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Chapter 10 LECTURE NOTES
Persuasive and Sales Messages
CHAPTER SYNOPSIS
The ability to use argument or discussion to influence an individual’s beliefs or actions is called
persuasion. The art of persuading someone to take a specific action or change an individual’s
beliefs is an important skill that requires understanding and practice. This chapter explains the
major elements in successful persuasive messages and shows students how to use the 3-x-3 writing
process to create effective persuasive requests and sales messages. To be successful at persuasion,
business communicators must be familiar with the products or services they sell and the audiences
to whom they promote them. Therefore, this chapter emphasizes how to analyze the purpose of the
message, how to adapt it to the audience, and how to appropriately research and organize data. In
addition, the chapter explains how to use the traditional four-part AIDA strategy for creating
successful persuasive messages.
Students will learn to write practical messages such as those that request favors and action, make
claims, and deliver complaints. The chapter also focuses on writing persuasive messages within
organizations and includes guidance on writing short persuasive messages online, such as tweets.
The last part of the chapter covers effective and ethical direct-mail and e-mail sales campaigns.
Finally, students study basic patterns and techniques in developing persuasive press releases.
LEARNING OBJECTIVES
1. Explain digital-age persuasion, identify effective persuasive techniques, and apply the 3-x-3
writing process to persuasive messages in print and online.
2. Describe the traditional four-part AIDA strategy for creating successful persuasive messages,
and apply the four elements to draft effective and ethical business messages.
3. Craft persuasive messages that request actions, make claims, and deliver complaints.
4. Understand interpersonal persuasion at work and write persuasive messages within
organizations.
5. Create effective and ethical direct-mail and e-mail sales messages.
6. Apply basic techniques in developing persuasive press releases.
WHAT’S NEW IN THIS CHAPTER
Inserted a relevant and current two-part opening scenario that emphasizes the importance of
persuasion and stimulates critical thinking.
Meaningfully enhanced and reorganized the discussion of contemporary persuasion theory to
cover changes wrought by communication technology and social media.
Included new relevant and authentic model documents to demonstrate persuasive e-mail
marketing messages, press releases, and present-day sales letters.
Added coverage of channel selection to illustrate how marketers use multiple channels to
send seamless messages that reach increasingly sophisticated and savvy target audiences.
Added visuals and an infographic to create eye appeal and meet students’ visual expectations
and preferences.
Updated the coverage of puffery and misleading advertising claims in persuasive marketing
messages to instruct students in the importance of ethical sales practices.
Inserted new documents for revision to provide ample opportunities to practice important
chapter concepts.
Added coverage of short persuasive messages such as tweets to prepare students for a
business world steeped in social media.
Added a discussion of social media effectiveness with respect to sales and compared social
media with more traditional persuasive channels such as sales letters and marketing e-mails.
Devised meaningful and rigorous end-of-chapter activities (55 percent new), a large number
of which address tweets and other social media messages to provide opportunities for
students to practice professional persuasive technique using contemporary channels.
LECTURE OUTLINE
I. Understanding Persuasion in the Digital Age (p. 327)
PowerPoint slides 1-3
A.What Is Persuasion?
Definition: Persuasion is the ability to use argument or discussion in attempting to
change an individual’s beliefs or actions.
Persuasion is a symbolic process.
Persuasion involves an attempt to influence.
Persuasion is self-persuasion.
Persuasion involves transmitting a message.
Persuasion requires free choice.
Figure 10.1 Six Basic Principles That Direct Human Behavior
PowerPoint slides 4-6
B. How Has Persuasion Changed in the Digital Age?
The volume and reach of persuasive messages have exploded.
Persuasive messages spread at warp speed.
Organizations of all stripes are in the persuasion business.
Persuasive techniques are more subtle and misleading.
Persuasion is more complex and impersonal.
PowerPoint slide 7
C. How to Persuade Effectively
1. Establish credibility.
2. Make a reasonable, specific request.
3. Tie facts to benefits.
4. Recognize the power of loss.
5. Expect and overcome resistance.
6. Share solutions and compromise.
Figure 10.2 Effective Persuasion Techniques
PowerPoint slide 8
D. Applying the 3-x-3 Writing Process to Persuasive Messages (p. 298)
PowerPoint slides 9-11
1. Analyzing the Purpose: Knowing What You Want to Achieve
Before you start writing your message or planning your presentation, know
your purpose and what response you want.
Figure 10.3 Wholesome2Go Engages the Audience
2. Adapting to the Audience to Make Your Message Heard
A persuasive message shows how your request helps the receiver fulfill key
needs or solve a problem.
To adapt your request to the receiver, consider these questions that receivers
may ask themselves:
1. Why should I?
2. What’s in it for me?
3. What’s in it for you?
4. Who cares?
3. Researching and Organizing Persuasive Data
Collect data to support your message.
Organize the message into a logical sequence.
Classic indirect strategy (AIDA):
1. Gain attention.
2. Build interest.
3. Elicit desire and reduce resistance.
4. Motivate action.
Figure 10.4 The AIDA Strategy for Persuasive Messages
PowerPoint slides 12-21
II. Blending Four Major Elements in Successful Persuasive Messages (p. 334)
The key elements in persuasive messages are (a) gaining your audience’s attention,
(b) building interest by convincing your audience that your proposal is worthy, (c)
eliciting desire and reducing resistance, and (d) motivating action.
Figure 10.5 Applying the Four-Part AIDA Strategy to Persuasive Documents
A. Gaining Attention in Persuasive Messages
When the persuader anticipates mild resistance, the opener should be low-key and
factual.
When the persuader anticipates strong resistance, the opening should be
compelling and thoughtful.
1. Problem description. Summarize the problem your proposal will help solve.
2. Unexpected statement. Generate interest with a thought-provoking
statement.
3. Reader benefit. Promptly communicate reader benefits.
4. Compliment. Offer praise or compliments to entice reader.
5. Related facts. Offer intriguing facts to build interest.
6. Stimulating question. Spark curiosity with a provocative question.
B. Building Interest in Persuasive Messages
Build interest and reduce resistance with a few paragraphs of explanation.
Show how your request can benefit the audience directly or indirectly.
C. Eliciting Desire and Reducing Resistance in Persuasive Requests
Anticipate resistance by asking What If?
Counter resistance by presenting counterarguments in sentences that emphasize
benefits.
Reduce resistance by establishing expertise, referring to credentials, or
demonstrating competence.
D. Prompting Action in Persuasive Messages
Make your recommendations as specifically and confidently as possible.
Don’t sound apologetic and don’t supply excuses.
E. Being an Ethical Persuader
In a persuasive message, put forth a convincing case but be sure it is based on
truth, objectivity, and fairness.
Figure 10.6 Persuasive Request
PowerPoint slide 22
III. Writing Persuasive Requests, Making Claims, and Delivering Complaints (p. 338)
When requesting a favor or action, think through your purpose and prepare a
thoughtful message.
Use the indirect strategy for persuasive messages that request favors or actions.
A. Writing Persuasive Claims
1. Developing a Logical Persuasive Argument
Begin with a compliment, point of agreement, statement of the problem, or
brief review of the action you have taken to solve the problem.
Present a logical case with clear facts.
Enclose documentation that confirms the details of the purchase.
2. Using a Moderate Tone
Describe your feelings and disappointment without sounding angry,
emotional, or irrational.
Appeal to the reader’s fairness, ethical and legal responsibilities, and desire
for customer satisfaction.
B. Composing Effective Complaints
Use a positive opening, a well-documented claim, and a request for specific action in
the closing.
Figure 10.7 Persuasive Claim (Complaint) E-Mail
PowerPoint slides 23-33
IV. Writing Persuasive Messages in Digital-Age Organizations (p. 341)
PowerPoint slides 34-36
A. Persuading Employees: Messages Flowing Downward
Instructions moving from supervisors to subordinates require little persuasion.
Messages flowing downward follow the direct strategy with the purpose stated
immediately.
Figure 10.8 Persuasive Organizational Message Flowing Downward
B. Persuading the Boss: Messages Flowing Upward
Messages to managers should emphasize how the proposal saves money or
benefits the business.
Soften your words when persuading upward and avoid sounding pushy.
Use facts, statistics, examples, and specific details to build a solid foundation for
your request.
Figure 10.9 Persuasive Message Flowing Upward
PowerPoint slides 37-40
V. Creating Effective Sales Messages in Print and Online (p. 345)
PowerPoint slides 41-51
A. Applying the 3-x-3 Writing Process to Sales Messages
1. Analyzing the Product and Purpose for Writing
Study the product or service carefully.
Identify the central selling points.
Determine the purpose of your letter.
2. Adapting a Sales Message to Its Audience
Tailor the message to a specific audience.
Use mailing lists to increase response rate.
B. Crafting Successful Sales Messages
1. Gaining Attention in Sales Messages
Offer
Promise
Question
Quotation or proverb
Fact
Product feature
Testimonial
Startling statement
Personalized action setting
2. Building Interest With Rational and Emotional Appeals
Rational appeal—associated with reason and intellect
Emotional appeal—relates to status, ego, and sensual feelings
Dual appeal—combines rational and emotional appeals
3. Eliciting Desire and Reducing Resistance
When price is an issue, delay mentioning price, show the price in small units,
demonstrate how the reader saves money, and compare prices with competitors’.
Testimonials
Names of satisfied users
Money-back guarantee or warranty
Free trial or sample
Performance tests, polls, or awards
4. Motivating Action at the Conclusion of a Sales Message
Offer a gift.
Promise an incentive.
Limit the offer.
Set a deadline.
Guarantee satisfaction.
5. Putting Together All the Parts of a Sales Message
Because direct mail is expensive, create sales messages that present complete
information in a personalized tone for specific audiences.
Figure 10.10 Channel Choice: Direct Mail and Social Media
Figure 10.11 HealthSelect Sales Letter
PowerPoint slides 52, 53
C. Writing Successful E-Mail Sales Messages
Craft a catchy subject line.
Keep the main information “above the fold.”
Make the message short, conversational, and focused.
Convey urgency.
Sprinkle testimonials throughout the copy.
Provide a means for opting out.
PowerPoint slides 54, 55
D. Writing Short Persuasive Messages Online
Tweets and other online posts can be used to influence others and to project a
professional online presence.
Writers try to pitch offers, prompt specific responses, or draw the attention of
their audiences to interesting events and media links.
Figure 10.12 Analyzing Persuasive Tweets
PowerPoint slides 56, 57
VI. Developing Persuasive Press Releases (p. 355)
Open with attention-getting lead.
Include answers to the five Ws and H.
Appeal to the audience of the target market.
Present the most important information early, followed by supporting information.
Make the release visually appealing.
Look and sound credible.
Figure 10.13 Press Release With a Broad Appeal
PowerPoint slides 58-64
