1. Business Communication
Lecturer: Gareth Jones
Class 10: Persuasive Messages

2. Today Persuasive Messages Complaint Reference Request
Business Communication (BUS-100)
24/02/2019

3. Persuasive Messages
Used to change an audience’s beliefs, attitudes, and actions
Present an argument that readers will agree with and support
Business Communication (BUS-100)
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4. 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
Business Communication (BUS-100)
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5. Persuasive Messages Longer and more complicated than routine messages
Require much more planning
Business Communication (BUS-100)
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6. 3 Step Writing Process Planning Writing Completing
Business Communication (BUS-100)
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7. Planning Analyse your purpose Analyse your audience
Establish Credibility
Be ethical
Business Communication (BUS-100)
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8. Planning Purpose Difficult because: Audiences are busy
There are competing requests
Business Communication (BUS-100)
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9. Planning
For these reasons, purpose must be clear, necessary and appropriate for the written channel
Business Communication (BUS-100)
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10. Planning Audience Search for common ground Find points of agreement
Show how you can satisfy their needs
Business Communication (BUS-100)
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11. 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?
Business Communication (BUS-100)
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12. Planning Appeal to your audiences needs!
Find out their age, gender, occupation, income, etc.
Change your message around this info
Business Communication (BUS-100)
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13. Planning
Credibility
This is your capability for being believed because you’re reliable and worthy of confidence.
Credibility = believability
Business Communication (BUS-100)
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14. Getting Credibility Support your message with facts. Name your sources
Documents, statistics, research results
Name your sources
Where did this information come from?
If audience respects your sources, this is very effective
Business Communication (BUS-100)
24/02/2019

15. Getting Credibility 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.
Business Communication (BUS-100)
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16. Getting Credibility Be enthusiastic Be objective
Be excited about your subject
Be objective
Show all sides of the issue to present fair arguments
Business Communication (BUS-100)
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17. Getting Credibility Be trustworthy Have good intentions
Earn audiences trust with honesty and dependability
Have good intentions
Keep audience’s interest at heart
Business Communication (BUS-100)
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18. Planning
Be ethical
To be ethical is to do things in an honest, moral way
Are morals universal？
Business Communication (BUS-100)
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19. Planning Do not try to manipulate or trick your audience.
Persuade your audience, but keep their needs at heart
Why?
Business Communication (BUS-100)
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20. 3 Step Writing Process Planning Writing Completing
Business Communication (BUS-100)
24/02/2019

21. Writing Direct? Indirect? Based on audience’s reaction
Business Communication (BUS-100)
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22. Writing When to use Direct approach When audience is objective
When a message is long
When audience has little time
Business Communication (BUS-100)
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23. Writing
Since the purpose is to convince or to change our audience’s mind, we should usually use:
The Indirect Approach
Business Communication (BUS-100)
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24. 3 Step Writing Process Planning Writing Completing
Business Communication (BUS-100)
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25. Completing Use the same techniques
Edit for style, content and readability
Correct Errors
Business Communication (BUS-100)
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26. Persuasive Strategies
4 strategies in successful persuasion
Framing your argument
Balancing your appeals
Reinforcing your position
Overcoming audience resistance
Business Communication (BUS-100)
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27. Persuasive Strategies
4 strategies in successful persuasion
Framing your argument
Balancing your appeals
Reinforcing your position
Overcoming audience resistance
Business Communication (BUS-100)
24/02/2019

28. Persuasive Strategies
Framing your argument
Similar to indirect approach, but even more involved.
Use the AIDA approach
Business Communication (BUS-100)
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29. AIDA approach AIDA – 4 step argument Attention (Opening)
Interest (Body)
Desire (Body)
Action (Closing)
Business Communication (BUS-100)
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30. AIDA approach Attention
Begin persuasive messages with an attention getting statement that is:
Personalised
‘You’ oriented
Straightforward
Relevant
Business Communication (BUS-100)
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31. AIDA approach Interest Explain relevance of message Give more details
Business Communication (BUS-100)
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32. AIDA approach Desire Second part of your body Provide evidence
Explain how change will help audience
Answer possible questions in advance
Business Communication (BUS-100)
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33. AIDA approach Action Closing Suggest action for readers to take
Repeat audience benefits
Make the action easy
Business Communication (BUS-100)
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34. AIDA approach Perfect for indirect messages
Save main idea for action phase
Can be used in direct messages
Use main idea as attention getter
Business Communication (BUS-100)
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35. AIDA approach To be successful, narrow your focus
Why?
Stick to one goal or objective
One action we want the audience to perform
Business Communication (BUS-100)
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36. 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
Business Communication (BUS-100)
24/02/2019

37. Strategy Analyse your purpose Analyse your audience
Establish Credibility
Be ethical
Business Communication (BUS-100)
24/02/2019

38. Credibility Credibility
This is your capability for being believed because you’re reliable and worthy of confidence.
Credibility = believability
Business Communication (BUS-100)
24/02/2019

39. Credibility Use Facts Name sources Be an expert Find common ground
Be enthusiastic
Be honest
Business Communication (BUS-100)
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40. Ethics
Be ethical
To be ethical is to do things in an honest, moral way
Do not try to trick your audience
Business Communication (BUS-100)
24/02/2019

41. AIDA approach AIDA – 4 step argument Attention (Opening)
Interest (Body)
Desire (Body)
Action (Closing)
Business Communication (BUS-100)
24/02/2019

42. Persuasive Strategies
4 strategies for successful persuasion
Framing your argument
Appealing to the audience
Supporting your argument
Dealing with Resistance
Business Communication (BUS-100)
24/02/2019

43. Audience Appeal
In order to persuade our audience, we must appeal to them in some way
We can appeal to the heart and to the mind
Business Communication (BUS-100)
24/02/2019

44. Audience Appeal Appealing to the audience’s heart is called an:
Emotional Appeal
This is when we try to persuade our audience by using their feelings
Business Communication (BUS-100)
24/02/2019

45. Audience Appeal Emotional appeals
Use words like: success, value, only, just
This will make your audience comfortable
Business Communication (BUS-100)
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46. Audience Appeal Emotional appeals
Make your audience think your idea is the right thing to do
Business Communication (BUS-100)
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47. Audience Appeal Appealing to the audience’s mind is called a:
Logical appeal
This is when we use evidence and facts to convince our audience
Business Communication (BUS-100)
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48. Audience Appeal Logical Appeals Have plenty of evidence
Don’t attack your opponents
Make sure your claims are true
Business Communication (BUS-100)
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49. Persuasive Strategies
4 strategies for successful persuasion
Framing your argument
Appealing to the audience
Supporting your argument
Dealing with Resistance
Business Communication (BUS-100)
24/02/2019

50. Supporting your argument
Increase your credibility with strong language
Use words that are strong and direct
Business Communication (BUS-100)
24/02/2019

51. Supporting your argument
Ask for small changes
Prepare for opposition
Be specific
Create a “win-win” situation
Use stories to make your points
Business Communication (BUS-100)
24/02/2019

52. Persuasive Strategies
4 strategies for successful persuasion
Framing your argument
Appealing to the audience
Supporting your argument
Dealing with Resistance
Business Communication (BUS-100)
24/02/2019

53. Dealing with Resistance
Present all sides of your argument
The good
The bad
This will increase credibility
Business Communication (BUS-100)
24/02/2019

54. Dealing with Resistance
Think about possible objections and think of ways to answer them
This will help make your audience believe you
Business Communication (BUS-100)
24/02/2019

55. Persuasive Strategies
These are the four components of a successful persuasive message:
Framing your argument
Appealing to the audience
Supporting your argument
Dealing with Resistance
Business Communication (BUS-100)
24/02/2019

56. Types of Messages Persuasive Requests Sales Letters
Business Communication (BUS-100)
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57. Types of Messages Persuasive Requests Sales Letters
Business Communication (BUS-100)
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58. Persuasive Requests
When asking for something small, use routine message strategy
When asking for something larger, use the AIDA plan
Business Communication (BUS-100)
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59. Persuasive Requests Keep the request specific and possible
Say the direct and indirect benefits
Business Communication (BUS-100)
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60. Persuasive Requests Begin with an attention grabbing device.
Show the readers that you are concerned and have a reason for making the request
Business Communication (BUS-100)
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61. Persuasive Requests Interest and Desire sections
Gain credibility for you and your request
Make readers believe helping you will solve a problem
Business Communication (BUS-100)
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62. Persuasive Requests Action Section
Once the idea has been shown, provide a specific action including dates, times, etc.
Business Communication (BUS-100)
24/02/2019

63. Types of Messages Persuasive Requests Sales Letters
Business Communication (BUS-100)
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64. Sales Letters Your purpose is to sell your product
To do this we must highlight features and benefits, obvious right?
Business Communication (BUS-100)
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65. Sales Letters Features = something our product has
Benefits = advantages the user will get
Business Communication (BUS-100)
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66. Sales Letters Features Benefits LCD Screen 100 free text messages
Prints 30 pages per minute
Wireless controllers
You won`t hurt your eyes
Communicate with friends
Get work done fast
Play games from anywhere in the house
Business Communication (BUS-100)
24/02/2019

67. Sales Letters Use the AIDA approach
Remember the other strategies as well
Appealing to the audience
Supporting your argument
Dealing with Resistance
Business Communication (BUS-100)
24/02/2019

68. Sales Letters Attention:
We want to use an attention getter that gets our reader to read the whole message
Business Communication (BUS-100)
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69. Attention An interesting question A sample of the product
A solution to a problem
Your product`s best feature
Anything to get the audience to read the message!
Business Communication (BUS-100)
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70. Attention “How would you like to travel the world?”
“Here is your free sample of Chanel perfume”
“Tired of being alone? We have the answer to your problem!”
“New software types what you say!”
Business Communication (BUS-100)
24/02/2019

71. Interest
In the interest section, we must highlight the best feature of our product
Business Communication (BUS-100)
24/02/2019

72. Interest To determine this, ask: What does the competition offer?
What are buyers looking for?
Business Communication (BUS-100)
24/02/2019

73. Interest
Describe the product in detail, focusing on all positive features
Business Communication (BUS-100)
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74. Desire Mention the main benefit of your product
Mention other benefits as well (price, convenience, etc.)
Business Communication (BUS-100)
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75. Action Ask your readers to do what you want
Convince them to act quickly
Business Communication (BUS-100)
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76. Sales Letters
If you are successful, readers will want your product and do what you ask!
Business Communication (BUS-100)
24/02/2019

77. Business Ethics
In persuasive messages, as in all kinds of business, we must be ethical and honest
This means following the rules of business
Business Communication (BUS-100)
24/02/2019

78. Bad ethics In sales messages Lying about your competition
Making false promises
Lying about your product
Business Communication (BUS-100)
24/02/2019

79. Bad Ethics in Western Business
Lying
Bribery (贿赂)
Stealing information
Giving gifts (送礼)
Accepting gifts
Plagiarism
Selling bad goods
Business Communication (BUS-100)
24/02/2019

80. Ethics
We must follow the ethics of business and do business in an honest way
Business Communication (BUS-100)
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81. Business Ethics We will look at some ethical dilemmas
Dilemma = a difficult choice
Business Communication (BUS-100)
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82. Next Week Careers and final assessments!
Business Communication (BUS-100)
24/02/2019