Business Communication Workshop Course Coordinator Ayyaz Qadeer Lecture

Business Communication Workshop Course Coordinator: Ayyaz Qadeer Lecture # 19

We have discussed…. . • How do emotional appeals differ from logical appeals? • What is the AIDA plan, and how does it apply to persuasive messages? • What are four common mistakes to avoid when developing a persuasive message to overcome resistance? • What are some questions to ask when gauging the audience’s needs during the planning of a persuasive message? • What role do demographics and psychographics play in audience analysis during the planning of a persuasive message?

We have discussed…. . continued • What are four ways you can build credibility with an audience when planning a persuasive message? • What three types of reasoning can you use in logical appeals? • How do benefits differ from features? • What are the key features of writing Plan for a Persuasive Request? • What are points to consider while writing effective persuasive complaints? :

Ineffective Persuasive Request Letter Mr. John M. Watson Retail Credit Department Union National Bank P. O. Box 2051 Little Rock, AR 72203 Dear Mr. Watson: You have charged my wife's Visa account with erroneous "over-the -limit" charges that are quite unfair, and I am very upset about it. Ch. 7– 4

Ineffective Persuasive Request Letter How can we be charged with "over-the-limit" charges when nearly every one of the charges was approved? We don't keep a running record of our Visa account and all our credit purchases on it, so we did not know that we were close to the limit. Between August 7 and September 27 we made 12 purchases. We were charged a $10 fee for each of these 12 transactions because we exceeded our credit limit. However, 10 of these transactions were phoned in for approval, and ALL WERE APPROVED! Why were they approved if we were over our credit limit? Obviously, we would not have continued to make purchases if we had known we were over our limit. Ch. 7– 5

Ineffective Persuasive Request Letter It seems to me that your approval system is at fault here. And why aren't new cardholders informed of your rules? The charges we made exceeding the limit were clearly unintentional. Furthermore, our actions were made on the basis of misinformation and errors on the part of your credit processors. Angrily yours, Ch. 7– 6

Ineffective Persuasive Request Letter Discussion: 1. Does the opening obtain the reader's attention in a positive manner? 2. Why does the writer think that the $120 penalty is unreasonable? Does the writer offer convincing reasons? Are they logically presented? 3. Does the writer try to blame the bank for the penalty? Ch. 7– 7

Ineffective Persuasive Request Letter Discussion: 4. What action does the writer seek? 5. Is that action clearly stated? 6. Does the letter show courtesy and respect? 7. How would you feel if you were the receiver? Ch. 7– 8

Improved Persuasive Request Letter Dear Mr. Watson: SUBJECT: “Over-the-Limit” Credit Card Charges Because of the wide acceptance of the Visa credit card and because of your bank's attractive interest rate, my wife and I were eager to become cardholders two years ago. Recently, however, we experienced a charge to our account that we would like to discuss with you. Between the period of August 7 and September 27, we made 12 Ch. 7– 9

Improved Persuasive Request Letter small purchases. Ten of these purchases were given telephone approval. When we received our last statement, a copy of which is enclosed, we were surprised to see that we were charged $10 each for these purchases because our account was over our limit. The total charge was $120. Of course, we should have been more aware of our limit and the number of charges that we were making against our account. We assumed, however, that if our purchases received telephone approval from your credit processors, we were still within our credit limit. Ch. 7– 10

Improved Persuasive Request Letter Please examine our account, Mr. Watson, and reconsider this penalty. Since we have never exceeded our credit limit in the past and since we had received telephone approval for most of the charges in question, we feel that the $120 charge should be removed. Sincerely, Ch. 7– 11

Good and Bad Openings for Persuasive Requests Which of the following openings are effective? 1. About 15 months ago your smooth-talking salesperson seduced us into buying your Model RX copier, which has been nothing but trouble ever since. 2. If you will check your records, you will undoubtedly discover that we first obtained our model RX copier 15 months ago. It was installed in our Legal Department. Ch. 7– 12

Good and Bad Openings for Persuasive Requests Which of the following openings are effective? 3. When we purchased our Model RX copier 15 months ago, we had high expectations for its performance. 4. We need a speaker for our graduation ceremony, and your name was suggested. 5. Would you be able to speak at our graduation ceremony on June 7? Ch. 7– 13

Good and Bad Openings for Persuasive Requests Which of the following openings are effective? 6. 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 on June 7? 7. You were voted by our students as the speaker they would most like to hear at graduation on June 7. Ch. 7– 14

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 Foothill College? If you would be in town on April 16, our Associated Student Organization is having a Career Awareness Day. Many of our Ch. 7– 15

Ineffective Favor Request 15, 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. 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 Ch. 7– 16

Ineffective Favor Request booths. Then the three speakers will follow these booths at 12 noon in the Campus Center. Let me know by March 15 if you'd like to be one of our speakers. 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, Ch. 7– 17

Ineffective Favor Request Discuss the faults in the previous letter. 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 15, 000 potential voters) Ch. 7– 18

Ineffective Favor Request Discuss the faults in the previous letter. 4. Lacks unity in sentences and paragraphs 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 Ch. 7– 19

Improved Favor Request Honorable David H. Davis California House of Representatives Sacramento, CA 95030 Dear Mr. Davis: Over 15, 000 students attend Foothill 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 Ch. 7– 20

Improved Favor Request speakers representing industry, education, and politics. Our Career Awareness Day features information booths where students may learn more about specific careers. The program culminates 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 Foothill students an opportunity to meet you and to learn about a career in politics, please call me at 320 -5832 to confirm Ch. 7– 21

Improved Favor Request this speaking engagement. We will need your approval by March 15 so that appropriate publicity may be prepared. Cordially, Ch. 7– 22

Writing Plan for a Sales Letter • Opening – Capture the attention of the reader. • Body – Emphasize a central selling point. – Appeal to the needs of the reader. – Create a desire for the product. – Introduce the price strategically. Ch. 7– 23

Writing Plan for a Sales Letter • Closing – Stimulate the reader to act. Ch. 7– 24

Attention-Getters for Sales Letters 1. Offer Follow my entry instructions, and you could be the sole winner of ONE MILLION DOLLARS! 2. Product Feature Six Omaha steak filets from fine, corn-fed can be yours for only $62. 95. beef Ch. 7– 25

Attention-Getters for Sales Letters 3. Question Do you yearn for an honest, fulfilling relationship? 4. Startling Statement Drunk drivers injure or cripple more than 500, 000 victims every year! Ch. 7– 26

Attention-Getters for Sales Letters 5. Story Tommy G. doesn't live in a neighborhood like yours. He has grown up in a neighborhood with dirty alleyways and drug dealers. If only he could go to camp, he'd see how beautiful life can be. Ch. 7– 27

Ineffective Sales Letter Dear Camera Owner: Hi! I'm Jim Johnson and I'm asking you to continue to use Kent Color Labs for the processing of your film. 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 processing. 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 Ch. 7– 28

Ineffective Sales Letter don't risk a cent. We offer a whole range of other services--reprints, posters, slides, disks, and much more. Furthermore, we are very careful with your film; we treat it as we treat our own. Are you tired of asking yourself, "Where should I get my film developed? " 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 to be developed as soon as you finish it. Sincerely, Ch. 7– 29

Discussion for Ineffective Sales Letter to Camera Owner 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? Ch. 7– 30

Discussion for Ineffective Sales Letter to Camera Owner 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? Ch. 7– 31

Improved Sales Letter Dear Camera Owner: Amy Evans, of Houston, Texas, recently wrote to us saying, "I just wanted to let you know that the pictures you developed for me earlier were the best pictures I have ever received. And I can't believe I received them so quickly!" If you are looking for quality film developing, speedy turnaround, and, most importantly, reliability–consider Kent Color Labs. Here's why our customers keep returning: • You get low film processing prices and excellent quality. Ch. 7– 32

Improved Sales Letter • You get a whole range of services–reprints, enlargements, giant photo posters, wallet photos, slides, movies, discs, and more. • You get film mailing envelopes manufactured from special longfibered 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. Ch. 7– 33

Improved Sales Letter Because we're so certain that you will be pleased, we guarantee every roll of film. If you're not satisfied, simply return the whole package. We will cheerfully refund your money and send you free film and a coupon to get that film processed without charge. This is the best guarantee in the business. We want your business. Right now, finish that film in your camera. Grab a pen, fill out the enclosed mailer, and drop it in the mail. Sincerely, Ch. 7– 34

Improved Sales Letter P. S. If you respond within one week, we'll process your order at an additional savings of 20 percent. Ch. 7– 35

Checklist for Analyzing a Sales Letter 1. At what audience is the letter aimed? 2. Is the appeal emotional or rational? Is the appeal effective? 3. Is the opening effective? 4. What techniques capture the reader's attention? Ch. 7– 36

Checklist for Analyzing a Sales Letter 5. Is a central selling point emphasized? 6. Does the letter emphasize reader benefits? 7. What are some examples of concrete language? Ch. 7– 37

Checklist for Analyzing a Sales Letter 8. How is confidence in the product or service developed? 9. How is price introduced? 10. What action is to be taken and how is the reader motivated to take that action? Ch. 7– 38

Recapitulation • • Ineffective Persuasive Request Letter Improved Persuasive Request Letter Good and bad openings for persuasive requests Ineffective Favor Request improved Favor Request Writing Plan for a Sales Letter Ineffective Sales Letter Checklist for Analyzing a Sales Letter

Thank You Ch. 7– 40