3. Introduction
Persuasive messages are appropriately
written in indirect order.
Plan the persuasion that overcome the
readers objections.
“ Put yourself in your reader’s shoes.”
4. Persuasive Requests
A general sale plan should keep
these features in it to pursue
somebody.
A: Attention
I : Interest
D: Desire
A: Action
5. Persuasive Requests
Attention is needed to get the reader in a mood
to receive the persuasion.
What you write to gain attention is limited only
by your imagination.
Example:
From a message requesting
contributions for orphaned children.
“ While you and I denied heartily last night ,31
orphans at saw Pablo mission had only dried
beans to eat.”
6. Persuasive Requests
“ You view point”
Follow the persuasion with the request.
Do not use a negative tone.
Be positive.
Ending with a reminder of the appeal is
also good.
7. Persuasive Requests
“Do not be negative”
I am aware that business people in your
position have little free time to give, but will u
please consider accepting an assignment to the
board of director of the children fund?
8. Persuasive Requests
“Be positive”
Because your organization skills are
so desperately headed , will you please
serve on the board of director of children’s
fund?
9. Persuasive Requests
Obvious failure in directness:
The bad message has no persuasive
strategy.
Skillful persuasion in an indirect order:
The better message has good persuasion
strategy.
10. Sales Messages
Usually , brochures , leaflets (a letter) , and such
combines to form a sales mailing.
Like persuasive requests we have to use a
strategy for sales messages.
Knowing the product or service and the reader
11. Sales Messages
Determining the appeal :
Decide what appeals and strategies to
use
Appeal may be emotional (to the
feelings) or rational(to the reason).
Select the appeal that fits the product
and prospect.
12. Sales Messages
By appeals we mean the strategies you
use to present a product or service to the reader.
Example:
You present a beauty product or its
qualities. You could stress that a product will
provide hours of fun or that it will make one more
attractive to the opposite sex.
Or you could present a product through an
appeal to profit , savings and durability.
13. Sales Messages
Mechanics:
Before beginning to write , you determine
the mechanics of mailing the sales letter report.
Selling letter may use in perusal salutations'
like:
“Dear student” , “Dear ma’am or sir” etc
Again in sales “you view point” is
important.
14. Sales Messages
Matter of facts statement and you
view points:
We make aristocrat hosiery in three colors.
You may choose from three lovely
shades. The regal has a touch as like
as a feather.
You will like regale's feather light
touch. Lime-fizz tastes fresh and
exciting.
You will enjoy the fresh ,exciting taste
of lime-fizz.
15. Sales Messages
Choosing words carefully
Consider the effect of your world
Negative sense:
Re-organization plan A will cause 10% of
the staff to lose their jobs.
Positive sense:
Re-organization plan A will retain 90%of
the work force.
16. Sales Messages
Negative sense:
Our new laser paper keeps the wasted
paper from smudged copies to less than
2%.
Positive sense:
Our new laser paper provides smudged-
free copies more than 98% of the time.
17. Sales Messages
In strong selling efforts , a command is effective.
Like :
“Order your copy today while its on your mind”.
For Mild efforts , a request is appropriate.
Like :
“Won’t you please send us your order today?”
18. Sales Messages
Urging the action
Urge action now.
“Do it now”
“Act today”
Here are some examples
To take advantage of this three day offer, -
--So that you can be ready for the christmas rush.
--So that you will be the first in your community.
19. Sales Messages
Recalling the appeal in final words is a good
technique.
Adding prospects are acceptable and effective
Examples:
Don’t forget if ever you think that action is not
for you , we will give you every cent of your money
back. We are that confident that action will become
one of your favorite magazine.
Hurry save while this special money savings
offer lasts.
Click now to order and automatically eaten
our contest for an Olympus digital camera.
20. Sales Messages
Inviting name removal to e-mail readers. This
is the equilent of asking “Is it OK, If we come
in?”
