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Writing Persuasive Messages
. © Prentice Hall, 2005 Business Communication Essentials
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Business Communication Essentials
Three-Step Process Planning Writing Completing © Prentice Hall, 2005 Business Communication Essentials
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Business Communication Essentials
Analyze Your Purpose Clear Necessary Appropriate © Prentice Hall, 2005 Business Communication Essentials
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Business Communication Essentials
Analyze the Audience Demographics Gender Income Education Psychographics Personality Attitudes Lifestyle © Prentice Hall, 2005 Business Communication Essentials
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Business Communication Essentials
Consider Culture Individual differences Expectations Practices Organizational differences Previous messages Tradition © Prentice Hall, 2005 Business Communication Essentials
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Establish Credibility
Facts and sources Expertise Common ground Enthusiasm Objectivity Sincerity Trust Good intentions © Prentice Hall, 2005 Business Communication Essentials
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High Ethical Standards
Provide information Boost understanding Promote free choice Avoid manipulation © Prentice Hall, 2005 Business Communication Essentials
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Writing Persuasive Messages
Approach Direct (deductive) Indirect (inductive) Important Elements Define the main idea Limit the scope Group major point © Prentice Hall, 2005 Business Communication Essentials
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Completing the Message
Evaluate the content Appraise your credibility Revise the message Proofread the message Evaluate design Deliver the message © Prentice Hall, 2005 Business Communication Essentials
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Persuasive Strategies
Choose an approach Balance emotions and logic Master the AIDA plan © Prentice Hall, 2005 Business Communication Essentials
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Business Communication Essentials
Logic and Emotions Promote action Understand expectations Overcome resistance Sell your point of view © Prentice Hall, 2005 Business Communication Essentials
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Business Communication Essentials
The AIDA Plan Attention Interest Desire Action © Prentice Hall, 2005 Business Communication Essentials
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Business Communication Essentials
Persuasive Requests Action requests Claims and adjustments © Prentice Hall, 2005 Business Communication Essentials
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Business Communication Essentials
Requests for Action Gain attention Use facts, figures, and benefits Request some specific action © Prentice Hall, 2005 Business Communication Essentials
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Claims and Adjustments
State the problem Review the facts Motivate the reader Make your request © Prentice Hall, 2005 Business Communication Essentials
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Sales and Fundraising Messages
For-profit organizations Not-for-profit organizations © Prentice Hall, 2005 Business Communication Essentials
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Sales Message Strategies
Stress selling points Emphasize benefits Obey the law © Prentice Hall, 2005 Business Communication Essentials
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Sales Message Strategies
Use action terms Talk about price Support your claims © Prentice Hall, 2005 Business Communication Essentials
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Business Communication Essentials
Getting Attention News items Features and benefits Numbers or questions Shared traits Product samples Emotions or values Stories and illustrations Challenges Solutions © Prentice Hall, 2005 Business Communication Essentials
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The Central Selling Point
Study the competition Know the product Analyze the audience © Prentice Hall, 2005 Business Communication Essentials
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Business Communication Essentials
Increasing Desire Stress the main benefit Refer to other benefits Provide essential details © Prentice Hall, 2005 Business Communication Essentials
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Business Communication Essentials
Motivating Action State the next step Create urgency Include a post script Apply good judgment © Prentice Hall, 2005 Business Communication Essentials
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Business Communication Essentials
Fundraising Messages Analyze the audience Study the competition Establish value Keep the message personal © Prentice Hall, 2005 Business Communication Essentials
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Business Communication Essentials
Fundraising Messages Emphasize benefits Detail the need Stress urgency Specify what’s needed © Prentice Hall, 2005 Business Communication Essentials
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Business Communication Essentials
Reviewing Key Points Using the three-step process Reviewing persuasive strategies Investigating persuasive requests Analyzing sales messages Discussing fund-raising messages © Prentice Hall, 2005 Business Communication Essentials
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