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Ch. 7-1

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Chapter 7 Persuasive Messages – PowerPoint PPT presentation

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Title: Ch. 7-1


1
Chapter 7
  • Persuasive Messages

2
Writing Plan for Persuasive Request
  • Opening
  • Gain attention.
  • Body
  • Build interest.
  • Reduce resistance.
  • Closing
  • Motivate action.

3
Tips for Writing Complaints
  • Begin with a compliment, point of agreement,
    statement of the problem, or brief review of
    action you have taken to resolve the problem.
  • Provide identifying data.
  • Explain why the receiver is responsible.

4
Tips for Writing Complaints
  • Enclose document copies supporting your claim.
  • Appeal to the receiver's fairness, ethical and
    legal responsibilities, and desire for customer
    satisfaction.
  • Describe your feelings and your disappointment.

5
Tips for Writing Complaints
  • Avoid sounding angry, emotional, or irrational.
  • Close by telling exactly what you want done.

6
Ineffective Persuasive Request Letter
Mr. John M. Watson Customer Care
Representative Visa Canada 135 Bay
Street Toronto, ON M5W 1E6 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.
7
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.
8
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,
9
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 company for
    the penalty?

10
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?

11
Improved Persuasive Request Letter
Dear Mr. Watson SUBJECT VISA ACCOUNT NO.
5039-0164-4290-4492 Because of the wide
acceptance of the Visa credit card and because of
your 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
12
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.
13
Improved Persuasive Request Letter
Please examine our account 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,
14
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.

15
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?

16
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 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.

17
Ineffective Favour Request
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
18
Ineffective Favour Request
15,000 students (and most are registered voters
in your riding) will be attending this function
where three major speakers have been invited.
We hope to find good speakers from industry,
education, and government. 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
19
Ineffective Favour Request
booths. Then the three speakers will follow
these booths at 12 noon in the Campus
Centre. 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,
20
Ineffective Favour 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).

21
Ineffective Favour 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 favour.

22
Improved Favour Request
Dear Mr. Davis Over 15,000 students attend
Foothill College, and many are registered voters
in your riding. On Thursday, April 16, you will
be able to introduce yourself to these potential
voters at the Associated Student Organization's
Career Awareness Day.
23
Improved Favour Request
On this day we plan to have three major speakers
representing industry, education, and government.
Our Career Awareness Day features information
booths where students can learn more about
specific careers. The program culminates with the
major presentations given in the Campus Centre 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
24
Improved Favour Request
about a career in politics, please call me at
320-5832 to confirm this speaking engagement. We
will need your approval by March 15 so that
appropriate publicity may be prepared.

Cordially,
25
Writing Plan for a Sales Letter
  • Opening
  • Gain attention by standing out from the
    competition.
  • Body
  • Emphasize a central selling point.
  • Appeal to the needs of the reader.
  • Reduce resistance by creating desire for the
    product.
  • Introduce the price strategically.

26
Writing Plan for a Sales Letter
  • Closing
  • Stimulate the reader to buy.

27
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 Alberta steak filets from fine, corn-fed
    beef can be yours for only 62.95.

28
Attention-Getters for Sales Letters
  • 3. Inside Address Opening
  • We're asking your help,
  • Mrs. Lee, in a nationwide
  • Consumer survey of car owners.
  • 4. Startling Statement
  • Do you realize that drunk drivers injure more
    than 50,000 people every year?

29
Attention-Getters for Sales Letters
  • 5. Story
  • Tommy G. doesn't live in your neighbourhood. He
    grew up in a neighbourhood where alleyways served
    as playgrounds and parks were a safe haven for
    drug dealers not children. If only he could go to
    camp, he'd see how beautiful life can be.

30
Ineffective Sales Letter
Dear Camera Owner Hi! I'm Jim Johnson and I'm
asking you to continue to use Kent Colour 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
31
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
Colour labs is the place to go. We rely on Canada
Post 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,
32
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?

33
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?

34
Improved Sales Letter
Dear Camera Owner Amy Evans, of Halifax,
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 Colour
Labs. Here's why our customers keep returning
35
Improved Sales Letter
You get low film processing prices and
excellent quality. You get a whole range of
servicesreprints, enlargements, giant photo
posters, wallet photos, slides, movies, disks,
and more. You get film mailing envelopes made
from special long-fibered paper making them
stronger than normal envelopes. You get
convenienceno 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
36
Improved Sales Letter
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 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
process that film free. This is the best
guarantee in the business. We want your return
business. Right now, finish that film in your
camera. Grab a pen, complete the enclosed mailer,
and drop it in
37
Improved Sales Letter
the mail.
Sincerely, P.S. If you
respond within one week, we'll process your order
at an additional savings of 20 percent.
38
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?

39
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?

40
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?

41
Online Sales Letters
  • Be selective. Send only targeted, never
    blanket mailings.
  • Make the recipient feel special offer something
    special just for them.
  • Focus on the you view.
  • Keep the message short and conversational.

42
Online Sales Letters
  • Focus on one or two central selling points.
  • Project sincerity.
  • Make it easy to respond.
  • Provide means for being removed from mailing
    list.

43
  • End
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