RefutationIn dealing with resistance to your persuasive message, you need to anticipate your audience’s reaction. In debate, this is one of the most important techniques. In the example of the dental hygiene product, a first resistant reaction might be:Here, you need to establish your competitive edge. Your company’s market campaign should have a distinguishing trait that marks your product as being superior. It might be a special chemical additive that
combines a whitening agent with the anti-bacterial components. You need to establish how your product is superior to others.Cost is a second area of resistance. If your cost is higher than that of other products, you need to justify the extra cost. In this case, you might argue that the buyer is getting both a bacteria fighter and a whitening agent in a single product, actually saving money over buying two separate products.Your success depends on your ability to anticipate objections, and also upon your ability to offset them with convincing evidence that the product offered provides reader benefits. he Main BusinessYou have laid the groundwork to justify your main business.As with bad news and other messages likely to provoke negative reactions, you have mentally prepared your audience for a favorable response. In a sales letter in particular, the main business is going to be a variation on “buy this product or service.”Although the message is always going to be the same, certain approaches make it effective. 1.first, be direct and positive.2.Second, make desired action easy and clear.3.Third, to encourage response, establish a deadline.Goodwill ClosingNow that the request has been presented, you want to promote goodwill for your company as a final attempt to persuade the audience.In the closing, you return to the original attention getter, in this case, the promise of a winning smile. At this point, you want to present it as a reader benefit, using you-attitude to link the reader personally to the effect promised.For example, you could write,The goodwill close can also promote convenience. You can mention that your company accepts credit cards or personal checks for orders. You might enclose a number of promotional items with the letter, such as catalogs featuring other products from your company, coupons, informational brochures, and sales announcements.You might even want to include a postscript (P.S). for further promotion of goodwill. Classes of Persuasive MessagesIn addition to the sales letter, which is the most common example of persuasive writing in a business setting, there are a variety of other situations involving persuasion.These situations can be internal (memos) or external (letters). The following list identifies the most common situations:Request – Adjustments, favors, actions.
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- Spring '08
- Regulatory Focus Theory, good news, main business