Analyzing
purpose
Researching
data
The Indirect Pattern for Persuasion
Gain attention
Build interest
Reduce resistance
Motivate action
Making Persuasive Requests
Gaining Attention
In requesting favors, begin with a compliment,
unexpected fact, stimulating question, reader benefit, summary of the problem,
or candid plea for help.
For claims, consider opening with a review of action
you have taken to resolve the problem.
Building Interest
Prove the accuracy and merit of your request with
facts, figures, expert opinion, examples, and details.
Avoid sounding high-pressured, angry, or emotional.
Suggest direct and indirect benefits for the receiver.
Direct Benefit: If you accept our invitation to speak, you will have
an audience of 50 potential customers for your products.
Indirect Benefit: Your appearance would prove your professionalism and
make us grateful for your willingness to give something back to our field.
Reducing Resistance
Identify possible obstacles; offer counter arguments.
Demonstrate your credibility by being knowledgeable.
In requesting favors or making recommendations, show
how the receiver or others will benefit.
Example: Although
your gift to the Neonatal Center is not tax deductible, it would help us
purchase an Intensive Care Ventilator that would be put to use immediately in
caring for critically ill and premature newborn infants.
Motivating Action
Ask for specific action confidently.
Include an end date, if appropriate.
Repeat a key benefit.
Example: Please respond by May 1 so that we
may add your photograph to our announcement.
Writing Complaint Letters
How to Write a Good
Complaint Letter
Begin with a compliment, point of agreement, statement
of the problem, or brief review of the action you have taken to resolve the
problem.
Provide identifying data.
Prove that your claim is valid; explain why the
receiver is responsible.
Enclose copies of documents supporting your claim.
Appeal to the receivers fairness, ethical and legal
responsibilities, and desire for customer satisfaction.
Describe your feelings and your disappointment.
Avoid sounding angry, emotional, or irrational. Close
by telling exactly what you want done.
Writing Sales Letters
Gaining Attention
Offer something valuable, promise a significant result,
or describe a product feature.
Present a testimonial, make a startling statement, or
show the reader in an action setting.
Example: How
much is sex costing your company? An incident of sexual harassment can cost
millions of dollars unless preventive measures are taken.
Describe a problem.
Six of
our computers were recently infected with the Melissa virus, and we lost at
least 25 work hours trying to repair the problem.
Present an unexpected
statement.
If you
checked carefully, youd probably find that 20 percent of your customers
account for 80 percent of your profits.
Building Interest
Describe the product in terms of what it does for the
reader.
Show how the product or service saves or makes money,
reduces effort, improves health, produces pleasure, or boosts status.
Example: Our
computer-based training program teaches your employees what behavior is
acceptable and unacceptable, while showing you steps that can be taken to
reduce the risk of employer liability.
Suggest reader benefits.
Now you
can immediately protect all your computers from the latest viruses with our
online anti-virus program.
Pay a compliment.
Because
no one generates as much audience enthusiasm as you do in your presentations,
we are asking you to speak . . . .
Supply facts and figures.
Currently
16,000 known computer viruses are in existence, and the number increases by 300
to 400 each month.
Give examples.
One
company lost valuable data and had no recent backup disks to replace infected
files.
Cite expert opinion.
Hostile
code can hit without warning, says virus specialist Dr. Tony Timm, so
companies must have a virus antidote or they risk all their operations.
Provide specific details.
In a
test comparing six of the leading anti-virus programs, our program was flawless
in virus detection, easy to use, and low in ownership cost.
Mention direct benefits.
Our
anti-virus program can protect you from subtle corruptions of data that may go
unnoticed for months.
Mention indirect benefits.
Your
company continues to be a pacesetter in the health care industry by setting an
example for other organizations who are bewildered by the growing number of
viruses.
Reducing Resistance
Counter reluctance with testimonials, money-back
guarantees, attractive warranties, trial offers, or free samples.
Build credibility with results of performance tests,
polls, or awards.
Example: This
important investment in sexual harassment prevention comes with a money-back
guarantee. If you are not satisfied, your entire training costs are returned.
Motivating Action
Close with repetition of the central selling point and
clear instructions for an easy action to be taken.
Prompt the reader to act immediately with a gift,
incentive, limited offer, or deadline.
Put the strongest motivator in a postscript.
Example: Sign
up now and you receive a free 60-day trial. Call, fax, or e-mail us today to
receive a free demo disk. You cant lose!