1. Business Communication

2. Audience Strategy
The Audience

3. Who are they?
Source:

4. Who are they? A. Primary Audience B. Key Influencers
C. Secondary Audiences

5. Who are they?
A. Primary Audience
Message Directly

6. A. Primary Audience 1. Audience unknown, find out about their:
Demographics
Knowledge and beliefs
Preferences

7. A. Primary Audience
2. Audience is familiar (analyze them)

8. B. Key Influencers
Decision-makers
Opinion leaders
Gatekeepers

9. C. Secondary Audiences Receives message indirectly Colleagues in cc
Bosses
Employees
Assistants
Intermediaries

10. What do the audience know and expect?
Age
Ethnic Origin
Occupation
Gender
Source:
Culture
Education

11. What do they know and expect?
Identify and define the jargon.
Simplify the information.

12. What do they know and expect?
Deal with mix background needs.
Provide background material.
Acknowledge the experts.
Aim your message.

13. What do they know and expect?
Consider their format expecteations.
Timinig
Visual
Formality

14. What do they know and expect?
Address second-language issues
Check use of idioms and metaphors.
Avoid sarcasm, humor.
Adjust delivery.

15. What do the audience feel?
What emotions do they feel?
How interested are they in your message?
What is their probable attittude?

16. What will persuade them?
Benefits
Tangible benefits
Career or task benefits
Ego benefits
Personality benefits
Group benefits
Consistency benefits

17. What will persuade them?
Benefits
Career or task benefits

18. What will persuade them?
Benefits
Ego benefits

19. What will persuade them?
Benefits
Personality benefits

20. What will persuade them?
Benefits
Group benefits

21. What will persuade them?
Benefits
Consistency benefits

22. What will persuade them?
Credibility
Goodwill credibility and reciprocity

23. What will persuade them?
Credibility
Goodwill credibility and liking

24. What will persuade them?
Credibility
Image credibility and emotionality

25. What will persuade them?
Credibility
Rank and expertise credibility by association

26. What will persuade them?
Credibility
Rank credibility and punishment

27. What will persuade them?
Message Structure
Opening and closing

28. What will persuade them?
Message Structure
The problem/solution structure

29. What will persuade them?
Message Structure
One-sided versus two-side structure

30. What will persuade them?
Message Structure
Pro/con versus con/pro

31. What will persuade them?
Message Structure
The inoculation technique

32. What will persuade them?
Message Structure
Ascending versus descending order

33. What will persuade them?
Message Structure
The “ask for less” technique