© Prentice Hall, 2007Business Communication Essentials, 3eChapter Writing Persuasive Messages

© Prentice Hall, 2007Business Communication Essentials, 3eChapter PlanningWritingCompleting Analyze Situation Gather Information Select Medium Get Organized Revise Produce Proofread Distribute Analyze the Audience Analyze the Audience Compose the Message Compose the Message Three-Step Writing Process

© Prentice Hall, 2007Business Communication Essentials, 3eChapter Planning the Message Analyze Your situation Analyze Your situation Gather Information Gather Information Select the medium Select the medium Organize Information Organize Information

© Prentice Hall, 2007Business Communication Essentials, 3eChapter Analyze Your Situation The Purpose Changing Attitudes Motivating Decisions Requesting Actions The Audience Demographics Psychographics Expectations

© Prentice Hall, 2007Business Communication Essentials, 3eChapter Gather Information LogicalLogical BalancedBalanced EmotionalEmotional

© Prentice Hall, 2007Business Communication Essentials, 3eChapter Select the Right Medium Persuasive Messages Marketing Messages Sales Messages

© Prentice Hall, 2007Business Communication Essentials, 3eChapter Organize the Message Direct Approach (Deductive) Direct Approach (Deductive) Indirect Approach (Inductive) Indirect Approach (Inductive) Limited Scope Audience Reaction Corporate Culture

© Prentice Hall, 2007Business Communication Essentials, 3eChapter Writing the Message Appropriate Language Multicultural Differences Corporate Cultures Your Credibility

© Prentice Hall, 2007Business Communication Essentials, 3eChapter Completing the Message Evaluate the Content Revise the Message Ask for Advice Critique the Design Proofread the Message Deliver the Message

© Prentice Hall, 2007Business Communication Essentials, 3eChapter Persuasive Messages Framing the Argument Balancing Logic and Emotion Reinforcing Your Position Dealing with Resistance

© Prentice Hall, 2007Business Communication Essentials, 3eChapter InterestAttention DesireAction AIDA PLAN

© Prentice Hall, 2007Business Communication Essentials, 3eChapter Logic and Emotions The Message FeelingsSympathiesNeedsAnalogyInductionDeduction EmotionsLogic Your Goals Audience Attitudes Expected Resistance Your Empowerment Level

© Prentice Hall, 2007Business Communication Essentials, 3eChapter Examples of Faulty Logic Circular Reasoning Oversimplification Flawed Analogies Hasty Generalizations Attacking the Opponent Forced Cause and Effect

© Prentice Hall, 2007Business Communication Essentials, 3eChapter Reinforce Your Position Figures of Speech Right Timing Powerful Words

© Prentice Hall, 2007Business Communication Essentials, 3eChapter Anticipate Objections Expect Resistance Uncover Objections Promote Participation

© Prentice Hall, 2007Business Communication Essentials, 3eChapter Common Mistakes Using the “Hard Sell” Using the “Hard Sell” Resisting Compromise Resisting Compromise Limiting Your Tactics Limiting Your Tactics Using a One-Shot Plan Using a One-Shot Plan

© Prentice Hall, 2007Business Communication Essentials, 3eChapter PersuasiveMessages Requests for Action Requests Presentation of Ideas Presentation Claims and Adjustments Adjustments

© Prentice Hall, 2007Business Communication Essentials, 3eChapter Requests for Action Gain Attention Establish Rapport Gain Credibility Motivate Readers Request Action

© Prentice Hall, 2007Business Communication Essentials, 3eChapter Presentation of Ideas Requesting Actions Motivating Decisions Changing Attitudes

© Prentice Hall, 2007Business Communication Essentials, 3eChapter Claims and Adjustments State the Problem Establish Rapport Review the Facts Motivate the Reader

© Prentice Hall, 2007Business Communication Essentials, 3eChapter Marketing and Sales Messages Commercial Transaction Persuasion Marketing Selling Information Goodwill Action Product

© Prentice Hall, 2007Business Communication Essentials, 3eChapter Marketing and Sales Strategies Assessing audience needs Analyzing the competition Setting selling points and benefits Anticipating purchase objections Applying the AIDA model Maintaining high standards

© Prentice Hall, 2007Business Communication Essentials, 3eChapter Applying the Strategies Present Key Selling Points Present Key Selling Points Analyze the Audience Analyze Highlight the Benefits Highlight Study the Competition Competition

© Prentice Hall, 2007Business Communication Essentials, 3eChapter Anticipating Objections High Price Inferior Quality Compatibility Perceived Risk

© Prentice Hall, 2007Business Communication Essentials, 3eChapter Applying the AIDA Model Getting Attention Building Interest Increasing Desire Motivating Action

© Prentice Hall, 2007Business Communication Essentials, 3eChapter News Item InsideInformation EvocativeImages Product Benefits PersonalAppeals Promise of Savings CommonGround ProductSamples ProblemSolutions Getting Attention

© Prentice Hall, 2007Business Communication Essentials, 3eChapter Building Interest Support Promises Stress Key Points Introduce Benefits

© Prentice Hall, 2007Business Communication Essentials, 3eChapter Increasing Desire Focus on Audience Emphasize Benefits Support Claims

© Prentice Hall, 2007Business Communication Essentials, 3eChapter Motivating Action Sense of Urgency Professionalism Positive Impression

© Prentice Hall, 2007Business Communication Essentials, 3eChapter Maintain High Standards Respect Consumer Privacy Adopt a “You” Attitude Avoid Manipulation Obey the Law

© Prentice Hall, 2007Business Communication Essentials, 3eChapter Marketing and Sales Messages Know Your Audience Beat the Competition Provide Information

© Prentice Hall, 2007Business Communication Essentials, 3eChapter Reviewing Key Points Using the three-step process Developing persuasive messages Developing marketing/sales messages

© Prentice Hall, 2007Business Communication Essentials, 3eChapter Key Writing Concepts Organization Active/passive language “You” orientation Reader benefit, alternative Respectful tone Formatting Spelling, grammar, punctuation, content Design & readability Closing with goodwill