6. Use a direct request
when...
No audience resistance
Busy audience
Organizational Preference
7. Use a Problem-
Solving stratey
when...
Audience objections
Need full participation
Audience will read completely
Audience privileges logic over emotion
9. Subject Lines
Direct Request: In the subject line
Problem-Solving Message: Your stance
10. Example Subject Line:
Persuasive Message
Subject: Request for Updated Software
(strategy: direct request)
11. Example Subject Line:
Persuasive Message
Subject: Status of Account #3548-003
(strategy: neutral position, topic-only)
12. Example Subject Line:
Persuasive Message
Subject: Do We Need an Additional
Training Session in October?
(strategy: question to introduce challenge)
13. Example Subject Line:
Persuasive Message
Subject: A Proposal to Change the
Formula for Calculating Retirees' Benefits
(strategy: propose action)
14. Example Subject Line:
Persuasive Message
Subject: Arguments for Expanding the
Marysville Plant
(strategy: propose an action)
15. Example Subject Line:
Persuasive Message
Subject: Why Cassano's Should Close Its
West Side Store
(strategy: argue an action)
16. Pattern for Problem-
Solving Messages
Problem
Details
Solution
Advantages / Disadvantages
Additional Benefits
Call to Action
17. Handling Objections in
Persuasive Messages
Be clear about required resources
Resources vs. Benefits
Spending now saves later
Appeal to reader benefits
18. Common Persuasive
Messages
• Orders and requests.
• Proposals and recommendations.
• Sales and fund-raising letters.
• Job application letters.
• Reports, if they recommend action.
• Efforts to change people’s behavior.
20. Secondary
Purposes of
Persuasive Messages
Good image of writer.
Good image of organization.
Relationship with reader.
Eliminate audience correspondence.
21. (12.2) How do you
organize a problem-
solving persuasive
message?
23. (12.18) How did you
respond to John Inoye’s
request regarding Peggy
Chafez?
Notas del editor
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The audience will do as you ask without any resistance.\nYou need a response only from the people who are willing to act. \nThe audience is busy and may not read all the messages received.\nYour organization’s culture prefers direct requests.\n
The audience is likely to object to doing as you ask.\nYou need action from everyone.\nYou trust the audience to read the entire message.\nYou expect logic to be more important than emotion in the decision.\n\n
The audience will do as you ask without any resistance.\nYou need a response only from the people who are willing to act. \nThe audience is busy and may not read all the messages received.\nYour organization’s culture prefers direct requests.\n
In a direct request, put the request, the topic of the request, or a question in the subject line.\nIn a problem-solving message, use a directed subject line: one that makes your stance on the issue clear. \nYou can also use common ground or a reader benefit to show readers that the message will help them. \n
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Describe the problem you both share (which your request will solve).\nGive the details of the problem.\nExplain the solution to the problem.\nShow that any negative elements are outweighed by the disadvantages.\nSummarize any additional benefits of the solution.\nAsk for the action you want.\n\n
Specify how much time and/or money is required.\nPut the time and/or money in the context of the benefits they bring.\nShow that money spent now will save money in the long run.\n
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To have the reader act.\nTo provide enough information so that the reader knows exactly what to do.\nTo overcome any objections that might prevent or delay action.\n
To build a good image of the writer\nTo build a good image of the writer's organization.\nTo cement a good relationship between the writer and reader:\nTo reduce or eliminate future correspondence on the same subject so the message doesn't create more work for the writer.\n
describe the problem you both share (which your request will solve)\ngive the details of the problem\nexplain the solution to the problem\nshow that any negative elements are outweighed by the disadvantages,\nsummarize any additional benefits of the solution\nask for the action you want.\n\n
