1. © Prentice Hall, 2005 Business Communication Today 8eChapter 9 - 1 Writing Persuasive Messages

2. © Prentice Hall, 2005 Business Communication Today 8eChapter 9 - 2 Three-Step Writing Process Step 1Step 3Step 2 PlanningWritingCompleting

3. © Prentice Hall, 2005 Business Communication Today 8eChapter 9 - 3 Planning the Message Analyze the situation Analyze the situation Gather the information Gather the information Select the medium Select the medium Organize the message Organize the message

4. © Prentice Hall, 2005 Business Communication Today 8eChapter 9 - 4 Analyze the Situation Audience Members Decision Makers Alternative Positions Corporate Culture Points of Resistance Desired Actions Clarify Your Purpose Build Your Case Express Your Purpose

5. © Prentice Hall, 2005 Business Communication Today 8eChapter 9 - 5 Physiological Food, shelter, air, water, and sleep Safety and Security Job security, stability, and protection Social Affection, group ties, friends, and acceptance Status and Esteem Uniqueness, self-worth, respect, and recognition Self- Actualization Self-realization, creativity, wisdom, and fulfillment Maslow’s Hierarchy of Needs

6. © Prentice Hall, 2005 Business Communication Today 8eChapter 9 - 6 Analyze the Audience IncomeIncome GenderGender EducationEducation Other Factors DemographicsDemographics AttitudesAttitudes PersonalityPersonality LifestyleLifestyle PsychographicsPsychographics

7. © Prentice Hall, 2005 Business Communication Today 8eChapter 9 - 7 Preparing the Message GatheringInformationGatheringInformationSelecting the Medium Selecting LogicalLogical EmotionalEmotional TraditionalTraditional ElectronicElectronic

8. © Prentice Hall, 2005 Business Communication Today 8eChapter 9 - 8 Organizing the Message Direct Approach (Deductive) Direct Approach (Deductive) Indirect Approach (Inductive) Indirect Approach (Inductive) Define the Main Idea Limit the Scope Group Major Points

9. © Prentice Hall, 2005 Business Communication Today 8eChapter 9 - 9 Writing the Message Maintain a “you” attitude Maintain a “you” attitude Use positive language Use positive language Respect cultural differences Respect cultural differences Establish credibility Establish credibility

10. © Prentice Hall, 2005 Business Communication Today 8eChapter 9 - 10 Completing the Message Evaluate the Content Evaluate Revise for Clarity and Conciseness Revise for Clarity and Conciseness Evaluate Design and Delivery Evaluate Design and Delivery Proofread the Message Proofread

11. © Prentice Hall, 2005 Business Communication Today 8eChapter 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 Today 8eChapter 9 - 12 InterestAttention DesireAction AIDA PLAN

13. © Prentice Hall, 2005 Business Communication Today 8eChapter 9 - 13 Logic and Emotions The Message FeelingsSympathiesNeedsAnalogyInductionDeduction EmotionsLogic Promote Action Understand Expectations Overcome Resistance Sell Your Point of View Promote Action Understand Expectations Overcome Resistance Sell Your Point of View

14. © Prentice Hall, 2005 Business Communication Today 8eChapter 9 - 14 Hasty GeneralizationsHasty Generalizations Circular ReasoningCircular Reasoning Attacking the OpponentAttacking the Opponent OversimplificationOversimplification False Cause and EffectFalse Cause and Effect Faulty AnalogiesFaulty Analogies Illogical SupportIllogical Support Examples of Faulty Logic

15. © Prentice Hall, 2005 Business Communication Today 8eChapter 9 - 15 Reinforce Your Position Figures of Speech Audience Benefits Right Timing Powerful Words

16. © Prentice Hall, 2005 Business Communication Today 8eChapter 9 - 16 Anticipate Objections Expect Resistance Uncover Objections Promote Participation

17. © Prentice Hall, 2005 Business Communication Today 8eChapter 9 - 17 Common Sales Mistakes Using the “Hard Sell” Resisting Compromise Limiting Your Tactics Using a “One Shot” Plan

18. © Prentice Hall, 2005 Business Communication Today 8eChapter 9 - 18 Persuasive Messages Action Requests Persuasive Ideas Claims and Adjustments

19. © Prentice Hall, 2005 Business Communication Today 8eChapter 9 - 19 Requests for Action ActionActionWrittenRequestWrittenRequestGainAttentionGainAttention Use Facts, Figures and Benefits Use Facts, Figures and Benefits Make a Specific Request Make a Specific Request

20. © Prentice Hall, 2005 Business Communication Today 8eChapter 9 - 20 Persuasive Presentations Message Focus SupportDecisionsSupportDecisionsExpediteActionsExpediteActionsEncourage New Attitudes Encourage ReexamineOpinionsReexamineOpinions

21. © Prentice Hall, 2005 Business Communication Today 8eChapter 9 - 21 Claims and Adjustments Claim or Adjustment AdjustmentWrittenRequestWrittenRequest State the Problem Review the Facts Motivate the Reader Make Your Request

22. © Prentice Hall, 2005 Business Communication Today 8eChapter 9 - 22 Marketing and Sales Messages Study Competition Highlight Benefits Analyze Audience

23. © Prentice Hall, 2005 Business Communication Today 8eChapter 9 - 23 Anticipating Purchase Objections High Price Poor Quality ComparabilityComparability Perceived Risk

24. © Prentice Hall, 2005 Business Communication Today 8eChapter 9 - 24 Applying the AIDA Model Getting Attention Building Interest Increasing Desire Motivating Action

25. © Prentice Hall, 2005 Business Communication Today 8eChapter 9 - 25 Product Benefits Benefits InsideInformation EvocativeImages News Items PersonalAppeals Promise of Savings CommonGround ProductSamples ProblemSolutions Getting Attention

26. © Prentice Hall, 2005 Business Communication Today 8eChapter 9 - 26 Building Interest Support Promises Highlight Key Points Emphasize Benefits

27. © Prentice Hall, 2005 Business Communication Today 8eChapter 9 - 27 Increasing Desire Use Action Terms Discuss Pricing Support Your Claims

28. © Prentice Hall, 2005 Business Communication Today 8eChapter 9 - 28 Motivating Action State the Next Step Create Urgency Include a Post Script Apply Good Judgment

29. © Prentice Hall, 2005 Business Communication Today 8eChapter 9 - 29 Maintain High Standards Truth and Deception Claims and Assertions Breach of Contract Invasion of Privacy