business communication second canadian edition part iii: writing for special purposes chapter eight:...

BUSINESS COMMUNICATIONSECOND CANADIAN EDITION

Part III: Writing for special purposes

Chapter Eight:Writing to persuade

Original Slides by Gates Stoner

Pima Community

College Adapted by Alan T. Orr

Objectives of this Chapter

• Learn how to write a persuasive letter that addresses the reader’s needs

• Recognize the 5 parts of a sales letter

• Review the role of persuasion in claim letters

• Learn the 4 common types of collection letters

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• To persuade: to influence a person’s thoughts or actions, often by demonstrating reasons for that person to accept your influence

• Persuasion must be based on truthful representation of facts

• To persuade, you must– grab audience’s attention – prove that you can meet their needs

Persuasion

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Writing Persuasively

4 steps to persuasive writing:1. Identify reader’s needs

2. Establish credibility

3. Grab reader’s attention

4. Prove you could meet reader’s needs

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Reader’s Needs

Examples1. Money2. Health3. Comfort4. Security5. Reputation6. Power7. Attractiveness

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Types of Persuasive Letters

• Sales or Promotional Letters

• Claim Letters

• Collection Letters

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Effective sales letters:

• Focus on customer (“you”), not writer (“I”)

• Draw on market research

• Make reader aware of needs product meets

Sales Letter

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S-A-L-E-S Process

Spark… attention, imagination, & curiosity

Announce… product or service

List… advantages to reader

Express… appreciation & goodwill

Specify… exactly what reader should do, and when 7

S-A-L-E-S Process

• Suggest that you can do something unique for the reader

• Name drop and then associate the reader with the name

• Mention local people, places, and events

• Empathize with the reader

Spark attention, imagination, & curiosity

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S-A-L-E-S Process

• Name what you have to offer in specific terms

• Use an honest and assertive voice

• Provide a persuasive example or two

Announce product or service

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S-A-L-E-S Process

• Demonstrate the needs your product or service fulfills

• Consider using a list highlighting major points

List advantages to reader

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S-A-L-E-S Process

• Thank reader or praise his/her company

“We admire the standard you have set for yourself and others.”

Express appreciation and goodwill

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S-A-L-E-S Process

• Use action verbs (such as “call” or “visit”)

• Include specific address, telephone number, and time

Specify exactly what reader should do, and when

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Sales Letter Pitfalls

Over-ambitiousness

Insincerity

Exaggerated Claims

Competition trashing

Fig. 8-1: Example of completesales letter using S-A-L-E-S pattern

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Claim Letters

A claim letter is a persuasive business letter that customers use to make and explain a demand for repayment, restitution, or replacement because of failure in a product or service.

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Guidelines and Questions

• Assess the entire situation

• Consider your audience

• Tell your story in a logical, organized

way

• Use a positive approach

• Insist on specific, timely action

• Offer your cooperation

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Get the Attention You Deserve

Stay coolDon’t delayBe fair and

politeBe open-mindedStay on course

Fig. 8-2: Example of a claim letter

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Collection Letters

Goal: To settle the account as quickly as possible.

Before writing, ask: Why has the debt not been paid? What tone will your letter use? What do you want the reader to do? When and where must action occur? What motivational force inside the reader

do you plan to address?

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4 Styles of Collection Letters

• The Friendly Reminder

• The Firm Request

• The Urgent Appeal

• The Final Demand

• Writer assumes debtor simply forget to make the payment

• Can bring more than a 50% response rate from debtors

• Brief letter that relies on good will and sense of responsibility 19

4 Styles of Collection Letters

• The Friendly Reminder

• The Firm Request

• The Urgent Appeal

• The Final Demand

• Writer assumes that some problem has interrupted the regular flow of payments

• Tone of letter is firm, with a hint of urgency

• Motivates the reader on the basis of a sense of fairness

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4 Styles of Collection Letters

• The Friendly Reminder

• The Firm Request

• The Urgent Appeal

• The Final Demand

• Writer assumes debtor cannot and will not pay without strong motivation

• Tone is straightforward and urgent

• Motivates the reader with pride and fear

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4 Styles of Collection Letters

• The Friendly Reminder

• The Firm Request

• The Urgent Appeal

• The Final Demand

• Final collection effort before collection agency takes over

• Determined and tough, but not offensive

• The motivator is fear of legal action

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Copyright © 2013 John Wiley & Sons Canada, Ltd. All rights reserved. Reproduction or translation of this work beyond that permitted by Access Copyright (The Canadian Copyright Licensing Agency) is unlawful. Requests for further information should be addressed to the Permissions Department, John Wiley & Sons Canada, Ltd. The purchaser may make back-up copies for his or her own use only and not for distribution or resale. The author and the publisher assume no responsibility for errors, omissions, or damages caused by the use of these programs or from the use of the information contained herein.

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