Writing Persuasive Messages . ©Prentice Hall, 2007 Excellence in Business Communication, 7e

Three-Step Persuasion Process Planning Writing Completing ©Prentice Hall, 2007 Excellence in Business Communication, 7e

Excellence in Business Communication, 7e Planning the Message Analyze the situation Gather the information Select the medium Organize the message ©Prentice Hall, 2007 Excellence in Business Communication, 7e

Excellence in Business Communication, 7e Analyze the Situation Clarify your purpose Express your purpose Build your case ©Prentice Hall, 2007 Excellence in Business Communication, 7e

Maslow’s Hierarchy of Needs Survival (physiological) Safety and security Social Esteem and status Self-actualization ©Prentice Hall, 2007 Excellence in Business Communication, 7e

Excellence in Business Communication, 7e Analyze the Audience Demographics Gender Income Education Psychographics Personality Attitudes Lifestyle ©Prentice Hall, 2007 Excellence in Business Communication, 7e

Excellence in Business Communication, 7e Preparing the Message Gathering information Logical Emotional Selecting the medium Traditional Electronic ©Prentice Hall, 2007 Excellence in Business Communication, 7e

Organizing the Message Direct approach Indirect approach ©Prentice Hall, 2007 Excellence in Business Communication, 7e

Excellence in Business Communication, 7e Writing the Message Maintain a “you” attitude Use positive language Respect cultural differences Establish credibility ©Prentice Hall, 2007 Excellence in Business Communication, 7e

Completing the Message Evaluate the content Revise for clarify and conciseness Evaluate design and delivery Proofread the message ©Prentice Hall, 2007 Excellence in Business Communication, 7e

Developing Persuasive Messages Employing the AIDA plan Balancing emotion and logic Reinforcing your position Dealing with resistance ©Prentice Hall, 2007 Excellence in Business Communication, 7e

Excellence in Business Communication, 7e The AIDA Plan Attention Interest Desire Action ©Prentice Hall, 2007 Excellence in Business Communication, 7e

Balance Logic and Emotions Promote action Understand expectations Overcome resistance Sell your point of view ©Prentice Hall, 2007 Excellence in Business Communication, 7e

Examples of Faulty Logic Hasty generalizations Circular reasoning Attacking the opponent Oversimplification False cause and effect Faulty analogies Illogical support ©Prentice Hall, 2007 Excellence in Business Communication, 7e

Reinforce Your Position Powerful words Figures of speech Audience benefits Right timing ©Prentice Hall, 2007 Excellence in Business Communication, 7e

Anticipate Objections Expect resistance Uncover objections Promote participation ©Prentice Hall, 2007 Excellence in Business Communication, 7e

Excellence in Business Communication, 7e Common Sales Mistakes Selling too hard up front Resisting compromise Limiting your tactics Using a “one shot” plan ©Prentice Hall, 2007 Excellence in Business Communication, 7e

Excellence in Business Communication, 7e Persuasive Messages Action requests Persuasive ideas Claims and adjustments ©Prentice Hall, 2007 Excellence in Business Communication, 7e

Excellence in Business Communication, 7e Requests for Action Gain attention Use facts, figures, and benefits Make a specific request ©Prentice Hall, 2007 Excellence in Business Communication, 7e

Persuasive Presentations Message focus Support decisions Expedite actions Encourage new attitudes Reexamine options ©Prentice Hall, 2007 Excellence in Business Communication, 7e

Claims and Adjustments State the problem Review the facts Motivate the reader Make your request ©Prentice Hall, 2007 Excellence in Business Communication, 7e

Marketing and Sales Messages Analyze audience Study competition Highlight benefits ©Prentice Hall, 2007 Excellence in Business Communication, 7e

Anticipating Objections High price Poor quality Comparability Perceived risk ©Prentice Hall, 2007 Excellence in Business Communication, 7e

Applying the AIDA Model Getting attention Building interest Increasing desire Motivating action ©Prentice Hall, 2007 Excellence in Business Communication, 7e

Excellence in Business Communication, 7e Getting Attention News Items Personal Appeals Promise of Savings Common Ground Product Samples Problem Solutions Product Benefits Inside Information Evocative Images ©Prentice Hall, 2007 Excellence in Business Communication, 7e

Excellence in Business Communication, 7e Building Interest Support promises Highlight key points Emphasize benefits ©Prentice Hall, 2007 Excellence in Business Communication, 7e

Excellence in Business Communication, 7e Increasing Desire Use action terms Discuss pricing Support your claims ©Prentice Hall, 2007 Excellence in Business Communication, 7e

Excellence in Business Communication, 7e Motivating Action Explain the next step Create a sense of urgency Include a post script Apply good judgment ©Prentice Hall, 2007 Excellence in Business Communication, 7e

Maintain High Standards Analyze the audience Study the competition Clarify benefits Keep the message personal ©Prentice Hall, 2007 Excellence in Business Communication, 7e

Excellence in Business Communication, 7e Common Messages Opt-in email newsletter Competitive information online ©Prentice Hall, 2007 Excellence in Business Communication, 7e