Persuasive Writing Messages PDF

WRITING PERSUASIVE MESSAGES Persuasive messages include: ž Orders and requests ž Proposals and recommendations ž Sales and fund-raising letters ž Job application letters ž Reports, if they recommend action ž Efforts to change people, such as collection letters, criticisms or perform...

WRITING PERSUASIVE MESSAGES Persuasive messages include: ž Orders and requests ž Proposals and recommendations ž Sales and fund-raising letters ž Job application letters ž Reports, if they recommend action ž Efforts to change people, such as collection letters, criticisms or performance appraisals, public services ads, etc. Primary Purpose ž To have the reader act ž To provide enough information so that the reader knows exactly what to do. ž To overcome any objections that might prevent or delay action Secondary Purpose To build a good image of the writer To build a good image of the writer’s organization To cement a good relationship between the writer and reader. To reduce or eliminate future correspondence on the same subject so the message doesn’t create more work for the writer. What is the best subject line for a persuasive message? ž For direct requests, use the request, the topic, or a question Subject: Request for Updated Software Do We Need an Additional Training Session in October? ž For problem-solving messages, use a directed subject line or a reader benefit Subject: A Proposal to Change the Formula for Calculating Retiree’s Benefits Arguments for Expanding the Marysville Plant How should I organize persuasive messages? In direct requests, start with the In a problem-solving message, request. start with the problem you share. Organizing a Direct Request Request for Action Details Request for Action Organizing a Direct Request When you expect quick agreement, save the reader’s time by presenting the request directly. 1. Consider asking immediately for the Information or service you want. 2. Give readers all the information and details they will need to act on your request. 3. Ask for the action you want Writing Direct Request Indirect request: Is there a new version of the 2008 Accounting Reference Manual? Direct request: If there is a newer version of the 2008 Accounting Reference Manual, please send it to me. Organizing Problem- Solving Messages - use this pattern of organization when you expect resistance from your reader but can show that doing what you want will solve a problem you and your reader share. Organizing Problem-Solving Messages Shared Problem Details Solution Negatives Reader Benefits Request for Action Organizing Problem- Solving Messages 1. Describe the problem you both share (which your request will solve). - Present the problem objectively and don’t assign blame or mention personalities. 2. Give details of the problem. - Be specific about the cost in money, time, lost goodwill and so on. - You have to convince readers that something has to be done before you can convince them that your solution is the best one. Organizing Problem-Solving Messages 3. Explain the solution to the problem. Ø If you know that the reader will favor another solution, start with that solution and show why it won’t work before you present your solution. Ø Present your solution without using I or my. 4. Show that any negative elements (cost, time, etc.) are outweighed by the advantages. Organizing Problem- Solving Messages 5. Summarize any additional benefits of the solution. Ø Can be presented briefly since you described the problem in detail. 6. Ask for the action you want. Ø Often your reader will authorize or approve something; other people will implement the action. Ø Give your reader a reason to act promptly What other techniques can make my messages more persuasive? ž Build credibility ž Build emotional appeal ž Use the right tone ž Offer a Reason for the Reader to Act Promptly 1. Build Credibility Be factual Be Specific Be reliable 2. Build Emotional Appeal Stories and psychological description are effective ways of building emotional appeal. Recent research suggests that stories are more persuasive because people remember them. 3. Use the Right Tone ž Avoid messages that sound parental or preachy. Parental: Everyone is expected to comply with these regulations. I’m sure you can see that they are commonsense rules needed for our business. Better: Even on casual days, visitors expect us to be professional. So leave the gym clothes at home! Arrogant: Based on this evidence, I expect you to give me a new computer. Better: If department funds permit, I would like a new computer. Stuffy: It is requested that you approve the above-mentioned action. Better: Please authorize us to create a new subscription letter. Passive verbs and jargons sound stuffy. Use active imperatives --- perhaps with ‘Please” --- to create a friendlier tone. 4. Offer a Reason for the Reader to Act Promptly Show that time limit is real. Show that acting now will save time or money. Show the cost of delaying action. Developing Marketing and Sales Messages Assessing Analyzing your Audience needs competition Determining Key Anticipating Selling Points and Purchase Benefits Objections Creating a Persuasive Appeal Creating a Persuasive Appeal A I D A model Getting Attention – use a wide range of techniques to attract audience’s attention: ž A strong product feature or benefit ž A piece of genuine news ž A personal appeal to the reader’s emotions and values ž The promise of insider information ž The promise of savings ž A sample of demonstration of the product ž A solution to a problem. Building Interest - expand on and support the promises in your attention-getting opening Increasing Desire Add details and audience benefits to increase desire for the product or service. Use strong, colorful language without overdoing it to keep readers interested. Motivating Action ž Persuade the reader to take the preferred action ž Put a deadline on the offer, or simply remind members that the sooner they order the sooner they’ll be able to enjoy the product’s benefits. ž Make the task of responding as simple as possible. Credibility credible (adj.): believable, trustworthy credibility (n.): integrity, reliability incredulous (adj.): unbelievable, unreliable A business proposal must have multiple credible sources as your opposition will attempt to destroy your credibility and prove your statements incredulous.  ARE YOU CREDIBLE? Are you credible? ž Do you appear trustworthy? ž Do you appear dynamic and excited about your proposal? ž Do you have expertise and knowledge? ž Will your audience identify with your message? Evaluating Internet Sources Top level domains that provide useful clues about a site’s focus and function:.com - A commercial site. The primary function is to make money..edu - A site affiliated with an educational institution..gov - A government site. It presents trustworthy information (statistics, facts, reports), but the interpretive materials may be less useful..mil - A military site. The technical information on these sites is consistently useful, but interpretive material tends to justify a single, pro-military position. Evaluating Internet Sources.museum - can be either nonprofit or for-profit institutions, consider the purpose that the particular museum serves..org - An organization site. Because organizations seek to advance political, social, financial, educational, and other specific agendas, review these materials with care.  APA (American Psychological Association) Style ž All citations should come in the form of an “APA citation sandwich”: Signal phrase + + citation research (quote or paraphrase) For example: According to Robbins (2010), President of Travel Trends, Inc., a market research company specializing in the tourism industry, in some popular resort towns the hotel vacancy rate for the week of Christmas 2009 was 35% higher than in 2008. Robbins claims that “doing well” in the recession often just means staying afloat in whatever way possible. (para. 3). — A direct quotation from a source — A summary of the source or a particular section of the source — Your comments on, or reactions to, the source Quoting and Paraphrasing All research papers contain information from other sources. When you use information that has been previously published by someone else, it is important that you avoid plagiarism – presenting someone else's ideas as your own. (Plagiarism is not just cheating; it is also stealing.) direct quotes When you use a direct quote, you copy and reference the exact word/s of the author into your writing. A direct quote may be: ž One word ž A phrase or part of a sentence ž A sentence ž A group of sentences