Chapter 9 Persuasive Messages 9 Chapter 9Krizan Business Communication ©20052 Why is receiver analysis crucial to the success of persuasive messages?

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Presentation transcript:

Chapter 9 Persuasive Messages 9

Chapter 9Krizan Business Communication ©20052 Why is receiver analysis crucial to the success of persuasive messages?

Chapter 9Krizan Business Communication ©20053 Targeting their interests, goals, values, and needs make taking desired action more probable.

Chapter 9Krizan Business Communication ©20054 Why are persuasive messages written using the indirect plan?

Chapter 9Krizan Business Communication ©20055 The sender presents benefits first convincing receiver to read entire message and possibly take action.

Chapter 9Krizan Business Communication ©20056 When is the direct plan appropriate for writing persuasive messages?

Chapter 9Krizan Business Communication ©20057 The direct plan is used when receiver is willing to take required action.

Chapter 9Krizan Business Communication ©20058 Distinguish between the message plan used for routine and non-routine claims.

Chapter 9Krizan Business Communication ©20059 Routine claims use the direct plan.

Chapter 9Krizan Business Communication ©  Non-routine or special claims deal with disputes.  Sender must convince receiver the adjustment or refund is acceptable.

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