Chapter 7 Persuasive Messages Effective Communication for Colleges, 11th ed., Brantley & Miller 2008©

Learning Objectives Discuss situations when persuasion may be necessary. Discuss and incorporate ethics into persuasive messages. Determine persuasive appeals based on analysis of the product and audience and on the message objective. Effective Communication for Colleges, 11th ed., Brantley & Miller 2008©

Learning Objectives (continued) Identify the unique characteristics of nonroutine requests and sales messages that promote favorable responses. Analyze persuasive messages to verify that they reflect the six Cs of effective messages and acceptable message formats. Apply the CBO approach and the persuasive strategy AIDA to prepare effective persuasive messages. Effective Communication for Colleges, 11th ed., Brantley & Miller 2008©

Persuasive Messages Nonroutine Requests Sales Section 1: The Persuasive Strategy Persuasive Messages Nonroutine Requests Donate time, money, or knowledge Support an activity or a cause Cooperate to resolve an issue or to pay a bill Sales Effective Communication for Colleges, 11th ed., Brantley & Miller 2008©

Attention Desire Action The AIDA Strategy Effective persuasive messages apply the persuasive strategy called AIDA. Attention Interest Desire Action Effective Communication for Colleges, 11th ed., Brantley & Miller 2008©

Persuade Ethically Use clear, straightforward words. Provide information that can be verified. Give quality information. Be enthusiastic and sincere. Be objective. Effective Communication for Colleges, 11th ed., Brantley & Miller 2008©

Develop the Appeal Emotional appeals relate to ego, status, and self-satisfaction and arouse feelings. Rational appeals relate to logic and intellect and provide tangible information. Effective Communication for Colleges, 11th ed., Brantley & Miller 2008©

Build Images Positive descriptive words create interest and a desire to hear your message. Negative descriptive words emphasize the seriousness of the situation and hasten action. Effective Communication for Colleges, 11th ed., Brantley & Miller 2008©

Plan a Message Compose a Draft Identify the objective. Visualize the audience. Gather supporting information. Organize the information. Attract Attention. Build Interest. Stimulate Desire. Call for Action. Effective Communication for Colleges, 11th ed., Brantley & Miller 2008©

Apply the AIDA Strategy Gains favorable attention by drawing the receiver into the “conversation” of the message with a topic-relevant opening. Encourages further reading or listening. Introduces information to create and maintain receiver interest using an emotional, logical, or combination appeal. Offers details focusing on receiver benefits to stimulate the desire to respond favorably. Motivates receiver action by providing an easy, dated response or some other incentive. Effective Communication for Colleges, 11th ed., Brantley & Miller 2008©

Finalize Proofread, edit, and revise. Use the checklist. Revise until satisfied. Effective Communication for Colleges, 11th ed., Brantley & Miller 2008©

Types of Persuasive Messages Section 2: Persuasive Applications Types of Persuasive Messages Nonroutine requests ask people to do something out of the ordinary. Request support with donations or actions. Request cooperation in claims and collections. Sales messages persuade receivers to buy a product or service. Effective Communication for Colleges, 11th ed., Brantley & Miller 2008©

Requests for Support Nonroutine Requests for support ask the receiver to act on an important situation or to donate time, money, or knowledge to an important cause. Begin with an attention-getting statement. Choose an appropriate appeal. Present details that lead to the request. Close with a call for action. Effective Communication for Colleges, 11th ed., Brantley & Miller 2008©

Requests for Cooperation Nonroutine Claim messages ask for an adjustment resulting from dissatisfaction with a product or service. Provide chronological details calmly and precisely. Gather supporting information and documents. Appeal to the receiver’s sense of fairness. Make a reasonable request. Include a response deadline. Pay attention to the details. Effective Communication for Colleges, 11th ed., Brantley & Miller 2008©

Requests for Cooperation Nonroutine Collection messages have two goals: to collect money that is owed and to preserve goodwill. Follow federal and state collection regulations. Send messages at regular intervals: initial stage, middle stage, and final stage. Use an appropriate organizational pattern and message strategy for each collection stage. Effective Communication for Colleges, 11th ed., Brantley & Miller 2008©

Collection Messages Nonroutine An initial-stage collection message is a routine reminder written in the direct pattern. Assume that the receiver intends to pay. Send a reminder immediately after the payment deadline. Send one or two friendly reminders. Call the customer to determine the problem. Effective Communication for Colleges, 11th ed., Brantley & Miller 2008©

Collection Messages Nonroutine A middle-stage collection message is a persuasive message written in the indirect pattern. Open with a positive or neutral statement. Explain objectively without accusation. Point out the benefits of complying. Make a courteous request for action. Effective Communication for Colleges, 11th ed., Brantley & Miller 2008©

Collection Messages Nonroutine A final-stage collection message is an ultimatum prepared in the direct pattern. Open with your course of action. Restate the details of the money owed and the collection attempts made. Close with an assertive request for payment. Effective Communication for Colleges, 11th ed., Brantley & Miller 2008©

Draft a Sales Message Sales Sales messages persuade receivers to buy a product or service. Grab the receiver’s attention in the opening. Appeal to your target audience. Create mental images. De-emphasize the price. Motivate the receiver to act favorably and quickly. Effective Communication for Colleges, 11th ed., Brantley & Miller 2008©

Tips for E-mail Sales Messages Write a short one-topic message to be skimmed. Incorporate the six Cs. Personalize the message. Create a “must open” subject line. Begin with a headline to keep receivers reading. Get to the important information quickly and concisely. Incorporate eye-catching graphics. Effective Communication for Colleges, 11th ed., Brantley & Miller 2008©

Tips for E-mail (continued) Sales Use headings and indents to aid message scanning. Offer something special to online users only. Provide a link or toll-free number to obtain more detailed information. Add a contact name to personalize the message. Give the receiver an option to be removed from the mailing list. Respond to customers within 24 hours. Effective Communication for Colleges, 11th ed., Brantley & Miller 2008©