Writing for the Workplace: Business Communication for Professionals
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| Types of Persuasive Messages Common workplace situations call for persuasion, and although each message is built upon the AIDA model, specific scenarios demand fine-tuning to meet the writing objective. Claims or Requests for Adjustments Claims or requests for adjustments are written when things go wrong— an incorrect product was shipped, a bill is in error, merchandise is faulty, or an insurance or other claim must be filed. Inmost cases these kinds of messages can be dealt with by using the direct approach. However, if the writer expects foot-dragging on the part of the receiver or if prior requests have been ignored, the indirect strategy may work best. Persuasive requests should present an honest argument that appeals to the audience’s intelligence. The request should be posed using logic and PERSUASIVE ANd BAd NEWS mESSAGES facts in a moderate tone. The following paragraphs demonstrate the tone and content of a persuasive request. Harper Hardware has a reputation for selling excellent products and providing personal service, and I have been a loyal customer for many years� I visited your store on September 3 to purchase a ceiling fan The one I chose was sold out, so I decided to shop elsewhere Before I left, the sales representative helping me called her manager, Fred Kroll, who suggested that I order the fan and have it shipped to my home at no extra charge However, when the fan arrived and I examined the invoice, I saw I was charged $49�50 for shipping fees Because I was promised the product without the fee, would you reimburse me for the charge on my credit card? I have every confidence you will take care of this matter and look forward to a satisfactory resolution� Favor Request Many times you will need to ask favors of an organization or an individual. Such favor requests require persuasive writing. Begin by grabbing the reader’s attention with a compliment or a benefit. Build interest by providing the details using the you view. Reduce resistance by providing reader benefits, and close by giving a specific action you’d like the reader to take. Don’t forget to be courteous and show gratitude. See Appendix B fora sample persuasive email favor request. Promoting an Idea Supervisors often need to sell an idea to staff likewise, staff members sometimes need to sell an idea to supervisors. Such persuasive messages that promote an idea need to be carefully worded. Say you work at anon- profit organization and want to suggest creating a newsletter to help keep members involved. You need to provide facts to support your argument and make a strong case for how the newsletter would benefit the organization. This would require a description of the reason for the newsletter, 52 WRITING FOR THE WORKPLACE facts supporting its usefulness, benefits of adopting the idea, and counterarguments for possible objections to the idea. The document would end with a respectful conclusion stating the desired action and restating the main benefits. See Appendix B fora sample of a persuasive memo promoting an idea. Sales and marketing messages As a consumer, you are frequently bombarded by unwanted sales and marketing messages whether they arrive in the mail, your inbox, your voicemail, or other means. But sales messages area fact of life, and the fact is that they can work to meet an organization’s objectives. In larger organizations, writing sales messages is frequently delegated to an individual skilled in copywriting or to an outside vendor who specializes in these types of messages. However, in smaller organizations, you maybe called upon to write convincing sales or marketing messages. In these cases, follow the AIDA organizational strategy. If sending out an email, write a catchy subject line that encourages the reader to open the message. Begin your message with a statement that will grab your reader’s attention and followup with the details that will entice your reader to do what you want (act now, call now, order now, etc. A caveat Be sure to never misrepresent a product, service, or benefit or promise what you cannot deliver. It’s unethical and bad business. See Appendix B fora sample email sales message. Download 3.09 Mb. Share with your friends:
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