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Business Communication: Process and Product, 8e Mary Ellen Guffey and Dana Loewy Instructor PowerPoint Library, 8e 10 Persuasive and Sales Messages © 2015.

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Presentation on theme: "Business Communication: Process and Product, 8e Mary Ellen Guffey and Dana Loewy Instructor PowerPoint Library, 8e 10 Persuasive and Sales Messages © 2015."— Presentation transcript:

1 Business Communication: Process and Product, 8e Mary Ellen Guffey and Dana Loewy Instructor PowerPoint Library, 8e 10 Persuasive and Sales Messages © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 10, Slide 1

2 Learning Objective 1 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 10, Slide 2 Explain digital-age persuasion, identify effective persuasive techniques, and apply the 3-x-3 writing process to persuasive messages in print and online.

3 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © denis_pc/Fotolia Ch. 10, Slide 3 Understanding Persuasion in the Digital Age Persuasive skills are ever more important: Leaner corporate hierarchies Blurring lines of authority Reliance on teams Savvy, well-informed consumers Many managers try to influence others instead of issuing commands.

4 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 10, Slide 4 What is Persuasion? Persuasion is “a symbolic process in which communicators try to convince other people to change their attitudes or behaviors regarding an issue through the transmission of a message in an atmosphere of free choice.” -- Richard M. Perloff

5 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © leremy/Fotolia Ch. 10, Slide 5 Perloff’s Five Components of Persuasion Is a symbolic process Involves an attempt to influence Is self-persuasion Involves transmitting a message Requires free choice

6 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © leremy/Fotolia Ch. 10, Slide 6 Six Basic Principles That Direct Human Behavior Reciprocation Commitment Social Proof Liking Authority Scarcity

7 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © Marina Zlochin/Fotolia Ch. 10, Slide 7 How Has Persuasion Changed in the Digital Age? The volume and reach of persuasive messages have exploded. Persuasive messages spread at warp speed. Organizations of all stripes are in the persuasion business. Persuasive techniques are more subtle and misleading. Persuasion is more complex and impersonal.

8 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © denis_pc/Fotolia Ch. 10, Slide 8 Effective Persuasion Techniques Establishing credibility Making a reasonable, specific request Tying facts to benefits Recognizing the power of loss Expecting and overcoming resistance Sharing solutions and compromising

9 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 10, Slide 9 Applying the 3-x-3 Writing Process to Persuasive Messages Phase 1: Analyze, Anticipate, Adapt  What do you want the receiver to do or think?  Does the receiver need to be persuaded?  How can you adapt your message to appeal to this receiver?

10 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 10, Slide 10 Applying the 3-x-3 Writing Process to Persuasive Messages Phase 2: Research, Organize, Compose  What information do you need? Where can you locate it?  Which strategy is better – direct or indirect?

11 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 10, Slide 11 Applying the 3-x-3 Writing Process to Persuasive Messages Phase 3: Revise, Proofread, Evaluate  Is the message clear and concise?  Is the message conversational?  Are format, grammar, and mechanics correct?  Will the message achieve its purpose?

12 Learning Objective 2 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 10, Slide 12 Describe the traditional four-part AIDA strategy for creating successful persuasive messages, and apply the four elements to effective and ethical business messages.

13 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 10, Slide 13 Persuading With AIDA Attention Interest Desire Action

14 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 10, Slide 14 AIDA – Gaining Attention 1 Summary of problem 2 Unexpected statement 3 Reader benefit

15 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 10, Slide 15 AIDA – Gaining Attention 4 Compliment 5 Related facts 6 Stimulating question

16 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 10, Slide 16 AIDA – Building Interest 1 Facts, figures 2 Expert opinions 3 Examples

17 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 10, Slide 17 AIDA – Building Interest 4 Specific details 5 Direct benefits 6 Indirect benefits

18 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 10, Slide 18 AIDA – Eliciting Desire 1 Reduce resistance 2 Anticipate objections 3 Offer counterarguments

19 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 10, Slide 19 AIDA – Eliciting Desire 4 Use What if? scenarios 5 Demonstrate competence 6 Show value of proposal

20 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 10, Slide 20 AIDA – Prompting Action 1 Describe specific request 2 Sound confident 3 Make action easy to take

21 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 10, Slide 21 AIDA – Prompting Action 4 Offer incentive or gift 5 Don’t provide excuses 6 Repeat main benefits

22 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 10, Slide 22 Being an Ethical Persuader Build Credibility: 1 Be truthful and believable. 2 Stick to the facts and don’t exaggerate. 3 Don’t manipulate or mislead. 4 Don’t omit crucial information. 5 Don’t provide deceptive emphasis.

23 Learning Objective 3 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 10, Slide 23 Craft persuasive messages that request actions, make claims, and deliver complaints.

24 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © Ogerepus/Fotolia Ch. 10, Slide 24 Using the AIDA Strategy in Requests, Claims, and Complaints Prewrite Who cares? What’s in it for you? What’s in it for me? Why should I? Determine your purpose. Know exactly what you want to achieve. Anticipate the reaction of your audience. Remember that the receiver is thinking:

25 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © Ogerepus/Fotolia Ch. 10, Slide 25 Using the AIDA Strategy in Requests, Claims, and Complaints Gain Attention Use the indirect strategy rather than blurting out the request immediately. Begin with a problem description, unexpected statement, reader benefit, compliment, related facts, or stimulating question to grab attention.

26 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © Ogerepus/Fotolia Ch. 10, Slide 26 Using the AIDA Strategy in Requests, Claims, and Complaints Build Interest Convince the audience that your request is reasonable. Develop interest by using facts, statistics, examples, testimonials, and specific details. Establish your credibility, if necessary, by explaining your background and expertise. Use testimonials, expert opinions, or research if necessary.

27 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 10, Slide 27 Using the AIDA Strategy in Requests, Claims, and Complaints Build Interest Support your request by tying facts to direct benefits (increased profits, more efficient operations, better customer relations, saving money, a returned favor) or indirect benefits (improving the community, giving back to the profession, helping the environment). In claims and complaints, be objective but prove the validity of your request.

28 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © Ogerepus/Fotolia Ch. 10, Slide 28 Using the AIDA Strategy in Requests, Claims, and Complaints Elicit Desire and Reduce Resistance Anticipate objections to your request by using What if? scenarios and provide compelling counterarguments. Demonstrate credibility and competence. In claims and complaints, use a moderate, unemotional tone. What if…?

29 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © Ogerepus/Fotolia Ch. 10, Slide 29 Using the AIDA Strategy in Requests, Claims, and Complaints Motivate Action Make a precise request that spells out exactly what you want done. Add a deadline date if necessary. Repeat a key benefit, provide additional details, or offer an incentive. Express appreciation. Be confident without seeming pushy.

30 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © denis_pc/Fotolia Ch. 10, Slide 30 Focusing on Benefits in Persuasive Requests Direct Benefit: If you accept our invitation to speak, you will have an audience of 50 potential customers for our products. Indirect Benefit: Your appearance would prove your professionalism and make us grateful for your willingness to give something back to the profession.

31 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 10, Slide 31 “Before” – Ineffective Request Dear Dr. Thomas: Because you know Atlanta and live here in our town, we thought about asking you to speak at our GSU Business Awards banquet April 28. A few students on campus have read and admired your book Beyond Race and Gender, which appeared last spring and became a bestseller across the nation. We were amazed that a local author is now the nation’s diversity management guru. But what exactly did you mean when you said that America is no longer a melting pot of ethnic groups—it’s an “American mulligan stew”? Georgia State University doesn’t have any funds for honoraria, so we can invite only local speakers. The Reverend James R. Jones and Vice Mayor Rebecca A. Timmons were speakers in the past. Our awards banquet gets started at 6 p.m. with a social hour, followed by dinner at 7 and the speaker from 8:30 until 9. If you require, we can arrange transportation for you and your guest. Although you are a very busy person, we hope you will agree to this invitation. Thank you in advance. Please notify our advisor, Professor Alexa North. Sincerely yours,

32 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 10, Slide 32 “After” – Improved Request Dear Dr. Thomas: Your book Beyond Race and Gender stimulated provocative discussion across the nation and on our campus when it first appeared last spring. Business students at Georgia State University now consider you the nation’s diversity management guru, and for that reason they asked me to use all my powers of persuasion in this invitation. Because we admire your work, we would like you to be our keynote speaker at the GSU Business Awards banquet April 28. As students at an urban campus in a metropolitan area, we are keenly aware of diversity issues. In your words, America is no longer a melting pot of ethnic groups; it is now an “American mulligan stew.” We would like to hear more about the future workforce and how managers can maximize the contribution of all employees. Although we can’t offer you an honorarium, we can promise you a fine dinner at the GSU Faculty Club and an eager and appreciative audience of over 100 business students and faculty. Speakers in the past have included the Reverend James R. Jones and Vice Mayor Rebecca A. Timmons.

33 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 10, Slide 33 “After” – Improved Request (continued) Dr. Thomas Page 2 Current date The evening includes a social hour at 6 p.m., dinner at 7 p.m., and your remarks from 8:30 until 9. So that you won’t have to worry about transportation or parking, we will arrange a limousine for you and your guest. Please make this our most memorable banquet yet. Just call our adviser, Professor Alexa North, at before April 5 to accept this invitation. Sincerely yours,

34 Learning Objective 4 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 10, Slide 34 Understand interpersonal persuasion at work and write persuasive messages within organizations.

35 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © denis_pc/Fotolia, © denis_pc/Fotolia, © Andrey/Fotolia Ch. 10, Slide 35 Persuasion in Digital-Age Organizations Managers no longer serve as primary information providers. Many supervisors view themselves as collaborators and mentors. Executives increasingly rely on persuasion to achieve buy-in from subordinates.

36 Ch. 10, Slide 36 Persuasion in Digital-Age Organizations Shift in authority is affecting the strategies and tone of workplace persuasive messages. © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © denis_pc/Fotolia, © denis_pc/Fotolia, © Andrey/Fotolia

37 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © denis_pc/Fotolia Ch. 10, Slide 37 Persuading Employees: Messages Flowing Downward Persuasive requests may include the following: Participating in volunteer projects Joining programs to stop smoking, lose weight, or start exercising

38 Ch. 10, Slide 38 Persuading Employees: Messages Flowing Downward Instructions or directives moving downward from supervisors usually require little persuasion. BUT: Paying attention to tone is necessary. © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © denis_pc/Fotolia

39 Ch. 10, Slide 39 Persuading the Boss: Messages Flowing Upward Focus on evidence such as facts and figures. If possible, quantify the benefits of your idea in dollar terms. Be confident and even-handed when pitching your idea. © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © denis_pc/Fotolia

40 Ch. 10, Slide 40 Persuading the Boss: Messages Flowing Upward BUT: Be sensitive to tone; use words such as suggest and recommend, not you must or we should. © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © denis_pc/Fotolia

41 Learning Objective 5 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 10, Slide 41 Create effective and ethical direct- mail and sales messages.

42 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © dashadima/Fotolia.com Ch. 10, Slide 42 Creating Persuasive Sales Messages in Print and Online Prewrite: Analyze your product or service. What makes it special? 1 What central points should you emphasize? 2 How does it compare with the competition? 3

43 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © dashadima/Fotolia.com Ch. 10, Slide 43 Creating Persuasive Sales Messages in Print and Online Prewrite: Profile your audience. How will this product or service benefit the audience? 1 What do you want the audience to do? 2 Increase the response rate by targeting your audience through selected database mailing lists.

44 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © dashadima/Fotolia.com Ch. 10, Slide 44 Creating Persuasive Sales Messages in Print and Online Gain Attention Describe a product feature, present testimonials, make a startling statement, or show the reader in an action setting. 1

45 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © dashadima/Fotolia.com Ch. 10, Slide 45 Creating Persuasive Sales Messages in Print and Online Gain Attention Offer something valuable, promise a significant result, or describe a product feature. 2

46 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © dashadima/Fotolia.com Ch. 10, Slide 46 Creating Persuasive Sales Messages in Print and Online Gain Attention Suggest a solution to a problem, offer a relevant anecdote, use the receiver’s name, or mention a meaningful current event. 3

47 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © Petr Vaclavek/Fotolia Ch. 10, Slide 47 Creating Persuasive Sales Messages in Print and Online Build Interest Describe the product in terms of what it does for the reader: Show how the product or service saves or makes money, reduces effort, improves health, produces pleasure, or boosts status. 1

48 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © dashadima/Fotolia.com Ch. 10, Slide 48 Creating Persuasive Sales Messages in Print and Online Elicit Desire, Reduce Resistance Counter anticipated reluctance with attractive warranties, trial offers, free samples, money-back guarantees, or testimonials. 1

49 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © leremy/Fotolia Ch. 10, Slide 49 Creating Persuasive Sales Messages in Print and Online Elicit Desire, Reduce Resistance Build credibility with results of performance tests, polls, or awards. 2 If price is not a selling feature, describe it in small units, show it as savings, or tell how it compares favorably with the competition. 3

50 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © dashadima/Fotolia.com Ch. 10, Slide 50 Creating Persuasive Sales Messages in Print and Online Motivate Action Close by repeating a central selling point with clear instructions for easy action. 1 Prompt the reader to act immediately with a gift, incentive, limited offer, or deadline. 2

51 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © dashadima/Fotolia.com Ch. 10, Slide 51 Creating Persuasive Sales Messages in Print and Online Motivate Action Put the strongest motivator in a postscript. 3 Make it easy to respond. 4 In s, include an opportunity to opt out. 5

52 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © raven/Fotolia Ch. 10, Slide 52 Direct Mail or ? Direct mail offers a higher response rate than . 1 Some Characteristics Direct mail can be personalized and carries a more complete message. 2 Direct mail is expensive compared to . 3

53 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 10, Slide 53 Direct Mail or ? is the No. 1 marketing medium, ahead of direct mail. 4 Some Characteristics E-marketers can distribute a promotion faster than traditional messages. 5

54 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © leremy/Fotolia Ch. 10, Slide 54 Writing Successful Sales Messages Craft a catchy subject line. 1 Keep the main information “above the fold.” 2 Make the message short, conversational, and focused. 3

55 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © leremy/Fotolia Ch. 10, Slide 55 Writing Successful Sales Messages Convey urgency. 4 Sprinkle testimonials throughout the copy. 5 Provide a means for opting out. 6

56 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © denis_pc/Fotolia Ch. 10, Slide 56 Writing Short Persuasive Messages Online Business communicators use social media to promote their businesses, further their causes, and build their online personas—not primarily for overt selling. 1 Many of the principles of persuasion also apply to micromessages (online posts or tweets) although only parts of the AIDA strategy may be used. 2

57 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © denis_pc/Fotolia Ch. 10, Slide 57 Types of Persuasive Posts and Tweets Updates of events, experiences, thoughts, and exploits Promotional offers such as an invitation to participate in games Announcements of interesting events, publications, and media links

58 Learning Objective 6 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 10, Slide 58 Apply basic techniques in developing persuasive press releases.

59 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © denis_pc/Fotolia, © alexmillos/Fotolia.com, © Andrey/Fotolia Ch. 10, Slide 59 What Are Press Releases? Press (news) releases announce important information to the media, traditional or digital:  new products  management changes  new facilities  sponsorships  community projects  awards given or received  joint ventures  donation  seminars  demonstrations

60 Ch. 10, Slide 60 The Purpose of Press Releases Organizations hope that the media will pick up the news and provide good publicity. BUT: Purely self-serving or promotional information is not appealing to editors and producers. © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © denis_pc/Fotolia, © alexmillos/Fotolia.com, © Andrey/Fotolia

61 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © alexmillos/Fotolia.com, © denis_pc /Fotolia Ch. 10, Slide 61 Developing Persuasive Press Releases Open with an attention-getting lead or a summary of the important facts. Include answers to the five Ws and one H (who, what, when, where, why, and how) in the article—but not all in the first sentence! Appeal to the audience of the target media. Emphasize reader benefits written in the style of the focus publication or newscast.

62 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © denis_pc/Fotolia Ch. 10, Slide 62 Developing Persuasive Press Releases Insert intriguing and informative quotations of chief decision makers to lend the news release credibility. Present the most important information early, followed by supporting information. Don’t put your best ideas last because the may be chopped off or ignored.

63 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © denis_pc/Fotolia Ch. 10, Slide 63 Developing Persuasive Press Releases Make the document readable and visually appealing. Limit the text to one or two double- spaced pages with attractive formatting. Look and sound credible—no typos, no imaginative spelling or punctuation, no factual errors.

64 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © alexmillos/Fotolia.com Ch. 10, Slide 64 END


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