© Prentice Hall, 2005 Excellence in Business CommunicationChapter Writing Persuasive Messages

© Prentice Hall, 2005 Excellence in Business CommunicationChapter The Three-Step Process Completing Audience Message Writing Planning

© Prentice Hall, 2005 Excellence in Business CommunicationChapter Planning Persuasive Messages PurposePurpose CredibilityCredibility AudienceAudience EthicsEthics

© Prentice Hall, 2005 Excellence in Business CommunicationChapter Determining the Purpose CompetingMessagesCompetingMessages WrittenFormatsWrittenFormats AudienceAttitudesAudienceAttitudes AppropriatenessAppropriateness NecessityNecessity ClarityClarity

© Prentice Hall, 2005 Excellence in Business CommunicationChapter Analyzing the Audience Attitudes Personality Lifestyle Other Factors Psychographics Income Gender Education Demographics

© Prentice Hall, 2005 Excellence in Business CommunicationChapter Physiological Food, shelter, air, water, and sleep Safety and Security Job security, stability, and protection Social Affection, group ties, friends, and acceptance Status and Esteem Uniqueness, self-worth, respect, and recognition Self- Actualization Self-realization, creativity, wisdom, and fulfillment Maslow’s Hierarchy of Needs

© Prentice Hall, 2005 Excellence in Business CommunicationChapter Considering Cultural Differences IndividualDifferencesOrganizationalDifferences

© Prentice Hall, 2005 Excellence in Business CommunicationChapter Establishing Credibility SourcesSourcesEnthusiasmEnthusiasm TrustTrustExpertiseExpertiseObjectivityObjectivity GoodIntentionsGoodIntentionsFactsFactsCommonGroundCommonGround SinceritySincerity

© Prentice Hall, 2005 Excellence in Business CommunicationChapter Setting Ethical Standards Provide information Boost understanding Promote free choice Obey the law Avoid manipulation

© Prentice Hall, 2005 Excellence in Business CommunicationChapter Sequencing the Message Direct Approach (Deductive) Direct Approach (Deductive) Indirect Approach (Inductive) Indirect Approach (Inductive) Define the Main Idea Limit the Scope Group Major Points

© Prentice Hall, 2005 Excellence in Business CommunicationChapter Completing the Message Evaluate the Content Evaluate Revise for Clarity and Conciseness Revise for Clarity and Conciseness Evaluate Design and Delivery Evaluate Design and Delivery Proofread the Message Proofread

© Prentice Hall, 2005 Excellence in Business CommunicationChapter Persuasive Messages Employing the AIDA Plan Balancing Emotion and Logic Reinforcing Your Position Dealing With Resistance

© Prentice Hall, 2005 Excellence in Business CommunicationChapter InterestAttention DesireAction AIDA PLAN

© Prentice Hall, 2005 Excellence in Business CommunicationChapter Logic and Emotions The Message FeelingsSympathiesNeedsAnalogyInductionDeduction EmotionsLogic Promote Action Understand Expectations Overcome Resistance Sell Your Point of View Promote Action Understand Expectations Overcome Resistance Sell Your Point of View

© Prentice Hall, 2005 Excellence in Business CommunicationChapter Hasty GeneralizationsHasty Generalizations Begging the QuestionBegging the Question Attacking the OpponentAttacking the Opponent OversimplificationOversimplification Assuming a False CauseAssuming a False Cause Faulty AnalogiesFaulty Analogies Illogical SupportIllogical Support Examples of Faulty Logic

© Prentice Hall, 2005 Excellence in Business CommunicationChapter ConnotationsConnotationsDenotationsDenotations AbstractionsAbstractions Understanding Semantics

© Prentice Hall, 2005 Excellence in Business CommunicationChapter Be Moderate Use Simple Language Anticipate Opposition Provide Support Focus on the Goal Strengthen Your Position

© Prentice Hall, 2005 Excellence in Business CommunicationChapter Be Specific Use the Right Timing Employ Metaphors Use Anecdotes and Stories Create a win-win Situation Strengthen Your Position

© Prentice Hall, 2005 Excellence in Business CommunicationChapter Deal With Resistance Resistance AnticipateObjections Use “What If” Scenarios Involve Your Audience

© Prentice Hall, 2005 Excellence in Business CommunicationChapter Common Mistakes Selling Too Hard Up Front Resisting Compromise Relying Solely on Great Arguments Using a “One Shot” Sales Technique

© Prentice Hall, 2005 Excellence in Business CommunicationChapter ActionRequestsActionRequests Claims and Adjustments Adjustments Sales and Fundraising Fundraising PersuasiveMessages Types of Messages

© Prentice Hall, 2005 Excellence in Business CommunicationChapter Requests for Action Action Written Request Written Request Gain Attention Gain Attention Use Facts, Figures and Benefits Use Facts, Figures and Benefits Make a Specific Request Make a Specific Request

© Prentice Hall, 2005 Excellence in Business CommunicationChapter Claims and Adjustments Claim or Adjustment Claim or Adjustment Written Request Written Request State the Problem Review the Facts Motivate the Reader Make Your Request

© Prentice Hall, 2005 Excellence in Business CommunicationChapter Sales and Fundraising Messages For-Profit Companies Non-Profit Organizations PersonalConsumptionPersonalConsumption Helping Other People Helping PersonalConsumptionPersonalConsumption Helping Helping Motivation AttentionAttentionTimeTime DollarsDollars

© Prentice Hall, 2005 Excellence in Business CommunicationChapter Sales Message Strategies Selling Points Benefits Legal Issues The AIDA Plan

© Prentice Hall, 2005 Excellence in Business CommunicationChapter Features and Benefits Stories and Illustrations Solutions News Items ProvocativeQuestions SharedTraits Emotions or Values ProductSamples Challenges Getting Attention

© Prentice Hall, 2005 Excellence in Business CommunicationChapter The Central Selling Point Building Interest The Central Selling Point Building Interest Study the Competition Know the Product Analyze the Audience

© Prentice Hall, 2005 Excellence in Business CommunicationChapter Increasing Desire Use Action Terms Discuss Pricing Support Your Claims

© Prentice Hall, 2005 Excellence in Business CommunicationChapter Motivating Action Explain the Next Step Create a Sense of Urgency Include a Post Script Apply Good Judgment

© Prentice Hall, 2005 Excellence in Business CommunicationChapter WritingFundraisingMessagesWritingFundraisingMessages Analyze the Audience Audience Study the Competition Competition Clarify Benefits Keep the Message Personal Keep the Message Personal

© Prentice Hall, 2005 Excellence in Business CommunicationChapter Strengthening Fundraising Messages  Interest your readers  Use simple language  Offer an opportunity  Make it hard to refuse  Clarify your needs  Write concisely  Include a reply form  Use versatile enclosures