Persuasive Message

1. Persuasive Request
Dear Mr. Janssen:
Would you like access to more reliable salary data than Glassdoor has to offer? Has your
company ever lost a valued employee to another organization that offered 20 percent
more in salary for the same position?
To remain competitive in hiring and to retain qualified workers, companies rely on
survey data showing current salaries. Herron & Hogan Research has been collecting
business data for a quarter century and has been honored by the American
Management Association for its accurate data. We need your help in collecting salary
data for today’s workers. Information from the enclosed questionnaire will supply
companies like yours with such data.
Your information, of course, will be treated confidentially. The questionnaire takes but a
few moments to complete, and it can provide substantial dividends for professional
organizations just like yours that need comparative salary data.
To show our gratitude for your participation, we will send you free comprehensive
salary surveys for your industry and your metropolitan area. Not only will you find basic
salaries, but you will also learn about bonus and incentive plans, special pay
differentials, expense reimbursements, and perquisites such as a company car and
credit card.
Comparative salary data are impossible to provide without the support of professionals
like you. Please complete the questionnaire and return it in the prepaid envelope before
June 1, our spring deadline. Participating in this survey means that you will no longer be
in the dark about how much your employees earn compared with others in your
industry

- Poses two short questions related to the reader

- Presents reader benefit tied to request explanation; establishes credibility
- Anticipates and counters resistance to condentiality and time/effort objections
- Offers free salary data as a direct benefits
- Provides deadline and final benefit to prompt action
 2. Persuasive Claim – Complaint E-Mail
Your UnaTelo Office VoIP Expandable Telephone System came highly recommended and
seemed to be the answer to increasingly expensive telephone service. Here at George II
we were looking for a way to reduce our local and long-distance telephone charges. The
VoIP system was particularly attractive to us because it offered Internet phone service
with unlimited calling to the United States, Europe, and Asia. Our business in fine
furnishings and unique objets d’art requires us to make and receive national and
international calls.
On January 8 we purchased two VoIP systems (SGU #IP7402-2) with five handsets each
for our main office here in Baton Rouge and for our Lafayette showroom. Each system
came with a base station and Una Lynxx extension. Although we followed all the
installation instructions, we discovered that an irritating static sound interfered with
every incoming and outgoing telephone call. We were unable to complete setting up the
systems.
This static is surprising and disappointing because the a glowing PC Magazine review
touted the “top-notch sound quality,” praising “what you’d expect from a business VoIP
platform, including an automated receptionist, extension dialing, call transfer, call logs,
ring groups, hold music, and an optional conference bridge.” Your website promises the
UnaTelo “pure voice HD experience.” The PC Magazine review also erroneously claimed
that setup is simple.
On January 10 we filled out a Return Merchandise Authorization form on your website.
However, we are frustrated that we have had no response. We are confident that a
service provider with your reputation for reliable products and superior customer
service will want to resolve this matter quickly.
Please authorize return of these two systems and credit our account for $999.86, which
represents the original cost plus taxes and shipping. Attached is an electronic copy of
the invoice with our credit card number.

- Begin with a compliment, point of agreement, statement of the problem, or brief

review of the action you have taken to resolve the problem.
- Prove that your claim is valid; explain why the receiver is responsible.
- Appeal to the receiver’s 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.
3. Persuasive Organizational Message Flowing Downward
Every day in Miami, volunteers make our community a better place to live and work.
They feed the homeless, provide companionship to the elderly, build low-income
housing, restore the natural environment, tutor at-risk children, read to children in
shelters, participate in hurricane recovery efforts, and even care for homeless pets!
These and other volunteer opportunities will be available on November 10 during
HandsOn Miami Day, a fund-raising event that we at TBT Bank endorse with immense
pride.
In partnership with United Way of Miami-Dade County and with Carnival Cruise Lines,
we at TBT Bank are joining in this day of change for our community. You can be part of
the change as 6,000 hands come together to paint, plant, create murals, and clean
neighborhoods and beaches. Last year a TBT Bank team landscaped and repainted the
Miami Beach boardwalk during HandsOn Miami Day. Afterwards, a survey showed that
86 percent of the volunteers thought the experience was worthwhile and that their
efforts made a difference.
To participate, each volunteer pays a registration fee of $30. You may wonder why you
should pay to volunteer. HandsOn Miami Day is the agency’s only fund-raising event,
and it supports year-round free services and programs for the entire Miami-Dade
community. For your $30, you receive breakfast and an event T-shirt. Best of all, you
share in making your community a better place to live and work.
To provide the best registration process possible, we are excited to work with Body
n’Sole, which has extensive experience managing registration for large-scale community
events. Just go to http://www.body-n-sole.com and request a registration form before
October 19.
You can make a huge difference to your community by volunteering for HandsOn Miami
Day, November 10. Join the fun and your TBT Bank colleagues in showing Miami that we
value volunteerism that achieves community goals. For every employee who volunteers
before October 26, TBT Bank will contribute $30 to United Way. Sign up now and name
the team members you want to work with.

- Captures attention by describing indirect benefit of volunteering in Miami

- Develops interest with examples and survey results Reduces resistance by
emphasizing both direct and indirect benefits
- Makes it easy to comply with request
 - Prompts action by providing deadline and incentive

4. Persuasive Message Flowing Upward

Arron,
Attached is a brief document that details our potential savings from
purchasing a refur bished color laser copier. After doing some research,
I discovered that these sophisticated machines aren’t as expensive as
one might think.
Please look at my calculations and let me know what you suggest that
we to do improve our in-house production of print matter and reduce
both time and cost for external copying.
Leo
As you can see, a remanufactured Xerox 8860MFP copier saves us more
than $900 per month. For a limited time Copy City is offering a free 15-
day trial offer, a free copier stand (a $250 value), free starter supplies,
and free delivery and installation. We have office space available, and
my staff is eager to add a second machine. Please call me at Ext. 630 if
you have questions. This copier is such a good opportunity that I have
prepared a purchase requisition authorizing the agreement with Copy
City. With your approval before May 4, we could have our machine by
May 14 and start saving time and more than $900 every month. Fast
action will also help us take advantage of Copy City’s free start-up
incentives
5. Sales Letters
 Gaining attention:
- Offer: Subscribe now and get a free iPad to enjoy your programming on the
go!
- Promise: Now you can raise your sales income by 50 percent or even more
with the proven techniques found in . . . .
- Question: Why wait in the Starbucks line for a pitiful paper cup when for
$20 you can have the Chiseled Chrome Coffee Cup, a handsome stylish
tumbler of your own to refill every morning?
- Quotation or proverb: Necessity is the mother of invention.
- Fact: The Greenland Eskimos ate more fat than anyone in the world. And
yet . . . they had virtually no heart disease.
- Product feature and its benefit: The Atlas sock is made from cotton,
polyester, and carbonized coffee. Yup! Coffee helps filter odor, but equally
important, we use pressure mapping and thermal imaging to create a
ridiculously comfortable sock!
- Startling statement: Bigger houses cost less.
- Personalized action setting: It’s 4:30 p.m. and you’ve got to make a
decision. You need everybody’s opinion, no matter where they are. Before
you pick up your phone to call them one at a time, pick up this card: WebEx
Teleconference Services.
 Rational & Emotional Appeals:
- Rational Appeal: You can buy the things you need and want, pay household
bills, and pay off higher-cost loans and credit cards—as soon as you are
approved and your ChoiceCredit card account is opened.
- Emotional Appeal: Leave the urban bustle behind and escape to sun-
soaked Bermuda! To recharge your batteries with an injection of sun and
surf, all you need is your bathing suit, a little suntan lotion, and your
ChoiceCredit card.
- Dual Appeal: New ChoiceCredit cardholders are immediately eligible for a
$200 travel certificate and additional discounts at fun-filled resorts. Save up
to 40 percent while lying on a beach in picturesque, sun-soaked Bora-Bora,
the year-round resort.
 Reducing Resistance and Building Desire.
When price is an obstacle, consider these suggestions:
- Delay mentioning price until after you’ve created a desire for the product.
- Show the price in small units, such as the price per issue of a magazine.
- Demonstrate how the reader saves money—for instance, by subscribing for
two or three years.
- Compare your prices with those of a competitor.
(If you are worried about training your staff members on the new software,
remember that our offer includes $1,000 worth of on-site one-on-one
instruction).
- Testimonials: “I never stopped eating, yet I lost 107 pounds.” — Tina
Rivers, Greenwood, South Carolina
- Names of satisfied users (with permission, of course): Enclosed is a partial
list of private pilots who enthusiastically subscribe to our service.
- Money-back guarantee or warranty: We offer the longest warranties in the
business—all parts and service on-site for five years!
- Free trial or sample: We are so confident that you will like our new
accounting program that we want you to try it absolutely free.
- Performance tests, polls, or awards: Our TP-3000 was named Best Internet
Phone, and Etown.com voted it Smartphone of the Year.
 Motivating Action at the Conclusion of a Sales Message.
- Offer a gift: You will receive a free iPad mini with the purchase of any new
car.
- Promise an incentive: With every new paid subscription, we will plant a
tree in one of America’s Heritage Forests.
- Limit the offer: Only the first 100 customers receive free travel mugs.
- Set a deadline: You must act before June 1 to take advantage of these low
prices.
- Guarantee satisfaction: We will return your full payment if you are not
entirely satisfied— no questions asked.
5.1. Health Sale Letter
Do you think you can’t afford quality health insurance? Let us try to change your
mind. ProHealth offers attractive health plans that fit a range of budgets, needs,
and lifestyles. Whether you’re a recent graduate, self-employed, retiring early, or
working without health insurance, one of our plans could be right for you.
Health care needs can rise at any time in life, even in healthy and fit individuals.
Anyone can succumb to an infectious disease or become sidelined by an accident.
Knowing that such an event won’t break the bank will give you peace of mind.
Choose from a variety of plans and benefits at affordable rates, starting at $110.
Our individual and family plans feature important benefits to keep you healthy:
• Preventive care comes at no additional cost, including your annual exam!
• Generic and brand-name prescription drug coverage will save you money every
time.
• Chiropractic care, acupuncture, and rehabilitation coverage will help keep you
in shape.
• A range of deductible options that work for your budget will put coverage
within reach.
• Optional dental, vision, and life insurance coverage will protect you from
unexpected expense.
Visit our website www.prohealth.com for lots of ideas on how you can achieve
your wellness goals. Learn about discount programs that help you save money
and achieve a healthier lifestyle—at no additional charge.
Compare ProHealth plans when you’re ready. No obligation. No pressure. Simple!
Call us at (877) 522-0417, and we will answer your questions in clear, easy-
tounderstand language, without medical or bureaucratic jargon. We promise. No
sales types will hound you, either. That’s a promise too.
 Craft a catchy subject line
Keep the main info “above the fold”
Make the message short, conversational, and focused
Sprinkle testimonials throughout the copy
Provide a means for opting out: how to be removed from the sender’s mailing
database.
 6. Press Release With a Broad Appeal
GROUNDBREAKING HEALTH OF WOMEN STUDY LAUNCHED

SANTA MONICA, Calif. – The Dr. Susan Love Research Foundation and Beckman Research Institute of
City of Hope, today launch the Health of Women Study (HOW), a long-term cohort study tracking the
health of women via online and mobile platforms. This new 21st-century research was designed to help
find the root causes of breast cancer, leading to prevention. Any woman over 18 years old, as well as
interested men, can join this revolutionary effort. HOW will study survivors and women who have not
been diagnosed with breast cancer to investigate causes and new risk factors.

“The majority of women who get breast cancer have none of the known clinical risk factors for the
disease,” said Susan Love, MD, president and founder of the Dr. Susan Love Research Foundation. “We
have made strides in how we treat breast cancer, but we still don’t know how to prevent it. We believe
this new kind of study that traces and involves healthy women and breast cancer patients will give us
the data we need to find the cause and develop prevention.”

“Cohort studies are most valuable in epidemiology, but they are extremely costly and difficult to
manage,” said Leslie Bernstein, PhD, Beckman Research Institute of City of Hope. “The HOW Study uses
economical technology and will capture behavior and lifestyle changes affecting women’s cancer risk.”

The HOW Study enables clinical researchers to pose questions rapidly, reaching a large sample
population online and via mobile devices. Thus, researchers will capture more relevant data than has
been feasible before and will empower consumers to become major stakeholders actively engaged in
research. Study participants will be able to pose questions and play a tangible role in working to end
breast cancer. “The important data collected as a part of HOW will be shared with researchers who can
use it—a practice virtually unheard of in the research community,” said Love.

In 2008 the Dr. Susan Love Research Foundation introduced the Love/Avon Army of Women to
participate in breast cancer research studies looking into causes and prevention of the disease. Today
the Army of Women has nearly 370,000 women ready to participate in research studies.

About the Study Sponsors

The mission of Dr. Susan Love Research Foundation is to eradicate breast cancer and improve the quality
of women’s health through innovative research, education and advocacy. Beckman Research Institute of
City of Hope is known worldwide for its outstanding basic, translational and epidemiological research.
For details, visit www.healthofwomenstudy.org

 Provides optional headline

Announces populations targeted by the study
Explains in detail the unique features and benets of the study
Describes credentials of sponsoring organizations
Uses pound symbols to signal end of release