body
of the letter the poor message keeps emphasizing the obstacles the receiver would get
which cuts down the interests of the receiver to keep reading the message. However the
good letter continues building interest, keeps attention gained in the first paragraph.
While poor letter emphasizing obstacles, the good letter emphasizes proof of benefits to
the receiver making the message more persuasive. The poor letter ends the letter so
badly that it fails to motivate the receiver, by saying “So I can contact someone else”
simply makes the readers feel negatively towards the sender and the message. On the
other hand, even at the ending of the letter, the good letter keeps motivating receiver and
making taking action easy for them in a very positive you-viewpoint tone.
What is the key difference?
Answer: The poor letter on p. 264 doesn’t follow the Indirect Plan outline on p. 257.
Outline for the Indirect Plan
I. Attention
Capture the receiver’s attention and encourage the reader to read the entire message.
II. Interest
Present the benefits to the receiver and motivate the receiver to continue reading.
III. Desire
Emphasize benefits to the receiver by providing proof of the benefits and downplay any
negative points or obstacles.
IV. Action
Stay positive while motivating the receiver to take immediate action. Make the action
easy.
The good letter on p. 265 increases the chances that Anne will accept the temporary
assignment.
TASK: Answer the following questions and improve the texts by
rewriting them using the techniques examined in this chapter. Post
this to your wiki page as “Assignment #3.”
1. Explain why the following paragraph would be ineffective as the opening of a letter to
Dawn trying to persuade her become the membership committee chairperson for the
SIFE organization.
The following paragraph is ineffective as the opening of a letter because it begins by
telling Dawn what she should do that she should take the position. This may grabs
Dawn’s attention but certainly in a negative way. The paragraph sounds very impersonal
and lacks of appreciation for Dawn knowing a lot of business students on campus. If
Dawn immediately senses that the SIFE organization is trying to get an advantage of her,
she may hesitate to continue the letter.
The local SIFE chapter at Belmont College needs someone to serve as membership
committee chair for this school year. You know a lot of business students on campus, so
you should take this position.
2. Rewrite the message above to make it more effective.
The SIFE chapter is a successful and renowned organization for students. For many
years, SIFE has proved to be the finest organization for Belmont College. Today, the
local SIFE chapter is searching for a new membership committee chair for this school
year. Many students on the campus have voted you for the position. Clearly, SIFE would
benefit greatly from your wide connection with business students on the campus. Join us
because SIFE needs you.
3. Explain why the following paragraph would be ineffective in closing a persuasive
request message.
The following paragraph would be ineffective in closing a persuasive request message
because it does little to motivate the receiver to accept the assignment. The paragraph is
negative, it emphasizes that the receiver does not have to accept this request. It does not
provide an easy way in taking the action instead it makes it more difficult.
If you are willing to participate in the marketing survey of consumer products, read the
brochure that is enclosed and let us know of your interest so we can mail the surveys to
you.
4. Rewrite the message above to make it more effective.
If you would like to participate in the marketing survey of consumer products, please call
Kookai at (081) 3733973 before June 25th so you can become a voice in our survey. She
will be able to answer any questions you have about volunteer positions.
5. Correct the errors in the following letter that was written by Kim Loft, a wedding
planner with Precious Memories, to Matt and Bua. Kom coordinated Matt and Bua’s
wedding seven months ago. Matt and Bua still owe 50,000 THB for her services.
It has been seven months since I coordinated your wedding and I am still waiting to
receive payment for the outstanding balance of 50K THB. I am very disappointed that
you haven’t honored the contract you signed and paid for the serviced that I provided.
Your failure to make a payment of 50,000 Bath for the last seven months of the vendors’
charges from your wedding has make us no other option but to send you this last letter
for warning before referring you to our attorney for collection.
When we started working together on the wedding plans, I paid the bills as they were
incurred and sent you an itemized statement of the vendors’ charges. You paid those
bills promptly. However, some of the bills were submitted by the vendors after the
wedding while you were away on your honeymoon. I sent statements to you with the
details of the bills and a request for payment. Since your wedding I have not even
received an acknowledgment that these statements reached you.
While you were away on your honeymoon, the vendors submitted some of the bills after
your wedding. I have sent statement to you with the details of the bills and request for
payment. I still have no acknowledgment that these statements have reached you or not.
Furthermore, the purchase agreement you signed makes you legally responsible for the
payment of your wedding’s bills. You’re a newly wed, legal action may not be so pleasant
and could be expensive and embarrassing for both of us.
if I don’t receive at least a partial payment of your outstanding balance by April 20, I will
have to take additional steps to correct this situation.
You can restore your credit reputation by paying at least a partial payment of the
balance due by April 20 to avoid legal action being brought against you.