Persuasive Messages

Learning Objectives
Discuss situations when persuasion may be
necessary.

Apply the AIDA persuasive strategy to prepare

effective persuasive messages.
 Section 1: The Persuasive Strategy

Persuasive Messages

Nonroutine Requests
Donate time, money, or knowledge
Support an activity or a cause
Cooperate to resolve an issue or to pay a bill

Sales
Persuade Ethically

Use clear, straightforward words.

Provide information that can be verified.
Give quality information.
Be enthusiastic and sincere.
Be objective.
Develop the Appeal

Emotional appeals relate to ego, status, and self-

satisfaction and arouse feelings.

Rational appeals relate to logic and intellect and

provide tangible information.
Build Images

Positive descriptive words create interest and a

desire to hear your message.

Negative descriptive words emphasize the

seriousness of the situation and hasten action.
Plan a Message Compose a Draft
Identify the objective. Attract Attention.

Visualize the audience. Build Interest.

Gather supporting Stimulate Desire.

information.
Call for Action.
Organize the information.
 Section 2: Persuasive Applications

Types of Persuasive Messages

Nonroutine requests ask people to do something out

of the ordinary.
Request support with donations or actions.
Request cooperation in claims and collections.

Sales messages persuade receivers to buy a product

or service.
Finalize
Proofread, edit, and revise.

Use the checklist.

Revise until satisfied.

The AIDA Strategy

Effective persuasive messages apply the persuasive

strategy called AIDA.

Attention
Interest
Desire
Action
Apply the AIDA Strategy

Gains favorable attention by drawing the receiver into the

A “conversation” of the message with a topic-relevant opening.
Encourages further reading or listening.

Introduces information to create and maintain receiver

I interest using an emotional, logical, or combination appeal.

Offers details focusing on receiver benefits to stimulate the

D desire to respond favorably.

A Motivates receiver action by providing an easy, dated

response or some other incentive.
<purpose>
To persuade my friends to Europe instead of South East Asia for holiday.

Hi Guys,
Gains favorable attention by drawing the receiver into the “conversation” of the message
<attention> with a topic-relevant opening. Encourages further reading or listening.
Look, I know we are all worried about losing money in the stock market, but I still
believe that it will be better for us to stick to our plan to visit Europe.

Introduces information to create and maintain receiver interest using an emotional, logical,
<interest> or combination appeal.
We've wanted to do go to Europe ever since we were in Elementary School, and if
we keep delaying it, we won't have many more chances to do it together. If one of
you get engaged next year, or get a job overseas, then it will be impossible. Also,
I think the financial crunch could actually lower prices because there is less
demand from tourism. This also means the tourist places will be less crowded!

<desire> Offers details focusing on receiver benefits to stimulate the desire to respond favorably.
Actually I was doing some quick searching and I found some cheap tickets on
tourcabin.com. If we book in the next two weeks and do the group package, we
can get tickets for about 700,000 each! I can book it using my credit card and you
can pay me back later.

<action> Motivates receiver action by providing an easy, dated response or some other incentive.
So what do you say? Call or email if you agree (or disagree) ! =]
Exercise
You are an executive at sales department in a properties company. You
and your colleagues been dreaming about having an expresso/coffee
machine at the office. Write an email to persuade your boss to buy the
machine. In the email, make him interested, and agree to talk to you about
it. Please follow the AIDA format and make sure the message consistent
with your purpose.
<purpose>
To persuade my boss to buy an expresso machine. I want to make him interested, and agree to talk to
me about it.

Dear Sir,
<attention>
According to a Korea Herald survey of 245 Korean top firms, the 2nd highest reason for time wasting
in the office is going out to buy coffee.

<interest>
Supposedly, employees take longer lunch breaks to have coffee after lunch. Employees who have
coffee in the office however, usually drink it at their desk. The article went on to say that some
companies have promoted casual coffee areas, because often employees can talk about complex work
issues in a relaxed way. This saves time on having meetings and sending a long list of emails.

<desire>
I was at E-Mart during the weekend and noticed a 30% discount on a really good expresso machine.
Also, the employee association has agreed that if the company can buy a machine, they will take care
of all the coffee, the cups, the reloading and the maintenance fee.

<action>
In summary, I think the office will benefit if we have an expresso machine. Can we meet up later and
talk about if the company can buy an expresso machine?
 Nonroutine
Requests for Support

Requests for support ask the receiver to act on an

important situation or to donate time, money, or
knowledge to an important cause.

Begin with an attention-getting statement.

Choose an appropriate appeal.
Present details that lead to the request.
Close with a call for action.
 Nonroutine
Requests for Cooperation
Claim messages ask for an adjustment resulting
from dissatisfaction with a product or service.

Provide chronological details calmly and precisely.

Gather supporting information and documents.
Appeal to the receiver’s sense of fairness.
Make a reasonable request.
Include a response deadline.
Pay attention to the details.
 Nonroutine
Requests for Cooperation

Collection messages have two goals: to collect

money that is owed and to preserve goodwill.

Follow federal and state collection regulations.

Send messages at regular intervals: initial stage,
middle stage, and final stage.
Use an appropriate organizational pattern and
message strategy for each collection stage.
 Nonroutine
Collection Messages

An initial-stage collection message is a routine

reminder written in the direct pattern.

Assume that the receiver intends to pay.

Send a reminder immediately after the payment
deadline.
Send one or two friendly reminders.
Call the customer to determine the problem.
 Nonroutine
Collection Messages

A middle-stage collection message is a persuasive

message written in the indirect pattern.

Open with a positive or neutral statement.

Explain objectively without accusation.
Point out the benefits of complying.
Make a courteous request for action.
 Nonroutine
Collection Messages

A final-stage collection message is an ultimatum

prepared in the direct pattern.

Open with your course of action.

Restate the details of the money owed and the
collection attempts made.
Close with an assertive request for payment.
 Sales
Draft a Sales Message
Sales messages persuade receivers to buy a
product or service.

Grab the receiver’s attention in the opening.

Appeal to your target audience.
Create mental images.
De-emphasize the price.
Motivate the receiver to act favorably and quickly.
Negative Messages
 Goals of Negative Messages

• Convey the message

• Ensure acceptance
• Promote goodwill
• Maintain a good corporate image
• Minimize future correspondence

Chapter 8 Krizan Business Communication ©2005 23

What strategy is used
for writing negative
messages?

24
 The Direct Approach

State the bad news

Give reasons
End with a positive close

Copyright © Chapter 9 - 25
2010 Pearson
The Indirect Approach

Begin with a buffer/defense

Provide reasons and information
State the bad news
Close with confidence

Chapter 9 - 26
 Open With a Buffer
Respectful
Relevant
Neutral
Transitional

Copyright © Chapter 9 - 27
2010 Pearson
 Reasons and Information
Explanation section
– Guide readers’ responses
– Provide sufficient details for support
– Explain company policy

Copyright © Chapter 9 - 28
2010 Pearson
 Deliver the Bad News
De-emphasize the bad news
Use a conditional statement
Emphasize the positive

Copyright © Chapter 9 - 29
2010 Pearson
Close on a Positive Note
Avoid a negative, uncertain
conclusion
Limit future correspondence
Be optimistic about the future
Be sincere

Chapter 9 - 30
 Why should the sender of
negative news use positive words
for this type of message?

Chapter 8 31
 Using positive words

 Sets favorable tone

 Makes message
acceptable to receiver

Chapter 8 32
 Why are receiver interests
and benefits emphasized in
negative messages?

Chapter 8 33
 The message goal is for
the receiver to
 Agree with negative
news
 Accept decision as the
best alternative
Chapter 8 34
 Implying negative
information:

Softens bad news

Allows sender to present
negative information in
positive terms

Chapter 8 35
 Why should senders of
bad news messages avoid
apologies?

Chapter 8 36
 Apologies are avoided
because they call further
attention to the negative
situation.

Chapter 8 37
Dear Sir/Madam,

I heard that Apple has announced a new IPhone X . I am very interested in this product and
would like to buy. Is it available currently, and how much would it cost here?

Sincerely,
Thor,
UNIMAS, SARAWAK

a) Direct
Dear Mr. Thor,

Thank you for your email.

Unfortunately the latest IPhone X is not available in Sarawak at this time. Apple is focusing their
promotion in Europe and US now, and can only make their latest products available here after
Christmas.

We could put you on the top of the waiting list for the new Touch. Alternatively, would you be
interested in Iphone 6? It's on a 30% discount now. Please let me know if you are interested.

Sincerely,
Johnny Appleseed
Apple Sarawak
Dear Sir/Madam,

I heard that Apple has announced a new IPhone X . I am very interested in this product and
would like to buy. Is it available currently, and how much would it cost here?

Sincerely,
Thor,
UNIMAS, SARAWAK

b) Indirect

Dear Mr. Thor,

Thank you for your email, it is good to know people are already interested in our latest products.

As you mentioned, the latest Iphone was just released 5 days ago and has been receiving
overwhelming response. Apple is currently understocked serving the US and Europe markets,
and unfortunately have to focus our supplied there.

Therefore we regret to inform you that it will only be available in Malaysia after Christmas.We'll
be sure to put your name on the top of our waiting list for the new Iphone X, but in the mean
time, we are offering the Iphone 6 at a 30% discount. Please let us know if you are interested in
that offer, or need more details.

Sincerely,
Johnny Appleseed
Apple Sarawak