© Prentice Hall, 2005 Business Communication TodayChapter Writing Persuasive Messages

© Prentice Hall, 2005 Business Communication TodayChapter Three-Step Persuasion Process Planning Writing Completing

© Prentice Hall, 2005 Business Communication TodayChapter Planning the Message Analyze the situation Gather the information Select the medium Organize the message

© Prentice Hall, 2005 Business Communication TodayChapter Analyze the Situation Clarify your purpose Express your purpose Build your case

© Prentice Hall, 2005 Business Communication TodayChapter Maslow’s Hierarchy of Needs Survival (physiological) Safety and security Social Esteem and status Self-actualization

© Prentice Hall, 2005 Business Communication TodayChapter Analyze the Audience Demographics –Gender –Income –Education Psychographics –Personality –Attitudes –Lifestyle

© Prentice Hall, 2005 Business Communication TodayChapter Preparing the Message Gathering information –Logical –Emotional Selecting the medium –Traditional –Electronic

© Prentice Hall, 2005 Business Communication TodayChapter Organizing the Message Direct approach Indirect approach

© Prentice Hall, 2005 Business Communication TodayChapter Writing the Message Maintain a “you” attitude Use positive language Respect cultural differences Establish credibility

© Prentice Hall, 2005 Business Communication TodayChapter Completing the Message Evaluate the content Revise for clarify and conciseness Evaluate design and delivery Proofread the message

© Prentice Hall, 2005 Business Communication TodayChapter Developing Persuasive Messages Employing the AIDA plan Balancing emotion and logic Reinforcing your position Dealing with resistance

© Prentice Hall, 2005 Business Communication TodayChapter The AIDA Plan Attention Interest Desire Action

© Prentice Hall, 2005 Business Communication TodayChapter Balance Logic and Emotions Promote action Understand expectations Overcome resistance Sell your point of view

© Prentice Hall, 2005 Business Communication TodayChapter Examples of Faulty Logic Hasty generalizations Circular reasoning Attacking the opponent Oversimplification False cause and effect Faulty analogies Illogical support

© Prentice Hall, 2005 Business Communication TodayChapter Reinforce Your Position Powerful words Figures of speech Audience benefits Right timing

© Prentice Hall, 2005 Business Communication TodayChapter Anticipate Objections Expect resistance Uncover objections Promote participation

© Prentice Hall, 2005 Business Communication TodayChapter Common Sales Mistakes Selling too hard up front Resisting compromise Limiting your tactics Using a “one shot” plan

© Prentice Hall, 2005 Business Communication TodayChapter Persuasive Messages Action requests Persuasive ideas Claims and adjustments

© Prentice Hall, 2005 Business Communication TodayChapter Requests for Action Gain attention Use facts, figures, and benefits Make a specific request

© Prentice Hall, 2005 Business Communication TodayChapter Persuasive Presentations Message focus –Support decisions –Expedite actions –Encourage new attitudes –Reexamine options

© Prentice Hall, 2005 Business Communication TodayChapter Claims and Adjustments State the problem Review the facts Motivate the reader Make your request

© Prentice Hall, 2005 Business Communication TodayChapter Sales and Sales Messages Analyze audience Study competition Highlight benefits

© Prentice Hall, 2005 Business Communication TodayChapter Sales Message Strategies Selling points Benefits Legal issues The AIDA plan

© Prentice Hall, 2005 Business Communication TodayChapter Anticipating Objections High price Poor quality Comparability Perceived risk

© Prentice Hall, 2005 Business Communication TodayChapter Applying the AIDA Model Getting attention Building interest Increasing desire Motivating action

© Prentice Hall, 2005 Business Communication TodayChapter Getting Attention Product Benefits Benefits InsideInformation EvocativeImages News Items PersonalAppeals Promise of Savings CommonGround ProductSamples ProblemSolutions

© Prentice Hall, 2005 Business Communication TodayChapter Building Interest Support promises Highlight key points Emphasize benefits

© Prentice Hall, 2005 Business Communication TodayChapter Increasing Desire Use action terms Discuss pricing Support your claims

© Prentice Hall, 2005 Business Communication TodayChapter Motivating Action Explain the next step Create a sense of urgency Include a post script Apply good judgment

© Prentice Hall, 2005 Business Communication TodayChapter Maintain High Standards Analyze the audience Study the competition Clarify benefits Keep the message personal