PERSUASIVE MESSAGES

Business Communication  Presented By: Muhammad Usman

Persuasion is the attempt to change a reader’s attitude, beliefs or action in your favor. PERSUASION

AIM OF PERSUASIVE WRITING ,[object Object],[object Object],[object Object],[object Object],[object Object]

ORGANIZATION OF PERSUASIVE MESSAGES

DIRECT REQUEST ORGANIZATION ,[object Object]

INDIRECT REQUEST ORGANIZATION ,[object Object]

AIDA FOR SALE PRESENTATION ,[object Object],[object Object],[object Object],[object Object],It’s not necessary to follow the order of AIDA formula, main thing is to take care of the each and every element in this AIDA model.

ATTENTION ,[object Object],[object Object],[object Object],You get your reader’s attention by answering the reader’s question of “what in it for me”? You can: (1 st Paragraph).

INTEREST AND DESIRE ,[object Object],[object Object],After getting attention, you have to create interest and desire in the reader for your product. Suggest what your product, project, service (etc) is and what it will do for the reader, you can do so by: (Middle Paragraph).

ACTION ,[object Object],[object Object],(Last Paragraph).

PERSUASIVE REQUESTS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],. A request for cooperation, gifts, or favors, without any intention to buy or sell, is a persuasive request. This type of letter attempts to persuade the reader to spend time or money or to go to some trouble to help the writer – usually without benefit to the reader.

REQUESTS THAT REQUIRE TIME OR PERSONAL CONTRIBUTION ,[object Object]

REQUESTS ABOUT PRODUCTS OR SERVICES. ,[object Object],[object Object],As a customer or as a business or professional person, we will have occasions to seek a response from our reader. Products or Services are among the most common forms of Persuasive Requests.

REQUESTS FOR CLAIMS AND ADJUSTMENTS. ,[object Object],[object Object],These requests are written by those, who dissatisfied with a product, services, or policy.

REQUESTS FOR CHANGE IN POLICY ,[object Object],» Effecting change in a policy can take considerable time. » Be prepared with logical and organized evidence.

REQUESTS FOR CHANGE IN PERFORMANCE ,[object Object],[object Object],[object Object],Persuasion is needed when we need to convince individual to change their performance. Requested Changes could:

REQUESTS FOR EMPLOYER TO A REFERENCE. ,[object Object],[object Object],[object Object],[object Object],[object Object],A series of questions often can be the basis for our request to reference.

REQUESTS FROM EMPLOYEE TO A REFERENCE. ,[object Object],[object Object],[object Object],Assume you ask a person for letter of recommendation. 1 st check that the person is willing to provide information. Then do the following. » Course Studied. » Grades in major and minor area. » Positions held and companies worked for. » Examples of leadership qualities. » Activities outside the workplace. » Goals and adjectives for your future.

PERSUASIVE SALES LETTERS ,[object Object],To some extent, every letter is a sales letter. We are selling our organization’s image and goodwill. More so than other letters, the sales letter is highly specialized, and its writing require exceptional ability and experience. There are two kinds of sales letters: ,[object Object],(the organization is invited to respond to sales messages). (the organization sends out uninvited messages to sell a product or service).

HOW TO WRITE SALES LETTERS ,[object Object],[object Object],[object Object],[object Object],Writing whatever type of sales letter, we should follow these principles. sex, age, occupation, geographic location, financial situation etc. what prospective buyers think of it and how they can use it do more than make sales--they win satisfied customers. The CSP might be appearance, durability, comfort, convenience, price etc

SOLICITED LETTERS. ,[object Object],[object Object],[object Object]

ORGANIZATIONAL PLAN RESPONDING TO SOLICITED LETTERS ,[object Object],» Answer the inquirer’s questions favorably. » Indicate that the requested material will be sent . ,[object Object],» Answer the additional questions. » Provide sales promotion information. » Arrange your response in such a way that beginning and end of letter has positive response ,[object Object],» Make the action easy. » Suggest benefits to the reader. » Focus on the positive.

UNSOLICITED LETTERS. Unsolicited sales letter are those letters which you write to people who can be persuaded through these letters to buy your product or service. Before writing this type of letter you should clearly know your purpose .

SUGGESTIONS FOR WRITING UNSOLICITED LETTERS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],After having all these information you can write your letter while taking main guidelines from AIDA formula.

PERSUASIVE MESSAGES

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