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Business Communication

John Wiley & Sons

By Marty Brounstein

PowerPoints by
Gates Stoner
Pima Community College

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Objectives

Learn how to write a persuasive letter that addresses the needs of the reader
Recognize 5 parts of a sales letter
Review the role of persuasion in claim letters
Learn 4 common types of collection letters

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Persuasion

To persuade: to influence a person’s thoughts or actions, often by demonstrating reasons for that person to accept your influence.
To persuade, you must:
grab audience’s attention
prove that you can meet their needs
Persuasion must be based on truthful representation of facts.

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Writing Persuasively

4 Steps to Persuasive Writing:

Identify reader’s needs
Establish credibility
Grab reader’s attention
Prove you could meet reader’s needs

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Reader’s Needs

Examples

Money

Health

Comfort

Security

Reputation

Power

Attractiveness

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Types of Persuasive Letters

Sales or Promotional Letters

Claim Letter

Collection Letter

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Sales Letter

Effective sales letters:

Focus on customer (“you”), not writer (“I”)

Draw on market research

Make reader aware of needs product meets

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S-A-L-E-S Process

Spark attention, imagination, & curiosity

Announce product or service

List advantages to reader

Express appreciation and goodwill

Specify exactly what reader should do & when

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S-A-L-E-S Process

Suggest that you can do something unique for the reader

Name drop and then associate the reader with the name

Mention local people, places, and events

Empathize with the reader

Spark attention, imagination, & curiosity

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S-A-L-E-S Process

Name what you have to offer in specific terms

Use an honest and assertive voice

Provide a persuasive example or two

Announce product or service

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S-A-L-E-S Process

Demonstrate the needs your product or service fulfills

Consider using a list highlighting major points

List advantages to reader

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S-A-L-E-S Process

Thank reader or praise for his/her company

“We admire the standard you have set for yourself and others.”

Express appreciation and goodwill

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S-A-L-E-S Process

Use action verbs, “call or visit”

Include specific address and telephone number with time

Specify exactly what reader should do & when

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Sales Letter Pitfalls

Over-ambitiousness

Insincerity

Exaggerated Claims

Competition trashing

Fig. 9-1: Example of complete
sales letter using S-A-L-E-S pattern

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Claim Letters

A claim letter is a persuasive business letter that customers use to make and explain a demand for repayment, restitution, or replacement because of failure in a product or service.

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Guidelines and Questions

Assess the entire situation
Consider your audience
Tell your story in a logical, organized way
Use a positive approach
Insist on specific, timely action
Offer your cooperation

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Get the Attention You Deserve

Stay cool

Don’t delay

Be fair and polite

Be open-minded

Stay on course

Fig. 9-2: Example of

a claim letter

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Collection Letters

Goal:

To settle the account as quickly as possible.

Before writing, ask:

Why has the debt not been paid?

What tone will your letter use?

What do you want the reader to do?

When and where must action occur?

What motivational force inside the reader do you plan to address?

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4 Styles of Collection Letters

The Friendly Reminder

The Firm Request

The Urgent Appeal

The Final Demand

Writer assumes debtor simply forget to make the payment
Can bring more than a 50% response rate from debtors
Brief letter that relies on good will and sense of responsibility

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4 Styles of Collection Letters

The Friendly Reminder

The Firm Request

The Urgent Appeal

The Final Demand

Writer assumes that some problem has interrupted the regular flow of payments
Tone of letter is firm, with a hint of urgency
Motivates the reader on the basis of a sense of fairness

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4 Styles of Collection Letters

The Friendly Reminder

The Firm Request

The Urgent Appeal

The Final Demand

Writer assumes debtor cannot and will not pay without strong motivation
Tone is straightforward and urgent
Motivates the reader with pride and fear

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4 Styles of Collection Letters

The Friendly Reminder

The Firm Request

The Urgent Appeal

The Final Demand

Final collection effort before collection agency takes over

Determined and tough, but not offensive

The motivator is fear of legal action

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© 2006 John Wiley & Sons, Inc. All rights reserved. Reproduction or translation of this work beyond that permitted in section 117 of the 1976 United States Copyright Act without express permission of the copyright owner is unlawful. Request for further information should be addressed to the Permissions Department, John Wiley & Sons, Inc. The purchaser may make back-up copies for his/her use only and not for distribution or resale. The Publisher assumes no responsibility for errors, omissions, or damages caused by the use of these programs or from the use of the information herein.

All clipart and photos courtesy of Microsoft.com