© Prentice Hall, 2008 Excellence in Business Communication, 8eChapter Writing Persuasive Messages

© Prentice Hall, 2008 Excellence in Business Communication, 8eChapter The Three-Step Process Planning Writing Completing

© Prentice Hall, 2008 Excellence in Business Communication, 8eChapter Planning the Message Analyze the situation Gather the information Select the right medium Organize your information

© Prentice Hall, 2008 Excellence in Business Communication, 8eChapter Analyze the Situation Clarify your purpose Express your purpose Build your case

© Prentice Hall, 2008 Excellence in Business Communication, 8eChapter Analyze the Audience Demographics –Gender –Income –Education Psychographics –Personality –Attitudes –Lifestyle

© Prentice Hall, 2008 Excellence in Business Communication, 8eChapter Consider Motivation Needs Actions Outcomes

© Prentice Hall, 2008 Excellence in Business Communication, 8eChapter Preparing the Message Gathering information –Logical –Emotional Selecting the medium –Internal audience –External audience

© Prentice Hall, 2008 Excellence in Business Communication, 8eChapter Organizing the Message Define the main idea Limit the scope Choose the approach Group the points

© Prentice Hall, 2008 Excellence in Business Communication, 8eChapter Writing the Message Use the “You” attitude Use positive, polite language Respect cultural differences Understand organizational structures

© Prentice Hall, 2008 Excellence in Business Communication, 8eChapter Establishing Credibility Using simple language Supporting the message with facts Identifying your sources Establishing common ground Being objective Displaying good intentions Avoiding the “hard sell”

© Prentice Hall, 2008 Excellence in Business Communication, 8eChapter Completing the Message Review the content Revise for clarify and conciseness Evaluate design and delivery Proofread the message

© Prentice Hall, 2008 Excellence in Business Communication, 8eChapter Developing Persuasive Messages Structuring your message Balancing logic and emotion Reinforcing your position Dealing with resistance

© Prentice Hall, 2008 Excellence in Business Communication, 8eChapter The AIDA Model Attention Interest Desire Action

© Prentice Hall, 2008 Excellence in Business Communication, 8eChapter Balance Logic and Emotions Consider four factors: –The actions you hope to motivate –Your reader’s expectations –The degree of resistance you must overcome –How far you feel empowered to sell your point of view

© Prentice Hall, 2008 Excellence in Business Communication, 8eChapter Examples of Faulty Logic Hasty generalizations Circular reasoning Attacking the opponent Oversimplification False cause and effect Faulty analogies Illogical support

© Prentice Hall, 2008 Excellence in Business Communication, 8eChapter Reinforce Your Position Powerful words Figures of speech Audience benefits Right timing

© Prentice Hall, 2008 Excellence in Business Communication, 8eChapter Anticipate Objections Expect resistance Uncover objections Involve the audience Be willing to compromise

© Prentice Hall, 2008 Excellence in Business Communication, 8eChapter Persuasive Messages Action requests Presentation of ideas Claims and requests for adjustment

© Prentice Hall, 2008 Excellence in Business Communication, 8eChapter Requests for Action Open with an attention-getting device Relate to your readers Present facts, figures, benefits, history, or experience Request action or a decision

© Prentice Hall, 2008 Excellence in Business Communication, 8eChapter Presentation of Ideas Message focus –Support decisions –Expedite actions –Encourage new attitudes –Reexamine options

© Prentice Hall, 2008 Excellence in Business Communication, 8eChapter Claims and Adjustments State the problem Review the facts Motivate the reader Make your request

© Prentice Hall, 2008 Excellence in Business Communication, 8eChapter Marketing and Sales Messages Assessing your audience Analyzing your competition Determining selling points and benefits

© Prentice Hall, 2008 Excellence in Business Communication, 8eChapter Anticipating Objections High price Poor quality Compatibility issues Perceived risk

© Prentice Hall, 2008 Excellence in Business Communication, 8eChapter Applying the AIDA Model Getting attention Building interest Increasing desire Motivating action

© Prentice Hall, 2008 Excellence in Business Communication, 8eChapter Getting Attention Product Benefits Benefits InsideInformation EvocativeImages News Items PersonalAppeals Promise of Savings CommonGround ProductSamples ProblemSolutions

© Prentice Hall, 2008 Excellence in Business Communication, 8eChapter Building Interest Support claims and promises Highlight key points Emphasize benefits

© Prentice Hall, 2008 Excellence in Business Communication, 8eChapter Increasing Desire Stress benefits to the audience Use dynamic language Support your claims

© Prentice Hall, 2008 Excellence in Business Communication, 8eChapter Motivating Action Explain the next step Create a sense of urgency Stay professional Make a positive, compelling final impression

© Prentice Hall, 2008 Excellence in Business Communication, 8eChapter Maintaining High Standards Avoid manipulation Adopt the “You” attitude Obey the law Preserve privacy and data security