When requesting a favor or action you should discuss only the direct benefits to the reader because indirect benefits are not persuasive?

Chapter 10 Persuasive Written MessagesOrganization of Persuasive Messages Persuasive Requests Persuasive Sales Letters Summary Exercises and Problems Capsule Checklists for Persuasive Requests I. Organization of Persuasive Messages A. Direct Request Organization B. Indirect Request Organization II. Persuasive Requests A. Requests That Require Time or Personal Contributions B. Requests About Products or Services C. Requests for Claims (Complaints) and Requests for Adjustments D. Requests for Changes in Policy E. Requests for Changes in Performance

F. Requests from Employer to a Reference G. Requests from Employee to a Reference III. Persuasive Sales Letters A. Suggestions for Writing Solicited Sales Letters B. Suggestions for Writing Unsolicited Sales Letters IV. Summary V Exercises and Problems VI. Capsule Checklists for Persuasive Requests Persuasion played only a minimal role in the issues discussed in preceding chapters, hut many situations call for we 11-thought-out persuasive writing, the focus of this chapter. Many times you want your readers to do something: You wish them to act. to accept a point of view, to follow your wishes, to respond, to change, or to not change. In short, you desire a response from your message receiver. It makes little difference how persuasive messages are classified. For ease of discussion, here we briefly review two common strategies of organization for persuasive requests, discuss seven kinds of routine persuasive messages, and summarize the persuasion techniques needed in solicited and unsolicited sales letters, The chapter concludes with three detailed checklists: general persuasive requests, favors, and other persuasive requests. ORGANIZATION Direct Request Organization

OF PERSUASIVE MESSAGES

For the routine, more personal request, use the direct-request format. There is no need to keep the reader in suspense. This direct-re quest (deductive) approach has three parts: 1. Main idea-Your request or question, statement, and reason 2. Explanation-Evidence and details needed in order that your reader can respond precisely 3. Courteous close-Politely asking for whatever action is desired Of the two methods of organization-direct and indirect-the direct approach is easier: You state your request up front, explain why you need a favorable response, and end with a courteous close. Several of the seven routine persuasive examples that follow our indirect request discussion arc of the direct request type. Indirect Request Organization Situations that are more complex, more difficult, a bit out of the ordinary are not routine; they take more effort. In fact, the favor you ask may precipitate some objection; you will have to supply evidence and data to support your request. Therefore, non routine persuasive requests-like the bad-news letter-most often use the indirect approach. 1. Explanation-Buffer opening 2. Main idea-The core of your request, your concern 3. Courtesy close-Polite ending with last request for action

Your assumption in using the indirect approach is that if your request were stated directly at the beginning, it would be unwanted or undesirable news to your reader, who then might react unfavorably. Instead, prepare the reader and offer facts suggesting that your proposal is beneficial or useful. Remember: Your reader often is not expecting your message.

Persuasive letters or memorandums usually have four parts, often referred to as the AIDA formula for sales presentations; A-Attract the reader's attention. I-Arouse the reader's interest. D-Create desire and convince the reader. A-State clearly the action the reader needs to take.

Although attention, interest, desire, and action are listed here as distinct steps, they are usually combined or blended smoothly into your persuasive message. Do not worry so much about the precise order; do focus on giving thought to the principles in each of the sections. In fact, the persuasive-request plan may also be referred to as the four P's: promise, picture, prove, and push. We also include (within parentheses) other terms for the parts in the following discussion. I. Attention: First Paragraph (Promise, Start) Begin by getting reader attention. You are really answering the reader's question of "What's in it for me?" Search for a point that is close to the reader's interests or needs. Avoid speaking of yourself and your organization. Open with Agreeable Comment or Assertion To encourage someone to run for office: Few persons realize the need for improved leadership. Over the years your comments have been read with interest and support.

To ask for a change in grade: Fairness was a term all of us learned during the last semester. I have tried to practice it daily... Open with Sincere Compliment To ask someone, to speak, without a fee, to a local group: With pleasure our members read a review of your recent speech before our local Rotary Club- Even that short review raised our desire to have you speak to our [name of club]To ask someone to speak, without a fee, but using a sense of humor: I know you believe in free speech; how would you like to give one for that amount? Open with Direct Request for a Favor To complete a questionnaire: One Dollar Yours to Keep We need your input. Our enclosed questionnaire will take about five minutes of your time. We're sincere in sending along a small sum to cover that time. To become a member of a task force: John, we need your advice. You've been a member of this community for over 30 years. With that opening you can guess at my request for your joining us for the [name] committee.Open with a Question To join an exercise group: Have you read the company's latest health letter? Did you note the benefits of exercise, even for those under 30? Sixteen of us are getting together three times a week in our fitness room. We'd like to have you join us. To look at an enclosed folder:

2. Interest and Desire: Middle Paragraphs (Picture, Chain) Build upon the theme stated in the attention-getting opening; begin to think about creating interest and desire in the reader. Suggest what your project, product, or service is and what it will do for the reader. Consider doing two things:

Describe tin physical characteristics--important features, construction, appearance, performance, beauty, functions. Relate its value or benefits to the reader-For instance, will your request bring comfort? Entertainment? Safety? Health? Recognition? Financial rewards? Show the reader how your proposal gives one or more benefits such as the following: Appreciation (by others) Approval (by others) Beauty or attractiveness Cleanliness Comfort Convenience Cooperation Customer satisfaction Distinctiveness Durability Efficiency Enjoyment Entertainment Extra earnings Fair treatment Friendships Good reputation Health Improvement Love of home, family, others Money and other valuables Peace of mind Pleasure Popularity Position of authority Prestige Pride Profits Protection for family, business, self, or others Provision for the future Recognition Reduced work Relief from fear Respect Safety and security Satisfaction of helping others (altruism) Savings Self-preservation Solution to a problem Success Thrift habit Usefulness

Clearly, you need proof, evidence, or data to go along with the benefits noted above. Use examples, quotations, comparisons, statistics, tests, samples. I guarantees, or similar information to support your position. Give evidence that your statements are true, reliable, and accepted by others. Physical Characteristics and Value of Project To get someone to try a product: For the past two years our foot pedal has been under review: we placed it in university facilities, local hospitals, and two locations overseas. Data on those positive results (wear and tear, maintenance costs, customer satisfaction) are included in the following table. Our most important

To request funds for a summer camp: Character building, friendship, lifelong friends, and fun are the main values we associated with our summer camp. Over 150 young people join us each summer. Many return for a second year. And as you might expect, the tuition we charge the families of those young people does not cover the costs. We need your help. Direct and Indirect Reader Benefits Interest and desire in the reader are generated when you show the direct or indirect benefits of agreeing with your position. Again, it makes little difference whether you call the positive results direct or indirect. What does matter is that yon show, as vividly as possible, benefits to your reader.To show direct benefits (direct impact):

Company name will be included in the program bulletin. Favorable publicity to individual will occur. Goodwill for company will result from our working together. Improvements will occur in our community. Personal benefits will occur to individual directly. And many others. To show indirect benefits (indirect impact): Future contacts with members are a possibility. Potential is present for additional sales. Exposure will help for future political offices. Happiness will be brought to other persons. Sense of loyalty will be strengthened. And many others.

3. Action: Last Paragraph (Push, Hook) If your presentation thus far has engaged your reader's attention, arousing interest and desire, then now is the time to request action. You need not fee' embarassed to ask for your reader's acceptance; most readers know a final request is coming. Make that action clear, easy, and dated, if necessary. To gel someone to send a financial gift: So what can you do? We hope you'll sit down and send us a check as the year comes to an end. The benefits will be immediate: to the children and to all of us interested in giving guidance to young people. To renew a subscription to a book club: Because you're a former subscriber, and if you act within the next

When requesting a favor or action you should discuss only the direct benefits to the reader because indirect benefits are not persuasive select one True False?

What is the best advice for you to follow when writing a persuasive claim message?

When business Writers request information or action that will likely be received positively they should frontload their messages which requires?

Which of the following is the best way to increase the effectiveness of an online sales message?