0530 UploadFolder_3014 Persuasive Written Messages Handout

8/9/2019 0530 UploadFolder_3014 Persuasive Written Messages Handout

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Persuasive written message

Persuasion

To understand why persuasive messages are written and to define theirpurpose we must first understand what persuasion is.

Persuasion is an act of convincing; it is the process of guiding someone

towards the adoption of an idea, attitude, or action through logical and

psychological reasoning. After understanding persuasion, three basic

purposes of persuasive written messages cross ones mind.

1. It helps the writer make reader accept a certain point of view.

2. It helps us get desired response.

3. It helps one make the reader act according to ones wishes.

Organization of persuasive messages

The persuasive written messages mainly follow the indirect approach but

sometimes, when internal communication is taking place, direct approach is

also used.

Direct request organization is used for routine messages or internal

communication mostly in persuasive memos. In direct request organizationwe use direct approach; we start by writing our main idea (theme, purpose)

of the message then we further explain it and at the end comes the friendly

close (it might be some complimentary statement or a gratitude-note).

Indirect request organization is the more used approach for persuasive

written messages. It is used for complex, more difficult situations or for

external communication. In indirect approach, we start by explanation then

we shift to main idea and then a courteous (complimentary or thanking)

close is used.

A-I-D-A

AIDA is basically a rough sketch of the steps we use to write a persuasive

message.

A stands for attention which means we start by grabbing the readers

attention then comes I for Interest; we create readers interest. D for


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Desire means we then arouse desire in the reader. A for action at the very

end makes them(reader/listener) initiates the action and explains what we

really want.


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Attention

It is the first paragraph of a persuasive message. We search for readersinterest and should start with the help of one of the following:

Open with Agreeable comment or assertion

Open with sincere compliment

Open with a question

Open with direct request for a favorWe should avoid speaking about ourselves and our organization and focus

on the reader.

Interest and DesireThese are the middle paragraphs that are used to create readers interest

and then arouse desire within them. In this paragraph(s), we continue the

theme stated in the first paragraph. The writer relates his product, service or

project to the readers which creates interest of the reader. Then the writer

states the direct and indirect benefits of the product, service or project to

the reader. The direct benefits create the interest and the indirect benefits

create desire.

ActionIt is the last paragraph of a persuasive written message. We can say its the

closing. In this paragraph we state our purpose, we take initiative and we do

not feel embarrassed as we have already created desire which tends to

make our work a lot easier. The one thing we should consider is that we

should keep the message in our request as simple and understandable as

possible. Clarity is also necessary.

Persuasive Requests

A request mainly by the purpose of influencing somebodys attitude and

change his thinking about a particular project, product or service according

to our liking. Following are some commonly used persuasive messages.

Requests about Products or Services.

Requests for Claims and Adjustments.


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Requests for Change in Policy.

Requests for Change in Performance.

Requests for Employer to a Reference.

Requests from Employee to a Reference.

Requests about Products or Services.

Requests about Products or Services

As writers of the messages, we encounter occasions where we have to seek a

response from the receivers. This response can either be about a product or a

service. The following are some requests of the kind.

Requesting Purchase of a product

These are notes (commonly known as miss-you messages). These

requests are sent to old customers trying to win back their trust (e-g)

emails from websites that frequently send mails trying to persuade us

to start using the site again.

Requesting Information from seller

A request sent to seller by the aim of gathering information about

some particular product we are interested in.

Requesting Internal Employee Action

Message whose main purpose is to build effective relationship with

employees by getting their feedback

Requests for Claims and Adjustments

These are requests written by unsatisfied customers opting for an exchange or a

claim of product or service.

Requesting an adjustment

This is normally a request for a refund or an exchange of product that

is defective or a service that is not up to the scratch.

Requesting credit

Credit applications are handled occasionally. These applications are

called credit requests. At times we seek special privileges from lending


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institutions for example a loan from a bank with a low monthly

payment in starting months and higher payment as the time

progresses.

Request for Change in Policy

We often need to persuade a company to change its usual policy; we may also wish

to persuade individuals to change their actions, hoping to improve their future

performance. Some problems with these kinds of requests are thatthey take

considerable time to effect a change in the policy and logical and organized

evidence is required to bring about such a change. Sometimes, a company

may never change its policy as change of policy may bring about a change in

the infrastructure of the company.

Requests for Change in Performance

A good thorough convincing is required to persuade someone to bring about

a change in their performance so this is one of the difficult persuasive

messages to write. The writer must, in person, give an oral briefing along

with the written message as to create a sense of trust. The commonly

requested changes include change in individual personal appearance,

change in habits that are annoying to others or even changes in business

practices.

Requests for Employer to a Reference

Employer often desires a feedback about an employee from someone who is a good

critique of employees work (or) from an individual having an understanding of a

prospective employee. Thus, for this purpose, request for reference is written. While

requesting a reference we should be specific, we should ask our question in a

neutral manner (biasness is a sin!), we should be precise and should not ask a lot of

questions, and we should use different paragraphs for each question.

Requests from Employee to a ReferenceA message written to persuade someone to write reference letter. There are two

things to consider while writing such a message:

That person may or may not be interested.

If that person is not interested, we have to persuade him.


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After persuading that person in question, we state our purpose of communication

and why do we require this recommendation.

Persuasive Sales Letters

To some extent every letter is a sales letter. We are always selling ourorganizations image and goodwill. The sales letter is highly specialized and its

writing requires exceptional ability and experience. There are two kinds of sales

letters:

Solicited letters,and

Unsolicited letters.

Solicited letters

Solicited sales letters are the letters that we write in response to an inquiry.

These letters have one central goal: to get responses quickly to someones

request for information. Direct (deductive approach) plan is used for solicited

letter.

Organizational plan responding to solicited letters

We must answer the inquirers questions favorably and we should indicate

that requested material will be sent. The thing we should consider is that we

have to be able to answer additional questions if asked. We should provide

sales promotion information and beginning and the ending of solicited sales

letter should be positive. We should write a simple, clear and easy closing.

The most important thing is suggesting benefits to the reader. We should

focus on positive attributes and exempt the negative ones.

Unsolicited letters

Unsolicited sales letters are those letters which are written to people who

can be persuaded through these letters to buy a product or a service. Before

writing this type of letter one should clearly know the purpose.

Suggestions for writing unsolicited letters

First decide the purpose which can be from one of the following:

make a direct deal,

encourage future sale, and


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to bring back lost customers.

Then we should try to understand the audience. We should have all the

relevant information about our product or service. We must consider time

and wait for the right moment to put forward our request. The letter should

neither be too lengthy nor too short. If we write an unsolicited letter bearing

the preceding thing in mind, we will be able to communicate our message

effectively.

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0530 UploadFolder_3014 Persuasive Written Messages Handout