1. © Prentice Hall, 2008 Excellence in Business Communication, 8eChapter 10 - 1 Writing Persuasive Messages

2. © Prentice Hall, 2008 Excellence in Business Communication, 8eChapter 10 - 2 The Three-Step Process Planning Writing Completing

3. © Prentice Hall, 2008 Excellence in Business Communication, 8eChapter 10 - 3 Planning the Message Analyze the situation Gather the information Select the right medium Organize your information

4. © Prentice Hall, 2008 Excellence in Business Communication, 8eChapter 10 - 4 Analyze the Situation Clarify your purpose Express your purpose Build your case

5. © Prentice Hall, 2008 Excellence in Business Communication, 8eChapter 10 - 5 Analyze the Audience Demographics –Gender –Income –Education Psychographics –Personality –Attitudes –Lifestyle

6. © Prentice Hall, 2008 Excellence in Business Communication, 8eChapter 10 - 6 Consider Motivation Needs Actions Outcomes

7. © Prentice Hall, 2008 Excellence in Business Communication, 8eChapter 10 - 7 Preparing the Message Gathering information –Logical –Emotional Selecting the medium –Internal audience –External audience

8. © Prentice Hall, 2008 Excellence in Business Communication, 8eChapter 10 - 8 Organizing the Message Define the main idea Limit the scope Choose the approach Group the points

9. © Prentice Hall, 2008 Excellence in Business Communication, 8eChapter 10 - 9 Writing the Message Use the “You” attitude Use positive, polite language Respect cultural differences Understand organizational structures

10. © Prentice Hall, 2008 Excellence in Business Communication, 8eChapter 10 - 10 Establishing Credibility Using simple language Supporting the message with facts Identifying your sources Establishing common ground Being objective Displaying good intentions Avoiding the “hard sell”

11. © Prentice Hall, 2008 Excellence in Business Communication, 8eChapter 10 - 11 Completing the Message Review the content Revise for clarify and conciseness Evaluate design and delivery Proofread the message

12. © Prentice Hall, 2008 Excellence in Business Communication, 8eChapter 10 - 12 Developing Persuasive Messages Structuring your message Balancing logic and emotion Reinforcing your position Dealing with resistance

13. © Prentice Hall, 2008 Excellence in Business Communication, 8eChapter 10 - 13 The AIDA Model Attention Interest Desire Action

14. © Prentice Hall, 2008 Excellence in Business Communication, 8eChapter 10 - 14 Balance Logic and Emotions Consider four factors: –The actions you hope to motivate –Your reader’s expectations –The degree of resistance you must overcome –How far you feel empowered to sell your point of view

15. © Prentice Hall, 2008 Excellence in Business Communication, 8eChapter 10 - 15 Examples of Faulty Logic Hasty generalizations Circular reasoning Attacking the opponent Oversimplification False cause and effect Faulty analogies Illogical support

16. © Prentice Hall, 2008 Excellence in Business Communication, 8eChapter 10 - 16 Reinforce Your Position Powerful words Figures of speech Audience benefits Right timing

17. © Prentice Hall, 2008 Excellence in Business Communication, 8eChapter 10 - 17 Anticipate Objections Expect resistance Uncover objections Involve the audience Be willing to compromise

18. © Prentice Hall, 2008 Excellence in Business Communication, 8eChapter 10 - 18 Persuasive Messages Action requests Presentation of ideas Claims and requests for adjustment

19. © Prentice Hall, 2008 Excellence in Business Communication, 8eChapter 10 - 19 Requests for Action Open with an attention-getting device Relate to your readers Present facts, figures, benefits, history, or experience Request action or a decision

20. © Prentice Hall, 2008 Excellence in Business Communication, 8eChapter 10 - 20 Presentation of Ideas Message focus –Support decisions –Expedite actions –Encourage new attitudes –Reexamine options

21. © Prentice Hall, 2008 Excellence in Business Communication, 8eChapter 10 - 21 Claims and Adjustments State the problem Review the facts Motivate the reader Make your request

22. © Prentice Hall, 2008 Excellence in Business Communication, 8eChapter 10 - 22 Marketing and Sales Messages Assessing your audience Analyzing your competition Determining selling points and benefits

23. © Prentice Hall, 2008 Excellence in Business Communication, 8eChapter 10 - 23 Anticipating Objections High price Poor quality Compatibility issues Perceived risk

24. © Prentice Hall, 2008 Excellence in Business Communication, 8eChapter 10 - 24 Applying the AIDA Model Getting attention Building interest Increasing desire Motivating action

25. © Prentice Hall, 2008 Excellence in Business Communication, 8eChapter 10 - 25 Getting Attention Product Benefits Benefits InsideInformation EvocativeImages News Items PersonalAppeals Promise of Savings CommonGround ProductSamples ProblemSolutions

26. © Prentice Hall, 2008 Excellence in Business Communication, 8eChapter 10 - 26 Building Interest Support claims and promises Highlight key points Emphasize benefits

27. © Prentice Hall, 2008 Excellence in Business Communication, 8eChapter 10 - 27 Increasing Desire Stress benefits to the audience Use dynamic language Support your claims

28. © Prentice Hall, 2008 Excellence in Business Communication, 8eChapter 10 - 28 Motivating Action Explain the next step Create a sense of urgency Stay professional Make a positive, compelling final impression

29. © Prentice Hall, 2008 Excellence in Business Communication, 8eChapter 10 - 29 Maintaining High Standards Avoid manipulation Adopt the “You” attitude Obey the law Preserve privacy and data security