10 Persuasive and Sales Messages Business Communication:

10 Persuasive and Sales Messages Business Communication:
Process and Product, 8e Mary Ellen Guffey and Dana Loewy Instructor PowerPoint Library, 8e © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Learning Objective 1 Explain digital-age persuasion, identify effective persuasive techniques, and apply the 3-x-3 writing process to persuasive messages in print and online. © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Understanding Persuasion in the Digital Age
Persuasive skills are ever more important: Leaner corporate hierarchies Blurring lines of authority Reliance on teams Savvy, well-informed consumers Many managers try to influence others instead of issuing commands. © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © denis_pc/Fotolia

What is Persuasion? Persuasion is “a symbolic process in which communicators try to convince other people to change their attitudes or behaviors regarding an issue through the transmission of a message in an atmosphere of free choice.” -- Richard M. Perloff © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Perloff’s Five Components of Persuasion
Is a symbolic process © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © leremy/Fotolia Involves an attempt to influence Is self-persuasion Involves transmitting a message Requires free choice

Six Basic Principles That Direct Human Behavior
Reciprocation Liking © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © leremy/Fotolia Commitment Authority Social Proof Scarcity

How Has Persuasion Changed in the Digital Age?
The volume and reach of persuasive messages have exploded. Persuasive messages spread at warp speed. © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © Marina Zlochin/Fotolia Organizations of all stripes are in the persuasion business. Persuasive techniques are more subtle and misleading. Persuasion is more complex and impersonal.

Effective Persuasion Techniques
Establishing credibility Making a reasonable, specific request Tying facts to benefits Recognizing the power of loss © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © denis_pc/Fotolia Expecting and overcoming resistance Sharing solutions and compromising

Applying the 3-x-3 Writing Process to Persuasive Messages
Phase 1: Analyze, Anticipate, Adapt What do you want the receiver to do or think? © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Does the receiver need to be persuaded? How can you adapt your message to appeal to this receiver?

Phase 2: Research, Organize, Compose What information do you need? Where can you locate it? © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Which strategy is better – direct or indirect?

Phase 3: Revise, Proofread, Evaluate Is the message clear and concise? © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Is the message conversational? Are format, grammar, and mechanics correct? Will the message achieve its purpose?

Learning Objective 2 Describe the traditional four-part AIDA strategy for creating successful persuasive messages, and apply the four elements to effective and ethical business messages. © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Persuading With AIDA Attention Interest Desire Action
© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

AIDA – Gaining Attention
1 Summary of problem 2 Unexpected statement © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 3 Reader benefit

AIDA – Gaining Attention
4 Compliment 5 Related facts © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 6 Stimulating question

AIDA – Building Interest
1 Facts, figures 2 Expert opinions © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 3 Examples

AIDA – Building Interest
4 Specific details 5 Direct benefits © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 6 Indirect benefits

AIDA – Eliciting Desire
1 Reduce resistance 2 Anticipate objections © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 3 Offer counterarguments

AIDA – Eliciting Desire
4 Use What if? scenarios 5 Demonstrate competence © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 6 Show value of proposal

AIDA – Prompting Action
1 Describe specific request 2 Sound confident © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 3 Make action easy to take

AIDA – Prompting Action
4 Offer incentive or gift 5 Don’t provide excuses © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 6 Repeat main benefits

Being an Ethical Persuader
Build Credibility: 1 Be truthful and believable. 4 Don’t omit crucial information. © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 2 Stick to the facts and don’t exaggerate. 5 Don’t provide deceptive emphasis. 3 Don’t manipulate or mislead.

Learning Objective 3 Craft persuasive messages that request actions, make claims, and deliver complaints. © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Using the AIDA Strategy in Requests, Claims, and Complaints
Prewrite Determine your purpose. Know exactly what you want to achieve. Anticipate the reaction of your audience. Remember that the receiver is thinking: © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © Ogerepus/Fotolia What’s in it for you? Why should I? What’s in it for me? Who cares?

Gain Attention Use the indirect strategy rather than blurting out the request immediately. Begin with a problem description, unexpected statement, reader benefit, compliment, related facts, or stimulating question to grab attention. © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © Ogerepus/Fotolia

Build Interest Convince the audience that your request is reasonable. Develop interest by using facts, statistics, examples, testimonials, and specific details. © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © Ogerepus/Fotolia Establish your credibility, if necessary, by explaining your background and expertise. Use testimonials, expert opinions, or research if necessary.

Build Interest Support your request by tying facts to direct benefits (increased profits, more efficient operations, better customer relations, saving money, a returned favor) or indirect benefits (improving the community, giving back to the profession, helping the environment). © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. In claims and complaints, be objective but prove the validity of your request.

Elicit Desire and Reduce Resistance Anticipate objections to your request by using What if? scenarios and provide compelling counterarguments. © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © Ogerepus/Fotolia Demonstrate credibility and competence. In claims and complaints, use a moderate, unemotional tone. What if…?

Motivate Action Make a precise request that spells out exactly what you want done. Add a deadline date if necessary. © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © Ogerepus/Fotolia Repeat a key benefit, provide additional details, or offer an incentive. Express appreciation. Be confident without seeming pushy.

Focusing on Benefits in Persuasive Requests
Direct Benefit: If you accept our invitation to speak, you will have an audience of 50 potential customers for our products. Indirect Benefit: Your appearance would prove your professionalism and make us grateful for your willingness to give something back to the profession. © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © denis_pc/Fotolia

“Before” – Ineffective Request
Dear Dr. Thomas: Because you know Atlanta and live here in our town, we thought about asking you to speak at our GSU Business Awards banquet April 28. A few students on campus have read and admired your book Beyond Race and Gender, which appeared last spring and became a bestseller across the nation. We were amazed that a local author is now the nation’s diversity management guru. But what exactly did you mean when you said that America is no longer a melting pot of ethnic groups—it’s an “American mulligan stew”? Georgia State University doesn’t have any funds for honoraria, so we can invite only local speakers. The Reverend James R. Jones and Vice Mayor Rebecca A. Timmons were speakers in the past. Our awards banquet gets started at 6 p.m. with a social hour, followed by dinner at 7 and the speaker from 8:30 until 9. If you require, we can arrange transportation for you and your guest. Although you are a very busy person, we hope you will agree to this invitation. Thank you in advance. Please notify our advisor, Professor Alexa North. Sincerely yours, © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

“After” – Improved Request
Dear Dr. Thomas: Your book Beyond Race and Gender stimulated provocative discussion across the nation and on our campus when it first appeared last spring. Business students at Georgia State University now consider you the nation’s diversity management guru, and for that reason they asked me to use all my powers of persuasion in this invitation. Because we admire your work, we would like you to be our keynote speaker at the GSU Business Awards banquet April 28. As students at an urban campus in a metropolitan area, we are keenly aware of diversity issues. In your words, America is no longer a melting pot of ethnic groups; it is now an “American mulligan stew.” We would like to hear more about the future workforce and how managers can maximize the contribution of all employees. Although we can’t offer you an honorarium, we can promise you a fine dinner at the GSU Faculty Club and an eager and appreciative audience of over 100 business students and faculty. Speakers in the past have included the Reverend James R. Jones and Vice Mayor Rebecca A. Timmons. © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

“After” – Improved Request (continued)
Dr. Thomas Page Current date The evening includes a social hour at 6 p.m., dinner at 7 p.m., and your remarks from 8:30 until 9. So that you won’t have to worry about transportation or parking, we will arrange a limousine for you and your guest. Please make this our most memorable banquet yet. Just call our adviser, Professor Alexa North, at before April 5 to accept this invitation. Sincerely yours, © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Learning Objective 4 Understand interpersonal persuasion at work and write persuasive messages within organizations. © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Persuasion in Digital-Age Organizations
© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © denis_pc/Fotolia, © denis_pc/Fotolia, © Andrey/Fotolia Managers no longer serve as primary information providers. Many supervisors view themselves as collaborators and mentors. Executives increasingly rely on persuasion to achieve buy-in from subordinates.

Persuasion in Digital-Age Organizations
© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © denis_pc/Fotolia, © denis_pc/Fotolia, © Andrey/Fotolia Shift in authority is affecting the strategies and tone of workplace persuasive messages.

Persuading Employees: Messages Flowing Downward
Persuasive requests may include the following: Participating in volunteer projects © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © denis_pc/Fotolia Joining programs to stop smoking, lose weight, or start exercising

Persuading Employees: Messages Flowing Downward
Instructions or directives moving downward from supervisors usually require little persuasion. BUT: Paying attention to tone is necessary. © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © denis_pc/Fotolia

Persuading the Boss: Messages Flowing Upward
Focus on evidence such as facts and figures. If possible, quantify the benefits of your idea in dollar terms. © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © denis_pc/Fotolia Be confident and even-handed when pitching your idea.

Persuading the Boss: Messages Flowing Upward
BUT: Be sensitive to tone; use words such as suggest and recommend, not you must or we should. © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © denis_pc/Fotolia

Create effective and ethical direct-mail and e-mail sales messages.
Learning Objective 5 Create effective and ethical direct-mail and sales messages. © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Sales Messages in Print and Online
Creating Persuasive Sales Messages in Print and Online Prewrite: Analyze your product or service. What makes it special? 1 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © dashadima/Fotolia.com What central points should you emphasize? 2 How does it compare with the competition? 3

Creating Persuasive Sales Messages in Print and Online Prewrite: Profile your audience. How will this product or service benefit the audience? 1 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © dashadima/Fotolia.com What do you want the audience to do? 2 Increase the response rate by targeting your audience through selected database mailing lists.

Creating Persuasive Sales Messages in Print and Online Gain Attention Describe a product feature, present testimonials, make a startling statement, or show the reader in an action setting. 1 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © dashadima/Fotolia.com

Creating Persuasive Sales Messages in Print and Online Gain Attention Offer something valuable, promise a significant result, or describe a product feature. 2 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © dashadima/Fotolia.com

Creating Persuasive Sales Messages in Print and Online Gain Attention Suggest a solution to a problem, offer a relevant anecdote, use the receiver’s name, or mention a meaningful current event. 3 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © dashadima/Fotolia.com

Creating Persuasive Sales Messages in Print and Online Build Interest Describe the product in terms of what it does for the reader: Show how the product or service saves or makes money, reduces effort, improves health, produces pleasure, or boosts status. 1 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © Petr Vaclavek/Fotolia

Sales Messages in Print and Online Elicit Desire, Reduce Resistance
Creating Persuasive Sales Messages in Print and Online Elicit Desire, Reduce Resistance Counter anticipated reluctance with attractive warranties, trial offers, free samples, money-back guarantees, or testimonials. 1 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © dashadima/Fotolia.com

Sales Messages in Print and Online Elicit Desire, Reduce Resistance
Creating Persuasive Sales Messages in Print and Online Elicit Desire, Reduce Resistance Build credibility with results of performance tests, polls, or awards. 2 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © leremy/Fotolia If price is not a selling feature, describe it in small units, show it as savings, or tell how it compares favorably with the competition. 3

Creating Persuasive Sales Messages in Print and Online Motivate Action Close by repeating a central selling point with clear instructions for easy action. 1 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © dashadima/Fotolia.com Prompt the reader to act immediately with a gift, incentive, limited offer, or deadline. 2

Creating Persuasive Sales Messages in Print and Online Motivate Action Put the strongest motivator in a postscript. 3 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © dashadima/Fotolia.com Make it easy to respond. 4 In s, include an opportunity to opt out. 5

Direct Mail or E-Mail? 1 2 3 Some Characteristics
© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © raven/Fotolia Direct mail offers a higher response rate than . 1 Direct mail can be personalized and carries a more complete message. 2 Direct mail is expensive compared to . 3

Direct Mail or E-Mail? 4 5 Some Characteristics
© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. is the No. 1 marketing medium, ahead of direct mail. 4 E-marketers can distribute a promotion faster than traditional messages. 5

Writing Successful E-Mail
Sales Messages Craft a catchy subject line. 1 Keep the main information “above the fold.” 2 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © leremy/Fotolia Make the message short, conversational, and focused. 3

Writing Successful E-Mail
Sales Messages Convey urgency. 4 Sprinkle testimonials throughout the copy. 5 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © leremy/Fotolia Provide a means for opting out. 6

Writing Short Persuasive
Messages Online Business communicators use social media to promote their businesses, further their causes, and build their online personas—not primarily for overt selling. 1 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © denis_pc/Fotolia Many of the principles of persuasion also apply to micromessages (online posts or tweets) although only parts of the AIDA strategy may be used. 2

Types of Persuasive Posts and Tweets
Announcements of interesting events, publications, and media links Updates of events, experiences, thoughts, and exploits Promotional offers such as an invitation to participate in games © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © denis_pc/Fotolia

Apply basic techniques in developing persuasive press releases.
Learning Objective 6 Apply basic techniques in developing persuasive press releases. © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

What Are Press Releases?
new products management changes new facilities sponsorships community projects awards given or received joint ventures donation seminars demonstrations © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © denis_pc/Fotolia, © alexmillos/Fotolia.com, © Andrey/Fotolia Press (news) releases announce important information to the media, traditional or digital:

The Purpose of Press Releases
© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © denis_pc/Fotolia, © alexmillos/Fotolia.com, © Andrey/Fotolia Organizations hope that the media will pick up the news and provide good publicity. BUT: Purely self-serving or promotional information is not appealing to editors and producers.

Developing Persuasive Press Releases
Include answers to the five Ws and one H (who, what, when, where, why, and how) in the article—but not all in the first sentence! Appeal to the audience of the target media. Emphasize reader benefits written in the style of the focus publication or newscast. Open with an attention-getting lead or a summary of the important facts. © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © alexmillos/Fotolia.com, © denis_pc /Fotolia

Present the most important information early, followed by supporting information. Don’t put your best ideas last because the may be chopped off or ignored. Insert intriguing and informative quotations of chief decision makers to lend the news release credibility. © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © denis_pc/Fotolia

Make the document readable and visually appealing. Limit the text to one or two double- spaced pages with attractive formatting. Look and sound credible—no typos, no imaginative spelling or punctuation, no factual errors. © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © denis_pc/Fotolia

© 2015 Cengage Learning. All Rights Reserved
© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © alexmillos/Fotolia.com END

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