10-1 Messages: The Good, The Bad, and The Persuasive

10-2 Informative & Positive Messages  Informative message - receiver’s reaction neutral  Positive message - receiver’s reaction positive  Neither message immediately asks receiver to do anything Good news!

10-3 Primary Purposes  To give information or good news to audience  To have receiver view information positively

10-4 Secondary Purposes  To build good image of sender  To build good image of sender’s organization  To build good relationship between sender and receiver  To deemphasize any negative elements  To eliminate future messages on same subject

10-5 Organizing  Start with good news or the most important information  Clarify with details, background  Present any negative points positively  Explain any benefits  Use a goodwill ending Positive Personal Forward-looking

10-6 Ending  Not all messages end same way  Goodwill ending –focuses on bond between reader, writer Treats reader as individual Contains you-attitude, positive emphasis Omits standard invitation ○ Ex: If you have questions, please do not hesitate to call.

10-7 Negative Message  Information conveyed is negative  Audience’s reaction is negative Message does not benefit them Usually they experience disappointment or anger  Varieties Rejections, refusals Policy changes not benefiting customer Poor performance appraisals Disciplinary notices Insulting, intrusive requests Product recalls

10-8 Primary Purposes  To give reader negative news  To have receiver read, understand, and accept message  To maintain as much goodwill as possible

10-9 Secondary Purposes  To build good image of writer  To build good image of writer’s organization  To avoid future messages on same subject; save audience’s time

10-10 Organizing Negative Messages: Clients & Customers 1. When you have a reason that the audience will understand and accept, give the reason before the refusal 2. Give the negative information, just once 3. Present an alternative or compromise 4. End with positive forward-looking statement

10-11 Organizing Negative Messages: Superiors 1. Describe problem clearly 2. Tell how it happened 3. Describe the options for fixing it 4. Recommend a solution and ask for action

10-12 Organizing Negative Messages: Peers & Subordinates 1. Describe problem objectively, clearly 2. Present an alternative or compromise 3. Ask for input or action, if you can May suggest helpful solutions Audience may accept outcomes better

10-13 Context Crucial In Messages  Do you and audience have good bond?  Does organization treat people well?  Has audience been warned about possible negatives?  Has audience accepted criteria for decision?  Will follow-ups build goodwill?

10-14 Parts of Negative Messages  Subject lines  Buffers  Reasons  Refusals  Alternatives  Endings  Apologies

10-15 Tone in Negative Messages  Tone—implied attitude of the author toward the reader and subject  Show you took request seriously  Use positive emphasis and you- attitude  Think about visual appearance  Consider timing of message

10-16 Persuasive Purposes  Primary To have reader act  Secondary To build good image of the communicator To build good image of communicator’s organization To cement a good relationship between communicator and audience To overcome any objections that might prevent or delay action To reduce or eliminate future messages on subject

10-17 Three Aspects of Persuasion  Argument—reasons or logic communicator offers  Credibility—audience’s response to communicator as source of message  Emotional appeal—making audience want to do as communicator asks

10-18 Use a Direct Request Pattern When…  Audience will do what you ask without resistance  You need response only from people who can easily do as you ask  Busy people may not read all messages they receive

10-19 Use a Problem-Solving Pattern When…  Audience may resist doing what you ask  You expect logic to be more important than emotion in the decision

10-20 Use a Sales Pattern When…  Audience may resist doing what you ask  You expect emotion to be more important than logic in the decision

10-21 Why Threats Don’t Persuade  Don’t produce permanent change  May not produce desired action  May make people abandon action  Produce tension  People dislike/avoid one who threatens  Can provoke counter-aggression

10-22 Organizing Direct Requests 1. Ask immediately for the information or service you want 2. Give audience all the information they need to act on your request 3. Ask for the action you want

10-23 Developing Common Ground  Suggest you and audience have mutual interest in solving problem  Analyze audience to understand biases, objections, and needs  Identify with readers; make them identify with you

10-24 Tone in Persuasive Messages  Be courteous  Give solid reasons for requests  Make requests clear  Give enough information for audience to act  Tone down requests to superiors I expect you to give me a new computer. If funds permit, I’d like a new computer.

10-25 Sales and Fund-Raising Purposes  Primary To motivate reader to act (send donation, order a product)  Secondary To build good image of writer’s organization To strengthen commitment of readers who act To make readers who do not act more likely to act next time

10-26 Organizing Sales/Fund-Raising Messages: Opener  Makes reader want to read entire message  Types Questions Narration, stories, anecdotes Startling statements Quotations  Sets up transition to letter body

10-27 Organizing Sales/Fund-Raising Messages: Body  Answers reader’s questions  Overcomes reader’s objections  Involves reader emotionally.  Long letters work best: 4 pages ideal  Short letters, work too

10-28 Organizing Sales/Fund-Raising Messages: Body  Content usually includes Information any reader can use Stories about history of product or organization Stories about people who use product Word pictures of readers enjoying benefits offered

10-29 Organizing Sales/Fund-Raising Messages: Action Close  Tells readers what to do  Makes action sound easy  Offers readers reason to act now  Ends with positive picture  May recall central selling point

10-30 Strategy in Sales Letters: Satisfying Need  Tell people of need product meets  Prove that product satisfies that need  Show why product is better than similar ones  Make reader want to have product

10-31 Fund-Raising Letters  Provide lots of information To persuade readers To give evidence readers can tell others To give image of strong, worthy cause to non- supporters  Cite other ways reader can help

10-32 Logical Proof in Fund-Raising Letters Letter body must prove that— 1. Problem deserves reader’s attention 2. Problem can be alleviated or solved 3. Your group is helping to solve problem 4. Private funds are needed 5. Your organization will use funds wisely

10-33 Writing Style 1. Make text interesting Tight Conversational 2. Use psychological description: vivid word pictures Describe audience benefits Describe problem product solves

10-34 Writing Style, continued… 3. Make message sound like a letter, not an ad One person talking to another Informal: short sentences and words, even slang Create a persona—character who writes the letter