PERSUASIVE BUSINESS WRITING

1. Purely Factual (no sell): This approach merely states basic information without any particular tone.

  • Charlie's Nightspot, 1 N. State St., attracts a young, style-conscious clientele.

2. Slanted (soft sell): This approach attempts subtlety by making reference to a significant connection designed to boost indirectly the reputation of the establishment.

  • Charlie studied with Chef Francois, whose students include Wolfgang Puck.

3. Mildly Promotional (medium sell): This approach speaks directly to potential clientele by confidently stating how the establishment or product will appeal to the customer personally.

  • For a meal you'll remember, call Charlie at 555-1189.

4. Strongly Promotional (hard sell): This approach works on two levels: 1) It suggests that the establishment will offer something unique, and 2) It nudges the potential customer into believing there is a level of urgency involved in experiencing the uniqueness which demands he or she act soon to enjoy its rewards.

  • Call this weekend to reserve a special evening at Charlie's. Keep in mind that reservations typically close 48 hours in advance.

5. Hype (overkill): This approach simply saturates the potential customer with the glitter of the establishment. However, the extravagant claims tend to shout in one's face, risking crassness that might undermine the establishment's goals.

  • You have a rare opportunity to dine in the same room with celebrities. A meal at Charlie's will leave your friends wondering: "Now, why don't I do things like that?"