Business Communication Lecturer: Gareth Jones Class 10: Persuasive Messages

Today Persuasive Messages Complaint Reference Request Business Communication (BUS-100) 24/02/2019

Persuasive Messages Used to change an audience’s beliefs, attitudes, and actions Present an argument that readers will agree with and support Business Communication (BUS-100) 24/02/2019

Persuasive Messages Used when: We are trying to sell something Asking people to support an idea Asking for an increase in salary Asking your boss to use your ideas Business Communication (BUS-100) 24/02/2019

Persuasive Messages Longer and more complicated than routine messages Require much more planning Business Communication (BUS-100) 24/02/2019

3 Step Writing Process Planning Writing Completing Business Communication (BUS-100) 24/02/2019

Planning Analyse your purpose Analyse your audience Establish Credibility Be ethical Business Communication (BUS-100) 24/02/2019

Planning Purpose Difficult because: Audiences are busy There are competing requests Business Communication (BUS-100) 24/02/2019

Planning For these reasons, purpose must be clear, necessary and appropriate for the written channel Business Communication (BUS-100) 24/02/2019

Planning Audience Search for common ground Find points of agreement Show how you can satisfy their needs Business Communication (BUS-100) 24/02/2019

Planning Ask Who is my audience? What do they need? What do I want them to do? How might they resist? What other offers exist? Business Communication (BUS-100) 24/02/2019

Planning Appeal to your audiences needs! Find out their age, gender, occupation, income, etc. Change your message around this info Business Communication (BUS-100) 24/02/2019

Planning Credibility This is your capability for being believed because you’re reliable and worthy of confidence. Credibility = believability Business Communication (BUS-100) 24/02/2019

Getting Credibility Support your message with facts. Name your sources Documents, statistics, research results Name your sources Where did this information come from? If audience respects your sources, this is very effective Business Communication (BUS-100) 24/02/2019

Getting Credibility Be an expert Establish common ground Clearly demonstrate your knowledge of the subject Establish common ground Highlight the beliefs that you share with the audience. Business Communication (BUS-100) 24/02/2019

Getting Credibility Be enthusiastic Be objective Be excited about your subject Be objective Show all sides of the issue to present fair arguments Business Communication (BUS-100) 24/02/2019

Getting Credibility Be trustworthy Have good intentions Earn audiences trust with honesty and dependability Have good intentions Keep audience’s interest at heart Business Communication (BUS-100) 24/02/2019

Planning Be ethical To be ethical is to do things in an honest, moral way Are morals universal？ Business Communication (BUS-100) 24/02/2019

Planning Do not try to manipulate or trick your audience. Persuade your audience, but keep their needs at heart Why? Business Communication (BUS-100) 24/02/2019

3 Step Writing Process Planning Writing Completing Business Communication (BUS-100) 24/02/2019

Writing Direct? Indirect? Based on audience’s reaction Business Communication (BUS-100) 24/02/2019

Writing When to use Direct approach When audience is objective When a message is long When audience has little time Business Communication (BUS-100) 24/02/2019

Writing Since the purpose is to convince or to change our audience’s mind, we should usually use: The Indirect Approach Business Communication (BUS-100) 24/02/2019

3 Step Writing Process Planning Writing Completing Business Communication (BUS-100) 24/02/2019

Completing Use the same techniques Edit for style, content and readability Correct Errors Business Communication (BUS-100) 24/02/2019

Persuasive Strategies 4 strategies in successful persuasion Framing your argument Balancing your appeals Reinforcing your position Overcoming audience resistance Business Communication (BUS-100) 24/02/2019

Persuasive Strategies 4 strategies in successful persuasion Framing your argument Balancing your appeals Reinforcing your position Overcoming audience resistance Business Communication (BUS-100) 24/02/2019

Persuasive Strategies Framing your argument Similar to indirect approach, but even more involved. Use the AIDA approach Business Communication (BUS-100) 24/02/2019

AIDA approach AIDA – 4 step argument Attention (Opening) Interest (Body) Desire (Body) Action (Closing) Business Communication (BUS-100) 24/02/2019

AIDA approach Attention Begin persuasive messages with an attention getting statement that is: Personalised ‘You’ oriented Straightforward Relevant Business Communication (BUS-100) 24/02/2019

AIDA approach Interest Explain relevance of message Give more details Business Communication (BUS-100) 24/02/2019

AIDA approach Desire Second part of your body Provide evidence Explain how change will help audience Answer possible questions in advance Business Communication (BUS-100) 24/02/2019

AIDA approach Action Closing Suggest action for readers to take Repeat audience benefits Make the action easy Business Communication (BUS-100) 24/02/2019

AIDA approach Perfect for indirect messages Save main idea for action phase Can be used in direct messages Use main idea as attention getter Business Communication (BUS-100) 24/02/2019

AIDA approach To be successful, narrow your focus Why? Stick to one goal or objective One action we want the audience to perform Business Communication (BUS-100) 24/02/2019

Persuasive message Used when: We are trying to sell something Asking people to support an idea Asking for an increase in salary Asking your boss to use your ideas Business Communication (BUS-100) 24/02/2019

Strategy Analyse your purpose Analyse your audience Establish Credibility Be ethical Business Communication (BUS-100) 24/02/2019

Credibility Credibility This is your capability for being believed because you’re reliable and worthy of confidence. Credibility = believability Business Communication (BUS-100) 24/02/2019

Credibility Use Facts Name sources Be an expert Find common ground Be enthusiastic Be honest Business Communication (BUS-100) 24/02/2019

Ethics Be ethical To be ethical is to do things in an honest, moral way Do not try to trick your audience Business Communication (BUS-100) 24/02/2019

AIDA approach AIDA – 4 step argument Attention (Opening) Interest (Body) Desire (Body) Action (Closing) Business Communication (BUS-100) 24/02/2019

Persuasive Strategies 4 strategies for successful persuasion Framing your argument Appealing to the audience Supporting your argument Dealing with Resistance Business Communication (BUS-100) 24/02/2019

Audience Appeal In order to persuade our audience, we must appeal to them in some way We can appeal to the heart and to the mind Business Communication (BUS-100) 24/02/2019

Audience Appeal Appealing to the audience’s heart is called an: Emotional Appeal This is when we try to persuade our audience by using their feelings Business Communication (BUS-100) 24/02/2019

Audience Appeal Emotional appeals Use words like: success, value, only, just This will make your audience comfortable Business Communication (BUS-100) 24/02/2019

Audience Appeal Emotional appeals Make your audience think your idea is the right thing to do Business Communication (BUS-100) 24/02/2019

Audience Appeal Appealing to the audience’s mind is called a: Logical appeal This is when we use evidence and facts to convince our audience Business Communication (BUS-100) 24/02/2019

Audience Appeal Logical Appeals Have plenty of evidence Don’t attack your opponents Make sure your claims are true Business Communication (BUS-100) 24/02/2019

Persuasive Strategies 4 strategies for successful persuasion Framing your argument Appealing to the audience Supporting your argument Dealing with Resistance Business Communication (BUS-100) 24/02/2019

Supporting your argument Increase your credibility with strong language Use words that are strong and direct Business Communication (BUS-100) 24/02/2019

Supporting your argument Ask for small changes Prepare for opposition Be specific Create a “win-win” situation Use stories to make your points Business Communication (BUS-100) 24/02/2019

Persuasive Strategies 4 strategies for successful persuasion Framing your argument Appealing to the audience Supporting your argument Dealing with Resistance Business Communication (BUS-100) 24/02/2019

Dealing with Resistance Present all sides of your argument The good The bad This will increase credibility Business Communication (BUS-100) 24/02/2019

Dealing with Resistance Think about possible objections and think of ways to answer them This will help make your audience believe you Business Communication (BUS-100) 24/02/2019

Persuasive Strategies These are the four components of a successful persuasive message: Framing your argument Appealing to the audience Supporting your argument Dealing with Resistance Business Communication (BUS-100) 24/02/2019

Types of Messages Persuasive Requests Sales Letters Business Communication (BUS-100) 24/02/2019

Types of Messages Persuasive Requests Sales Letters Business Communication (BUS-100) 24/02/2019

Persuasive Requests When asking for something small, use routine message strategy When asking for something larger, use the AIDA plan Business Communication (BUS-100) 24/02/2019

Persuasive Requests Keep the request specific and possible Say the direct and indirect benefits Business Communication (BUS-100) 24/02/2019

Persuasive Requests Begin with an attention grabbing device. Show the readers that you are concerned and have a reason for making the request Business Communication (BUS-100) 24/02/2019

Persuasive Requests Interest and Desire sections Gain credibility for you and your request Make readers believe helping you will solve a problem Business Communication (BUS-100) 24/02/2019

Persuasive Requests Action Section Once the idea has been shown, provide a specific action including dates, times, etc. Business Communication (BUS-100) 24/02/2019

Types of Messages Persuasive Requests Sales Letters Business Communication (BUS-100) 24/02/2019

Sales Letters Your purpose is to sell your product To do this we must highlight features and benefits, obvious right? Business Communication (BUS-100) 24/02/2019

Sales Letters Features = something our product has Benefits = advantages the user will get Business Communication (BUS-100) 24/02/2019

Sales Letters Features Benefits LCD Screen 100 free text messages Prints 30 pages per minute Wireless controllers You won`t hurt your eyes Communicate with friends Get work done fast Play games from anywhere in the house Business Communication (BUS-100) 24/02/2019

Sales Letters Use the AIDA approach Remember the other strategies as well Appealing to the audience Supporting your argument Dealing with Resistance Business Communication (BUS-100) 24/02/2019

Sales Letters Attention: We want to use an attention getter that gets our reader to read the whole message Business Communication (BUS-100) 24/02/2019

Attention An interesting question A sample of the product A solution to a problem Your product`s best feature Anything to get the audience to read the message! Business Communication (BUS-100) 24/02/2019

Attention “How would you like to travel the world?” “Here is your free sample of Chanel perfume” “Tired of being alone? We have the answer to your problem!” “New software types what you say!” Business Communication (BUS-100) 24/02/2019

Interest In the interest section, we must highlight the best feature of our product Business Communication (BUS-100) 24/02/2019

Interest To determine this, ask: What does the competition offer? What are buyers looking for? Business Communication (BUS-100) 24/02/2019

Interest Describe the product in detail, focusing on all positive features Business Communication (BUS-100) 24/02/2019

Desire Mention the main benefit of your product Mention other benefits as well (price, convenience, etc.) Business Communication (BUS-100) 24/02/2019

Action Ask your readers to do what you want Convince them to act quickly Business Communication (BUS-100) 24/02/2019

Sales Letters If you are successful, readers will want your product and do what you ask! Business Communication (BUS-100) 24/02/2019

Business Ethics In persuasive messages, as in all kinds of business, we must be ethical and honest This means following the rules of business Business Communication (BUS-100) 24/02/2019

Bad ethics In sales messages Lying about your competition Making false promises Lying about your product Business Communication (BUS-100) 24/02/2019

Bad Ethics in Western Business Lying Bribery (贿赂) Stealing information Giving gifts (送礼) Accepting gifts Plagiarism Selling bad goods Business Communication (BUS-100) 24/02/2019

Ethics We must follow the ethics of business and do business in an honest way Business Communication (BUS-100) 24/02/2019

Business Ethics We will look at some ethical dilemmas Dilemma = a difficult choice Business Communication (BUS-100) 24/02/2019

Next Week Careers and final assessments! Business Communication (BUS-100) 24/02/2019