Lecture and Resource Slides BCOM 3e, Lehman & DuFrene © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Delivering Persuasive Messages Chapter 8

Learning Objectives 1.Develop effective outlines and appeals for messages that persuade. 2.Write effective sales messages. 3.Write effective persuasive requests (claim, favor, and information requests, and persuasion within an organization).

© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Before Composing a Persuasive Message, Know... Your product, service, or ideaYour audience The desired action you wish your audience to take

© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. How To Know Your Product Read all the available ________ Use the product or ______ others use it ________ the product, service, or idea with others Conduct tests or ___________ Talk to people who really ____ the product literature watch Compare experiments use

© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Knowing Your Receiver Identify basic demographics –Age, gender, educational background, income level, race… Know receiver’s wants and needs Consider how you can meet receiver needs based on Maslow’s hierarchy

© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Inductive Outline Used for Persuasive Messages

© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Types of Persuasive Messages Unsolicited sale messages Claim messages Favor requests Information requests (survey messages)

© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Apply Sound Writing Principles Keep paragraphs _____ Use ________ nouns, _____ verbs, and _______ language Put the receiver in the ________ Stress a central ______ _____ short concrete active specific spotlight sellingpoint

© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Gaining Attention in Sales Messages Personal experience Solution to a problem Startling statement “What if” opening Story/quote/ question Split sentence Analogy

© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Introducing the Product, Service, or Idea Be cohesive –Make attention-getter lead naturally to introduction Be action-oriented –Place the product in receivers’ hands and allow them to use it Stress a central selling point –Link attention-getter to discussion of distinctive feature

© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Presenting and Interpreting Factual Evidence Do not just say it, show it –Present data to back up the central selling point Compare a new product with something familiar Be objective, avoiding exaggerations and subjective claims

© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ways to Convince Customers Tell what others have said about your product Testimonials Provide recourse if purchase is not satisfactory Guarantees or free trials Allow customers to sample product before buying Samples

© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Subordinating the Price Create a _____ for the product first Use ______ to show how the price saves money State the price in _____ ____ Invite ___________with like products Mention price in a ___________clause combined with the central selling point desire figures small units comparisons subordinate

© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Motivating Action Make the action clear and simple to complete Restate the reward for action; relate to central selling point Provide incentive for quick action Ask confidently for action