Chapter10

Persuasivewritten
Messages

BusinessCommunication
Presented By Viqar A.Usmani
Persuasionistheabilitytouseargumentordiscussion
totrytochangeanindividualsbeliefsoractions
Manytimesyouwantyourreaderstodo
something:
Youwishthemtoact.
Toacceptapointofview,
Tofollowyourwishes,
Torespond,tochange,or
tonotchange.
Inshort,youdesirea
responsefromyourmessage
receiver.
.

PresentedByViqarA.Usmani
 DirectRequestOrganization
Fortheroutine,morepersonalrequest,usethedirect
requestformat.Thereisnoneedtokeepthereaderin
suspense.Thisdirectrequest(deductive)approachhasthree
parts:
I. Mainidea Yourrequestorquestion,statement,and
reason.
II. ExplanationEvidenceand
detailsneededinorderthat
yourreadercanrespond
precisely
iii. Courteousclose
Politelyaskingforwhatever
actionisdesired

PresentedByViqarA.Usmani
IndirectRequestOrganization
Persuasivelettersormemorandumsusuallyhavefourparts,
oftenreferredtoastheAIDAformulaforsalespresentations;

A Attractthereaders
attention.
I Arousethereaders
interest.
D Createdesire and
convincethereader.
A Stateclearlytheaction
thereaderneedsto take

PresentedByViqarA.Usmani
Indirectrequestmeansthatthewritermustfirstgetthe
reader'sattention
Yourassumptioninusingtheindirect
approachisthatifyourrequestwerestated
directlyatthebeginning,itwouldbe
unwantedorundesirablenewstoyourreader,
whothenmightreactunfavorably.Instead,
preparethereaderandofferfactssuggesting
thatyourproposalisbeneficialoruseful.
Remember:Yourreaderoftenisnotexpecting
yourmessage.

PresentedByViqarA.Usmani
LearningtoBe
Persuasive
Persuasionhasone
corepurpose:
Getyourreaderto
support,believe,and
actinyourfavor.

PresentedByViqarA.Usmani
IndirectRequestOrganization
Cont..
Action
Infact,thepersuasiverequestplan
mayalsobereferredtoasthefour
P's:
promise,picture,prove,andpush.
Wealsoinclude(within
parentheses)othertermsforthe
partsinthefollowingdiscussion.

PresentedByViqarA.Usmani
IndirectRequestOrganization
Cont..
Action
FirstParagraph(Promise,Start)
OpenwithSincereCompliment
PhysicalCharacteristicsand
ValueofProject
OpenwithDirectRequestfora
Favor

PresentedByViqarA.Usmani
IndirectRequestOrganization
Cont..
Action
C. Action:

LastParagraph(Push,Hook)

PresentedByViqarA.Usmani
 PersuasiveMessages
ThePowerof
Persuasion

The3x3Writing Persuasive
Process Strategies,Format

TypicalPersuasive Intercultural
Documents Persuasion

PresentedByViqarA.Usmani
 WhatPersuasiveTechniquesAre
Effective?

Establishingcredibility
Makingareasonable,preciserequest
Tyingfactstobenefits
Recognizingthepowerofloss
Expectingandovercomingresistance
Sharingsolutionsandcompromising

PresentedByViqarA.Usmani
 WhatTechniquesImprovePersuasion?
Avoidsoundingpreachyorparental.
Softenyourwordswhenpersuading
upward.
Dontpullrank.
Avoidmakingthreats.
Beenthusiastic.
Bepositiveandlikeable.

PresentedByViqarA.Usmani
 Applyingthe3x3Writing
Process
Analyzingthepurpose
Whatdoyouwantthereceiver
todoorthink?
Anticipatingthereaction
Prewriting Doesthereceiverneedtobe
Analyze persuaded?
Anticipate Adaptingtotheaudience
Adapt Howcanyouadaptyour
messagetoappealtothis
receiver?
PresentedByViqarA.Usmani
 Applyingthe3x3
WritingProcess
Researchingdata
Whatinformationdoyou
need?Wherecanyoulocate
Writing it?
Research Organizingdata
Organize Whichstrategyisbetter
Compose directorindirect?

PresentedByViqarA.Usmani
 Applyingthe3x3Writing
Process
Revising
Isthedocumentclearand
concise?
Revising Proofreading
Edit Isthetextcorrect?
Proofread Evaluating
Evaluate Willthemessageachieve
itspurpose?

PresentedByViqarA.Usmani
 AnalyzingtheStructureof
PersuasiveMessages
FourPartPersuasivePattern:
GainAttention
BuildInterest
ReduceResistance
MotivateAction

PresentedByViqarA.Usmani
RequestingFavorsandActions
Prewrite
Determineyourpurpose.Knowexactly
whatyouarerequesting.
Anticipatethe
reactionofyour
audience.

PresentedByViqarA.Usmani
RequestingFavorsandActions
GainAttention

Usetheindirectpatternratherthan
blurtingouttherequestimmediately.
Beginwithaproblemdescription,
unexpectedstatement,compliment,
praise,relatedfacts,stimulating
question,orreaderbenefit.

PresentedByViqarA.Usmani
RequestingFavorsandActions
BuildInterest
Developinterestbyusingfacts,
statistics,examples,testimonials,and
specificdetails.
Establishyourcredibility,ifnecessary,by
explainingyourbackgroundand
expertise.
Tiefactstodirectandindirectbenefits

PresentedByViqarA.Usmani
 DirectandIndirectBenefits
DirectBenefit
Ifyouacceptourinvitationtospeak,you
willhaveanaudienceof50potential
customersforyourproducts.
IndirectBenefit
Yourappearancewouldproveyour
professionalismandmakeusgratefulfor
yourwillingnesstogivesomethingbackto
ourfield.
PresentedByViqarA.Usmani
RequestingFavorsandActions
ReduceResistance
Anticipateobjectionsandprovide
counterarguments.
Suggestwhatmightbelostifthe
requestisnotgranted.
Inrequestingfavorsormaking
recommendations,showhowthe
receiverorotherswillbenefit.

PresentedByViqarA.Usmani
HowtoReduceResistance
Example
AlthoughyourgifttoNeonatalCare
Centerisnottaxdeductible,it
wouldhelpuspurchaseone
IntensiveCareVentilator.Thisunit
wouldbeputtouseimmediatelyin
caringforcriticallyilland
prematurenewborninfants.

PresentedByViqarA.Usmani
RequestingFavorsandActions
MotivateAction
Makeapreciserequest;includea
deadline.
Repeatabenefit,providedetails,or
offeranincentive.

PresentedByViqarA.Usmani
DearDr.Thomas:

BeforeIneffectiveRequest
BecauseyouknowAtlantaandlivehereinourtown,wethoughtaboutasking
youtospeakatourGSUBusinessAwardsbanquetApril28.
AfewstudentsoncampushavereadandadmiredyourbookBeyondRaceand
Gender,whichappearedlastspringandbecameabestselleracrossthe
nation.Wewereamazedthatalocalauthorisnowthenationsdiversity
managementguru.Butwhatexactlydidyoumeanwhenyousaidthat
AmericaisnolongerameltingpotofethnicgroupsitsanAmerican
mulliganstew?
GeorgiaStateUniversitydoesnthaveanyfundsforhonoraria,sowecan
inviteonlylocalspeakers.TheReverendJamesR.JonesandViceMayor
RebeccaA.Timmonswerespeakersinthepast.Ourawardsbanquetgets
startedat6p.m.withasocialhour,followedbydinnerat7andthespeaker
from8:30until9.Ifyourequire,wecanarrangetransportationforyouand
yourguest.
Althoughyouareaverybusyperson,wehopeyouwillagreetothisinvitation.
Thankyouinadvance.Pleasenotifyouradvisor,ProfessorAlexaNorth.
Sincerelyyours,

PresentedByViqarA.Usmani
CriticalThinkingQuestions
1.Whatisthepurposeoftheletter?
2.Howdoyourthinkthereaderwillreactto
themessage?
3.Whatcouldbeusedtoattracttheattention
ofthereaderintheopening?Writean
appropriateopening.
4.Whatinformationcouldbeusedtobuild
interestinthebody?

PresentedByViqarA.Usmani
CriticalThinkingQuestions
5.Whataresomeoftheargumentsthereceiver
mightoffertoresisttheinvitation?Couldany
counterargumentsbeoffered?
6.Whatcouldbeusedtomotivatethereader
toaccept?
7.Shouldanenddatebeusedintheclosing?
Whatinformationcouldbeaddedtothe
closingtomakeiteasierforthereceiverto
respond?Writeanappropriateclosing.

PresentedByViqarA.Usmani
DearDr.Thomas:
AfterImprovedRequest
YourbookBeyondRaceandGender stimulatedprovocativediscussion
acrossthenationandonourcampuswhenitfirstappearedlastspring.
BusinessstudentsatGeorgiaStateUniversitynowconsideryouthenations
diversitymanagementguru,andforthatreasontheyaskedmetouseallmy
powersofpersuasioninthisinvitation.Becauseweadmireyourwork,we
wouldlikeyoutobeourkeynotespeakerattheGSUBusinessAwards
banquetApril28.
Asstudentsatanurbancampusinametropolitanarea,wearekeenly
awareofdiversityissues.Inyourwords,Americaisnolongerameltingpot
ofethnicgroups;itisnowanAmericanmulliganstew.Wewouldliketo
hearmoreaboutthefutureworkforceandhowmanagerscanmaximizethe
contributionofallemployees.
Althoughwecantofferyouanhonorarium,wecanpromiseyouafine
dinnerattheGSUFacultyClubandaneagerandappreciativeaudienceof
over100businessstudentsandfaculty.Speakersinthepasthaveincluded
theReverendJamesR.JonesandViceMayorRebeccaA.Timmons.

PresentedByViqarA.Usmani
Dr.ThomasPage2Currentdate

Theeveningincludesasocialhourat6p.m.,dinnerat7p.m.,andyour
remarksfrom8:30until9.Sothatyouwonthavetoworryabout
transportationorparking,wewillarrangealimousineforyouandyour
guest.
Pleasemakethisourmostmemorablebanquetyet.Justcallouradviser,
ProfessorAlexaNorth,at3569910beforeApril5toacceptthisinvitation.
Sincerelyyours,

PresentedByViqarA.Usmani
PersuadingWithinOrganizations
Prewrite
Knowyourpurpose.Makesureitsdoable
andattainable.
Profiletheaudience.
PlayWhatif scenarios
toanticipatethe
receiversreactions.

PresentedByViqarA.Usmani
PersuadingWithinOrganizations
GainAttention
Useoneofthefollowingtechniques:
Makethereaderawareofaproblem.
Useastartlingstatement.
Provideasignificantfactrelatedtotherequest.
Describepossiblebenefits.
Askastimulatingquestion.
Offercompliments.
Establishcredibilitybutdontpullrank.

PresentedByViqarA.Usmani
PersuadingWithinOrganizations
BuildInterest
Usefacts,statistics,examples,anddetailsto
buildasolidfoundationforyourrequest.
Striveforapersonalbutprofessionaltone.
Softenyourwordswhenpersuading
upwards.

PresentedByViqarA.Usmani
PersuadingWithinOrganizations
ReduceResistance
Recognizeanyweaknessinyourproposaland
suggestwellreasonedcounterarguments.
Inrequestsflowingupward,considerastrong
dollarandcentsappealforrequestsinvolving
budgets.
Inrequestsflowingdownward,avoidsounding
preachy,parental,oroverlyauthoritarian.

PresentedByViqarA.Usmani
 PersuadingWithinOrganizations
MotivateAction
Stateaspecificrequestincludinga
deadline,ifappropriate.
Suggestwaystomaketheresponse
effortlessandpainless.
Repeatamajorbenefit.
Includeanincentiveorreasontoact.
Expressappreciation,ifappropriate.
PresentedByViqarA.Usmani
HowtoWriteaGoodComplaintLetter
Beginwithacompliment,pointof
agreement,statementoftheproblem,
orbriefreviewoftheactionyouhave
takentoresolvetheproblem.
Provideidentifyingdata.
Provethatyourclaimisvalid;explain
whythereceiverisresponsible.
Enclosedocumentcopiessupporting
yourclaim.

PresentedByViqarA.Usmani
HowtoWriteaGoodComplaintLetter
Appealtothereceiversfairness,ethical
andlegalresponsibilities,anddesirefor
customersatisfaction.
Describeyourfeelingsandyourdisappoint
ment.
Avoidsoundingangry,
emotional,orirrational.
Closebytellingexactly
whatyouwantdone.

PresentedByViqarA.Usmani
WritingSalesLetters
Prewrite Analyzeyourproductor
service:
Whatmakesitspecial?
Whatcentralpoints
shouldyouemphasize?
Howdoesitcompare
withthecompetition?

PresentedByViqarA.Usmani
WritingSalesLetters
Prewrite Profileyouraudience.
Howwillthisproductor
servicebenefitthis
audience?
Decidewhatyouwantthe
audiencetodoattheend
ofyourmessage.

PresentedByViqarA.Usmani
WritingSalesLetters
GainAttention
Describeaproductfeature,presenttestimonials,
showthereaderinanactionsetting,ormakea
startlingstatement.
Example:Howmuchisillnesscostingyour
company?Anincidentof illnesscancost
millionsofdollarsunlesspreventivemeasures
aretaken.
Offersomethingvaluable,promiseasignificant
result,ordescribeaproductfeature.

PresentedByViqarA.Usmani
WritingSalesLetters
BuildInterest
Describetheproductintermsofwhatitdoesfor
thereader.
Showhowtheproductorservicesavesormakes
money,reduceseffort,improveshealth,
producespleasure,orboostsstatus.
Example:Ourcomputerbasedtraining
programteachesyouremployeeswhat
behaviorisacceptableandunacceptable,
whileshowingyoustepstoreducetheriskof
employerliability.
PresentedByViqarA.Usmani
WritingSalesLetters
ReduceResistance
Counteranticipatedreluctancewithtestimonials,
attractivewarranties,trialoffers,freesamples,or
moneybackguarantees.
Example:Thisimportantinvestmentin
Illnesspreventioncomeswithamoneyback
guarantee.Ifyouarenotsatisfied,yourentire
trainingcostsarereturned.

PresentedByViqarA.Usmani
WritingSalesLetters
ReduceResistance
Buildcredibilitywithresultsof
performancetests,polls,or
awards.
Ifpriceisnotasellingfeature,
describeitinsmallunits,showit
assavings,ortellhowitcompares
favorablywiththecompetition.

PresentedByViqarA.Usmani
WritingSalesLetters
MotivateAction
Closewithrepetitionofthe
centralsellingpointand
clearinstructionsforan
easyactiontobetaken.
Promptthereadertoact
immediatelywithagift,
incentive,limitedoffer,or
deadline.

PresentedByViqarA.Usmani
WritingSalesLetters
MotivateAction
Putthestrongestmotivator
inapostscript.
Example:
P.S.Signupnowandyou
receiveafree60daytrial.
Call,fax,oremailus
todaytoreceiveafree
demodisk.Youcantlose!
PresentedByViqarA.Usmani
PersuasiveTechniquesinHighContext
Cultures
SouthAmerica
Africa
Asia Indirectness
TheMiddleEast

Collectivist Politeness
view
HighContext
Cultures

Relationship SoftSell
appeal,longterm Approach
goal

PresentedByViqarA.Usmani
 PersuasiveTechniquesinLowContext
Cultures
NorthAmerica
Scandinavia Directness
NorthernEurope Australia

You Superlatives
view
LowContext
Cultures

Shortterm HardSell
goal Approach

PresentedByViqarA.Usmani
Ourcomputershave14gigabytesnufflewhupters.
Wrong:

Right:
With14gigabytesnufflewhupters,you'llfinishyourworkintimetoeatdinner
withyourfamily.

Processingyourclaimisadetailedprocessthattakesseveralweeks,sowe
needforyoutosendusyourclaimformassoonaspossible.
Wrong:

Right:
Weknowthatyou'reeagertogetyourclaimcheck,sowe'vetriedtomakethe
processasfastandeasyaspossible.Tohelpspeedyourclaimalong,allyou
havetodoisfilloutthissimpleformandsenditbacktousinthestamped
envelopewe'veprovided.Youcanexpecttoreceiveyourclaimcheckinfour
weeks.

PresentedByViqarA.Usmani
Ourcarrotsareloadedwithvitamins.
Wrong:

Right:
You'llbeabletoseeinthedarkwithBetterBunnycarrots.
Allittakestocommunicateintheinterestsofouraudienceisto
lookatwhatwe'reofferingfromtheirperspective.It'sachangein
thinkingthatwillpayoffinyourbottomline.

PresentedByViqarA.Usmani
End

Presented By Viqar A.Usmani