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Writing Persuasive Messages
. © Pearson Education Canada, 2005 Business Communication Essentials, Canadian Edition
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Three-Step Persuasion Process
Planning Writing Completing © Pearson Education Canada, 2005 Business Communication Essentials, Canadian Edition
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Business Communication Essentials, Canadian Edition
Analyze Your Purpose Clear Necessary Appropriate © Pearson Education Canada, 2005 Business Communication Essentials, Canadian Edition
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Business Communication Essentials, Canadian Edition
Gauge the Audience Demographics Age Gender Occupation Income Education Psychographics Personality Attitudes Lifestyle © Pearson Education Canada, 2005 Business Communication Essentials, Canadian Edition
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Considering Cultural Differences
France- Avoid aggressive, hard-sell techniques Germany- Verify figures and make them exact © Pearson Education Canada, 2005 Business Communication Essentials, Canadian Edition
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Establishing Credibility
Facts Sources Expertise Common ground Enthusiasm Objectivity Sincerity © Pearson Education Canada, 2005 Business Communication Essentials, Canadian Edition
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Setting Ethical Standards
Provide information Aid understanding Promote free choice Avoid manipulation © Pearson Education Canada, 2005 Business Communication Essentials, Canadian Edition
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Writing Persuasive Messages
Approach Direct (deductive) Indirect (inductive) Important Elements Define the main idea Limit the scope Group major points © Pearson Education Canada, 2005 Business Communication Essentials, Canadian Edition
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Completing the Message
Evaluate the content Revise for clarity and conciseness Evaluate design and delivery Proofread the message © Pearson Education Canada, 2005 Business Communication Essentials, Canadian Edition
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Balance Logic and Emotions
Know action to motivate Understand expectations Evaluate resistance Degree of empowerment to sell your point of view © Pearson Education Canada, 2005 Business Communication Essentials, Canadian Edition
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Business Communication Essentials, Canadian Edition
Appeals Emotional Base on audience feelings Be subtle Logical Analogy Induction Deduction © Pearson Education Canada, 2005 Business Communication Essentials, Canadian Edition
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Business Communication Essentials, Canadian Edition
The AIDA Plan Attention Interest Desire Action © Pearson Education Canada, 2005 Business Communication Essentials, Canadian Edition
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Business Communication Essentials, Canadian Edition
Persuasive Requests Action requests Claims and adjustments © Pearson Education Canada, 2005 Business Communication Essentials, Canadian Edition
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Business Communication Essentials, Canadian Edition
Requests for Action Gain attention Use facts, figures, and history Request some specific action © Pearson Education Canada, 2005 Business Communication Essentials, Canadian Edition
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Claims and Adjustments
State the problem Review the facts Motivate the reader Make your request © Pearson Education Canada, 2005 Business Communication Essentials, Canadian Edition
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Sales and Fundraising Messages
Sales: For-profit organizations To spend money on something Fundraising: Not-for-profit organizations To donate money or time © Pearson Education Canada, 2005 Business Communication Essentials, Canadian Edition
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Sales Message Strategies
Know your product Know your audience Determine selling points Stress benefits © Pearson Education Canada, 2005 Business Communication Essentials, Canadian Edition
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Sales Message Strategies
Use action terms Talk about price Support your claims © Pearson Education Canada, 2005 Business Communication Essentials, Canadian Edition
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Business Communication Essentials, Canadian Edition
Attention Motivate listening Write strong opening sentence Find common ground © Pearson Education Canada, 2005 Business Communication Essentials, Canadian Edition
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Business Communication Essentials, Canadian Edition
Interest Explain relevance Paint word pictures Stimulate thought © Pearson Education Canada, 2005 Business Communication Essentials, Canadian Edition
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Business Communication Essentials, Canadian Edition
Desire Stress the main benefit Refer to other benefits Answer possible questions Back up claims Show relevance Provide essential details © Pearson Education Canada, 2005 Business Communication Essentials, Canadian Edition
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Business Communication Essentials, Canadian Edition
Action Urge action Remind readers of benefits Make action easy Include deadline if possible © Pearson Education Canada, 2005 Business Communication Essentials, Canadian Edition
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Writing Fundraising Messages
Analyze the audience Keep the message personal Establish value Begin with a real-life lead-in © Pearson Education Canada, 2005 Business Communication Essentials, Canadian Edition
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