Lecture Slides Business Communication, 16e, Lehman & DuFrene © 2011 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

Chapter 8, Business Communication, 16e, Lehman & DuFrene © 2011 Cengage Learning Before Composing a Persuasive Message, Know...

Chapter 8, Business Communication, 16e, Lehman & DuFrene © 2011 Cengage Learning 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

Chapter 8, Business Communication, 16e, Lehman & DuFrene © 2011 Cengage Learning 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

Chapter 8, Business Communication, 16e, Lehman & DuFrene © 2011 Cengage Learning Inductive Outline Used for Persuasive Messages

Chapter 8, Business Communication, 16e, Lehman & DuFrene © 2011 Cengage Learning Elements of Ethical Persuasion Clear definition of offered product or service Scientific evidence for product claims Context for comparative statements Audience sensitivity for ideas that are objectionable or offensive

Chapter 8, Business Communication, 16e, Lehman & DuFrene © 2011 Cengage Learning Types of Persuasive Messages

Chapter 8, Business Communication, 16e, Lehman & DuFrene © 2011 Cengage Learning Your Turn 1.What will the product do for the receiver? 2.What are its superior features (receiver benefit)? 3.How is it different from the competition? 4.What is the cost to the receiver? Which question is most important to answer before composing your persuasive message?

Chapter 8, Business Communication, 16e, Lehman & DuFrene © 2011 Cengage Learning 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

Chapter 8, Business Communication, 16e, Lehman & DuFrene © 2011 Cengage Learning Gaining Attention in Sales Messages

Chapter 8, Business Communication, 16e, Lehman & DuFrene © 2011 Cengage Learning 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

Chapter 8, Business Communication, 16e, Lehman & DuFrene © 2011 Cengage Learning 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

Chapter 8, Business Communication, 16e, Lehman & DuFrene © 2011 Cengage Learning Ways to Convince Customers

Chapter 8, Business Communication, 16e, Lehman & DuFrene © 2011 Cengage Learning 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

Chapter 8, Business Communication, 16e, Lehman & DuFrene © 2011 Cengage Learning 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