1. Chapter 7

2. Outline the components of a writing plan for

persuasive requests including the opening, body, and
closing.
Write effective persuasive messages that request favors

and action.
Write effective persuasive messages within

organizations.
Write effective persuasive messages that make claims

and request adjustments.
Outline the components of a writing plan for sales

letters including gaining attention, building
interest, reducing resistance, and motivating action.
Implement special techniques in writing online sales

messages.

3. Verb (used with object), -suad⋅ed, -suad⋅ing. 1.
to prevail on (a person) to do something, as by
advising or urging.

4. Persuasive letters are more effective when they are
indirect.
Writing Plan For a Persuasive Request
Opening: Obtain the reader’s attention and

interest.
Body: Build interest.

Closing: Motivate action.

Pg. 173

5. Persuading is not easy. Many individuals and
companies grant favors for the following
reasons:
1. May be interested in your project.
2. See goodwill potential for themselves.
3. See others will benefit from the request.
Pg. 173 - 174

6. Instances such as pay cuts, job transfers, or reduced

benefits, would require indirect persuasive memo in
order to be most effective.
 In business honesty is the only policy.
 Moderation is the key to making a request to a
superior. Make sure to know your needs and have
documentation, such as facts, figures, and evidence).
 Conclusion should include what action needs to be
taken, makes it easy to respond, and repeats the main
benefit to motivate action.
A successful persuasive will normally take more space
than a direct message (because of the evidence).
Pg. 175

7. Generally focus on damaged products, mistaken
billing, inaccurate shipments, warranty
problems, return policies and etc.
 Most effective is direct pattern is used.
 If direct pattern is refused or ignored, use the
indirect pattern
 Present with clear facts and adopt a moderate
tone.
Pg. 177

8. Logical Development
Open with sincere praise, an objective statement of the

problem, a point of agreement, or a quick review of what
you have done to resolve the problem.
Explain what happened or why your claim is legitimate.

Just hit the highlights.

Enclose copies of relevant invoices, shipping

orders, warranties and payments.
Close with what you want done: refund, replacement or

other action.
Make sure your request is reasonable.

Pg.177

9. Moderate Tone
Tone of the letter is important, should be

moderate.
Calmly express your disappointment of

the product and of the company.
Call the organization or search its Web

site to find out who you need to address.
Pg. 177

10. Sales messages use persuasion to promote
specific products and services.
Letters remain one of the most successful
ways to make sales, generate leads, boost
retail traffic, and solicit donations.
Most sales letters are written by specialists.
Pg. 179

11. Writing Plan for a Sales Messages
Opening: Gain attention. Offer something

valuable, promise a benefit to the reader.
Body: Build interest. Describe central selling

points. Reduce resistance. Use
testimonials, money-back guarantees, and etc.
Closing: Motivate action. Offer a

gift, promise, or guarantee satisfaction.
Pg. 179

12. Opening paragraph is the most critical element of
a sales letter.
Eye-catching typographical arrangements or
provocative messages, such as the
following, should hook a readers attention:
offer, promise a benefit, question, quotation or
proverb, fact, products
feature, testimonial, startling
statement, personalized action setting.
Pg. 179 - 180

13. Emphasize the central selling points that you identified

during your prewriting analysis.
 Selling points can be developed by using rational or
emotional appeals.
 Rational Appeals. Appropriate when a product is
expensive; long-lasting; or important to health, and etc.
 Emotional Appeals. Relate to status, ego, and sensual
feelings.
Many sales messages use both Rational Appeals and
Emotional Appeals for a dual appeal.
According to Zig Ziglar, “People buy because of the
product benefits”.
Pg. 180 - 181

14. Make it easy for readers to act, provide a reply
card, a stamped and preaddressed envelope, a
toll-free telephone number, or a Web site.
Consider using the following motivators: offer a
gift, promise an incentive, limit time offer, set a
deadline, or guarantee satisfaction.
The final paragraph of the sales letter carries the
punch line (tell the readers what you want
done and give them reasons for doing it).
Pg. 182

15. Many businesses are turning to email marketing campaigns
instead of traditional direct mailings. It can attract new
customers, keep existing ones, upsell, cross-sell, and cut
costs.
For the best-performing e-mails try using the following
techniques:
 Communicate only with those who have given permission!
 Craft a catchy subject line.
 Keep the main information “above the fold”.
 Make the message short, conversational, and focused.
 Convey urgency.
 Sprinkle testimonials throughout the copy.
 Provide a means for opting out.
Pg. 183 - 184

17. Mary Ellen Guffey. ESSENTIALS OF BUSINESS
COMMUNICATION. SOUTH-WESTERN
CENGAGE Learning.5191 Natorp Boulevard
Mason, OH 45040 USA.