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

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

© Prentice Hall, 2005 Excellence in Business CommunicationChapter Planning Persuasive Messages Purpose Audience Credibility Ethics

© Prentice Hall, 2005 Excellence in Business CommunicationChapter Determining the Purpose Audience attitudes Written formats Competing messages Clarity Necessity Appropriateness

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

© Prentice Hall, 2005 Excellence in Business CommunicationChapter Maslow’s Hierarchy of Needs Survival (physiological) Safety and security Social Esteem and status Self-actualization

© Prentice Hall, 2005 Excellence in Business CommunicationChapter Considering Cultural Differences Individual differences Organizational differences

© Prentice Hall, 2005 Excellence in Business CommunicationChapter Establishing Credibility Facts Sources Expertise Common ground Enthusiasm Objectivity Sincerity Trust Good intentions

© 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) Indirect approach (inductive)

© Prentice Hall, 2005 Excellence in Business CommunicationChapter Completing the Message Evaluate the content Revise for clarity and conciseness Evaluate design and consistency Proofread the message

© Prentice Hall, 2005 Excellence in Business CommunicationChapter Developing Persuasive Messages Employing the AIDA plan Balancing emotion and logic Reinforcing your position Dealing with resistance

© Prentice Hall, 2005 Excellence in Business CommunicationChapter The AIDA Plan Attention Interest Desire Action

© Prentice Hall, 2005 Excellence in Business CommunicationChapter Balance Logic and Emotions Promote action Understand expectations Overcome resistance Sell your point of view

© Prentice Hall, 2005 Excellence in Business CommunicationChapter Examples of Faulty Logic Hasty generalizations Begging the question Attacking the opponent Oversimplification Assuming a false cause Faulty analogies Illogical support

© Prentice Hall, 2005 Excellence in Business CommunicationChapter Understanding Semantics Connotations Denotations Abstractions

© Prentice Hall, 2005 Excellence in Business CommunicationChapter Reinforce Your Position Be moderate Focus on the goal Use simple language Anticipate opposition Provide support

© Prentice Hall, 2005 Excellence in Business CommunicationChapter Strengthen Your Position Be specific Create a win-win situation Use the right timing Employ metaphors Use anecdotes and stories

© Prentice Hall, 2005 Excellence in Business CommunicationChapter Deal With Resistance Anticipate objections 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 Persuasive Messages Action requests Claims and adjustments Sales and fundraising

© Prentice Hall, 2005 Excellence in Business CommunicationChapter Requests for Action Gain attention Use facts, figures, and benefits Make a specific request

© Prentice Hall, 2005 Excellence in Business CommunicationChapter Claims and Adjustments State the problem Review the facts Motivate the reader Make your request

© Prentice Hall, 2005 Excellence in Business CommunicationChapter Sales and Fundraising Messages These messages must compete for the reader’s: –Attention –Time –Dollars

© 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 Getting Attention News items Features and benefits Provocative questions Product samples Shared traits Product samples Emotions and values Stories and illustrations Challenges Solutions

© Prentice Hall, 2005 Excellence in Business CommunicationChapter Building Interest The Central Selling Point –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 Keeping Readers Interested Using action terms Discussing price Supporting claims

© Prentice Hall, 2005 Excellence in Business CommunicationChapter Writing Fundraising Messages Analyze the audience Study the competition Clarify benefits Keep the message personal

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