Shannon Simmons relies on her persuasive skills to promote her sminars through carefully pla He vice is to“Be creative, Make sure havea catchy header—ithas to get the ntion in five seconds or less. | usually write in the tone of the media com tim pitching to. I it's a more playful publication, I'l keep the tone upl that, for her, writing a g s release is similar to tweaking a cover letter fora job application because the same skis and pniques are involved, No press release is complete withou witty video clips of Simm 's presenting money-saving tips, evidence of her ability to do thy Job with her own brand of humour and media savvy. Writing Persuasively PREPARING TO WRITE PERSUASIVELYSelf-actualization isthe highest level of need, when people use ther talents and problem-solving Masow’s Hierarch skills to serve humanity and liv J up to their potential of Needs Esteem is fist among what Maslow termed ‘growth needs: “The need for status, appreciation, and recognition leads people to strive for status symbols, work promotions, positions of authority, or good reputations, Love and a sense of belonging are at a lightly higher level of need, Most people seek acceptance, companionship, and group identity They don't want tobe alone—they need to be needed, | Safety and security represent the next level of need, People are often motivated by the fear of not having a comfortable standatd of living, a good health | insurance or pension plan, reliable investments, job security, home security, ora pleasant work environment. They want to hold anta the money and resources that give them a sense of securlty Physiological needs include basics such as food, shelter, clothing, medical care, and a safe working environment. Understand what motivates your reader, Ana lence in terms of erceived goals and ne anizational psychold ah low defined levels. Persuasive writing taps into those motivational needs; therefore : hhow your reques sone of more of them—how a pi benelits ving then slving a problem, or helping them achieve a Consider design and layout. 7 en before a message is read. 1 its appearance alone ‘one that conveys non-verbal me Be positive and accurate, Plan c i tionship with fend Read Abraham Maslo ee ee hat Beguiled Busines: y Kremer and Claudia Han more about the hierarc Anticipatebject > : ar and compell bunterarguments to refute tl ing vie oming opposition is a del matter best done in a eatening, and balanced way. Re nati ceptive and more likely to change their mind their views have be sd, taken into account, and not simp! ng, Try to frame your p cdge those objections in a non-judgmental way before you offer a rebuttal that pro hat what you are asking for makes sense and needs to be acted on Atkough ‘ounter resistance and encourage readers to say yes, present your request in lig of one of the following arguments: PERSUASIVE APPEA\ Persuasive messages appeal to th reasoning, emotions, ot sense of whats 1 nd credib ee at communi Strength build. Because not all audiences 0 ages that must cd zi x an rely on single or combined Appeal to Reason: People in business must be able to justify the decisi > accept that the writer is right and knowledgeable, For a reader to acc n or opinion as reasonable, thi asion that supports it must show logical development, with facts adding up like numbers in an equation. A sense, In addition to proving your point, you should also answer questions the r is likely to raise and eliminate errors in logic, laws that can rob peal of i (oista idence for ease), circular arguments (restati : ste), andl false analogy (mak mparison that doesn't appl Appeal to Emotion: Emotions are powerful persu: en Facts al ‘ tional appeal can n peopl2. Reputation. Th ion—how you ai diy 3. Authority rity th ba a w added . : np soercion. Its line to project your author not to abuse it 4. Familiarity: Relationships build trust, but if you dontt kno Tr I forge a connection by finding common ground—for exampl in Finally ; arcasm and hostilit Your credib us on reader be not on whi E MESSAGES e hat you ask an and 1. Obtain interest. In a short paragraph ; entive for the read on of your message: define n gr s, ask a pertinent 1 rmlates interest. U 7 p nat is adie 2. Prove your proposal or product can benefit the reader. Capitalize inter have generated by explain at you propose or sell meets a part need. E may be direct, coming atstomaticall ing somethin ne tax deduction as & result of making a charitable donatic Ask for action and link it to reader benefits.ypes of Persuasive Messages \VOUR AND ACTION REQUESTS avours are easy to ask for. However, wher them to donate money or volunteer thei ti i nditect strategy allows you to gain acce : vices, and ap or any kind of unpa The di fits of performing DUIS are ust Il and sometimes non-existent, An explanation focusing on thi Joing the right th 1. Gain favourable attention. Because o ent ader to comply, dont 1 ing your requ tion that can be ith a yes oF no. | | fence. Dont ene aders t ar request by providing them with maki ed to make a posit mpression, | Persuade the reader to accept. Readers wont feel obliged anless the 30% r he teque anderstand what they bu Hi he cha pelp other ing abou heir workplace o | Favour Request Please consider supporting the Children’s Aid Foundation by purcha (extract) $250 family package for our “Be a Kid Again” fundraising event, which will b | held at Canada’s Wonderland on Saturday, August 30, 2014. rantee that this money will put to gaod use. The amount we raised ear certain| this ev member to buy your tickets—the kids are counting on.Favour Request 164A Blss ay Finsbury, ON MSW 206 June 12, 2014 Dr Elizabeth Rhynol Finsbury Medical Centre 45 Main Street South Finsbury, ON MSW 2X6 Dear Dr. Rhynold Last year ourBe a Kid Again’ event in support ofthe Children’ Aid Foundation of Lancaster Region raised over 520,000 for organizations serving children and youth in ourcommunity. Your support made a difference in the lives of children at risk, providing much-needed funds for sports equipment, music lessons, dent work, and summer camp programs. The Children’s Aid Foundation receives government funding for services that ed to protecting children thro ghout Lancaster Region from abuse, neglect, and abandonment. However, the CAF isnot able to provide discretionary services within its budget. These are programs and services that are designed to of + children positive life experiences that they would not like Cursecond annual fundraising event is being held this year at Canadas Wonderland on Saturday, August 30, 2074, from 4:00 to 10:00 p.m. The day promises a chance tobe a kid again’ with fun-filled activities and surprises, including a deluxe theme-park dinner, admission to all rides and attractions, a souvenir package, special entertainment for children, and a lucky draw. The price a fourticket family package is $250, When you purchase this packag you will receive tax receipt for $210, Please help this very worthy cause by purchasing tickets for yourself and you employees. Simply complete and return the enclosed ticket order form along ith your cheque, payable to The Children's Aid Foundation, marked to m) attention at Town of Finsbury. Due arity oft recon that you place your order by Friday, August 15 to avoid disappointment. For mizabeth Rhynold continued) June 12,2014 Page2 | | | If you would like to support this event but ae unable to attend, we wil be pleased to donate your tickets to a foster family from Lancaster Region Children’s Aid Foundation—and you will still receive a tax receipt | Join uson August 30 and be a kid again. The kids in our community will be. you did, Fiona Walsh Regional Councillor ERSUASIV Explain how the problem can bePersuasive Memo (extract) Subject: Switching to Satelite Training Lately training costs have gone out of control. The real problem is covering the travel expenses of employees and trainers, who must travel between local branches and national headquarters. For this reason, | strongly urge you to ‘meet with representatives from Finance Vision, operator ofan interactive television network, and see their demonstration on satellte training, The cost, fora half-day training session is just $10,000. hope you will agree with me that this is the best possible solution, Please get back to meas soon as possible. We will need to liase with Finance | | Vision soon if we hope to use this technology for our RRSP training season. | 3. Minimize resistance. Anticipate objections ve time-consuming, or a threat to someone’ authority, professional status, of the st quo). Because you may have to acknowledge an alternative solution the reader ma prefer, you should be prepared to offer convincing counter-arguments that show 4. Ask for a specific action. Be firm but polite. Set a deadline for readers to act respond as long as it won't seem aggressive and offer incentives (time of mon CLAIM of contract has been contravened, or if product is no longer umder gui ante, a claim may be judged questionable—aned fail—unless persuasive strat is means you must first prove the le hi his means you must first prove the before you can ask for an adjustment, A weak or questionable claim ened with expressions of confidence in a company’s integrity and fairness and appeals pride in its products and reputation, if only because successful businesses wan 10 be satisfied. As with other types of claims, itis important to adopt a moderate tone to make a complaint without sounding like a complainers), Your challenge is to show that the company or receiver is responsible for the problem, not you. How 7 to anger or irrational threats and accusations, especially about a hone lose respect and risk antagonizing the person handling your claim, The petson in que likely not at fault for your problem but a claims adjuster or customer service repreInteroffice Memo To: Malcolm Reynolds, Hun Resources Manager FROM: River Simons, Training Coordinator DATE: Apr SUBJECT: — Reducing Training Program Costs Last year, the cost to send trainers on the road and to bring employees from across the country to training events at our national headquarters exceeded million, Mounting travel costs accounted for the dramatic increase in training xpenses, According to projections, by 2015 it will ost over $2.5 million to ‘maintain training programs at current levels. With advances in satellite delivery methods, however, its now possible onduct nationwide training more cost-ef tively in virtual classroot television sets, and interactive handsets, Satellite presentations have several distinct advantag squipped with satellite di + conventional methods: 1. Everyone receives th ind slide a sme information at the same time from nd video presentations, 2. Employees can interac ith each other and share ideas just as they would if they were sitting side by side. They can ask questions, take multiple-choice tests by keying responses into interactive handsets, y the presenter ationsvide training programs that normal conducted in a matter of days take months can be computer-based training is an option, test groups often complain that this delivery method isn’t engaging enough. Satellite training can be ith the cost of in-house set-ups averaging $10,000 to $15,000 per site. How as Finance sion itis possible to offer a half-day seminar to an unlimited number of sites oximately the same price Finance Vision operates from forty hotels actos nada, all fully equipped and staffed by technician allow mi :nge for a demonstration from Finance Vi hat learn more about ho ite taining program can help us reduce our Persuasive MemoPersuasive Memo Interoffice Memo To: Simon Tam, Vice President, Sale FROM: Winifred Burkle, Customer Service Manager DATE: June 17,2014 SUBJECT: Im roving Customer Service The majority of our sales associates currently ely on four computers atthe pay: ‘ment desk whenever they need to provide customers with details of new prod. ucts, warranties, and delivery dates, Retrieving information in this way has proven to be both awh nd time-consuming, often resulting in disgruntled customers and lost sales I believe we could expedite sales transactions, eliminate in-store inconvenience to.customers, and improve after-sales service if each of our eight sales assoc ates was equipped with a hand-held tablet. Like desktops, tablets can be used 0 record customer names, addresses, product information, purchases, dates of transactions, and sales bill numbers, plus Once equipped databases of past and present transaction details, m h these hand-held units, sales staff w ome walking ng It possible for them to deliver a higher level of personalized service. Sales associates can also program es o remind them to do important follow-up tasks such as sending a written thank-you note following a purchase. With additional software, the devices can be used to track inventory and write bills of sale. These factors help to make tablets more customer-friendly than desktops. Mast importantly, the improvements they promise to customer service will not add to overheads, For these reasons, recommend that we pt chase 11 refurbished iPads, which are ideal for our needs, for use by our sales associates, warehouse supervisor, and payroll clerks, Ihave contacted a seb-based distributor that has offered to sell us 11 models for $2,000; this offer includes a on he distributor, year repair warranty fro Attached are details of the iPad, Please give me authorization to submit a pur order for 11 units by July so that we may better serve our custor the Kitchen id promotion that begins Septembeproblem, c ason (if favourable) for buying the produ 2, Prove your cl Describe th mn in a calm ani 7 h 7 lem, Provid ting da 1 he si peder nun tes, mi ns, de Tak 3. Ask cific action, Persuasive Dear Manager Claim (extract) hen it comes to respondin: he health club industry has a poor track record Now I hope you will prove this perception wrong 10 membership complaint by allowing me to cancel my membership even though the 10-day cooling-of period has now elapsed. full access 55e5 | went to were Full ce. think thisis a poor way t ery class and facility. As it turned out, all the cl 1 alternative but to lon't do somethin