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Writing Persuasive Messages
. ©Prentice Hall, 2007 Excellence in Business Communication, 7e
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Three-Step Persuasion Process
Planning Writing Completing ©Prentice Hall, 2007 Excellence in Business Communication, 7e
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Excellence in Business Communication, 7e
Planning the Message Analyze the situation Gather the information Select the medium Organize the message ©Prentice Hall, 2007 Excellence in Business Communication, 7e
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Excellence in Business Communication, 7e
Analyze the Situation Clarify your purpose Express your purpose Build your case ©Prentice Hall, 2007 Excellence in Business Communication, 7e
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Maslow’s Hierarchy of Needs
Survival (physiological) Safety and security Social Esteem and status Self-actualization ©Prentice Hall, 2007 Excellence in Business Communication, 7e
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Excellence in Business Communication, 7e
Analyze the Audience Demographics Gender Income Education Psychographics Personality Attitudes Lifestyle ©Prentice Hall, 2007 Excellence in Business Communication, 7e
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Excellence in Business Communication, 7e
Preparing the Message Gathering information Logical Emotional Selecting the medium Traditional Electronic ©Prentice Hall, 2007 Excellence in Business Communication, 7e
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Organizing the Message
Direct approach Indirect approach ©Prentice Hall, 2007 Excellence in Business Communication, 7e
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Excellence in Business Communication, 7e
Writing the Message Maintain a “you” attitude Use positive language Respect cultural differences Establish credibility ©Prentice Hall, 2007 Excellence in Business Communication, 7e
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Completing the Message
Evaluate the content Revise for clarify and conciseness Evaluate design and delivery Proofread the message ©Prentice Hall, 2007 Excellence in Business Communication, 7e
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Developing Persuasive Messages
Employing the AIDA plan Balancing emotion and logic Reinforcing your position Dealing with resistance ©Prentice Hall, 2007 Excellence in Business Communication, 7e
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Excellence in Business Communication, 7e
The AIDA Plan Attention Interest Desire Action ©Prentice Hall, 2007 Excellence in Business Communication, 7e
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Balance Logic and Emotions
Promote action Understand expectations Overcome resistance Sell your point of view ©Prentice Hall, 2007 Excellence in Business Communication, 7e
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Examples of Faulty Logic
Hasty generalizations Circular reasoning Attacking the opponent Oversimplification False cause and effect Faulty analogies Illogical support ©Prentice Hall, 2007 Excellence in Business Communication, 7e
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Reinforce Your Position
Powerful words Figures of speech Audience benefits Right timing ©Prentice Hall, 2007 Excellence in Business Communication, 7e
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Anticipate Objections
Expect resistance Uncover objections Promote participation ©Prentice Hall, 2007 Excellence in Business Communication, 7e
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Excellence in Business Communication, 7e
Common Sales Mistakes Selling too hard up front Resisting compromise Limiting your tactics Using a “one shot” plan ©Prentice Hall, 2007 Excellence in Business Communication, 7e
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Excellence in Business Communication, 7e
Persuasive Messages Action requests Persuasive ideas Claims and adjustments ©Prentice Hall, 2007 Excellence in Business Communication, 7e
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Excellence in Business Communication, 7e
Requests for Action Gain attention Use facts, figures, and benefits Make a specific request ©Prentice Hall, 2007 Excellence in Business Communication, 7e
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Persuasive Presentations
Message focus Support decisions Expedite actions Encourage new attitudes Reexamine options ©Prentice Hall, 2007 Excellence in Business Communication, 7e
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Claims and Adjustments
State the problem Review the facts Motivate the reader Make your request ©Prentice Hall, 2007 Excellence in Business Communication, 7e
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Marketing and Sales Messages
Analyze audience Study competition Highlight benefits ©Prentice Hall, 2007 Excellence in Business Communication, 7e
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Anticipating Objections
High price Poor quality Comparability Perceived risk ©Prentice Hall, 2007 Excellence in Business Communication, 7e
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Applying the AIDA Model
Getting attention Building interest Increasing desire Motivating action ©Prentice Hall, 2007 Excellence in Business Communication, 7e
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Excellence in Business Communication, 7e
Getting Attention News Items Personal Appeals Promise of Savings Common Ground Product Samples Problem Solutions Product Benefits Inside Information Evocative Images ©Prentice Hall, 2007 Excellence in Business Communication, 7e
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Excellence in Business Communication, 7e
Building Interest Support promises Highlight key points Emphasize benefits ©Prentice Hall, 2007 Excellence in Business Communication, 7e
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Excellence in Business Communication, 7e
Increasing Desire Use action terms Discuss pricing Support your claims ©Prentice Hall, 2007 Excellence in Business Communication, 7e
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Excellence in Business Communication, 7e
Motivating Action Explain the next step Create a sense of urgency Include a post script Apply good judgment ©Prentice Hall, 2007 Excellence in Business Communication, 7e
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Maintain High Standards
Analyze the audience Study the competition Clarify benefits Keep the message personal ©Prentice Hall, 2007 Excellence in Business Communication, 7e
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Excellence in Business Communication, 7e
Common Messages Opt-in newsletter Competitive information online ©Prentice Hall, 2007 Excellence in Business Communication, 7e
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