Chapter 9 Persuasive and Marketing Messages Business Communication: Process and Product, 6e Mary Ellen Guffey Copyright © 2008

Applying the 3-x-3 Writing Process Analyzing the purpose What do you want the receiver to do or think? Anticipating the reaction Does the receiver need to be persuaded? Adapting to the audience How can you adapt your message to appeal to this receiver? 1 Prewriting Analyze Anticipate Adapt Mary Ellen Guffey, Business Communication: Process and Product, 6e

Applying the 3-x-3 Writing Process Researching data What information do you need? Where can you locate it? Organizing data Which strategy is better—direct or indirect? 2 Writing Research Organize Compose Mary Ellen Guffey, Business Communication: Process and Product, 6e

Applying the 3-x-3 Writing Process Revising Is the document clear and concise? Proofreading Is the text correct? Evaluating Will the message achieve its purpose? 3 Revising Edit Proofread Evaluate Mary Ellen Guffey, Business Communication: Process and Product, 6e

Analyzing the Structure of Persuasive Messages Four-Part Persuasive Pattern: Gain Attention Build Interest Reduce Resistance Motivate Action Mary Ellen Guffey, Business Communication: Process and Product, 6e

Requesting Favors and Actions Prewrite Determine your purpose. Know exactly what you are requesting. Anticipate the reaction of your audience. Mary Ellen Guffey, Business Communication: Process and Product, 6e

Requesting Favors and Actions Gain Attention Use the indirect pattern rather than blurting out the request immediately. Begin with a problem description, unexpected statement, compliment, praise, related facts, stimulating question, or reader benefit. Mary Ellen Guffey, Business Communication: Process and Product, 6e

Requesting Favors and Actions Build Interest Develop interest by using facts, statistics, examples, testimonials, and specific details. Establish your credibility, if necessary, by explaining your background and expertise. Tie facts to direct and indirect benefits Mary Ellen Guffey, Business Communication: Process and Product, 6e

Direct and Indirect Benefits If you accept our invitation to speak, you will have an audience of 50 potential customers for your products. Indirect Benefit Your appearance would prove your professionalism and make us grateful for your willingness to give something back to our field. Mary Ellen Guffey, Business Communication: Process and Product, 6e

Requesting Favors and Actions Reduce Resistance Anticipate objections and provide counter-arguments. Suggest what might be lost if the request is not granted. In requesting favors or making recommendations, show how the receiver or others will benefit. Mary Ellen Guffey, Business Communication: Process and Product, 6e

How to Reduce Resistance Example Although your gift to Neonatal Care Center is not tax deductible, it would help us purchase one Intensive Care Ventilator. This unit would be put to use immediately in caring for critically ill and premature newborn infants. Mary Ellen Guffey, Business Communication: Process and Product, 6e

Requesting Favors and Actions Motivate Action Make a precise request; include a deadline. Repeat a benefit, provide details, or offer an incentive. Mary Ellen Guffey, Business Communication: Process and Product, 6e

How to Write a Good Complaint Letter Begin with a compliment, point of agreement, statement of the problem, or brief review of the action you have taken to resolve the problem. Provide identifying data. Prove that your claim is valid; explain why the receiver is responsible. Enclose document copies supporting your claim. Mary Ellen Guffey, Business Communication: Process and Product, 6e

How to Write a Good Complaint Letter Appeal to the receiver’s fairness, ethical and legal responsibilities, and desire for customer satisfaction. Describe your feelings and your disappoint-ment. Avoid sounding angry, emotional, or irrational. Close by telling exactly what you want done. Mary Ellen Guffey, Business Communication: Process and Product, 6e

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