Persuasive messages Compose a persuasive message promoting an idea. Compose a persuasive message requesting a favor. Compose a persuasive claim. Compose a sales letter. OBER, CONTEMPORARY BUSINESS COMMUNICATION, 6/E. COPYRIGHT © HOUGHTON MIFFLIN COMPANY. ALL RIGHTS RESERVED. 8.1 <#> 1
Audience analysis Knowledge and attitude of the reader Effect on the reader Writer credibility OBER, CONTEMPORARY BUSINESS COMMUNICATION, 6/E. COPYRIGHT © HOUGHTON MIFFLIN COMPANY. ALL RIGHTS RESERVED. 8.2 <#> 2
Prefer the DIRECT plan when Writing to superiors Presenting a long or complex proposal The reader prefers directness Strong persuasion is not needed The reader will probably listen objectively OBER, CONTEMPORARY BUSINESS COMMUNICATION, 6/E. COPYRIGHT © HOUGHTON MIFFLIN COMPANY. ALL RIGHTS RESERVED. 8.3 <#> 3
Prefer the INDIRECT plan when Writing to colleagues and subordinates Writing to someone outside the organization The reader prefers the indirect approach Strong persuasion is required The reader is initially resistant to your proposal OBER, CONTEMPORARY BUSINESS COMMUNICATION, 6/E. COPYRIGHT © HOUGHTON MIFFLIN COMPANY. ALL RIGHTS RESERVED. 8.4 <#> 4
Gain the reader’s attention Rhetorical question What is black and white and read all over? Very few things, as a matter of fact! OBER, CONTEMPORARY BUSINESS COMMUNICATION, 6/E. COPYRIGHT © HOUGHTON MIFFLIN COMPANY. ALL RIGHTS RESERVED. 8.5 <#> 5
Unusual fact A study conducted by IBM showed that participants remembered almost twice as much of the information on color slides as on black-and-white slides. Reader/writer common ground Almost 95 percent of the participants at our four seminars last month gave us an overall rating of “Outstanding.” OBER, CONTEMPORARY BUSINESS COMMUNICATION, 6/E. COPYRIGHT © HOUGHTON MIFFLIN COMPANY. ALL RIGHTS RESERVED. 8.6 <#> 5
Provide convincing evidence Facts and statistics The Lexcraft prints a four-color transparency in 90 seconds at a cost of $1.80, including the transparency. OBER, CONTEMPORARY BUSINESS COMMUNICATION, 6/E. COPYRIGHT © HOUGHTON MIFFLIN COMPANY. ALL RIGHTS RESERVED. 8.7 <#> 6
Expert opinion The Lexcraft rated a “Best-Buy” award in the February issue of Personal Computing. Examples We spent $162.50 to have Imagemaster develop the 32 transparencies we used in last month’s purchasing managers’ seminar. We could have printed them on the Lexcraft for less than $60— with same-day service. OBER, CONTEMPORARY BUSINESS COMMUNICATION, 6/E. COPYRIGHT © HOUGHTON MIFFLIN COMPANY. ALL RIGHTS RESERVED. 8.8 <#> 6
Minimize obstacles Although the vice president has asked for a moratorium on equipment expenditures until June, if we purchase the $2,100 Lexcraft printer before December 31, we’ll actually save that amount in printing costs by April—before our quarterly budget is due. OBER, CONTEMPORARY BUSINESS COMMUNICATION, 6/E. COPYRIGHT © HOUGHTON MIFFLIN COMPANY. ALL RIGHTS RESERVED. 8.9 <#> 7
Ask confidently for action So that we can have this copier installed in time for us to use at our January sales meeting, may I order this copier for $2,350 by December 1? Being able to update our charts right up to an hour before our presentation will mean that our figures are always the latest available. OBER, CONTEMPORARY BUSINESS COMMUNICATION, 6/E. COPYRIGHT © HOUGHTON MIFFLIN COMPANY. ALL RIGHTS RESERVED. 8.10 <#> 8
Gain the reader’s attention. Rhetorical question Thought-provoking statement Unusual fact Current event Anecdote Direct challenge OBER, CONTEMPORARY BUSINESS COMMUNICATION, 6/E. COPYRIGHT © HOUGHTON MIFFLIN COMPANY. ALL RIGHTS RESERVED. 8.11 <#> 9
Interpret—don’t just describe. Not: The Comfy Lap Desk is 13" by 31". But: The Comfy Lap Desk’s 13"-by-31" surface provides enough room to hold an open encyclopedia and still have room to take notes. OBER, CONTEMPORARY BUSINESS COMMUNICATION, 6/E. COPYRIGHT © HOUGHTON MIFFLIN COMPANY. ALL RIGHTS RESERVED. 8.12 <#> 10
Not: This portable desk weighs only 12 ounces. But: You don’t have to be afraid to rest this lap desk on your knees for hours at a time. It weighs just 12 ounces—about the same as your favorite can of soft drink. OBER, CONTEMPORARY BUSINESS COMMUNICATION, 6/E. COPYRIGHT © HOUGHTON MIFFLIN COMPANY. ALL RIGHTS RESERVED. 8.13 <#> 11
Key terms central selling theme derived benefit persuasion rhetorical question solicited sales letter unsolicited sales letter OBER, CONTEMPORARY BUSINESS COMMUNICATION, 6/E. COPYRIGHT © HOUGHTON MIFFLIN COMPANY. ALL RIGHTS RESERVED. 8.14 <#> 18
Critical thinking FOR Larry’s proposal: Using free tickets from frequent-flyer programs would save the company money. All employees should be entitled to the same fringe benefits. Nontraveling employees might experience lowered morale. Company money was used to buy the tickets, so logically the free tickets belong to the company. OBER, CONTEMPORARY BUSINESS COMMUNICATION, 6/E. COPYRIGHT © HOUGHTON MIFFLIN COMPANY. ALL RIGHTS RESERVED. 8.15 <#> 16
Critical thinking AGAINST Larry’s proposal: There is no easy way to enforce the requirement. Additional personnel would be needed to monitor the process, which would be expensive in itself. The morale of employees who do travel is improved if occasionally they can travel with family members. Employees who are happy with their job benefits are more highly motivated. OBER, CONTEMPORARY BUSINESS COMMUNICATION, 6/E. COPYRIGHT © HOUGHTON MIFFLIN COMPANY. ALL RIGHTS RESERVED. 8.16 <#> 17
LAB 8 test S URBAN SYSTEMS U With 14,000 professionals registered, Lightfair Interna- tional has won its bet that Las Vegas would be a good location for its trade show for architectural lighting. Not only is Vegas one of the top trade show cities in the world. But its streets simply shimmer with billions of bright lights. This show is the biggest of the two international lighting shows planned this World, but (FRAG) bigger (MOD) OBER, CONTEMPORARY BUSINESS COMMUNICATION, 6/E. COPYRIGHT © HOUGHTON MIFFLIN COMPANY. ALL RIGHTS RESERVED. 8.17
S U year. In fact, if it wasn’t for the competing smaller regional URBAN SYSTEMS U year. In fact, if it wasn’t for the competing smaller regional shows, this would be the largest lighting show ever held. The conference program at this and similar shows offer light designers and architects a chance to earn continuing educa- tion credits. None of the sessions are to be repeated, and nei- ther tape recorders nor videotaping are allowed in any session. weren’t (AGR—SUBJ) offers (AGR—INT WD) is (AGR—PRO) is (AGR—SUBVB) OBER, CONTEMPORARY BUSINESS COMMUNICATION, 6/E. COPYRIGHT © HOUGHTON MIFFLIN COMPANY. ALL RIGHTS RESERVED. 8.18
S U One highlight of the show is a presentation by Luc Lafor- URBAN SYSTEMS U One highlight of the show is a presentation by Luc Lafor- tune, lighting director for the Cirque du Soleil, Lightfair also has organized a group trip to see the Cirque du Soleil's perma- nent Las Vegas show. Lafortune is always a lively speaker; and at last year’s show, it was him who provided a look at the chal- lenges of lighting the dangerous feats of circus performers. There are, for the first time, one session featuring light- ing designers who will address the issues of adapting theatrical Soleil. Lightfair (RUN-ON) he (CASE—NOM) is (AGR—EXPL) OBER, CONTEMPORARY BUSINESS COMMUNICATION, 6/E. COPYRIGHT © HOUGHTON MIFFLIN COMPANY. ALL RIGHTS RESERVED. 8. 19
S U fixtures for permanent installations. Walt Disney Imagineering is URBAN SYSTEMS U fixtures for permanent installations. Walt Disney Imagineering is also providing a look at lighting for their themed environments. Lighting designers Charles Stone from London and Rogier Heide from Amsterdam takes a look into the crystal ball of lighting for a preview of the future. Stone and him will also answer audi- ence questions. Finally, the great Paul Gregory himself talks about project management in a global market. its (AGR—CO NAME) take (AGR—GEN) he (CASE—NOM) OBER, CONTEMPORARY BUSINESS COMMUNICATION, 6/E. COPYRIGHT © HOUGHTON MIFFLIN COMPANY. ALL RIGHTS RESERVED. 8.20