1. © Prentice Hall, 2003 Business Communication TodayChapter 9 - 1 Writing Persuasive Messages

2. © Prentice Hall, 2003 Business Communication TodayChapter 9 - 2 Three-Step Persuasion Process Completing Audience Message Writing Planning

3. © Prentice Hall, 2003 Business Communication TodayChapter 9 - 3 Determining the Purpose CompetingMessages WrittenFormats AudienceAttitudes Appropriateness Necessity Clarity

4. © Prentice Hall, 2003 Business Communication TodayChapter 9 - 4 Analyzing the Audience Attitudes Personality Lifestyle Other Factors Psychographics Income Gender Education Demographics

5. © Prentice Hall, 2003 Business Communication TodayChapter 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, 2003 Business Communication TodayChapter 9 - 6 Considering Cultural Differences IndividualDifferencesOrganizationalDifferences

7. © Prentice Hall, 2003 Business Communication TodayChapter 9 - 7 Establishing Credibility SourcesSourcesEnthusiasmEnthusiasm TrustTrustExpertiseExpertiseObjectivityObjectivity GoodIntentionsGoodIntentionsFactsFactsCommonGroundCommonGround SinceritySincerity

8. © Prentice Hall, 2003 Business Communication TodayChapter 9 - 8 Setting Ethical Standards Provide information Boost understanding Promote free choice Avoid manipulation

9. © Prentice Hall, 2003 Business Communication TodayChapter 9 - 9 Sequencing the Message Direct Approach (Deductive) Direct Approach (Deductive) Indirect Approach (Inductive) Indirect Approach (Inductive) Define the Main Idea Limit the Scope Group Major Points

10. © Prentice Hall, 2003 Business Communication TodayChapter 9 - 10 Completing the Message Evaluate the Content Revise for Clarity and Conciseness Evaluate Design and Delivery Proofread the Message

11. © Prentice Hall, 2003 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, 2003 Business Communication TodayChapter 9 - 12 InterestAttention DesireAction AIDA PLAN

13. © Prentice Hall, 2003 Business Communication TodayChapter 9 - 13 Balance Logic and Emotions FeelingsSympathiesNeedsAnalogyInductionDeduction Promote Action Understand Expectations Overcome Resistance Sell Your Point of View EmotionsLogic The Message

14. © Prentice Hall, 2003 Business Communication TodayChapter 9 - 14 Hasty GeneralizationsHasty Generalizations Begging the QuestionBegging the Question Attacking the OpponentAttacking the Opponent OversimplificationOversimplification Assuming a False CauseAssuming a False Cause Faulty AnalogiesFaulty Analogies Illogical SupportIllogical Support Examples of Faulty Logic

15. © Prentice Hall, 2003 Business Communication TodayChapter 9 - 15 Connotations Denotations Abstractions Understanding Semantics

16. © Prentice Hall, 2003 Business Communication TodayChapter 9 - 16 Be Moderate Use Simple Language Anticipate Opposition Provide Support Focus on the Goal Strengthen Your Position

17. © Prentice Hall, 2003 Business Communication TodayChapter 9 - 17 Be Specific Use the Right Timing Employ Metaphors Use Anecdotes and Stories Create a win-win Situation Strengthen Your Position

18. © Prentice Hall, 2003 Business Communication TodayChapter 9 - 18 Deal With Resistance Resistance AnticipateObjections Use “What If” Scenarios Involve Your Audience

19. © Prentice Hall, 2003 Business Communication TodayChapter 9 - 19 Common Mistakes Selling Too Hard Up Front Resisting Compromise Relying Solely On Great Arguments Using a “One Shot” Sales Technique

20. © Prentice Hall, 2003 Business Communication TodayChapter 9 - 20 ActionRequests Claims and Adjustments Sales and Fundraising PersuasiveMessages Types of Messages

21. © Prentice Hall, 2003 Business Communication TodayChapter 9 - 21 Requests for Action Action Written Request Written Request Gain Attention Gain Attention Use Facts, Figures and Benefits Use Facts, Figures and Benefits Make a Specific Request Make a Specific Request

22. © Prentice Hall, 2003 Business Communication TodayChapter 9 - 22 Claims and Adjustments Claim or Adjustment Claim or Adjustment Written Request Written Request State the Problem Review the Facts Motivate the Reader Make Your Request

23. © Prentice Hall, 2003 Business Communication TodayChapter 9 - 23 Sales and Fundraising Messages For-Profit Companies Non-Profit Organizations PersonalConsumptionPersonalConsumption Helping Other People Helping PersonalConsumptionPersonalConsumption Helping Helping Motivation AttentionAttentionTimeTime DollarsDollars

24. © Prentice Hall, 2003 Business Communication TodayChapter 9 - 24 Sales Message Strategies Selling Points Benefits Legal Issues The AIDA Plan

25. © Prentice Hall, 2003 Business Communication TodayChapter 9 - 25 Features and Benefits Stories and Illustrations Solutions News Items ProvocativeQuestions SharedTraits Emotions or Values ProductSamples Challenges Getting Attention

26. © Prentice Hall, 2003 Business Communication TodayChapter 9 - 26 The Central Selling Point Building Interest The Central Selling Point Building Interest Study the Competition Know the Product Analyze the Audience

27. © Prentice Hall, 2003 Business Communication TodayChapter 9 - 27 Increasing Desire Use Action Terms Discuss Pricing Support Your Claims

28. © Prentice Hall, 2003 Business Communication TodayChapter 9 - 28 Motivating Action Explain the Next Step Create a Sense of Urgency Include a Post Script Apply Good Judgment

29. © Prentice Hall, 2003 Business Communication TodayChapter 9 - 29 WritingFundraisingMessagesWritingFundraisingMessages Analyze the Audience Audience Study the Competition Competition Clarify Benefits Keep the Message Personal Keep the Message Personal

30. © Prentice Hall, 2003 Business Communication TodayChapter 9 - 30 Strengthening Fundraising Messages  Interest your readers  Use simple language  Offer an opportunity  Make it hard to refuse  Clarify your needs  Write concisely  Include a reply form  Use versatile enclosures