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seven chapter © 2015 McGraw-Hill Education.
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7-2 Writing Persuasive Messages and Proposals chapter seven
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7-3 Describe strategies for persuasive messages. Write persuasive requests. Discuss ethical concerns. Compose sales messages. Write persuasive proposals. Learning Objectives
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7-4 Know your readers. Choose and develop targeted reader benefits. Make good use of persuasive appeals. Make it easy for readers to comply. Persuasion Advice
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7-5 Especially important with persuasion Can use formally gathered information (marketing reports, surveys, focus groups) Can gather information informally (customer notes, talk with service personnel and other employees, look at other successful messages) Know Your Readers
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7-6 Winning reader benefits can be – tangible – intangible They can also be – intrinsic – extrinsic Identify Benefits
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7-7 Logic based (logos) Emotion based (pathos) Character based (ethos) Win with Appeals
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7-8 Don’t neglect the action part of the message. Make the desired action clear. Make the desired action as easy as possible to perform. Make It Easy
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7-9 Your goal is to ask for something the reader is likely to oppose. You must develop a strategy that will convince the reader to comply. Persuasive Requests
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7-10 Open with words that −set up the strategy and −gain attention. Present the strategy (the persuasion), using persuasive language and you-viewpoint. As a logical follow-up, make the request clearly and without negatives. End the message with the request or with words that recall the appeal. Persuasive Requests
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7-11 Sales techniques are useful: in writing other messages, in actual sales work, in selling yourself. Sales Messages
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7-12 Learn the product or service you sell. – How it is made – How it works – What it will do Learn about the prospective customers. – Their economic status – Their nationalities – Their ages – Etc. Sales Writing Steps
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7-13 Logical −appeals to the thinking mind (saving money, making money, doing a better job, getting better use) Emotional −appeals to the senses (feeling, tasting, smelling, hearing) Character based −uses the writer or spokesperson’s voice and projected image to win trust and invite readers to identify with the speaker The Central Appeal
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7-14 Begin with words that set up the sales presentation and gain attention. Present the sales message using imagination, persuasive language, and you-viewpoint. Include sufficient information to convince. Drive for the sale, making it clear, and using appropriate strength. Urge immediate action. May recall basic appeal in final words. Conventional Plan
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7-15 Like reports, are usually well researched. Like reports, can range widely in format, length, and formality. Like reports, can be direct (if invited) or indirect (if uninvited). Unlike reports, are overtly persuasive. Proposals Source: Copyright © 2005 Ted Goff.
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