1. Chapter 9: Writing Persuasive Messages: Letters and Marketing Messages

2. Chapter 9: Learning Objectives
Applying the three-step writing process to persuasive messages
Developing persuasive business messages
Categories of persuasive business messages
Developing marketing and sales messages
Promotional messages for social media
Avoiding ethical lapses in marketing and sales messages

3. Tips for Success
“When it comes to writing engaging content, ‘you’ is the most powerful word in the English language, because people are ultimately interested in fulfilling their own needs.”
-Brian Clark,
Entrepreneur and blogger

4. Using the Three-Step Writing Process for Persuasive Messages

5. 3 step writing process
Plan-outline your message, do your research, decide on your audience profile. Choose direct or indirect approach
Write-Decide on a format, and know the correct way to use this format (persuasive letter outline)
Complete- edit/peer edit, refine.

6. Planning Persuasive Messages
Credibility
Facts
Common ground
Sincerity
Sources
Enthusiasm
Trust
Expertise
Objectivity
Good intentions

7. Writing Persuasive Messages
Use positive language
Establish credibility
Consider differences
Use logic, evidence and compelling narratives

8. Completing Persuasive Messages
High production quality
Judge your argument objectively
Design elements
Proofread

9. Developing Persuasive Business Messages

10. Anticipating Objections
Address objections before the audience does
Involve the audience
For hostile audiences, present all sides and explain the pros and cons of each.

11. Some things to watch for…
-Logical Flaws
Hasty generalizations
Attacking an opponent
Oversimplifying
Cause and effect assumption
Faulty analogy

12. Other Examples of Persuasive Business Messages (not letters) -Marketing Messages -Promotional Messages

13. Maintaining High Ethical and Legal Standards
Messages must be truthful and non-deceptive
Back up claims with evidence
‘Bait and switch’ advertising is illegal

14. The AIDA Model The AIDA Model A-Attention-How? (squirrel!)
-colourful
-big bold words
-lots of colour
-primary colours
I-Interest-How? (Customer wants and needs)
-variety
-McDonald’s logo-building on consumer knowledge
D-Desire-How? (customer wants and needs)
“im lovin it”-you will too
“Bliss”-burgers bring bliss
Double, Big, Deluxe
A-Action-How?
Not present-perhaps these were new burgers when the ad was released?
The AIDA Model

15. A-Attention-How? (Squirrel!)
-colourful
-big bold words
-lots of colour
-primary colours
I-Interest-How? (customer wants and needs)
-variety
-McDonald’s logo-building on consumer knowledge
-Free
D-Desire-How?(Customer Wants)
“im lovin it”-you will too
“Free”-benefit
Big, Premium, “A”
A-Action-How?
“Get Yours Today!”
“Free Big Mac When You Visit”

16. Try the Assignment:
Analyzing Advertising Messages Using AIDA!
Try to find some really effective ones!!!

17. Real-World Applications
When writing persuasive messages, why is it so important to give special attention to the analysis of your purpose and audience?
Let’s discuss!

18. Chapter 10 Understanding and Planning Reports and Proposals

19. Chapter 10: Learning Objectives
Adapting the three-step writing process to reports and proposals
Informational reports
Organizing analytical reports
Planning proposals

20. Tips for Success
“Written reports are essential for evaluating business opportunities. Without the facts, boards can’t act.”
-Gerry Roy,
Chief Corporate Officer and Legal Counsel,
Inualiut Regional Corporation

21. The Three-Step Writing Process Reports and Proposals: Planning

22. Reports and Proposals Reports: Give information
Proposals: Propose or suggest action
Guide decisions
Monitor and control operations
Comply with government regulations
Implement policies and procedures
Document results

23. Reports Informational Analytical-think Numbers!
Summarize
Explain
Submit
Monitor and control operations
Comply with government regulations
Document progress
Implement policies and procedures
Analytical-think Numbers!
Analyze-#s
Evaluate-#s
Recommend
Troubleshooting reports
Feasibility reports
Justification reports
Internal
External
Solicited
Unsolicited

24. Reports Create a Plan- looks kind of like our other message plans.. ;)
Statement of the problem and the purpose of the report (thesis)
List tasks to be accomplished (info/evidence)
Description of final products or outcomes (conclusion)

25. Organizing Your Information
Direct approach
Efficient
Forceful
Indirect approach
Persuasive
Diplomatic

26. Selecting the Right Medium
Is a particular medium required by the organization?
How will feedback be provided?
Is your medium searchable or updatable?
Does the medium itself send a message?

27. Planning Informational Reports

28. Organizing Informational Reports
Category
Geography
Chronology
Importance

29. Planning Analytical Reports

30. Focusing on Conclusions
Direct approach
Audience is likely to accept your conclusion
Support your conclusion with solid reasoning and evidence

31. Focusing on Recommendations
Direct approach
Establish need for action
Introduce benefits
List steps required to achieve benefit
Explain each step
Summarize recommendations
© 2013 Pearson Canada Inc.
Business Communication Essentials
Chapter

32. Planning Proposals Internal proposals External proposals
Solicited (direct approach)
Unsolicited (indirect approach)

33. Format
Usually report format is governed by your company (letterhead etc.) You still must:
Be succinct
State the problem, issue or topic
Give evidence and support
State what you would like to do with that information (proposal)
Close cordially

34. Special Report/Proposal Format: The Memo
A memo is a formal note used in an office.
A memo can give information, advise of company policies and procedures, or give information regarding issues in the workplace.
Basically a report that sometimes requires you to perform an action.
Has special format, as it is official.

35. Top of the Memo

36. Body of the Memo

37. Real-World Applications
After an exhaustive study of an important problem, you have reached a conclusion that you believe your company’s management will reject. What will you do?
Let’s discuss!
© 2013 Pearson Canada Inc.
Business Communication Essentials
Chapter