1. Chapter 8 Delivering Persuasive Messages
Business Communication, 14e
Lehman and DuFrene

2. Planning a Persuasive Message
Chapter 8
Planning a Persuasive Message
Know the product/service/idea well
Use knowledge of receiver to identify an appeal that focuses on receiver benefits
Anticipate and address possible resistance
Know precisely what action you want the receiver to take

3. Principles for Effective Persuasion
Chapter 8
Principles for Effective Persuasion
Keep paragraphs short
Use concrete nouns and active verbs
Use specific language
Keep the spotlight on the receiver
Stress a central selling point or appeal
Use an inductive outline

4. Persuasive Outline: When The Receiver Must Be Persuaded
Chapter 8
Persuasive Outline: When The Receiver Must Be Persuaded A D I
Begin with an attention-getter related to the receiver’s needs
Introduce the product, service, or idea and create interest by stating specific reader benefits
Create desire to respond positively by presenting convincing evidence of the value to be gained
Encourage action by making it easy and restating the main benefit

5. Attention Getters Should . . .
Chapter 8
Attention Getters Should . . .
Introduce a relationship between the receiver and the product, service, or idea
Focus on a central selling feature that addresses the receiver’s needs
Use an original approach

6. Introduction Section Should . . .
Chapter 8
Introduction Section Should . . .
Transition logically from the attention getter
Use action-oriented language that helps the receiver sense benefits to be gained from product, service, or idea
Stress a central selling point that addresses the receiver’s needs

7. Convincing Evidence Adds Credibility by . . .
Chapter 8
Convincing Evidence Adds Credibility by . . .
Presenting and interpreting factual evidence
Using objective language
Including testimonials, guarantees, and enclosures

8. Techniques for Subordinating Price
Chapter 8
Techniques for Subordinating Price
Introduce price only after creating a desire
Use figures to illustrate price is reasonable or results in savings
Invite comparison of like items
Include the central selling point in the sentence that introduces the price

9. Chapter 8
Action Ending Should . . .
Make the action clear and simple to complete
Restate the reward for taking action (central selling point)
Provide an incentive for quick action
Ask confidently for action

10. E-mail — New Wave of Persuasive Communication
Chapter 8
— New Wave of Persuasive Communication
“Opt-in” behavior invites contact
E-commerce marketer seeks a consumer’s permission to send communications
Goal is to develop relationships with customers who want to hear about the company’s products, services, or information
NEW – Strategic forces box