9 - 1

9 - 2

Applying the 3-x-3 Writing

Process

Analyzing purpose

What do you want the receiver to do or think?

Anticipating reactionDoes the receiver need to be persuaded?

Adapting to the audienceHow can you adapt your message to appeal to this receiver?

9 - 3

Applying the 3-x-3 Writing

Process

Researching data

What information do you need?

Where can you locate it?

Organizing dataWhat strategy is best – direct or indirect?

9 - 4

The Indirect Pattern for

Persuasion

Gain attention

Build interest

Reduce resistance

Motivate action

9 - 5

MAKING PERSUASIVE

REQUESTS

9 - 6

Gaining Attention6

In requesting favors, begin with a

compliment, unexpected fact,

stimulating question, reader benefit,

summary of the problem, or candid plea

for help.

For claims, consider opening with a

review of action you have taken to

resolve the problem.

9 - 7

Building Interest

Prove the accuracy and merit of your

request with facts, figures, expert

opinion, examples, and details.

Avoid sounding high-pressured, angry,

or emotional.

Suggest direct and indirect benefits for

the receiver.

9 - 9

Reducing Resistance

Identify possible obstacles; offer counter

arguments.

Demonstrate your credibility by being

knowledgeable.

In requesting favors or making

recommendations, show how the

receiver or others will benefit.

9 - 10

Reducing Resistance

Example: Although your gift to the

Neonatal Center is not tax deductible, it

would help us purchase one Intensive

Care Ventilator that would be put to use

immediately in caring for critically ill and

premature newborn infants.

9 - 11

Motivating Action

Ask for specific action

confidently.

Include an end date, if

appropriate.

Repeat a key benefit.

9 - 22

How to Write a Good

Complaint LetterBegin with a compliment, point of

agreement, statement of the problem, or

brief review of the action you have taken to

resolve the problem.

Provide identifying data.

Prove that your claim is valid; explain why

the receiver is responsible.

Enclose copies of documents

supporting your claim.

9 - 23

How to Write a Good

Complaint Letter

Appeal to the receiver’s fairness, ethical

and legal responsibilities, and desire for

customer satisfaction.

Describe your feelings and your

disappointment.

Avoid sounding angry, emotional, or

irrational. Close by telling exactly what you

want done.

9 - 24

WRITING SALES LETTERS

9 - 25

Gaining Attention

Offer something valuable, promise a

significant result, or describe a product

feature.

Present a testimonial, make a startling

statement, or show the reader in an

action setting.

9 - 26

Gaining Attention

Example: How much is sex

costing your company? An

incident of sexual harassment

can cost millions of dollars unless

preventive measures are taken.

9 - 27

Building Interest

Describe the product in terms of what it

does for the reader.

Show how the product or service saves

or makes money, reduces effort,

improves health, produces pleasure, or

boosts status.

9 - 28

Building Interest

Example: Our computer-based training

program teaches your employees what

behavior is aceptable and unacceptable,

while showing you steps to reduce the

risk of employer liability.

9 - 29

Reducing Resistance

Counter reluctance with testimonials,

money-back guarantees, attractive

warranties, trial offers, or free samples.

Build credibility with results of

performance tests, polls, or awards.

9 - 30

Reducing Resistance

Example: This important investment in

sexual harassment prevention comes

with a money-back guarantee. If you are

not satisfied, your entire training costs

are returned.

9 - 31

Motivating Action

Close with repetition of the central

selling point and clear instructions for an

easy action to be taken.

Prompt the reader to act immediately

with a gift, incentive, limited offer, or

deadline.

Put the strongest motivator in a

postscript.

9 - 32

Motivating Action

Example: Sign up now and you receive

a free 60-day trial. Call, fax, or e-mail us

today to receive a free demo disk. You

can’t lose!

9 - 33

GAINING ATTENTION

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Gaining Attention

With a problem description

Six of our computers were recently infected

with the “Melissa” virus, and we lost at least

25 work hours trying to repair the problem.

With an unexpected statement

If you checked carefully, you’d probably find

that 20 percent of your customers account for

80 percent of your profits.

9 - 35

Gaining Attention

With reader benefits

Now you can immediately protect all your

computers from the latest viruses with our on-

line anti-virus program.

With a compliment

Because no one generates as much

audience enthusiasm as you do in your

presentations, we are asking you to speak . . .

.

9 - 36

Gaining Attention

With a related fact

A virus is a computer program written to

perform malicious tasks.

With a stimulating question

How would you like to cut employee overtime

costs in half?

9 - 37

BUILDING INTEREST

9 - 38

Building Interest

By supplying facts and figures

Currently 16,000 known computer viruses are

in existence, and the number increases by

300 to 400 each month.

By giving examples

One company lost valuable data and had no

recent backup disks to replace infected files.

9 - 39

Building Interest

By citing expert opinion

“Hostile code can hit without warning,” says

virus specialist Dr. Tony Timm, “so

companies must have a virus antidote or they

risk all their operations.”

By providing specific details

In a test comparing six of the leading anti-

virus programs, our program was flawless in

virus detection, easy to use, and low in

ownership cost.

9 - 40

Building Interest

By mentioning direct benefits

Our anti-virus program can protect you from

subtle corruptions of data that may go

unnoticed for months.

By mentioning indirect benefits

Your company continues to be a pacesetter in

the health care industry by setting an

example for other organizations who are

bewildered by the growing number of viruses.