Chapter 8 Writing Persuasive Messages Business Communication, Anniversary Edition Lehman and DuFrene 2002 South-Western/Thomson Learning

Planning a Persuasive Message Chapter 8 Planning a Persuasive Message Know the product/service/idea well Use knowledge of receiver to identify an appeal that focuses on receiver benefits Anticipate and address possible resistance Know precisely what action you want the receiver to take Business Communication, Anniversary Edition Lehman and DuFrene 2002 South-Western/Thomson Learning

Persuasive Outline: When The Reader Must Be Persuaded Chapter 8 Persuasive Outline: When The Reader Must Be Persuaded A Begin with an attention-getter related to the receiver’s needs Introduce the product, service, or idea and create interest by stating specific reader benefits Create desire to respond positively by presenting convincing evidence of the value to be gained Encourage action by making it easy and restating the main benefit I D A Business Communication, Anniversary Edition Lehman and DuFrene 2002 South-Western/Thomson Learning