1. Copyright © 2017 Pearson Education, Inc.

2. Excellence in Business Communication Chapter 10 Writing Persuasive Messages Copyright © 2017 Pearson Education, Inc.

3. 1.Apply the three-step writing process to persuasive messages. 2.Describe an effective strategy for developing persuasive business messages, and identify the three most common categories of persuasive business messages. Copyright © 2017 Pearson Education, Inc.Chapter 10 - 3 Learning Objectives (1 of 2)

4. 3.Describe an effective strategy for developing marketing and sales messages, and explain how to modify your approach when writing promotional messages for social media. 4.Identify steps you can take to avoid ethical lapses in marketing and sales messages. Copyright © 2017 Pearson Education, Inc.Chapter 10 - 4 Learning Objectives (2 of 2)

5. Using the Three-Step Process for Persuasive Messages (LO 1) Apply the three-step writing process to persuasive messages. Copyright © 2017 Pearson Education, Inc.Chapter 10 - 5

6. Copyright © 2017 Pearson Education, Inc.Chapter 10 - 6 Gather the Information Organize the Message Analyze the Situation Select the Medium Step 1: Planning Persuasive Messages

7. Analyzing the Situation Copyright © 2017 Pearson Education, Inc.Chapter 10 - 7 Gauging Audience Desires and Interests Demographic Information Psychographic Information Audience’s Level of Motivation

8. Gathering Information Copyright © 2017 Pearson Education, Inc.Chapter 10 - 8 Persuasive and Compelling Sales Messages Business Messages Marketing Messages

9. Selecting the Right Combination of Medium and Channel Copyright © 2017 Pearson Education, Inc.Chapter 10 - 9 Nature of Persuasive Messages Range of Consumer Attitudes Variety of Communication Media

10. Organizing Your Information Copyright © 2017 Pearson Education, Inc.Chapter 10 - 10 The Direct or the Indirect Approach? What Is Your Relationship with the Audience? What Is the Extent of Your Power, Authority, or Expertise?

11. Step 2: Writing Persuasive Messages Copyright © 2017 Pearson Education, Inc.Chapter 10 - 11 Respect Cultural Differences Establish Your Credibility Use Positive and Polite Language Understand Culture in Organizations

12. Building Your Credibility Copyright © 2017 Pearson Education, Inc.Chapter 10 - 12 Providing Objective Evidence Identifying Your Source Materials Focusing on the Audience’s Interests Establishing Common Ground

13. Copyright © 2017 Pearson Education, Inc.Chapter 10 - 13 Step 3: Completing Persuasive Messages Produce Your Message Distribute Your Message Evaluate Your Content Proofread Your Message

14. Developing Persuasive Business Messages (LO 2) Describe an effective strategy for developing persuasive business messages, and identify the three most common categories of persuasive business messages. Copyright © 2017 Pearson Education, Inc.Chapter 10 - 14

15. Framing Your Arguments (the AIDA Model) Copyright © 2017 Pearson Education, Inc.Chapter 10 - 15 Attention Interest Desire Action Catch the Audience’s Attention Provide Additional Details or Benefits Explain Benefits; Address Objections Suggest Specific Audience Action

16. Copyright © 2017 Pearson Education, Inc.Chapter 10 - 16 Balancing Emotional and Logical Appeals (1 of 2) Feelings Emotions Sympathies Analogy Induction Deduction Emotional Appeals Logical Appeals

17. Copyright © 2017 Pearson Education, Inc.Chapter 10 - 17 Balancing Emotional and Logical Appeals (2 of 2)

18. Avoiding Faulty Logic Hasty generalizations Circular reasoning Attacking an opponent Oversimplifying a complex issue Mistaken cause-effect assumptions Faulty analogies Copyright © 2017 Pearson Education, Inc.Chapter 10 - 18

19. Believable Evidence Powerful Words Metaphors and Stories Audience Benefits Reinforcing Your Position Copyright © 2017 Pearson Education, Inc.Chapter 10 - 19

20. Anticipating Objections Copyright © 2017 Pearson Education, Inc.Chapter 10 - 20 Counter Negative Elements Focus on Positive Communication Present All Sides of the Situation

21. Copyright © 2017 Pearson Education, Inc.Chapter 10 - 21 Common Mistakes  Using a Hard Sell Approach  Being Resistant to Compromise  Relying Solely on Great Arguments  Using a “One-Shot” Approach Avoiding Common Mistakes in Persuasive Communication

22. Common Categories of Persuasive Messages Copyright © 2017 Pearson Education, Inc.Chapter 10 - 22 Requests for Action Presentation of Ideas Claims and Requests for Adjustment

23. Persuasive Requests for Action Copyright © 2017 Pearson Education, Inc.Chapter 10 - 23 Direct Approach to Persuasion Indirect Approach to Persuasion Unanticipated RequestAnticipated Request

24. Persuasive Presentation of Ideas Copyright © 2017 Pearson Education, Inc.Chapter 10 - 24 Changing Attitudes or Beliefs About a Topic Changing Attitudes or Beliefs About a Topic Consider a New Idea Reexamine Opinions Reconsider Ways of Thinking

25. Persuasive Claims and Requests for Adjustment Copyright © 2017 Pearson Education, Inc.Chapter 10 - 25 Review the Facts in a Positive Tone Outline the Problem and Its Status Give Reasons for Granting the Claim Close on a Respectful Note

26. Developing Marketing and Sales Messages (LO 3) Describe an effective strategy for developing marketing and sales messages, and explain how to modify your approach when writing promotional messages for social media. Copyright © 2017 Pearson Education, Inc.Chapter 10 - 26

27. Planning Marketing and Sales Messages Copyright © 2017 Pearson Education, Inc.Chapter 10 - 27 Audience Needs Audience Needs Purchase Objections Purchase Objections Selling Points and Benefits Selling Points and Benefits Competition

28. Writing Conventional Marketing and Sales Messages Copyright © 2017 Pearson Education, Inc.Chapter 10 - 28 Using the AIDA Model Getting Attention Building Interest Increasing Desire Motivating Action

29. Writing Promotional Messages for Social Media Copyright © 2017 Pearson Education, Inc.Chapter 10 - 29 Get Involved in Online Conversations Listen as Much as You Talk Initiate and Respond to Conversations Be Authentic, Transparent, and Real

30. Promotional Messages in Social Media Copyright © 2017 Pearson Education, Inc.Chapter 10 - 30

31. Creating Promotional Messages for Mobile Devices Copyright © 2017 Pearson Education, Inc.Chapter 10 - 31 The Mobile Experience Keep the Mobile Experience Fast and Straightforward Promotional Messages Keep Promotional Messages Short and Simple

32. Avoiding Ethical Lapses in Marketing and Sales Messages (LO 4) Identify steps you can take to avoid ethical lapses in marketing and sales messages. Copyright © 2017 Pearson Education, Inc.Chapter 10 - 32

33. Maintaining High Ethical and Legal Standards Copyright © 2017 Pearson Education, Inc.Chapter 10 - 33 Using Persuasion as a Positive Force Maintaining the “You Attitude” During All Business Transactions Understanding Legal Aspects of Promotional Communication

34. Basic Legal Aspects of Promotional Communication (1 of 2) Copyright © 2017 Pearson Education, Inc.Chapter 10 - 34 Be Truthful and Non-Deceptive Support Your Claims with Evidence Don’t Use Bait-and-Switch Tactics

35. Basic Legal Aspects of Promotional Communication (2 of 2) Copyright © 2017 Pearson Education, Inc.Chapter 10 - 35 Obey Laws When Marketing to Minors Observe Contractual Obligations Respect the Rights of Individuals

36. Copyright © 2017 Pearson Education, Inc.Chapter 9 - 36 All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.