1. Chapter 9 Persuasive Messages

2. Learning Objective 1 Describe a persuasive message.

3. Persuasive Messages A request for action when you believe the receiver may be unaware, disinterested, or unwilling A communication to try to change the opinion of a receiver

4. Learning Objective 2 List the goals of a persuasive message.

5. Goals of a Persuasive Message To get the receiver to read or listen to the entire message To have the receiver take the requested action

6. Learning Objective 3 Describe the four elements that are encompassed in the indirect plan for persuasive messages.

7. Indirect Plan Attention--Ensure the entire message is read or listened to Interest--Show benefits to hold the receiver’s attention Desire--Provide proof of benefits to motivate the receiver to action Action--Make it easy for the receiver to take action quickly

8. Learning Objective 4 Write different kinds of persuasive messages using the indirect plan.

9. Persuasive Messages with the Indirect Plan Complex requests Recommendations Special claims Sales messages Collection messages (some)

10. Learning Objective 5 Write messages that are used for the various stages of collection.

11. Collection Messages Reminder--direct plan used, message is short and polite Appeal--indirect plan used, goodwill maintained Warning--direct plan used, facts presented, consequences of inaction identified