Session06:Persuasive Messages & 5-Year Plans
Dr. Mark H. MortensenSections 213 and 212M & W 2:00 to 3:15
3:30 to 4:45
Manning School of Business
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Session 6
Bring Assignment 5 (you in 5 years) to class (turn in at the end).
Have Read: Anything in HBR Guide to Better Business Writing you did not read yet.
Workshop: Reading our “Where Do You See Yourself in Five Years” pieces
Discussion: Persuasive writing and speaking
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Writing Plan for a Persuasive RequestWriting Plan for a Persuasive Request
Body Closing
Capture the reader’s attention.
Describe a problem, state something unexpected, suggest reader benefits, offer praise or compliments, or ask a stimulating question.
Opening
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Build interest. Explain logically and
concisely the purpose of the request.
Prove its merit. Use facts, statistics,
and expert opinion.
Reduce resistance. Anticipate objections. Offer counterarguments. Establish credibility. Demonstrate competence. Show the value of your
proposal.
Writing Plan for a Persuasive RequestWriting Plan for a Persuasive Request
Opening Body Closing
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Opening Body
Motivate action. Ask for a particular action. Make it easy to respond. Show courtesy, respect, and
gratitude.
Closing
Writing Plan for a Persuasive RequestWriting Plan for a Persuasive Request
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Requesting Favors and Actions
When is persuasion necessary?
Requests for time, money, information, special privileges, and cooperation require persuasion.
© ISTOCKPHOTO.COM / ZSOLT NYULASZI
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Requesting Favors and Actions
Why are requests granted? Requests may be granted because the
receiversare genuinely interested in your project.see benefits for others.expect goodwill potential for themselves. feel obligated as professionals to contribute
their time or expertise to "pay their dues."
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Persuasive Favor RequestBefore and After Revision
Adobe Acrobat Document
Adobe Acrobat Document
Original Letter RevisedLetter
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Persuading Within Organizations
Persuading subordinates Instructions or directives moving downward
usually require little persuasion. However, persuasion may be necessary togenerate “buy-in”ask workers to perform outside their work
rolesaccept changes not in their best interests.
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Persuading Within Organizations
Persuading the boss
In requests moving upwardprovide evidence.don’t ask for too much.use words such as “suggest” and
“recommend.” Sentences should sound nonthreatening,
for example, “It might be a good idea if....”
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Persuasive Memo Before Revision
Open memoby clicking
icon at right.
Adobe Acrobat Document
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Open revised memo by clicking
icon at right.
Persuasive MemoAfter Revision
Adobe Acrobat Document
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1. To the vice president: As an employee who can never find a parking place, I want you to know that we must change the method of assigning spaces.
2. To all employees: Because of our concern for the health and wellbeing of employees, we are considering a wellness program with considerable incentives to those who participate.
3. About 15 months ago your smooth-talking salesperson seduced us into buying your Model RX copier, which has been nothing but trouble ever since.
Good and Bad Openings for Persuasive RequestsWhich of the following openings are effective?
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1. To the vice president: As an employee who can never find a parking place, I want you to know that we must change the method of assigning spaces.
2. To all employees: Because of our concern for the health and wellbeing of employees, we are considering a wellness program with considerable incentives to those who participate.
3. About 15 months ago your smooth-talking salesperson seduced us into buying your Model RX copier, which has been nothing but trouble ever since.
Good and Bad Openings for Persuasive RequestsWhich of the following openings are effective?
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4. We need a speaker for our graduation ceremony, and your name was suggested.
5. We realize that you are an extremely busy individual and that you must be booked up months in advance, but would it be possible for you to speak at our graduation ceremony June 7?
6. You were voted by our students as the speaker they would most like to hear at graduation on June 7.
Good and Bad Openings for Persuasive RequestsWhich of the following openings are effective?
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4. We need a speaker for our graduation ceremony, and your name was suggested.
5. We realize that you are an extremely busy individual and that you must be booked up months in advance, but would it be possible for you to speak at our graduation ceremony June 7?
6. You were voted by our students as the speaker they would most like to hear at graduation on June 7.
Good and Bad Openings for Persuasive RequestsWhich of the following openings are effective?
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Ineffective Favor Request
Open letterby clickingicon at left
Adobe Acrobat 7.0 Document
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Improved Favor Request
Adobe Acrobat 7.0 Document Open revised
letter by clicking icon at left.
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Making Claims and Requesting Adjustments (Complaint Letters)Making Claims and Requesting Adjustments (Complaint Letters)
Avoid sounding angry, emotional, or irrational.
Begin with a compliment, point of agreement, statement of the problem, or a brief review of action you have taken to resolve the problem.
Provide identifying data. Explain why the receiver is responsible.
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Enclose document copies supporting your claim.
Appeal to the receiver's fairness, ethical and legal responsibilities, and desire for customer satisfaction.
Describe your feelings and your disappointment.
Close by telling exactly what you want done.
Making Claims and Requesting Adjustments (Complaint Letters)Making Claims and Requesting Adjustments (Complaint Letters)
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Examine This EffectiveClaim Request (Complaint Letter)
Open letter by clicking
icon at right.
Adobe Acrobat Document
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Ineffective Complaint Letter
Open letterby clickingicon at left
Adobe Acrobat Document
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Improved Complaint Letter
Open revised letter by clicking
icon at left.
Adobe Acrobat Document
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AIDA Writing Plan for a Sales LetterAIDA Writing Plan for a Sales Letter
Body Closing
Capture the ATTENTION of the reader.
Offer something valuable, promise a benefit, ask a question, provide a quotation, and so forth.
Opening
Attention Interest Desire Action
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Gaining AttentionGaining Attention1. Offer
Take your old cell phones to one of our collection centers, and we'll recycle it and donate a portion of the proceeds to charity.
2. BenefitYou'll help our environment and help your neighbors in the process.
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Gaining AttentionGaining Attention3. Question
Microsoft has evolved. Have you?
4. Quotation or proverbOpportunity seldom knocks twice.
5. Related factA virus is a computer program written to perform malicious tasks.
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Gaining AttentionGaining Attention6. Testimonial
"I never stopped eating, yet I lost 107 pounds."—Tina Rivers, Greenwood, South Carolina
7. Startling Statement
Drunk drivers injure or cripple more than 500,000 victims every year.
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Opening Closing
Build INTEREST.
Emphasize a central selling point. Make rational and emotional appeals.
Body
AIDA Writing Plan for a Sales LetterAIDA Writing Plan for a Sales Letter
Build INTEREST.
Emphasize a central selling point. Make rational and emotional appeals.
To learn more, click icon:Microsoft Office
PowerPoint 97-2003 Pres
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AIDA Writing Plan for a Sales LetterAIDA Writing Plan for a Sales Letter
Elicit DESIRE.
To reduce resistance, use testimonials, money-back guarantees, free samples, performance tests, or other techniques.
To learn more, click icon: Microsoft Office PowerPoint 97-2003 Pres
Elicit DESIRE.
To reduce resistance, use testimonials, money-back guarantees, free samples, performance tests, or other techniques.
Attention Interest Desire Action
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Motivate ACTION.
Offer a gift, promise an incentive, limit the offer, set a deadline, or guarantee satisfaction. Include a P.S. with a special inducement.
AIDA Writing Plan for a Sales LetterAIDA Writing Plan for a Sales Letter
Attention Interest Desire Action
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Checklist for Analyzing a Sales LetterChecklist for Analyzing a Sales Letter
At what audience is the letter aimed? Is the appeal emotional or rational? Is the
appeal effective? Is the opening effective? What techniques capture the reader's
attention? Is a central selling point emphasized? Does the letter emphasize reader benefits?
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How does the letter build interest in the product or service?
How is price introduced? How does the letter anticipate reader
resistance and offer counterarguments? What action is to be taken and how is the
reader motivated to take that action? What motivators spur the reader to act
quickly?
Checklist for Analyzing a Sales LetterChecklist for Analyzing a Sales Letter
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Example of an Effective Sales Letter
Open letter by clicking
icon at right.
Adobe Acrobat Document
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Writing Successful Online Sales Messages Communicate only
with those who have given permission!
Craft a catchy subject line.
Keep the main information "above the fold."
Make the message short, conversational, and focused.
Convey urgency. Sprinkle testimonials
throughout the copy. Provide a means for
opting out.
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Next Class (Monday)Session 7
7 Oct.
Bring Assignments 6 and 7 to class (turn them in at the end). Have Read: HBR Guide to Persuasive Presentations – pages 1-18 Workshop: Reading out loud Assignment 6. Discussion: Public speaking basics.
Write one page on your long-term career aspirations. Turn in a hard copy. Due next class. Dream a little, but keep away from complete flights of fancy, please. This is a typical question that a recruiter would ask you during a job interview.
Assignment 6
Assignment 7 Find an article in a business magazine or news web site that you thought was interesting. Summarize the article in a few paragraphs for your peers in this class. E-mail your summary to me at [email protected] before the next class. It will be shared with the class.
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ProfComm – Fall 2013