Chapter 10

Sales and Persuasive

Messages

Mary Ellen Guffey, Business Communication:

Process and Product, 5e
Copyright © 2006
 Applying the 3-x-3 Writing
Process
• Analyzing purpose
What do you want the receiver to do or think?

• Anticipating reaction
Does the receiver need to be persuaded?
• Adapting to the audience
How can you adapt your message to appeal to this
receiver?

Mary Ellen Guffey, Business Communication: Process and Product, 5e

Ch. 10, Slide 2
 Applying the 3-x-3 Writing
Process
• Researching data
What information do you need?
Where can you locate it?
• Organizing data
What strategy is best – direct or indirect?

Mary Ellen Guffey, Business Communication: Process and Product, 5e

Ch. 10, Slide 3
 The Indirect Pattern for
Persuasion
• Gain attention

• Build interest

• Reduce resistance

• Motivate action

Mary Ellen Guffey, Business Communication: Process and Product, 5e

Ch. 10, Slide 4
 Making Persuasive
Requests

Mary Ellen Guffey, Business Communication: Process and Product, 5e

Ch. 10, Slide 5
 Gaining Attention
• In requesting favors, begin with a
compliment, unexpected fact,
stimulating question, reader benefit,
summary of the problem, or candid
plea for help.
• For claims, consider opening with a
review of action you have taken to
resolve the problem.

Mary Ellen Guffey, Business Communication: Process and Product, 5e

Ch. 10, Slide 6
 Building Interest
• Prove the accuracy and merit of your
request with facts, figures, expert
opinion, examples, and details.
• Avoid sounding high-pressured,
angry, or emotional.
• Suggest direct and indirect benefits
for the receiver.

Mary Ellen Guffey, Business Communication: Process and Product, 5e

Ch. 10, Slide 7
 Building Interest
• Direct Benefit: If you accept our
invitation to speak, you will have an
audience of 50 potential customers
for your products.
• Indirect Benefit: Your appearance
would prove your professionalism
and make us grateful for your
willingness to give something back
to our field.
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 10, Slide 8
 Reducing Resistance
• Identify possible obstacles; offer
counter arguments.
• Demonstrate your credibility by
being knowledgeable.
• In requesting favors or making
recommendations, show how the
receiver or others will benefit.

Mary Ellen Guffey, Business Communication: Process and Product, 5e

Ch. 10, Slide 9
 Motivating Action
• Ask for specific action confidently.
• Include an end date, if appropriate.
• Repeat a key benefit.
• Example: Please respond by May 1
so that we may add your photograph
to our announcement.

Mary Ellen Guffey, Business Communication: Process and Product, 5e

Ch. 10, Slide 10
 Ineffective Persuasive
Invitation
Activity 10.1
“Before” Version

Mary Ellen Guffey, Business Communication: Process and Product, 5e

Ch. 10, Slide 11
 Persuasive Invitation: “Before” Version

Dear
DearDr.
Dr.Thomas:
Thomas:
Because
Becauseyou’re
you’reaalocal
localAtlanta
Atlantaauthor,
author,we
wethought
thoughtititmight
might
not
notbe
betoo
toomuch
muchtrouble
troublefor
foryou
youto
tospeak
speakatatour
ourGSU
GSU
Management
ManagementSociety
Societybanquet
banquetMay
May5.5.
Some
Someof ofus
usbusiness
businessstudents
studentshere
hereatatGeorgia
GeorgiaState
State
University
Universityadmired
admiredyour
yourbook
bookBeyond
BeyondRace
RaceandandGender,
Gender,
which
whichappeared
appearedlast
lastspring
springand
andbecame
becamesuch
suchaahit
hitacross
acrossthe
the
nation.
nation.One
Oneofofour
ourprofessors
professorssaid
saidyou
youwere
werenow
nowthethe
nation’s
nation’sdiversity
diversitymanagement
managementguru.
guru.What
Whatexactly
exactlydid
didyou
you
mean
meanwhen
whenyouyousaid
saidthat
thatAmerica
Americaisisno
nolonger
longeraamelting
melting
pot
potof
ofethnic
ethnicgroups–it’s
groups–it’san an“American
“Americanmulligan
mulliganstew”?
stew”?

Mary Ellen Guffey, Business Communication: Process and Product, 5e

Ch. 10, Slide 12
 Persuasive Invitation: “Before” Version

Because
Becausewe wehave
haveno nofunds
fundsforforhonoraria,
honoraria,wewehave
havetotorely
relyonon
local
localspeakers.
speakers.TheTheReverend
ReverendJames
JamesR. R.Jones
Jonesand
andVice
Vice
Mayor
MayorRebecca
RebeccaA. A.Timmons
Timmonswerewerespeakers
speakersin
inthe
thepast.
past.Our
Our
banquets
banquetsusually
usuallybegin
beginatat6:30
6:30with
withaasocial
socialhour,
hour,followed
followed
by
bydinner
dinneratat7:30
7:30and
andthe
thespeaker
speakerfrom
from8:30
8:30until
until99or
or9:15.
9:15.
We
Wecan
canarrange
arrangetransportation
transportationforforyou
youand
andyour
yourguest,
guest,ifif
you
youneed
needit.
it.
We
Werealize
realizethat
thatyou
youmust
mustbe bevery
verybusy,
busy,but
butwe
wehope
hopeyou’ll
you’ll
agree.
agree.Please
Pleaseletletour
ouradvisor,
advisor,Professor
ProfessorAlexa
AlexaNorth,
North,have
have
the
thefavor
favorof
ofananearly
earlyresponse.
response.
Sincerely
Sincerelyyours,
yours,

Mary Ellen Guffey, Business Communication: Process and Product, 5e

Ch. 10, Slide 13
 Critical Thinking Questions
1. What is the purpose of the previous letter?
2. How do you think the reader would react to the
message?
3. What could be used to attract the attention of
the reader in the opening? Write an appropriate
opening.
4. What information could be used to build
interest in the body?
5. What are some of the arguments the receiver
might offer to resist the invitation? Could any
counter arguments be offered?
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 10, Slide 14
 Critical Thinking Questions
6. What could you use to motivate the reader to
accept?
7. Should an end date be used in the closing?
What information could be added to the closing
to make it easier for the receiver to respond?
Write an appropriate closing.

Mary Ellen Guffey, Business Communication: Process and Product, 5e

Ch. 10, Slide 15
 Improved Persuasive
Invitation
Activity 10.1
“After” Version

Mary Ellen Guffey, Business Communication: Process and Product, 5e

Ch. 10, Slide 16
 Persuasive Invitation: “After” Version

Dear
DearDr.
Dr.Thomas:
Thomas:
Your
Yourbook
bookBeyond
BeyondRace
RaceandandGender
Genderstimulated
stimulated
provocative
provocativediscussion
discussionacross
acrossthe
thenation
nationand
andononour
ourcampus
campus
when
whenititappeared
appearedlast
lastspring.
spring.
Business
Businessstudents
studentsatatGeorgia
GeorgiaState
StateUniversity
Universitynow
nowconsider
consider
you
youthe
thenation’s
nation’sdiversity
diversitymanagement
managementguru,guru,and
andfor
forthat
that
reason
reasonthey
theyasked
askedmemetotouse
useall
allmy
mypowers
powersofofpersuasion
persuasioninin
this
thisinvitation.
invitation.Because
Becausewe weadmire
admireyour
yourwork,
work,we’d
we’dlike
like
you
youtotobe
beour
ourkeynote
keynotespeaker
speakeratatthe
theGSU
GSUManagement
Management
Society
Societybanquet
banquetMayMay5. 5.
As
Asstudents
studentsatatan
anurban
urbancampus
campusin inaametropolitan
metropolitanarea,
area,
we’re
we’rekeenly
keenlyaware
awareof ofdiversity
diversityissues.
issues.In
Inyour
yourwords,
words,

Mary Ellen Guffey, Business Communication: Process and Product, 5e

Ch. 10, Slide 17
 Persuasive Invitation: “After” Version

America
Americaisisno
nolonger
longeraamelting
meltingpot potof
ofethnic
ethnicgroups;
groups;ititisis
now
nowanan“American
“Americanmulligan
mulliganstew.”
stew.”We’d
We’dlike
liketo
tohear
hearmore
more
about
aboutthe
thefuture
futureworkforce
workforceandandhow
howmanagers
managerscan can
maximize
maximizethethecontribution
contributionof ofall
allemployees.
employees.
Although
Althoughwe wecan’t
can’toffer
offeryou
youananhonorarium,
honorarium,we wecan
can
promise
promiseyou
youaafine
finedinner
dinneratatthe
theGSU
GSUFaculty
FacultyClub
Cluband
andan an
eager
eagerand
andappreciative
appreciativeaudience
audienceof ofover
over100
100business
business
students
studentsand
andfaculty.
faculty.Speakers
Speakersin inthe
thepast
pasthave
haveincluded
includedthe the
Reverend
ReverendJames
JamesR. R.Jones
Jonesand
andVice
ViceMayor
MayorRebecca
RebeccaA. A.
Timmons.
Timmons.
The
Theevening
eveningincludes
includesaasocial
socialhour
houratat6:30,
6:30,dinner
dinneratat7:30,
7:30,
and
andyour
yourremarks
remarksfromfrom8:30
8:30until
until99or
or9:15.
9:15.So
Sothat
thatyou
you

Mary Ellen Guffey, Business Communication: Process and Product, 5e

Ch. 10, Slide 18
 Persuasive Invitation: “After” Version

won’t
won’thave
haveto
toworry
worryabout
abouttransportation
transportationororparking,
parking,wewe
will
willarrange
arrangeaalimousine
limousinefor
foryou
youand
andyour
yourguest.
guest.
Please
Pleasemake
makethis
thisour
ourmost
mostmemorable
memorablebanquet
banquetyet.
yet.Just
Justcall
call
our
ouradviser,
adviser,Professor
ProfessorAlexa
AlexaNorth,
North,atat356-9910
356-9910before
before
April
April11to
toaccept
acceptthis
thisinvitation.
invitation.
Sincerely
Sincerelyyours,
yours,

Mary Ellen Guffey, Business Communication: Process and Product, 5e

Ch. 10, Slide 19
 Writing Complaint Letters

Mary Ellen Guffey, Business Communication: Process and Product, 5e

Ch. 10, Slide 20
 How to Write a Good
Complaint Letter
• Begin with a compliment, point of
agreement, statement of the problem,
or brief review of the action you have
taken to resolve the problem.
• Provide identifying data.
• Prove that your claim is valid;
explain why the receiver is
responsible.
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 10, Slide 21
 How to Write a Good
Complaint Letter
• Enclose copies of documents
supporting your claim.
• Appeal to the receiver’s fairness,
ethical and legal responsibilities, and
desire for customer satisfaction.
• Describe your feelings and your
disappointment.

Mary Ellen Guffey, Business Communication: Process and Product, 5e

Ch. 10, Slide 22
 How to Write a Good
Complaint Letter
• Avoid sounding angry, emotional, or
irrational. Close by telling exactly
what you want done.

Mary Ellen Guffey, Business Communication: Process and Product, 5e

Ch. 10, Slide 23
 Writing Sales Letters

Mary Ellen Guffey, Business Communication: Process and Product, 5e

Ch. 10, Slide 24
 Gaining Attention
• Offer something valuable, promise a
significant result, or describe a
product feature.
• Present a testimonial, make a
startling statement, or show the
reader in an action setting.

Mary Ellen Guffey, Business Communication: Process and Product, 5e

Ch. 10, Slide 25
 Gaining Attention
• Describe a problem.
Six of our computers were recently
infected with the “Hacker” virus, and we
lost at least 25 work hours trying to repair
the problem.
• Present an unexpected statement.
If you checked carefully, you’d probably
find that 20 percent of your customers
account for 80 percent of your profits.

Mary Ellen Guffey, Business Communication: Process and Product, 5e

Ch. 10, Slide 26
 Building Interest
• Describe the product in terms of
what it does for the reader.
• Show how the product or service
saves or makes money, reduces
effort, improves health, produces
pleasure, or boosts status.

Mary Ellen Guffey, Business Communication: Process and Product, 5e

Ch. 10, Slide 27
 Building Interest
• Example: Our computer-based
training program teaches your
employees what behavior is
acceptable and unacceptable, while
showing you steps that can be taken
to reduce the risk of employer
liability.

Mary Ellen Guffey, Business Communication: Process and Product, 5e

Ch. 10, Slide 28
 Building Interest
• Suggest reader benefits.
Now you can immediately protect all your
computers from the latest viruses with our
online anti-virus program.
• Pay a compliment.
Because no one generates as much
audience enthusiasm as you do in your
presentations, we are asking you to
speak . . . .
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 10, Slide 29
 Building Interest
• Supply facts and figures.
Currently 30,000 known computer viruses
are in existence, and the number
increases by 300 to 400 each month.
• Give examples.
One company lost valuable data and had
no recent backup disks to replace infected
files.

Mary Ellen Guffey, Business Communication: Process and Product, 5e

Ch. 10, Slide 30
 Building Interest
• Cite expert opinion.
“Hostile code can hit without warning,”
says virus specialist Dr. Tony Timm, “so
companies must have a virus antidote or
they risk all their operations.”
• Provide specific details.
In a test comparing six of the leading anti-
virus programs, our program was flawless
in virus detection, easy to use, and low in
ownership cost.
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 10, Slide 31
 Building Interest
• Mention direct benefits.
Our anti-virus program can protect you
from subtle corruptions of data that may
go unnoticed for months.
• Mention indirect benefits.
Your company continues to be a
pacesetter in the health care industry by
setting an example for other organizations
who are bewildered by the growing
number of viruses.
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 10, Slide 32
 Reducing Resistance
• Counter reluctance with testimonials,
money-back guarantees, attractive
warranties, trial offers, or free
samples.
• Build credibility with results of
performance tests, polls, or awards.

Mary Ellen Guffey, Business Communication: Process and Product, 5e

Ch. 10, Slide 33
 Motivating Action
• Close with repetition of the central
selling point and clear instructions
for an easy action to be taken.
• Prompt the reader to act immediately
with a gift, incentive, limited offer, or
deadline.
• Put the strongest motivator in a
postscript.

Mary Ellen Guffey, Business Communication: Process and Product, 5e

Ch. 10, Slide 34
 Motivating Action
• Example: Sign up now and you
receive a free 60-day trial. Call, fax,
or e-mail us today to receive a free
demo disk. You can’t lose!

Mary Ellen Guffey, Business Communication: Process and Product, 5e

Ch. 10, Slide 35
 Composing Successful E-Mail
Sales Messages
• Send only those who
“opt in to.”

• Craft a catchy subject

line.

• Place main information

“above the fold.”

Mary Ellen Guffey, Business Communication: Process and Product, 5e

Ch. 10, Slide 36
 Composing Successful E-Mail
Sales Messages
• Keep it short, conversational
and focused.

• Convey urgency.

• Sprinkle testimonials
throughout.
• Provide a means for opting
out.

Mary Ellen Guffey, Business Communication: Process and Product, 5e

Ch. 10, Slide 37
 Persuasive Press Releases
• Open with attention-getting lead
or summary of important facts.
• Include answers to who, what,
when, where, why, how.
Appeal to audience of target media.
Present most important
information early.
Make the release visually
appealing.
Look and sound credible.
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 10, Slide 38
 End

Mary Ellen Guffey, Business Communication: Process and Product, 5e

Ch. 10, Slide 39