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Writing Persuasive Message Part 3-Communication Skills-Lecture Handout, Exercises of Communication and Presentation Skills

Shri Jagdishprasad Jhabarmal Tibrewala UniversityCommunication and Presentation Skills

Communication is a process, which involves sharing of information between people through a continuous activity of speaking, listening, and understanding. Communication is important factor in business management. This lecture includes: Writing, Persuasive, Message, Opening, Attract, Action, Electronic, Section, Financial, Incorporate, Interest, Building, Price

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Communication Skills – MCM 301 VU
© Copyright Virtual University of Pakistan
174
Lesson 42
Writing Persuasive Message
The Sales Letters
The suggested plan for a sales letter includes the following elements:
1. An opening that attracts the reader’s attention.
2. A section that captures the reader’s interest in the product or service you are selling;
3. A section designed to establish desire and conviction on the part of the reader;
4. A courteous, action-oriented closing.
The letter below shows how the writer incorporates the suggested plan.
You are one of the several hundred carefully selected customers who have been approved for a special
credit opportunity. (An effective opening that creates interest)
Only a small percentage of Pakistanis are financially responsible enough to meet the stringent
selection criteria for a credit card – and you are one of the few with exceptional credit worthiness.
(A section that uses an effective interest-building approach)
Your credit authorization certificate is enclosed. Simply take the certificate to your local authorized
Electronic dealer, and you can take your new Electronics dealer, and you can take your new
Electronics equipment home with you the same day. A charge account agreement form is also
enclosed. (A section that stimulates action)
As an Electronics charge customer, you will not only be able to charge your purchases, but also will
get advance notices of our sales. During two sales each year, our charge account customers are
able to take advantage of our sale prices the day before the sale is announced to the public.
(A section that outlines the advantages of being a charge customer, which also helps create interest)
Your Electronics charge account, which has a credit limit of Rs. 100, 000, will arrive at your home just
a few days after you sign and return the enclosed agreement form. Because this offer expires on
December 31, act today to open your account. You will be glad you did.
(A closing that outlines the action to be taken)
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Lesson 42

Writing Persuasive Message

The Sales Letters The suggested plan for a sales letter includes the following elements:

  1. An opening that attracts the reader’s attention.
  2. A section that captures the reader’s interest in the product or service you are selling;
  3. A section designed to establish desire and conviction on the part of the reader;
  4. A courteous, action-oriented closing. The letter below shows how the writer incorporates the suggested plan. You are one of the several hundred carefully selected customers who have been approved for a special credit opportunity. ( An effective opening that creates interest ) Only a small percentage of Pakistanis are financially responsible enough to meet the stringent selection criteria for a credit card – and you are one of the few with exceptional credit worthiness. ( A section that uses an effective interest-building approach ) Your credit authorization certificate is enclosed. Simply take the certificate to your local authorized Electronic dealer, and you can take your new Electronics dealer, and you can take your new Electronics equipment home with you the same day. A charge account agreement form is also enclosed. ( A section that stimulates action ) As an Electronics charge customer, you will not only be able to charge your purchases, but also will get advance notices of our sales. During two sales each year, our charge account customers are able to take advantage of our sale prices the day before the sale is announced to the public. ( A section that outlines the advantages of being a charge customer, which also helps create interest ) Your Electronics charge account, which has a credit limit of Rs. 100, 000, will arrive at your home just a few days after you sign and return the enclosed agreement form. Because this offer expires on December 31, act today to open your account. You will be glad you did. ( A closing that outlines the action to be taken )

Another persuasive letter selling a product: Did you know that one out of four residents in your area becomes a victim of theft? How would you feel if you returned to your home and discovered that your hard-earned stereo, computer, or microwave had been stolen? Remember, locked doors won’t stop a determined thief. ( Starts with a provocative question - raises reader’s awareness ) My home was burglarized too. That’s why I have developed a simple to install security system which works like an auto alarm and can be installed on the main gate without the help of any other person. The small activator hooks to your key chain. Just press the “lock” key. A “beep” tells you your home is secure, and a blinking red light warns the intruder to stay away. ( Explains how the product works – information that creates interest ) If a thief tries to breach in, a loud alarm sounds. Your possessions will be safe. And, even more important, you can activate the system from your bedside, so you are safe while you sleep. (Uses both a logical appeal, protecting possessions, and an emotional appeal, personal safety) You would expect this peace of mind to cost a fortune – something most people don’t have. But we are offering Security Alarm System for only Rs. 5000. Here’s what you will receive by return mail.

  • The patented alarm unit
  • Two battery-operated programmable remote units
  • A one-year warranty on all parts
  • Complete and east-to-follow installation instructions. Order additional alarm boxes to install on your window or bathroom door for only Rs. 3000. Act now. Fill out the response card and mail it along with your choice of payment method in the enclosed envelope. Don’t give thieves and criminals a chance. Protect yourself and your belongings. Send in your card today ( Urges quick action ) Collection Letters Collection letters are also considered persuasive because the inclusion of motivationally oriented material is designed to get the reader to comply with your request. Because the reader may not be readily able nor willing to comply with your request, you have to take extra measures to assure compliance. Use of one or more appeals in writing effective letters is discussed below: Appeal to fair play The fair-play appeal essentially says to the customer: “We have been fair with you by providing the quality of product and services that you have the right to receive, and now you need to be fair with us by paying your account in full.” The following example illustrates the use of fair-play appeal in a collection letter. The special instructions in your order indicated that the glassware was needed by Dec. 10, so we sent the order to you by air express – at your expense.

We believe that we have been fair with you, and we are certain that you intend to be equally fair

with us. Will you, therefore, please send us your cheque for the amount due?

Appeal to good credit reputation

The appeal to a good credit reputation is most effective for the first letter in a collection series.

An effective appeal to a customer to maintain a good credit reputation is illustrated below.

  • Giving instructions
  • Serving as covers for all messages, and
  • Making announcements Advantages of a Memo Memo :
  • Solves problems (by transmitting information)
  • By informing reader about solutions e.g.,
  • Policy Changes
  • Price Increases
  • By persuading reader to take actions e.g.,
  • Attend a Meeting
  • Change Current Production Procedure
  • Provides a written record
  • Can reach many persons simultaneously A Memo requesting information The following suggestions will be helpful in writing a memo requesting information:
  1. State the key idea, the request.
  2. Present the details.
  3. Remind the reader of the request and provide additional specific information.

To: Faculty, Business Education Department

From: M. Ahmad, Chairman, Business Education Department. Date: Sept. 10, 2005 Subject: Film Catalog for Faculty Use In order to reduce the time it takes to screen and select appropriate files, we are putting together a catalogue of those films which have been used effectively in Business Education classes Please submit to this office the following information, using a separate sheet of paper for each film:

  1. Film title and appropriate length
  2. One paragraph description of the main points made in the film
  3. One paragraph description of how the film relates to the courses in which it was used. Please provide this information by January 1. Shortly thereafter you will receive your copy of the completed catalogue. Through the cooperation of all faculty members in this project, all of us will benefit.”

A Memo giving instructions A sample memo is presented below: To: Faculty, Virtual University From: Rafiq Ahmad, Assistant Circulation Manager, College Library Date: March 15 Subject: New Procedure for reserving books A new procedure for putting books on reserve will begin at the start of the summer session. Remember to follow these guidelines:

  1. Submit a list of books on the attached form to the Reserve Department at least four weeks before the start of the session in which the books will be assigned. 2.Do not include more than 10 books on a form.
  2. Include the following in each entry on a list: **- Call number
  • Book title
  • Author’s name
  • Course number and name
  • Faculty’s name and office Tel. No. By following these procedures you will be contributing to library efficiency. A transmittal Memo** A transmittal memo is used to introduce the reader to a longer, accompanying message. Besides the introduction it describes the main points of the message.

The main body of a memo written on a research done:

To: M. Arshad, Personnel Director From: Abdul Ghafoor, Logistical Support Coordinator Date: August 1, 20-- Subject: Research report on Turnover among workers I have done some research on the high rate of turnover among the workers. My report is divided into four parts, and each part is preceded by a brief abstract of its contents. Part I clarifies the problem and its effects on operation; Part II presents a compilation of the supervisor’s perceptions of the problem; Par III presents a compilation of the workers’ perceptions of the problem; Part IV presents conclusions bases on the findings of the survey.

Progress report

To: Ghulam Murtaza, Vice-President

From; A. Dastagir, Assistant Vice-President

Date: July 17, 2005

Subject: Status report on the development of a Training Program

The following outlines the status of the development of the training program I have been

working on for several months.

Introduction

The purpose of this research project is to determine the need for a training program in XY

Corporation. The project, which is being undertaken by Sohail and me, is to be completed

by Jan. 1, 2006.

Summary of progress already completed

The progress that has been reported up to this point includes the following:

1.Determination of objectives of the project.

2.Definition of parameters of the project.

3.Development of an appropriate research instrument (questionnaires and interviews)

Detailed summary of progress

Since the last progress report was prepared, the following have been completed:

1.Obtained approval of the questionnaire and interview record.

2.Pilot tested the questionnaire and interview record.

3.Determined method for selecting the respondents.

4.Selected the respondents.

Nature of exceptional Progress

The project is six days behind schedule because of a strike at Prime Printing, the company we

have contracted with to print the questionnaires. The strike ended Oct. 15, and we expect

printed questionnaires this week.

Summary of work yet to be completed

The following work remains to be done: distribution of questionnaires, completion of

interviews, analysis of data, and preparation of the final report.

Periodic Reports

To: M. Aslam, Executive Vice-President

From: M. Munir, Manager, Credit Department

Date: August 10, 20--

Subject: Expenditure for the Credit Dept. for Sept., 2005

The expenditures you asked me to calculate for the Credit Dept. for Sept., 2005 follow:

Beginning Ending

Balance Balance Expense

Salaries Rs.50,000 20,000 30,

Supplies 9,000 7,000 2,

Telephone 500 200 300

Printing 500 300 200

Justification Report Sometime you have to write a memorandum report in order to justify something a change in procedure, an increase in budget, or perhaps reasons for resisting any new policy. For whatever reason – and there are many – it is written, the justification report is a common type of memorandum report. The justification report follows a direct or deductive plan, which means that the recommendations and conclusions are presented before the facts and findings. This plan is used because the most important section of justification reports typically is the recommendation.

Letter reports

  • Basic difference is their destination
  • Are useful for presenting limited amount of information (1 to 4 pages & use a regular letter format) Letter reports November 12, 2005 Mr. XYZ General Manager Hali Rd. Lahore. Dear Mr. XYZ Here is the report you requested on June 15 concerning the nature of the physical improvements made at the branch office. Physical improvements to General Office Area The general office area has been completely renovated. New tile has been installed. In the general office area, and the carpet in the managers’ and supervisors’ offices is new. A new fluorescent lighting system has been installed, which adds greatly to the overall appearance of the office area. Heating and cooling ducts are integrated into the lighting fixtures. New furniture was purchased for some employees and work areas. Because the new furniture is streamlined and the old furniture has traditional styling, the two styles are not coordinated. Suggestions for additional improvement As a response to your request for suggestions to improve the branch office facilities, the following recommendations are being made:
    1. Purchase more of the new streamlined furniture.
    2. Renovate the restroom facilities. I think we are making substantial progress toward improving the appearance of the facilities here at the branch office. If you need any additional information, please let me know. Sincerely (or faithfully),