9 - 1

9 - 2
Applying the 3-x-3 Writing
Process
Analyzing purpose
What do you want the receiver to do or think?
Anticipating reaction
Does the receiver need to be persuaded?
Adapting to the audience
How can you adapt your message to appeal to this receiver?
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Applying the 3-x-3 Writing
Process
Researching data
What information do you need?
Where can you locate it?
Organizing data
What strategy is best direct or indirect?
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The Indirect Pattern for
Persuasion
Gain attention
Build interest
Reduce resistance
Motivate action
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MAKING PERSUASIVE
REQUESTS
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Gaining Attention6
In requesting favors, begin with a
compliment, unexpected fact,
stimulating question, reader benefit,
summary of the problem, or candid plea
for help.
For claims, consider opening with a
review of action you have taken to
resolve the problem.
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Building Interest
Prove the accuracy and merit of your
request with facts, figures, expert
opinion, examples, and details.
Avoid sounding high-pressured, angry,
or emotional.
Suggest direct and indirect benefits for
the receiver.
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Reducing Resistance
Identify possible obstacles; offer counter
arguments.
Demonstrate your credibility by being
knowledgeable.
In requesting favors or making
recommendations, show how the
receiver or others will benefit.
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Reducing Resistance
Example: Although your gift to the
Neonatal Center is not tax deductible, it
would help us purchase one Intensive
Care Ventilator that would be put to use
immediately in caring for critically ill and
premature newborn infants.
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Motivating Action
Ask for specific action
confidently.
Include an end date, if
appropriate.
Repeat a key benefit.
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How to Write a Good
Complaint Letter
Begin with a compliment, point of
agreement, statement of the problem, or
brief review of the action you have taken to
resolve the problem.
Provide identifying data.
Prove that your claim is valid; explain why
the receiver is responsible.
Enclose copies of documents
supporting your claim.
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How to Write a Good
Complaint Letter
Appeal to the receivers fairness, ethical
and legal responsibilities, and desire for
customer satisfaction.
Describe your feelings and your
disappointment.
Avoid sounding angry, emotional, or
irrational. Close by telling exactly what you
want done.
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WRITING SALES LETTERS
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Gaining Attention
Offer something valuable, promise a
significant result, or describe a product
feature.
Present a testimonial, make a startling
statement, or show the reader in an
action setting.
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Gaining Attention
Example: How much is sex
costing your company? An
incident of sexual harassment
can cost millions of dollars unless
preventive measures are taken.
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Building Interest
Describe the product in terms of what it
does for the reader.
Show how the product or service saves
or makes money, reduces effort,
improves health, produces pleasure, or
boosts status.
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Building Interest
Example: Our computer-based training
program teaches your employees what
behavior is aceptable and unacceptable,
while showing you steps to reduce the
risk of employer liability.
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Reducing Resistance
Counter reluctance with testimonials,
money-back guarantees, attractive
warranties, trial offers, or free samples.
Build credibility with results of
performance tests, polls, or awards.
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Reducing Resistance
Example: This important investment in
sexual harassment prevention comes
with a money-back guarantee. If you are
not satisfied, your entire training costs
are returned.
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Motivating Action
Close with repetition of the central
selling point and clear instructions for an
easy action to be taken.
Prompt the reader to act immediately
with a gift, incentive, limited offer, or
deadline.
Put the strongest motivator in a
postscript.
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Motivating Action
Example: Sign up now and you receive
a free 60-day trial. Call, fax, or e-mail us
today to receive a free demo disk. You
cant lose!
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GAINING ATTENTION
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Gaining Attention
With a problem description
Six of our computers were recently infected
with the Melissa virus, and we lost at least
25 work hours trying to repair the problem.
With an unexpected statement
If you checked carefully, youd probably find
that 20 percent of your customers account for
80 percent of your profits.
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Gaining Attention
With reader benefits
Now you can immediately protect all your
computers from the latest viruses with our on-
line anti-virus program.
With a compliment
Because no one generates as much
audience enthusiasm as you do in your
presentations, we are asking you to speak . . .
.
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Gaining Attention
With a related fact
A virus is a computer program written to
perform malicious tasks.
With a stimulating question
How would you like to cut employee overtime
costs in half?
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BUILDING INTEREST
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Building Interest
By supplying facts and figures
Currently 16,000 known computer viruses are
in existence, and the number increases by
300 to 400 each month.
By giving examples
One company lost valuable data and had no
recent backup disks to replace infected files.
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Building Interest
By citing expert opinion
Hostile code can hit without warning, says
virus specialist Dr. Tony Timm, so
companies must have a virus antidote or they
risk all their operations.
By providing specific details
In a test comparing six of the leading anti-
virus programs, our program was flawless in
virus detection, easy to use, and low in
ownership cost.
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Building Interest
By mentioning direct benefits
Our anti-virus program can protect you from
subtle corruptions of data that may go
unnoticed for months.
By mentioning indirect benefits
Your company continues to be a pacesetter in
the health care industry by setting an
example for other organizations who are
bewildered by the growing number of viruses.