ESSENTIALS OF
BUSINESS
COMMUNICATION
7th Canadian Edition Mary Ellen Guffey
Richard Almonte
Chapter 6
Persuasive Messages
Copyright © 2013 by Nelson Education Ltd
Learning Objectives
1. Use the indirect strategy to persuade.
2. Request favours persuasively.
3. Write convincing claim request messages.
4. Present persuasive new ideas within organizations.
5. Analyze techniques used in sales messages.
6. Compose carefully planned online sales messages.
Copyright © 2013 by Nelson Education Ltd
Using the Indirect Pattern in Persuasive
Requests
Common examples of requests:
donation of time, money, energy,
resources, talent, skills, or expertise
request for information
small favours (can be requested directly)
Copyright © 2013 by Nelson Education Ltd
Using the Indirect Pattern in Persuasive
Requests
Writing Plan:
Gain attention in the opening
Build interest in the body
Reduce resistance in the body
Motivate action in the closing
Copyright © 2013 by Nelson Education Ltd
Using the Indirect Pattern in Persuasive
Requests
Copyright © 2013 by Nelson Education Ltd
Convincing Claim and Complaint
Messages
Writing Plan:
Gain attention in the opening by paying the
receiver a compliment.
Build interest in the body by explaining and
justifying the claim or complaint with
convincing reasons and without anger.
Reduce resistance in the body by subtly
suggesting the responsibility of the receiver.
Motivate action in the closing by explaining
exactly what action you want taken and
when.
Copyright © 2013 by Nelson Education Ltd
Convincing Claim and Complaint
Messages
Persuading Within Organizations
Persuading subordinates:
follow direct pattern, purpose immediately
stated
Persuading the boss:
provideevidence through facts and figures
use words like “suggest” and “recommend”
Copyright © 2013 by Nelson Education Ltd
Convincing Claim and Complaint
Messages
Copyright © 2013 by Nelson Education Ltd
Writing Sales and Marketing Messages
Writing Plan:
Opening (gain attention. Offer something
valuable; promise a benefit to the reader.)
Body (build interest. Describe central
selling points and make rational and
emotional appeals.)
Closing (motivate action. Offer a gift,
promise an incentive, limit the offer, set a
deadline, or guarantee satisfaction.)
Copyright © 2013 by Nelson Education Ltd
Writing Sales and Marketing Messages
The AIDA pattern is highly effective in
sales and marketing messages.
Attention
Interest
Desire
Action
Copyright © 2013 by Nelson Education Ltd
Writing Sales and Marketing Messages—
the AIDA Pattern
Attention
Opener should be short.
Begin with something to catch the reader’s
attention:
Offer
Benefit
Compliment
Product Feature
Testimonial
Fact
Startling Statement
Copyright © 2013 by Nelson Education Ltd
Writing Sales and Marketing Messages—
the AIDA Pattern
Interest
Describe product/service with appeals.
Rational appeal: saving money or increasing
efficiency.
Emotional appeal: status, ego, sensual feelings.
Dual appeal: a combination of both rational and
emotional appeal.
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Writing Sales and Marketing Messages—
the AIDA Pattern
Desire
Make the reader want the product or
service.
Anticipate objections.
Focus on reader benefits.
Provide testimonials.
Offer free trial/sample.
Mention polls or awards.
Offer a guarantee or warranty.
Name some satisfied customers.
Copyright © 2013 by Nelson Education Ltd
Writing Sales and Marketing Messages—
the AIDA Pattern
Action
Make it easy for the reader to respond.
Consider incentives to encourage action.
Offer a gift/incentive.
Set a deadline/limit the offer.
Guarantee satisfaction.
Copyright © 2013 by Nelson Education Ltd
Writing Sales and Marketing Messages
Copyright © 2013 by Nelson Education Ltd
Writing and Designing Online Sales
Messages
Selling by e-mail
Messages often include graphics
Craft a catchy subject line
Keep messages short, conversational, and
focused
Convey urgency
Copyright © 2013 by Nelson Education Ltd
Using Blogs, Wikis, and Other New Media
Blogs
Useful for internal communication
Generates goodwill
Wikis
Provides ease of information and file
sharing
RSS
Distributes news and information
Recipients subscribe and receive e-mails
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Using Blogs, Wikis, and Other New Media
Podcasting
Audio or video files
Can be distributed or downloaded from the
company Web site
Social Media
More flexible and changeable than
traditional media
Used for increasing sales and crisis
management
Copyright © 2013 by Nelson Education Ltd