1. Persuasive Messages
Lecture 9

2. Yesterday
Review Routine Messages
Complaint
Reference Request

3. Yesterday Bad News Messages 3 Step Writing Process Strategies
Audience Centered Tone
Direct/Indirect Approaches
Types of Bad News Messages

4. Today Bad News Messages How to make a good subject line
Cultural Difference – “I’m sorry”

5. Today Persuasive Messages Review for Quiz 3 step writing process
Strategies
Review for Quiz

6. Neutral Subject Lines
When using the indirect approach in an , memo, or letter we must use a neutral subject line.

7. Neutral Subject Lines
Our subject line must say what the message is about without saying any bad news

8. Neutral Subject Lines Bad subject lines Prices increase
Schedule Delayed
Lost Client
Claim #2345 Denied

9. Neutral Subject Lines Good Subject Lines Prices Changed
Schedule Revised
Client Update
Claim #2345

10. Neutral Subject Lines Good Subject Lines Prices Changed
Schedule Revised
Client Update
Claim #2345

11. Neutral Subject Lines
Use these with the indirect approach

12. Neutral Subject Lines
For replies to messages and s, simply hit “reply” in

13. Neutral Subject Lines re: Invitation re: Meeting Schedule
re: Job Application

14. I’m Sorry
In English, saying “I’m sorry” does not mean you are apologizing
We use it often

15. I’m Sorry I’m sorry we cannot help I’m sorry to hear that
Using “I’m sorry” in a bad news message is OK
I’m sorry we cannot help
I’m sorry to hear that
I’m sorry to tell you

16. I’m Sorry
This is not the same as apologizing!

17. I’m Sorry
Apologizing
It’s my fault
I was wrong
It was my mistake

18. Persuasive Messages
Used to change an Audience’s beliefs, attitudes, and actions
Present an argument that readers will agree with and support

19. Persuasive Messages Used when: We are trying to sell something
Asking people to support an idea
Asking for an increase in salary
Asking your boss to use your ideas

20. Persuasive Messages Longer and more complicated than routine messages
Require much more planning

21. 3 Step Writing Process
Planning
Writing
Completing

22. Planning Analyze your purpose Analyze your audience
Establish Credibility
Be ethical

23. Planning Purpose Difficult because: Audiences are busy
There are competing requests

24. Planning
For these reasons, purpose must be clear, necessary and appropriate for the written channel

25. Planning Audience Search for common ground Find points of agreement
Show how you can satisfy their needs

26. Planning Ask Who is my audience? What do they need?
What do I want them to do?
How might they resist?
What other offers exist?

27. Planning Appeal to your audiences needs!
Find out their age, gender, occupation, income, etc.
Change your message around this info

28. Planning
Credibility
This is your capability for being believed because you’re reliable and worthy of confidence.
Credibility = believability

29. Getting Credibilty Support your message with facts.
Documents, statistics, research results
Name your sources
Where did this information come from?
If audience respects your sources, this is very effective

30. Getting Credibilty Be an expert Establish common ground
Clearly demonstrate your knowledge of the subject
Establish common ground
Highlight the beliefs that you share with the audience.

31. Getting Credibilty Be enthusiastic Be objective
Be excited about your subject
Be objective
Show all sides of the issue to present fair arguments

32. Getting Credibilty Be trustworthy Have good intentions
Earn audiences trust with honesty and dependability
Have good intentions
Keep audience’s interest at heart

33. Planning
Be ethical
To be ethical is to do things in an honest, moral way.

34. Planning Do not try to manipulate or trick your audience.
Persuade your audience, but keep their needs at heart

35. 3 Step Writing Process
Planning
Writing
Completing

36. Writing
Direct? Indirect?
Based on audience’s reaction

37. Writing When to use Direct approach When audience is objective
When a message is long
When audience has little time

38. Writing The Indirect Approach
Since the purpose is to convince or to change our audience’s mind, we should usually use:
The Indirect Approach

39. 3 Step Writing Process
Planning
Writing
Completing

40. Completing
Use the same techniques Edit for style, content, readability. Correct errors

41. Persuasive Strategies
4 strategies for successful persuasion
Framing your argument
Balancing your appeals
Reinforcing your position
Overcoming audience resistance

42. Persuasive Strategies
4 strategies for successful persuasion
Framing your argument
Balancing your appeals
Reinforcing your position
Overcoming audience resistance

43. Persuasive Strategies
Framing your argument
Similar to indirect approach, but even more involved.
Use the AIDA approach

44. AIDA approach AIDA – 4 step argument Attention (Opening)
Interest (Body)
Desire (Body)
Action (Closing)

45. AIDA approach Attention
Begin persuasive messages with an attention getting statement that is:
Personalized
You oriented
Straightforward
Relevant

46. AIDA approach
Interest
Explain relevance of message
Give more details

47. AIDA approach Desire Second part of your body Provide evidence
Explain how change will help audience
Answer possible questions in advance

48. AIDA approach Action Closing Suggest action for readers to take
Repeat audience benefits
Make action easy

49. AIDA approach Action Closing Suggest action for readers to take
Repeat audience benefits
Make action easy

50. AIDA approach Perfect for indirect messages
Save main idea for action phase
Can be used in direct messages
Use main idea as attention getter

51. AIDA approach To be successful, narrow your focus
Stick to one goal or objective
One action we want the audience to perform

52. Quiz Review Tomorrow’s quiz will cover: Lecture 5: The Writing Process
Lecture 6: Editing
Lecture 7: Routine Messages
Lecture 8: Bad News Messages
Lecture 9: Persuasive Messages

53. Writing Business writing must be fast Channels:
Quick Response: Use
Large Decisions: Use a Business Report

54. Writing Business writing must be fast Channels:
Quick Response: Use
Large Decisions: Use a Business Report

55. Writing Reasons to write: Someone has asked you to
You want a permanent record
Good format for making mistakes
You are the right person to write
Don’t need audience feedback

56. Writing 3 Step Writing process Planning – Gather, organize, focus
Writing – Drafting
Completing - Editing

57. Writing Gathering Outside sources – books, websites, interviews, etc.
Inside sources – brainstorm, free write.
Always take notes!

58. Writing
Organizing
Outline
Mind Map
Pyramid Shaped Chart

59. Writing Focusing Find main points
Decide what you want people to get from your message

60. Writing Writing Get ideas down during drafting stage
Worry about technical issues later

61. Quiz Review Tomorrow’s quiz will cover: Lecture 5: The Writing Process
Lecture 6: Editing
Lecture 7: Routine Messages
Lecture 8: Bad News Messages
Lecture 9: Persuasive Messages

62. Editing “Audience Memory Curve”
State important points at beginning or at end of message
Don’t bury main points in the middle

63. Editing Direct: main idea at beginning Indirect: main idea at end Fast
Saves time
Audience Centered
Indirect: main idea at end
For bad news
For persuasive messages

64. Editing Introduction – opening Builds Reader Interest
Explains why you are writing
Gives a preview
Conclusion – closing
What will I do next?
What should you do next?
Goodwill ending

65. Editing
Content
Readability
Style

66. Content Print a copy Review Communication Strategies
Have a friend read it
Shorten the paper

67. Readability Avoid wordiness Good Paragraph Structure
Use the active voice
Use transition words

68. Readability Avoid wordiness Good Paragraph Structure
Use the active voice
Use transition words

69. Style Headings Parallel Stand alone Sense White Space
Lists (ordered, unordered)
Vary paragraph length
Margins (ragged right)
Font
Size and type

70. Quiz Review Tomorrow’s quiz will cover: Lecture 5: The Writing Process
Lecture 6: Editing
Lecture 7: Routine Messages
Lecture 8: Bad News Messages
Lecture 9: Persuasive Messages

71. Letter format Date (on top of the page)
Address (name of the person you are sending the message to)
Salutation (Dear Mr., Dear Mrs.)
Subject line (optional)
Body
Closing (include signature)

72. September James Smith President Coca Cola Company 123 Fake Street Springfield, IL, USA Dear Mr. Smith, Body. Body. Body. Body. Body. Body. Body. Body. Body. Body. Body. Body. Body. Body. Body. Body. Body. Body. Body. Body. Body. Body. Body. Body. Body. Body. Body. Body. Body. Body. Body. Body. Body. Body. Body. Body. Body. Body. Body. Body. Body. Body. Body. Body. Body. Body. Body. Body. Body. Body. Body. Body. Body. Body. Body. Body. Body. Body. Body. Body. Body. Body. Body. Body. Body. Body. Sincerely, Keith Cochrane

73. Memo Format
Memo/
To:
From:
Date:
Subject:

74. Routine Messages Assume audience is positive or neutral
Short, clear, uncomplicated
About normal business situations
Day to day activity

75. Routine Messages Assume audience is positive or neutral
Short, clear, uncomplicated
About normal business situations
Day to day activity

76. Routine Messages Introduction – opening Body Conclusion – Closing
State request. Be specific
Avoid personal intros
Body
Explain request.
Show reader benefits. Ask questions
Conclusion – Closing
Repeat request (time, place, phone#)
Goodwill Ending

77. Routine Messages Types Normal Requests Claims and Adjustments
Request for a reference/recommendation

78. Normal Request Intro – What you want Body – Why you want it
Closing – repeat request with specific times and places

79. Claims and Adjustments
Intro – State Problem
Body – State Reasons and details
Closing – Request Action

80. Reference Request Intro Ask permission state job/position
say how you know the person

81. Reference Request Body Closing Resume your good qualities
Who to send letter to
goodwill ending

82. Quiz Review Tomorrow’s quiz will cover: Lecture 5: The Writing Process
Lecture 6: Editing
Lecture 7: Routine Messages
Lecture 8: Bad News Messages
Lecture 9: Persuasive Messages

83. Strategies Present Bad News Have audience accept news
Maintain good relationships
Maintain a good image for your company
Reduce future messages

84. Audience must: Understand the news Accept the news See news as fair
Have positive thoughts about you
Feel good about themselves

85. Direct Approach Intro: State bad news
Body: Reasons for the decision; provide alternatives.
Closing: Positive statement to maintain good relationship

86. Indirect Approach Intro Buffer Body Neutral explanation of reasons
Clear statement of the bad news (body)
Closing
positive, friendly statement

87. Buffer A good buffer: Does not mislead the reader Is neutral
Must be about the subject
Is respectful
Is short
Is unapologetic

88. Types of Bad News Negative Answers to Routine Requests
Negative Company News
Negative Employment Messages

89. Types of Bad News Refusing favours, information, help
Depends on how much you know audience

90. Types of Bad News
Refusing claims
Indirect

91. Types of Bad News Bad news about your company
Direct? Indirect?
Bad news about employment

92. Quiz Review Tomorrow’s quiz will cover: Lecture 5: The Writing Process
Lecture 6: Editing
Lecture 7: Routine Messages
Lecture 8: Bad News Messages
Lecture 9: Persuasive Messages

93. Persuasive message Used when: We are trying to sell something
Asking people to support an idea
Asking for an increase in salary
Asking your boss to use your ideas

94. Persuasive message Used when: We are trying to sell something
Asking people to support an idea
Asking for an increase in salary
Asking your boss to use your ideas

95. Strategy Analyze your purpose Analyze your audience
Establish Credibility
Be ethical

96. Credibility Credibility
This is your capability for being believed because you’re reliable and worthy of confidence.
Credibility = believability

97. Credibility Use Facts Name sources Be an expert Find common ground
Be enthusiastic
Be honest

98. Ethics
Be ethical
To be ethical is to do things in an honest, moral way
Do not try to trick your audience

99. AIDA approach AIDA – 4 step argument Attention (Opening)
Interest (Body)
Desire (Body)
Action (Closing)