Chapter Eight Lesikar

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McGraw-Hill/Irwin 2005 The McGraw-Hill Companies, Inc. All rights reserved.

Indirectness in Persuasionand Sales Messages

CHAPTER EIGHT


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Persuasive RequestsSales

Indirectness in Persuasion andSales Messages


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Preliminary Considerations inWriting Persuasive Requests (1 of 2)

Your goal is to ask for something the reader is likelyto oppose.

You must develop a strategy that will convince thereader to comply.


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Procedure for Writing aPersuasive Request (2 of 2)

Open with words that

set up the strategy, andgain attention.Present the strategy (the persuasion), using persuasivelanguage and you-viewpoint.

As a logical follow-up, make the request clearly andwithout negatives.End the message with the request or with words thatrecall the appeal.

The message plan:

Opening

Body

Closing


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Dear Ms. McLaughlin:

Youll agree, Im sure, that collegeteachers of business communication needto be in touch with business leaders in thefield. Established leaders like you can givethe teachers that input from reality that isso very important in all practicalcoursework.

Opening

Good Strategy in aPersuasive Request (1 of 4)


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For this reason I believe that you can make a

vitally important contribution to the nationalmeeting of the Association for BusinessCommunication, which will be held in NewOrleans at the Sheraton Hotel, October 28-31.

Specifically, I want you to speak to us Fridayafternoon from 2:00 to 2:45 p.m.

Body



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What Id like you to do is describe what you doas a correspondence supervisor at WinnDixie. Whatever you can tell us that wouldhelp us as teachers is what you shouldinclude. Especially would the members like tohear about the writing problems of businesspeople and what you think we should be doingin the colleges to correct them. I suggest thatyou speak for about 30 minutes, leaving thefinal 15 minutes for questions.

Body continued



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Closing

Will you please accept this major part on

our program, Ms. McLaughlin? By sodoing you will be helping to improveinstruction at the colleges represented byour 1,500 members. As I must have the

program completed by the 15th, may Ihave your answer before the 10th?

Sincerely,



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Why Write Sales Messages?

Sales messages are helpful in training you becauseSales techniques are useful in your other activities.

in writing other messagesin actual sales workin selling yourself


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Preliminary Steps toSales Writing

Learn the product or service you sell.how it is madehow it works

what it will doLearn about the prospective customers.

their economic statustheir nationalitiestheir agesetc.


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Determining the Appeal (1 of 3)

Emotional

appeals to the senses (feeling, tasting, smelling, hearing)Rational

appeals to the thinking mind (saving money, making

money, doing a better job, getting better use)

Two broad categories:


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Determining the Appeal (2 of 3)

Select the appeals that fit product or service.Some better suited to emotional

music

cosmeticsfancy foods

Some better suited to rationalwork toolstiresindustrial goods


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Determinilng the Appeal (3 of 3)

Select the appeals that fit the prospects.Sales to retailers (for resale)

probably rationalSales to ultimate consumers

either rationalor emotional


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Organization of theSales Message

Many variations are used.whatever works

But there is this conventional pattern:gain attentioncreate desirecover all necessary informationdrive for the salepossibly add a postscript


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Conventional Organization Patternof the Sales Message in Detail

Begin with words that set up the salespresentation and gain attention.

Present the sales message using imagination,persuasive language, and you-viewpoint.Include sufficient information to convince.

Then drive for the sale, making it clear, andusing appropriate strength.Urge immediate action.May recall basic appeal in final words.

The message plan:Opening

Body

Closing


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Would y ou l ike to save up to 12 cents

a gal lon on you r b i l l fo r fue l o i l? Does your monthly oil bill make you wince?Wouldnt you like to beat the high cost of heating--cut your annual fuel bill by as much

as 30- 40 percent? Then, I think youll beinterested in our Catalytic Carburetor Assembly. Complete details are yours for theasking . . . as explained below.

Opening

A Rational Sales Message (1 of 4)


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Installed on your present oil burner, the Catalytic

Carburetor Assembly permits burning of thepresent type of catalytic fuel oil at highestefficiency . . . and with a clean fire. Whats more,it easily pays for itself in fuel oil savings andbrings your burner completely up to date. A littlesimple arithmetic with your current oil bill willshow you how substantial these savings are.Figure you might save up to 12 cents on everygallon, and see what a difference that makes.

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But theres no need to take our say -so about thesavings you can make--because we back our Catalytic Carburetor Assembly with a writtenmoney- back guarantee. Your cant lose --you either get the savings we guarantee, or the assembly isremoved and your money refunded in full.

Scores of satisfied users throughout the state areenjoying more efficient, more economical heating--thanks to the Catalytic Carburetor Assembly. Webelieve that you, too, would benefit by installingthis device on your oil burner.

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To receive full information on the Catalytic

Carburetor and how it can save fuel dollars, just check the enclosed postage-paid card for correctness and drop it in the mail. Ill see toit that you get complete details right away . . .without cost or obligation.

Sincerely,

Closing



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Dear Ms. Wingler:

Soon your clientele and new customers willbe coming to your shop for the new, exciting Bonnes Bouches . Get ready to answer alltheir demands for this nationally advertised

candy now!

Opening

A Message SellingQuality Candy (1 of 4)


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Bonnes Bouches , made in the French manner,are going on the market in exclusive shops soon.The success of an advertising campaign in New Yorker and Ladies Home Journal magazines hasspeeded up our constantly stirring mixing bowl tofill all reorders. Distinctive Bonnes Bouches are

fast they speed from our kitchen to your shop,pause on your shelf only long enough to gettagged, then dash on to the customer. Refill ordersand adjustments are given quick attention.

Body



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Pick the candies you want from the six kindspictured in the enclosed brochure. Youll findwholesale prices, order blanks, and a postage-paidenvelope addressed to us there, too. Look at thespecial day features. Would you like to have theEaster display sent with your first order?

Templates for newspaper advertising are sent toyou free. These individual templates and our national magazine advertising are your gratefulsalespeople. Theyll keep demand for BonnesBouches among your customers.

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Send your order for fast-moving BonnesBouches today! Your customers will be thefirst in Ohio to sample these new-fashionedcandies.

Sincerely,

Closing



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Opens with anattention-getter

Reasons stressreader benefit


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Call for action is

clear and easy

Postscript adds

that extra punch

Opt-out messageincluded

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If you want to succeed, you should strike

out on new paths rather than travel theworn paths of accepted success.

--John D. Rockefeller

Chapter Eight Lesikar

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