1. © Prentice Hall, 2005 Business Communication TodayChapter 9 - 1 Writing Persuasive Messages

2. © Prentice Hall, 2005 Business Communication TodayChapter 9 - 2 Three-Step Persuasion Process Planning Writing Completing

3. © Prentice Hall, 2005 Business Communication TodayChapter 9 - 3 Planning the Message Analyze the situation Gather the information Select the medium Organize the message

4. © Prentice Hall, 2005 Business Communication TodayChapter 9 - 4 Analyze the Situation Clarify your purpose Express your purpose Build your case

5. © Prentice Hall, 2005 Business Communication TodayChapter 9 - 5 Maslow’s Hierarchy of Needs Survival (physiological) Safety and security Social Esteem and status Self-actualization

6. © Prentice Hall, 2005 Business Communication TodayChapter 9 - 6 Analyze the Audience Demographics –Gender –Income –Education Psychographics –Personality –Attitudes –Lifestyle

7. © Prentice Hall, 2005 Business Communication TodayChapter 9 - 7 Preparing the Message Gathering information –Logical –Emotional Selecting the medium –Traditional –Electronic

8. © Prentice Hall, 2005 Business Communication TodayChapter 9 - 8 Organizing the Message Direct approach Indirect approach

9. © Prentice Hall, 2005 Business Communication TodayChapter 9 - 9 Writing the Message Maintain a “you” attitude Use positive language Respect cultural differences Establish credibility

10. © Prentice Hall, 2005 Business Communication TodayChapter 9 - 10 Completing the Message Evaluate the content Revise for clarify and conciseness Evaluate design and delivery Proofread the message

11. © Prentice Hall, 2005 Business Communication TodayChapter 9 - 11 Developing Persuasive Messages Employing the AIDA plan Balancing emotion and logic Reinforcing your position Dealing with resistance

12. © Prentice Hall, 2005 Business Communication TodayChapter 9 - 12 The AIDA Plan Attention Interest Desire Action

13. © Prentice Hall, 2005 Business Communication TodayChapter 9 - 13 Balance Logic and Emotions Promote action Understand expectations Overcome resistance Sell your point of view

14. © Prentice Hall, 2005 Business Communication TodayChapter 9 - 14 Examples of Faulty Logic Hasty generalizations Circular reasoning Attacking the opponent Oversimplification False cause and effect Faulty analogies Illogical support

15. © Prentice Hall, 2005 Business Communication TodayChapter 9 - 15 Reinforce Your Position Powerful words Figures of speech Audience benefits Right timing

16. © Prentice Hall, 2005 Business Communication TodayChapter 9 - 16 Anticipate Objections Expect resistance Uncover objections Promote participation

17. © Prentice Hall, 2005 Business Communication TodayChapter 9 - 17 Common Sales Mistakes Selling too hard up front Resisting compromise Limiting your tactics Using a “one shot” plan

18. © Prentice Hall, 2005 Business Communication TodayChapter 9 - 18 Persuasive Messages Action requests Persuasive ideas Claims and adjustments

19. © Prentice Hall, 2005 Business Communication TodayChapter 9 - 19 Requests for Action Gain attention Use facts, figures, and benefits Make a specific request

20. © Prentice Hall, 2005 Business Communication TodayChapter 9 - 20 Persuasive Presentations Message focus –Support decisions –Expedite actions –Encourage new attitudes –Reexamine options

21. © Prentice Hall, 2005 Business Communication TodayChapter 9 - 21 Claims and Adjustments State the problem Review the facts Motivate the reader Make your request

22. © Prentice Hall, 2005 Business Communication TodayChapter 9 - 22 Sales and Sales Messages Analyze audience Study competition Highlight benefits

23. © Prentice Hall, 2005 Business Communication TodayChapter 9 - 23 Sales Message Strategies Selling points Benefits Legal issues The AIDA plan

24. © Prentice Hall, 2005 Business Communication TodayChapter 9 - 24 Anticipating Objections High price Poor quality Comparability Perceived risk

25. © Prentice Hall, 2005 Business Communication TodayChapter 9 - 25 Applying the AIDA Model Getting attention Building interest Increasing desire Motivating action

26. © Prentice Hall, 2005 Business Communication TodayChapter 9 - 26 Getting Attention Product Benefits Benefits InsideInformation EvocativeImages News Items PersonalAppeals Promise of Savings CommonGround ProductSamples ProblemSolutions

27. © Prentice Hall, 2005 Business Communication TodayChapter 9 - 27 Building Interest Support promises Highlight key points Emphasize benefits

28. © Prentice Hall, 2005 Business Communication TodayChapter 9 - 28 Increasing Desire Use action terms Discuss pricing Support your claims

29. © Prentice Hall, 2005 Business Communication TodayChapter 9 - 29 Motivating Action Explain the next step Create a sense of urgency Include a post script Apply good judgment

30. © Prentice Hall, 2005 Business Communication TodayChapter 9 - 30 Maintain High Standards Analyze the audience Study the competition Clarify benefits Keep the message personal