Chapter 7 - Writing persuasive messages + Proposals. After studying this chapter, you should be able to: Describe important strategies for writing any persuasive message; write skillful persuasive requests that begin indirectly, develop convincing reasoning, and close with goodwill and action; discuss ethical concerns regarding sales messages; describe the planning steps for direct mail or email sales messages. | McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved. seven “The art of persuasion can be one of your most valuable assets.” Writing Persuasive Messages + Proposals Know Your Readers Especially important with persuasion Can use formally gathered information (marketing reports, surveys, focus groups) Can gather information informally (study customer notes, talk with service personnel and other employees, look at other messages that have succeeded) 7- Choose Winning Reader Benefits These can be Tangible Intangible They can also be Intrinsic Extrinsic 7- Use Winning Appeals 7- Make It Easy for Readers to Comply Don’t neglect the action part of the message. Make the desired action clear. Make the desired action as easy as possible to perform. 7- Procedure for Writing a Persuasive Request Open with words that set up the strategy, and gain attention. Present the strategy (the persuasion), using persuasive language . | McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved. seven “The art of persuasion can be one of your most valuable assets.” Writing Persuasive Messages + Proposals Know Your Readers Especially important with persuasion Can use formally gathered information (marketing reports, surveys, focus groups) Can gather information informally (study customer notes, talk with service personnel and other employees, look at other messages that have succeeded) 7- Choose Winning Reader Benefits These can be Tangible Intangible They can also be Intrinsic Extrinsic 7- Use Winning Appeals 7- Make It Easy for Readers to Comply Don’t neglect the action part of the message. Make the desired action clear. Make the desired action as easy as possible to perform. 7- Procedure for Writing a Persuasive Request Open with words that set up the strategy, and gain attention. Present the strategy (the persuasion), using persuasive language and you-viewpoint. As a logical follow-up, make the request clearly and without negatives. End the message with the request or with words that recall the appeal. The message plan: Opening Body Closing 7- Why Write Sales Messages? Sales techniques are useful in your other activities: in writing other messages in actual sales work in selling yourself 7- Questioning the Acceptability of Sales Messages Sales messages can be unwanted. “Junk” mail SPAM Sales messages can use unfair tactics. Deceptive wording Deceptive or manipulative visuals Put yourself in the reader’s shoes and let your conscience be your guide. 7- Determining the Central Appeal Three kinds: Emotional appeals to the senses (feeling, tasting, smelling, hearing) Logical appeals to the thinking mind (saving money, making money, doing a better job, getting better use) Character based uses the writer or spokesperson’s voice and projected image to win trust and invite readers to identify with the speaker .
