Persuading someone to change a belief or to do something that largely benefits you is often difficult. However, if you carefully plan your message and use the indirect strategy to structure your message, you will be more persuasive.

3. Writing Persuasive Requests, Making Claims, and DeliveringComplaints

Persuading someone to change a belief or to do something that largely benefits you is often difficult. However, if you carefully plan your message and use the indirect strategy to structure your message, you will be more persuasive.

The following message attempts to persuade the reader to invest in the Lemur Furniture Company. Read the letter, and then answer the questions.

April 20, 2013

Ms. Jeanne Doherty

Chief Investment Officer

Save the Earth Investments

111 Main St.

Sunnytown, CA 94025

Dear Ms. Doherty:

[1] When you and your clients are thinking about investments in eco-friendly enterprises, don’t be bamboozled by bamboo. Bamboo grows up to three or four feet a day and, therefore, offers an affordable, beautiful, eco-friendly source for furniture.

[2] We are the Lemur Furniture Company. In the last ten years, we have increased our profit margin by 50 percent by creating bamboo furniture products. We have doubled our staff size, and we recently added five best-selling bamboo products to our line. Save the Earth Investments invests in companies that believe in creating a more sustainable environment. We also believe in sustainability; therefore, we embarked on a thorough review of similar companies. Anderson Research Inc. found that Lemur has the best quality bamboo furniture at the lowest prices and uses the most eco-friendly production process.

[3] To continue our ten-year tradition of excellence—supported by two Greenify Awards and three Certificates of Excellence from World Sustain—we ask for your investment. We are currently designing three new product lines for 2014: picnic tables, lawn chairs, and benches. These products are comfortable and beautifully designed. We intend to have them ready for production by June. These products have been met with positive reviews from our test customers, and we believe they will increase our profit margin by another 25 percent.

[4] We will have our sample products from the new lines in our showroom next week. I am eager to show you how beautiful they are. You are invited to be our special guest for a product launch party on May 22; I will phone you on Friday, May 16, to confirm that you will attend.

Sincerely yours,

Joseph Pelletier

What is effective about the body of this message? Check all that apply.

Establishes credibility

Begs the question

Ties facts to reader benefits

Uses circular reasoning

Points:

1 / 1

Close Explanation

Explanation:

Showing how your request can benefit the receiver directly or indirectly can strengthen your argument. When the receiver does not know you, establish your expertise, refer to your credentials, and demonstrate your competency. Circular reasoning and begging the question are not effective techniques for persuasion in most workplace settings because they do not provide new evidence or facts to support the argument.

In paragraph [2] of the message, which statement establishes credibility?

Anderson Research Inc. found that Lemur has the best quality bamboo furniture at the lowest prices and uses the most eco-friendly production process.

Save the Earth Investments invests in companies that believe in creating a more sustainable environment.

We are the Lemur Furniture Company.

Points:

1 / 1

Close Explanation

Explanation:

“Anderson Research Inc. found that Lemur has the best quality bamboo furniture at the lowest prices and uses the most eco-friendly production process” establishes credibility by using research as support. Establishing credibility reduces resistance. If the receiver does not know you, establish expertise, refer to your credentials, and demonstrate competency. The other two options do not establish credibility.

An effective, persuasive claim or complaint message requires a clear understanding of the situation and request. Be sure to choose the appropriate tone and organization to improve the reception of your message.

Effective claim messagespresent a logical case with clear facts   .

Points:

1 / 1

Close Explanation

Explanation:

A successful, persuasive claim message uses a moderate tone, develops a logical, persuasive argument, and makes a reasonable request. Do not express disappointment or make your request vague. State your claim clearly, and hit the highlights to provide the reader with enough information to accept your request.

How should you open an effective complaint message? Check all that apply.

With a compliment

With a statement of disappointment

With a rational, objective, unemotional tone

With a lengthy review of the situation

Points:

0.75 / 1

Close Explanation

Explanation:

Opening your letter with a compliment, a point of agreement, a statement of the problem, or a brief review of the actions you have taken in a rational, objective, and unemotional tone are effective persuasive techniques that will motivate change. Do not begin with a lengthy review of the situation or a statement of disappointment. These techniques will alienate your reader immediately.

Successful persuasive messages gain attention, build interest, elicit desire, reduce resistance, and motivate action. Focus on blending these elements to produce effective and ethical messages.

2. Blending Four Major Elements in Successful Persuasive Messages

Successful persuasive messages gain attention, build interest, elicit desire, reduce resistance, and motivate action. Focus on blending these elements to produce effective and ethical messages.

Read the opening sentence from a persuasive message, and answer the following question.

You have 1,440 minutes each day to accomplish your dreams.

Which type of persuasive opening does the sentence illustrate?

Problem description

Unexpected statement

Reader benefit

Points:

1 / 1

Close Explanation

Explanation:

This opening gains attention through an unexpected statement. Choose a statement that will get your audience thinking and listening. Keep the statement brief, relevant, and engaging.

To build interest and conviction in your message, you can useexpert opinions   .

Points:

1 / 1

Close Explanation

Explanation:

To build interest in your persuasive request, you can use facts and statistics, expert opinions, direct benefits, indirect benefits, examples, or specific details. Do not use your status to build interest in your request. In certain circumstances, this tactic may result in compliance, but it will not likely create buy-in for your request. Do not use an apologetic tone because it may diminish the perceived validity of your request.

Read the scenario, and then answer the question.

You notice that your company does not have a recycling program. You decide to write an e-mail outlining a recycling plan. You know you will encounter resistance from your coworkers.

What can you do to reduce this resistance? Check all that apply.

Pull rank and make threats.

Address objections that may not have occurred to your audience.

Counter resistance with finesse.

Address “What if?” questions.

Present counterarguments in ways that emphasize benefits.

Points:

0.6 / 1

Close Explanation

Explanation:

Anticipate and offset audience resistance so your request will not be dismissed. Counter the resistance with finesse, and make sure your counterarguments focus on benefits. However, do not dwell on counterarguments or address objections that may not have occurred to the audience. You will encounter more resistance if you pull rank or make threats.

Read the following closing of a persuasive request, and then identify what is wrong with it.

I’m sorry to ask you this, but can you please reconsider your opinion regarding our WorkIT laptop and desktop computers?

Too pushy

Too apologetic

Too specific

Points:

1 / 1

Close Explanation

Explanation:

When you make a request, don’t sound apologetic. You need to inspire your receiver in the final paragraph and make confident and specific recommendations. Avoid general, timid, or pushy closings. A better closing sentence would read, “Enclosed is an offer for 30% off your next WorkIT laptop purchase. Please visit any store location or our website, WorkIT.com, to redeem this offer.” This revision is specific and inspires the receiver to act.

When does persuasion become unethical? Check all that apply.

When facts are distorted

When important information is omitted

When the final paragraph doesn’t motivate action

When points are exaggerated

When the argument fails

Points:

0.6 / 1

Close Explanation

Explanation:

Make sure your facts are accurate and truthful. To build effective, ethical, and persuasive arguments, avoid deception and manipulation. Do not fudge the facts, exaggerate the point, omit crucial information, or provide deceptive emphasis. Use truth, objectivity, and fairness. When the argument fails and the closing doesn’t motivate action, the argument is ineffective but not necessarily unethical.