tailieunhanh - Lecture Management communication (3/e): Chapter 8 - Bell, Smith

Chapter 8 - Persuasive messages. In this chapter, the following content will be discussed: Persuasion addresses the needs of the reader, types of persuasive letters, pattern for the S-A-L-E-S letter, getting readers to open and pay attention to direct-mail letters,. | 5/14/2020 5:44:12 AM Persuasion Addresses the Needs of the Reader • Money • Free time • Productivity • Importance • Power • Security • Knowledge • Desired Skill • Reputation • Attractiveness • Friends • Health • Comfort • Entertainment 5/14/2020 5:44:12 AM Types of Persuasive Letters • Sales or promotion • Direct mail • Claims • Collections 5/14/2020 5:44:12 AM Pattern for the S-A-L-E-S Letter S – S-park the imagination and curiosity of the reader. A – A-nnounce the product or service. L – L-ist the advantages to the client. E – E-xpress appreciation and goodwill. S – S-pecify exactly what the client should do – and when. 5/14/2020 5:44:12 AM Getting Readers to Open and Pay Attention to Direct-Mail Letters • Use envelopes to invite curiosity. • Get attention in your opening line. • Personalize wherever possible. 5/14/2020 5:44:12 AM The A-C-T-I-O-N Plan for Claims Letters A – Access the situation C – Consider your audience T – Tell your side of the story I – Insist on specific action O – Offer cooperation N – Name specific action steps 5/14/2020 5:44:12 AM Five Factors Determining the Style of Collection Letters • Assumed cause • Emotional stance • Specific action • Time and place • Motivator | 5/14/2020 6:16:38 AM Persuasion Addresses the Needs of the Reader • Money • Free time • Productivity • Importance • Power • Security • Knowledge • Desired Skill • Reputation • Attractiveness • Friends • Health • Comfort • Entertainment 5/14/2020 6:16:38 AM Types of Persuasive Letters • Sales or promotion • Direct mail • Claims • Collections 5/14/2020 6:16:38 AM Pattern for the S-A-L-E-S Letter S – S-park the imagination and curiosity of the reader. A – A-nnounce the product or service. L – L-ist the advantages to the client. E – E-xpress appreciation and goodwill. S – S-pecify exactly what the client should do – and when. 5/14/2020 6:16:38 AM Getting Readers to Open and Pay Attention to Direct-Mail Letters • Use envelopes to invite curiosity. • Get attention in your opening line. • Personalize wherever possible. 5/14/2020 6:16:38 AM The A-C-T-I-O-N Plan for Claims Letters A – Access the situation C – Consider your audience T – Tell your side of the story I – Insist on specific action O – Offer cooperation N – Name specific action steps 5/14/2020 6:16:38 AM Five Factors Determining the Style of Collection Letters • Assumed cause • Emotional stance • Specific action • Time and place • Motivator | 5/14/2020 6:32:13 AM Persuasion Addresses the Needs of the Reader • Money • Free time • Productivity • Importance • Power • Security • Knowledge • Desired Skill • Reputation • Attractiveness • Friends • Health • Comfort • Entertainment 5/14/2020 6:32:13 AM Types of Persuasive Letters • Sales or promotion • Direct mail • Claims • Collections 5/14/2020 6:32:13 AM Pattern for the S-A-L-E-S Letter S – S-park the imagination and curiosity of the reader. A – A-nnounce the product or service. L – L-ist the advantages to the client. E – E-xpress appreciation and goodwill. S – S-pecify exactly what the client should do – and when. 5/14/2020 6:32:13 AM Getting Readers to Open and Pay Attention to Direct-Mail Letters • Use envelopes to invite curiosity. • Get attention in your opening line. • Personalize wherever possible. 5/14/2020 6:32:13 AM The A-C-T-I-O-N Plan for Claims Letters A – Access the situation C – Consider your audience T – Tell your side of the story I – Insist on