(c) Copyright by Muhammad Usman

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Business
Communication
 Presented By: Muhammad Usman
 PERSUASION

Persuasion is the attempt to change a reader’s

attitude, beliefs or action in your favor.
 PERSUASION

Persuasion is the attempt to change a reader’s

attitude, beliefs or action in your favor.
(c) Copyright by Muhammad Usman
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 AIM OF PERSUASIVE WRITING

(c) Copyright by Muhammad Usman

You create persuasive message when
» you want your reader to do something.
» to act
» to accept a point of view

In short you make your reader to support,

believe and act in your favor.

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ORGANIZATION OF PERSUASIVE
MESSAGES

(c) Copyright by Muhammad Usman

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 DIRECT REQUEST ORGANIZATION

 Direct request organization

In case of routine, more personal request we can use direct-
request format, this format has three parts:-

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» Main idea
(your request or question).
» Explanation
(Evidence, detail and facts so that your
reader can respond precisely).
» Courteous close
(Politely asking for whatever action is
desired). 8
 INDIRECT REQUEST ORGANIZATION

 Indirect request organization

In complex, more difficult situation, when the favor you ask may

(c) Copyright by Muhammad Usman

precipitate some objection you can use indirect Approach: i-e.,

» Explanation (Buffer opening).

» Main Idea (Core of request).
» Courteous Close (Polite ending with last request of
action).
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 AIDA FOR SALE PRESENTATION

A:- Attract the readers “attention”

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I: - Arouse the readers “interest”

D:- Create “desire” and convince the reader

A:- State clearly the “action” the reader needs to take.

It’s not necessary to follow the order of AIDA formula, main

thing is to take care of the each and every element in this
AIDA model.
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ATTENTION (1st Paragraph).

You get your reader’s attention by answering the

reader’s question of “what in it for me”?

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You can:

 Open with Agreeable comment or assertion

 With sincere compliment
 With a question (Do you know about new Product?)
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INTEREST AND DESIRE (Middle Paragraph).

After getting attention, you have to create interest

and desire in the reader for your product. Suggest what

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your product, project, service (etc) is and what it will do
for the reader, you can do so by:
 Describe its physical characteristics, important features,
appearance, beauty, function etc, it create rational part of
persuasive message.
 Relate its value or benefit to the reader, state both direct
and indirect benefits which reader can get from it
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 ACTION (Last
Paragraph).

(c) Copyright by Muhammad Usman

After creating desire now tell the reader what will he do?

Try to make this action (your desired response from

reader) as easy as possible.

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 PERSUASIVE REQUESTS
. A request for cooperation, gifts, or favors, without any intention
to buy or sell, is a persuasive request.
This type of letter attempts to persuade the reader to spend time

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or money or to go to some trouble to help the writer – usually without
benefit to the reader.

 That Require Time or personal Contribution.

 Requests About Products or Services.
 Requests For Claims and Adjustments.
 Requests For Change in Policy.
 Requests for Change in Performance.
 Requests for Employer to a Reference.
 Requests from Employee to a Reference. 14
REQUESTS THAT REQUIRE TIME OR
PERSONAL CONTRIBUTION

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When we approach an individual to do some thing or
contribute funds, we are asking that they give up some of
their time or money, or both.

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REQUESTS ABOUT PRODUCTS OR
SERVICES.

As a customer or as a business or professional person, we

will have occasions to seek a response from our reader.

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 Persuasively Requesting Information from seller.
 Persuasively Requesting Internal Employee Action.

Products or Services are among the most

common forms of Persuasive Requests.
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REQUESTS FOR CLAIMS AND
ADJUSTMENTS.

These requests are written by those, who dissatisfied with a

product, services, or policy.

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 Persuasively Requesting an adjustment.

 Persuasively Requesting credit.

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REQUESTS FOR CHANGE IN POLICY

We often need to persuade a company to change its usual

policy. Or we may wish to persuade individuals to change

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their actions, or hoping to employee to improve their future
performance.

» Effecting change in a policy can take considerable time.

» Be prepared with logical and organized evidence.

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REQUESTS FOR CHANGE IN PERFORMANCE

Persuasion is needed when we need to convince individual to change

their performance.

(c) Copyright by Muhammad Usman

Requested Changes could:

 Individual personal appearance.

 Habits annoying to others.
 Or even business practices.

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REQUESTS FOR EMPLOYER TO A REFERENCE.

A series of questions often can be the basis for our request to reference.

(c) Copyright by Muhammad Usman

 Be specific.
 Word your question in a neutral way.
 Number your questions.
 Use separate paragraph for each question.
 Use rating scale if ask for an evaluation of a person,
products, or service.

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REQUESTS FROM EMPLOYEE TO A
REFERENCE.

Assume you ask a person for letter of recommendation. 1st check that
the person is willing to provide information.

Then do the following.

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 State why you are communicating.
 What the recommendation is for.
 Include some summery for yourself, e.g.,
» Course Studied.
» Grades in major and minor area.

» Positions held and companies worked for.

» Examples of leadership qualities.

» Activities outside the workplace.

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» Goals and adjectives for your future.
 PERSUASIVE SALES LETTERS

To some extent, every letter is a sales letter. We are selling our

organization’s image and goodwill.

(c) Copyright by Muhammad Usman

More so than other letters, the sales letter is highly specialized, and its
writing require exceptional ability and experience.
There are two kinds of sales letters:

 Solicited letters.
(the organization is invited to respond
to sales messages).
 Unsolicited letters.
(the organization sends out uninvited
messages to sell a product or service). 22
 HOW TO WRITE SALES LETTERS

Writing whatever type of sales letter, we should follow these

principles.
 Know your Buyer.

(c) Copyright by Muhammad Usman

sex, age, occupation, geographic location, financial
situation
 Prepare etc.
a List of Buyers.
 Analyze the Product.
what prospective buyers think of it and how they can
use it do more than make sales--they win satisfied
Decide on the Central Selling Point.

customers.

The CSP might be appearance, durability, comfort,

convenience, price etc
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 SOLICITED LETTERS.

Solicited sales are the letters that you write in

response to an inquiry.

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With these letters, the organization has one central
goal: to get responses quickly to someone’s request for
information.

 use the direct plan for the

solicited letter.

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ORGANIZATIONAL PLAN RESPONDING TO
SOLICITED LETTERS

 Opening paragraph use the good-news approach

» Answer the inquirer’s questions favorably.

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» Indicate that the requested material will be
 sent.
Body
» Answer the additional questions.
» Provide sales promotion information.
» Arrange your response in such a way that
beginning and end of letter has positive
 Action Ending
response
» Make the action easy.
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» Suggest benefits to the reader.
» Focus on the positive.
 UNSOLICITED LETTERS.

Unsolicited sales letter are those letters which you write to

people who can be persuaded through these letters to buy your

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product or service.

Before writing this type of letter you should clearly

know your purpose.

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SUGGESTIONS FOR WRITING UNSOLICITED
LETTERS

(a) Make a direct sale

(b) Stimulate a future sale

(c) Copyright by Muhammad Usman

(c) Win back lost customer

 Your audience is general or a small niche

 Know every detail about your product or service
 Be aware of the enclosures and timing
 Give thought to the length of your letter

After having all these information you can write your letter
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while taking main guidelines from AIDA formula.