1. © Prentice Hall, 2005 Excellence in Business CommunicationChapter 9 - 1 Writing Persuasive Messages

2. © Prentice Hall, 2005 Excellence in Business CommunicationChapter 9 - 2 The Three-Step Process Planning Writing Completing

3. © Prentice Hall, 2005 Excellence in Business CommunicationChapter 9 - 3 Planning Persuasive Messages Purpose Audience Credibility Ethics

4. © Prentice Hall, 2005 Excellence in Business CommunicationChapter 9 - 4 Determining the Purpose Audience attitudes Written formats Competing messages Clarity Necessity Appropriateness

5. © Prentice Hall, 2005 Excellence in Business CommunicationChapter 9 - 5 Analyzing the Audience Demographics –Gender –Income –Education Psychographics –Personality –Attitudes –Lifestyle

6. © Prentice Hall, 2005 Excellence in Business CommunicationChapter 9 - 6 Maslow’s Hierarchy of Needs Survival (physiological) Safety and security Social Esteem and status Self-actualization

7. © Prentice Hall, 2005 Excellence in Business CommunicationChapter 9 - 7 Considering Cultural Differences Individual differences Organizational differences

8. © Prentice Hall, 2005 Excellence in Business CommunicationChapter 9 - 8 Establishing Credibility Facts Sources Expertise Common ground Enthusiasm Objectivity Sincerity Trust Good intentions

9. © Prentice Hall, 2005 Excellence in Business CommunicationChapter 9 - 9 Setting Ethical Standards Provide information Boost understanding Promote free choice Obey the law Avoid manipulation

10. © Prentice Hall, 2005 Excellence in Business CommunicationChapter 9 - 10 Sequencing the Message Direct approach (deductive) Indirect approach (inductive)

11. © Prentice Hall, 2005 Excellence in Business CommunicationChapter 9 - 11 Completing the Message Evaluate the content Revise for clarity and conciseness Evaluate design and consistency Proofread the message

12. © Prentice Hall, 2005 Excellence in Business CommunicationChapter 9 - 12 Developing Persuasive Messages Employing the AIDA plan Balancing emotion and logic Reinforcing your position Dealing with resistance

13. © Prentice Hall, 2005 Excellence in Business CommunicationChapter 9 - 13 The AIDA Plan Attention Interest Desire Action

14. © Prentice Hall, 2005 Excellence in Business CommunicationChapter 9 - 14 Balance Logic and Emotions Promote action Understand expectations Overcome resistance Sell your point of view

15. © Prentice Hall, 2005 Excellence in Business CommunicationChapter 9 - 15 Examples of Faulty Logic Hasty generalizations Begging the question Attacking the opponent Oversimplification Assuming a false cause Faulty analogies Illogical support

16. © Prentice Hall, 2005 Excellence in Business CommunicationChapter 9 - 16 Understanding Semantics Connotations Denotations Abstractions

17. © Prentice Hall, 2005 Excellence in Business CommunicationChapter 9 - 17 Reinforce Your Position Be moderate Focus on the goal Use simple language Anticipate opposition Provide support

18. © Prentice Hall, 2005 Excellence in Business CommunicationChapter 9 - 18 Strengthen Your Position Be specific Create a win-win situation Use the right timing Employ metaphors Use anecdotes and stories

19. © Prentice Hall, 2005 Excellence in Business CommunicationChapter 9 - 19 Deal With Resistance Anticipate objections Use “what if” scenarios Involve your audience

20. © Prentice Hall, 2005 Excellence in Business CommunicationChapter 9 - 20 Common Mistakes Selling too hard up front Resisting compromise Relying solely on great arguments Using a “one shot” sales technique

21. © Prentice Hall, 2005 Excellence in Business CommunicationChapter 9 - 21 Persuasive Messages Action requests Claims and adjustments Sales and fundraising

22. © Prentice Hall, 2005 Excellence in Business CommunicationChapter 9 - 22 Requests for Action Gain attention Use facts, figures, and benefits Make a specific request

23. © Prentice Hall, 2005 Excellence in Business CommunicationChapter 9 - 23 Claims and Adjustments State the problem Review the facts Motivate the reader Make your request

24. © Prentice Hall, 2005 Excellence in Business CommunicationChapter 9 - 24 Sales and Fundraising Messages These messages must compete for the reader’s: –Attention –Time –Dollars

25. © Prentice Hall, 2005 Excellence in Business CommunicationChapter 9 - 25 Sales Message Strategies Selling points Benefits Legal issues The AIDA plan

26. © Prentice Hall, 2005 Excellence in Business CommunicationChapter 9 - 26 Getting Attention News items Features and benefits Provocative questions Product samples Shared traits Product samples Emotions and values Stories and illustrations Challenges Solutions

27. © Prentice Hall, 2005 Excellence in Business CommunicationChapter 9 - 27 Building Interest The Central Selling Point –Study the competition –Know the product –Analyze the audience

28. © Prentice Hall, 2005 Excellence in Business CommunicationChapter 9 - 28 Increasing Desire Use action terms Discuss pricing Support your claims

29. © Prentice Hall, 2005 Excellence in Business CommunicationChapter 9 - 29 Motivating Action Explain the next step Create a sense of urgency Include a post script Apply good judgment

30. © Prentice Hall, 2005 Excellence in Business CommunicationChapter 9 - 30 Keeping Readers Interested Using action terms Discussing price Supporting claims

31. © Prentice Hall, 2005 Excellence in Business CommunicationChapter 9 - 31 Writing Fundraising Messages Analyze the audience Study the competition Clarify benefits Keep the message personal

32. © Prentice Hall, 2005 Excellence in Business CommunicationChapter 9 - 32 Personalizing Fundraising Messages Interest readers Use plain language Offer an opportunity Make it hard to refuse Clarify your needs Write concisely Include reply forms Use versatile enclosures