BUSINESS COMMUNICATIONS

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YERSUASION AND ITS YURYOSE

„ An act of convincing
„ Inducing someone into believing something
through reasoning
„ Yurpose of Yersuasive messages is to
„ Make receiver accept a point of view
„ Get desired response
„ To make the receiver act according to
your wishes

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 ORGANIZATION OF YERSUASIVE
MESSAGES
„ Direct request organization
„ for routine messages
„ Main idea
„ Explanation
„ Courteous close
„ Indirect request organization
„ In complex, more difficult situation
„ Explanation
„ Main Idea
„ Courteous Close
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 A-I-D-A
„ A = attention
„ I = Interest
„ D = Desire
„ A = Action

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 ATTENTION

„ First paragraph
„ Search for reader¶s interest
„ Open with Agreeable comment or assertion
„ Open with sincere compliment
„ Open with a question
„ Open with direct request for a favor
„ Avoid speaking about yourself and your
organization

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 INTEREST AND DESIRE

„ The middle paragraphs

„ Continue the theme stated in attention phase

„ Relate your product, project or service to the

reader

„ State the direct (direct impact)and

indirect(indirect impact) benefits for the reader

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 ACTION
„ Last paragraph (closing)

„ State your purpose

„ Do not feel embarrassed

„ Make your desired act ion simple easy and

clear

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 YERSUASIVE REQUESTS

A request mainly by the purpose of influencing

somebody¶s attitude and change his thinking about
a particular project, product or service according to
our liking.

„ Requests About Yroducts or Services.

„ Requests For Claims and Adjustments.
„ Requests For Change in Yolicy.
„ Requests for Change in Yerformance.
„ Requests for Employer to a Reference.
„ Requests from Employee to a Reference.

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 REQUESTS ABOUT YRODUCTS OR
SERVICES.
As senders(encoders) of the message we encounter
occasions where we have to seek a response from
the receivers.

„ Requesting Yurchase of a product.

„ notes(commonly known as miss-you messages) to old
customers trying to win back their trust.
„ Requesting Information from seller.
„ A request sent to seller by the aim of gathering information
about some particular we are interested in.
„ Requesting Internal Employee Action.
„ Message whose main purpose is to build effective
relationship with employees by getting their feedback

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 REQUESTS FOR CLAIMS AND
ADJUSTMENTS.
Requests written by dissatisfied customers opting for
an exchange or a claim of product or service.

„ Requesting an adjustment.
„ Request for a refund or an exchange
„ Requesting credit.
„ Credit applications are handled occasionally
„ Sometime we may seek special privileges from
lending institutions

(c) Copyright by Muhammad Usman 10

 REQUEST FOR CHANGE IN YOLICY

We often need to persuade a company to change

its usual policy, we may also wish to persuade
individuals to change their actions, hoping to
improve their future performance.

„ It takes considerable time to effect a change in the

policy.

„ Logical and organized evidence is required to bring

about such a change.

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 REQUESTS FOR CHANGE IN
YERFORMANCE
„ A good thorough convincing is required to
persuade someone to bring about a change in
their performance.
„ It¶s positive to give an oral briefing along with the
written message
Requested changes may include
„ Individual personal appearance.

„ Habits annoying to others.

„ Or even business practices.

(c) Copyright by Muhammad Usman 12

 REQUESTS FOR EMYLOYER TO A
REFERENCE
Employer often desire a feedback about an employee from
someone who is a good critique of employee¶s work (or)
from an individual having an understanding of a
perspective employee.
„ Be specific.
„ Word your question in a neutral way.
„ Number your questions.
„ Use separate paragraph for each question.

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 REQUESTS FROM EMYLOYEE TO A
REFERENCE.
A message written to persuade someone to write reference
letter
„ That person may or may not be interested
„ If that person is not interested we have to persuade him

„ then
„ State why we are communicating.
„ What the recommendation is for.
„ Include some summary for oneself, e.g.,
„ Course Studied.
„ Grades in major and minor area.
„ Yositions held and companies worked for..
„ Activities outside the workplace.
„ Goals and adjectives for your future.

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 YERSUASIVE SALES LETTERS

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

selling our organization¶s image and goodwill.

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 lettersÈ
„ Unsolicited lettersÈ

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 SOLICITED LETTERS.

„ Solicited sales letters are the letters that we write in

response to an inquiry.

„ These letters have one central goal: to get

responses quickly to someone¶s request for
information.

„ Direct(deductive approach) plan is used for

solicited letter

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 ORGANIZATIONAL YLAN RESYONDING
TO SOLICITED LETTERS
„ Answer the inquirer¶s questions favorably.
„ Indicate that the requested material will be sentÈ
„ Answer the additional questions.
„ Yrovide sales promotion information.
„ Arrange your response in such a way that beginning
and end of letter has positive response
„ Make the closing easy.
„ Suggest benefits to the reader.
„ Focus on the positive.

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 Unsolicited letters.
„ Unsolicited sales letter are those letters which you write
to people who can be persuaded through these
letters to buy your product or service.

„ Before writing this type of letter you should clearly know

your purpose.

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SUGGESTIONS FOR WRITING UNSOLICITED
LETTERS
„ Decide the purpose from one of the following
A. Make a direct deal
B. encourage future sale
C. Bring back lost customers
„ Understand the audience[general or
niche(specifically selected)]
„ Know every detail about your product or service
„ Be aware of the timing
„ Consider the length of your letter

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