MANAGERIAL

COMMUNICATION
CHAPTER 8: PERSUASIVE MESSAGES

Saptarshi Dhar
[email protected]
Requesting Favors and Actions

When is persuasion necessary?

Requests for time, money, information, special
privileges, and cooperation require persuasion.
Requesting Favors and Actions

Why do receivers grant requests?

• They are genuinely interested in your project.
• They see benefits for others.
• They expect goodwill potential for themselves.
• They feel obligated as professionals to contribute
their time or expertise to "pay their dues."
Openings for Persuasive Requests
Which of the following openings is most effective?
1. To the vice president: As an employee who can never find a
parking place, I want you to know that we must change the
method of assigning spaces.
2. To all employees: Because of our concern for the health and
well-being of employees, we are considering a wellness
program with considerable incentives to those who
participate.
3. About 15 months ago your smooth-talking salesperson
seduced us into buying your Model RX copier, which has been
nothing but trouble ever since.
Chapter 8, Slide 4
Openings for Persuasive Requests
Which of the following openings is most effective?
4. We need a speaker for our graduation ceremony, and
your name was suggested.
5. We realize that you are an extremely busy individual
and that you must be booked up months in advance, but
would it be possible for you to speak at our graduation
ceremony June 7?
6. You were voted by our students as the speaker they
would most like to hear at graduation on June 7.

Chapter 8, Slide 5
Ineffective Favor Request
Honorable David H. Davis
California House of Representatives
Sacramento, CA 95030

Dear Mr. Davis:

Would you be interested in speaking to the students at Diablo Valley

College?

If you will be in town on April 16, our Associated Student Organization

is having a Career Awareness Day. Many of our 25,000 students (and
most are registered voters in your district) will be attending this
function where three major speakers have been invited.

We hope to find good speakers from industry, education, and politics.

Chapter 8, Slide 6
Ineffective Favor Request
Our ASO voted you the politician they would most like to hear. We
could offer you 30 minutes to impart information about politics as a
career, its rewards, and its punishments.

Our Career Awareness Day will contain information booths; students

can talk about careers and learn about them at these booths. Then the
three speakers will follow these booths at 12 noon in the Campus
Center.

If you’d like to be one of our speakers, let me know at your earliest

convenience. We'd enjoy having you and it could be good for you too. If
you let me know early enough, we can get some publicity out.

Sincerely,

Chapter 8, Slide 7
Ineffective Favor Request
What’s wrong with it?
1. Starts out directly with a question that could be answered negatively
2. Provides an easy excuse for refusal (in second sentence)
3. Fails to emphasize reader benefits (opportunity to influence 25,000
potential voters)
4. Lacks unity in sentences and paragraphs

Chapter 8, Slide 8
Ineffective Favor Request
What’s wrong with it?
5. Focuses on writer's viewpoint rather than on reader's
6. Uses imprecise words and inappropriate syntax
7. Closes without making it easy for reader to grant favor. Does not
include a deadline for responding.

Chapter 8, Slide 9
Improved Favor Request
Honorable David H. Davis
California House of Representatives
Sacramento, CA 95030

Dear Mr. Davis:

Over 25,000 students attend Diablo Valley College, and many are
registered voters in your district.

On Thursday, April 16, you will be able to introduce yourself to these

potential voters at the Associated Student Organization's
Career Awareness Day. On this day we plan to have three major
speakers representing industry, education, and politics. Our Career
Awareness Day features information booths where students may

Chapter 8, Slide 10
Improved Favor Request
learn more about specific careers. The program ends with the major
addresses given in the Campus Center at 12 noon.

As one of the three featured speakers, you would have 30 minutes to

describe a career in politics and its rewards and possible drawbacks.
You were selected by our ASO as the politician they would most like to
hear.

To give DVC students an opportunity to meet you and to learn about a

career in politics, please call me at (925) 685-1230 to confirm this
speaking engagement. We will need your approval by March 15 so that
appropriate publicity may be prepared.

Sincerely,

Chapter 8, Slide 11
Persuasive Claims and Complaints

• Make your request reasonable and valid.

• Present a logical case with clear facts.

• Use a moderate tone; don’t sound angry, emotional, or frustrated.

Chapter 8, Slide 12
Writing Plan: Claims, Complaints

Opening Body Closing

Begin with one of the following:

▪ Compliment
▪ Problem statement
▪ Point of agreement
▪ Review of actions you have
taken to resolve the problem

Chapter 8, Slide 13
Writing Plan: Claims, Complaints

Openin Closi
Body
g ng

▪ Describe precisely what happened.

▪ Explain why your claim is legitimate.
▪ Enclose copies of relevant documents that
support your claim.
▪ Appeal to the receiver's sense of fairness,
ethical and legal responsibilities, and desire
for customer satisfaction.
Chapter 8, Slide 14
Writing Plan: Claims, Complaints

Openin Bod Closi

g y ng

▪ Close with a clear statement of what you want

done (refund, replacement, credit to your
account, or other action).
▪ Include a forward-looking statement
suggesting future business relations.

Chapter 8, Slide 15
Persuading Within Organizations
Persuading Subordinates
Instructions moving downward usually require
little persuasion. Persuasion may be necessary in the
following situations:
• To ask workers to perform outside their work
roles.
• To accept changes not in their best interests.

Chapter 8, Slide 16
Persuading Within Organizations

Persuading the Boss

In requests moving upward, do the following:
• Provide evidence.
• Don’t ask for too much.
• Make your sentences sound nonthreatening, for
example, It might be a good idea if....
• Use words such as suggest and recommend.

Chapter 8, Slide 17
AIDA Strategy: Sales and Marketing

A = Attention
I = Interest
D = Desire
A = Action
AIDA Writing Strategy for Sales and
Marketing Messages

Openi Closi
ng Body ng

Capture the reader’s ATTENTION.

▪ Offer something valuable.
▪ Promise a benefit.
▪ Ask a question.
▪ Provide a quotation, fact, product feature,
testimonial, or startling statement.

Chapter 8, Slide 19
Gaining Attention

1. Offer
Take your old cell phones to one of our
collection centers, and we'll recycle it and
donate a portion of the proceeds to charity.
2. Benefit
You'll help our environment and help your
neighbors in the process.

Chapter 8, Slide 20
Gaining Attention

3. Question
Google has evolved. Have you?
4. Quotation or proverb
Opportunity seldom knocks twice.
5. Related fact
A virus is a computer program written to
perform malicious tasks.

Chapter 8, Slide 21
Gaining Attention

6. Testimonial
"I never stopped eating, yet I lost 107
pounds."—Tina Rivers, Greenwood, South
Carolina

7. Startling Statement
Texting while driving can be more dangerous
than driving drunk.

Chapter 8, Slide 22
AIDA Writing Strategy for Sales and
Marketing Messages

Openin Bod Closi

g y ng

Build INTEREST.
▪ Describe central selling points
▪ Make rational, emotional, and dual
appeals.

Chapter 8, Slide 25
Appealing to Your Audience
Rational Appeals
Focus on making or
saving money, increasing efficiency,
or making good use of resources.

Dual Appeals Building Emotional

Combine rational Interest Appeals
and emotional Focus on status,
appeals. ego.

Chapter 8, Slide 26
 Rational Appeal
The Signature Air Purifier uses an electronic
filter that never needs replacing. Just rinse it
off, and it’s as good as new. No costly
replacement filters means that the unit will
literally pay for itself.

Building
Interest

Chapter 8, Slide 27
 Emotional Appeal
You can join well-known celebrities who enjoy
pure, fresh air with the Signature Air Purifier.
And it's so quiet that you can use it in a
baby's room.

Building
Interest

Chapter 8, Slide 28
 Dual Appeal
Enjoy fresh, clean, crisp air as pure as in the
mountains. You can eliminate cooking odors,
chemical fumes, pet odors, and cigarette
smoke with our risk-free introductory offer that
costs you nothing.

Building
Interest

Chapter 8, Slide 29
AIDA Writing Strategy for Sales and
Marketing Messages

Openin Closi
Body
g ng

Elicit DESIRE and reduce resistance.

▪ Testimonials ▪ Performance tests
▪ Money-back ▪ Warranties
guarantees ▪ Expert opinions
▪ Free samples ▪ Awards

Chapter 8, Slide 30
AIDA Writing Strategy for Sales and
Marketing Messages

Openin Bo Closin
g dy g

Motivate ACTION.
▪ Offer a gift. ▪ Set a deadline.
▪ Promise an ▪ Guarantee
incentive. satisfaction.
▪ Limit the offer. ▪ Include a P.S.
Chapter 8, Slide 31
Checklist: Sales/Marketing Messages

✔ At what audience is the message aimed?

✔ Is the appeal emotional or rational? Is the appeal
effective?
✔ Is the opening effective?
✔ What techniques capture the reader's attention?
✔ Is a central selling point emphasized?
✔ Does the message emphasize reader benefits?

Chapter 8, Slide 32
Checklist: Sales/Marketing Messages

✔ How does the message build interest in the

product or service?
✔ How is price introduced?
✔ How does the message anticipate reader
resistance and offer counterarguments?
✔ What action is to be taken and how is the
reader motivated to take that action?
✔ What motivators spur the reader to act quickly?

Chapter 8, Slide 33
Ineffective Sales Message

Dear Camera Owner:

Hi! I'm Jim Johnson and I'm asking you to continue to use Kent
Color Labs for printing your photos.

We've been in business for a long time and our customers tell us
they are quite satisfied with our service and the quality of our
printing.

We feel that you can't get better prices anywhere. We are also
very proud of our guarantee. No matter what we receive from
you, you don’t risk a cent.

Chapter 8, Slide 34
Ineffective Sales Message

We offer a whole range of services—digital processing, film

processing, reprints, posters, slides, disks, and much more.

Are you tired of asking yourself, "Where should I get my photos

printed?" Well, Kent Color labs is the place to go. We rely on the
U.S. mail for our business, and this letter is our way of asking for
your business. Send us your next roll of film or upload your photos
to us to be process as soon as you take your pictures.

Sincerely,

Chapter 8, Slide 35
Ineffective Sales Message
What’s wrong with it?
1. Does the opening grab your attention?
2. Is a central selling point developed?
3. Is the letter written from the reader's perspective?
4. Should this letter develop rational or emotional
appeals?
5. Does the letter use concrete examples?
6. Does it build confidence in the product or service?
7. Does it stimulate action in the closing?

Chapter 8, Slide 36
Improved Sales Message
Dear Ms. Rhodes:

Amy Evans, of Houston, Texas, recently wrote to us saying, "I wanted to

let you know that the pictures you printed for me were the best pictures I
have ever received. And I can't believe I received them so quickly!"

If you are looking for quality photo printing, speedy turnaround, and,
most importantly, reliability--consider Kent Color Labs. Here's why our
customers keep returning:

* You get low printing prices and excellent quality.

* You get a whole range of services–digital processing, film processing,

reprints, enlargements, giant photo posters, wallet photos, and more.

Chapter 8, Slide 37
Improved Sales Message
* You get film mailing envelopes made from special long-fibered paper
making them stronger than normal envelopes.

* You get convenience–no more standing in line at the drugstore or

camera store. And it's fun to receive mail!

We're best known, however, for our reliability. We've been in business
for more than 47 years. The minute we receive your order, it's
processed! You can count on that every time.

Because we're so certain that you will be pleased, we guarantee every

one of your photos. If you're not satisfied, simply return the photos. We
will cheerfully refund your money and send you a coupon to print your
next order for free. This is the best guarantee in the business.

Chapter 8, Slide 38
Improved Sales Message
We want your return business. Right now, take those special
photos. Grab a pen, complete the enclosed mailer, and drop it in
the mail. Or, if you’ve gone digital, just upload your photos at
http://www.kentcolorlabs.com for immediate printing.

Sincerely,

Marnie Stanier
Marnie Stanier
President

P.S. If you respond within one week, we'll process your order at an
additional savings of 20 percent.

Chapter 8, Slide 39
Online Sales/Marketing Messages

• Communicate only with those who have given

permission!
• Craft a catchy subject line.
• Keep the main information
"above the fold."

Chapter 8, Slide 40
Online Sales/Marketing Messages

▪ Make the message short, conversational,

and focused.
▪ Convey urgency.
▪ Sprinkle testimonials throughout
the copy.
▪ Provide a means for
opting out.

Chapter 8, Slide 41
Technology in Sales/Marketing

• Facebook and other ▪ Wikis

social media sites ▪ RSS (Really Simple
• Twitter
Syndication
▪ Podcasting
• Blogs

Chapter 8, Slide 42
END