Letter of Persuasion
The second method employed to create desire is through persuasion. But persuasion must be tempered at all times with common sense and courtesy or it becomes offensively assumptive.
We are not given the right — or at least any right accepted by the other fellow — to offer him advice or to become unduly familiar in offering suggestions in connection with his affairs.
"Fail to grasp this opportunity and you will regret it a lifetime,” and "As your friend, let me advise you to take this important step for the welfare of your business future," are examples of the kind of persuasion that you should never be guilty of using.
See how tactfully this insurance man persuades you that it would be a good thing for you to investigate life insurance….
"There is a certain joy in just being alive. But no man lives entirely for himself. There is a wife, a child, some one that really makes life worth living. He is ever planning ahead — and in those plans is always included some person besides himself. If he lives, he may be able to carry out those plans. But if he is one of those who don't — what then?"
Often persuasion may take the form of an artful suggestion…as, "Never a child came into the world but was worthy as good a cart as could be afforded."
What father and mother would not subscribe to such a sentiment and feel kindly towards the one who voiced it?
Here is a suggestion that acts as a powerful persuader. "Your skin — a skin the fingers love to touch — and only a few minutes work each evening will keep it that way."
What a responsive chord this strikes through its suggestions of the delights of photography!
"A click of the shutter and you have preserved for all time that cute pose of the youngsters you have always wanted — that informal group of jolly good friends — that bit of road you pleasured along — or any of those people, places or things that have so often brought the thought : *If I only had a camera.'
Persuasion is an all-powerful incentive to action, but you will appreciate that it is a method that must be handled with skill. Never assume an injured attitude in using it.
The manufacturer who wrote : "Seven times have I written you offering you seven distinct opportunities to take advantage of this really remarkable offer and seven times have you failed to give me the courtesy of a reply," thought he was using persuasion, but he did not realize that he was only persuading the recipient to throw his letters in the waste basket.
Letter of Persuasion :
From Letter of Persuasion to HOME PAGE