1. © Prentice Hall, 2007Business Communication Essentials, 3eChapter 9 - 1 Writing Persuasive Messages

2. © Prentice Hall, 2007Business Communication Essentials, 3eChapter 9 - 2 PlanningWritingCompleting Analyze Situation Gather Information Select Medium Get Organized Revise Produce Proofread Distribute Analyze the Audience Analyze the Audience Compose the Message Compose the Message Three-Step Writing Process

3. © Prentice Hall, 2007Business Communication Essentials, 3eChapter 9 - 3 Planning the Message Analyze Your situation Analyze Your situation Gather Information Gather Information Select the medium Select the medium Organize Information Organize Information

4. © Prentice Hall, 2007Business Communication Essentials, 3eChapter 9 - 4 Analyze Your Situation The Purpose Changing Attitudes Motivating Decisions Requesting Actions The Audience Demographics Psychographics Expectations

5. © Prentice Hall, 2007Business Communication Essentials, 3eChapter 9 - 5 Gather Information LogicalLogical BalancedBalanced EmotionalEmotional

6. © Prentice Hall, 2007Business Communication Essentials, 3eChapter 9 - 6 Select the Right Medium Persuasive Messages Marketing Messages Sales Messages

7. © Prentice Hall, 2007Business Communication Essentials, 3eChapter 9 - 7 Organize the Message Direct Approach (Deductive) Direct Approach (Deductive) Indirect Approach (Inductive) Indirect Approach (Inductive) Limited Scope Audience Reaction Corporate Culture

8. © Prentice Hall, 2007Business Communication Essentials, 3eChapter 9 - 8 Writing the Message Appropriate Language Multicultural Differences Corporate Cultures Your Credibility

9. © Prentice Hall, 2007Business Communication Essentials, 3eChapter 9 - 9 Completing the Message Evaluate the Content Revise the Message Ask for Advice Critique the Design Proofread the Message Deliver the Message

10. © Prentice Hall, 2007Business Communication Essentials, 3eChapter 9 - 10 Persuasive Messages Framing the Argument Balancing Logic and Emotion Reinforcing Your Position Dealing with Resistance

11. © Prentice Hall, 2007Business Communication Essentials, 3eChapter 9 - 11 InterestAttention DesireAction AIDA PLAN

12. © Prentice Hall, 2007Business Communication Essentials, 3eChapter 9 - 12 Logic and Emotions The Message FeelingsSympathiesNeedsAnalogyInductionDeduction EmotionsLogic Your Goals Audience Attitudes Expected Resistance Your Empowerment Level

13. © Prentice Hall, 2007Business Communication Essentials, 3eChapter 9 - 13 Examples of Faulty Logic Circular Reasoning Oversimplification Flawed Analogies Hasty Generalizations Attacking the Opponent Forced Cause and Effect

14. © Prentice Hall, 2007Business Communication Essentials, 3eChapter 9 - 14 Reinforce Your Position Figures of Speech Right Timing Powerful Words

15. © Prentice Hall, 2007Business Communication Essentials, 3eChapter 9 - 15 Anticipate Objections Expect Resistance Uncover Objections Promote Participation

16. © Prentice Hall, 2007Business Communication Essentials, 3eChapter 9 - 16 Common Mistakes Using the “Hard Sell” Using the “Hard Sell” Resisting Compromise Resisting Compromise Limiting Your Tactics Limiting Your Tactics Using a One-Shot Plan Using a One-Shot Plan

17. © Prentice Hall, 2007Business Communication Essentials, 3eChapter 9 - 17 PersuasiveMessages Requests for Action Requests Presentation of Ideas Presentation Claims and Adjustments Adjustments

18. © Prentice Hall, 2007Business Communication Essentials, 3eChapter 9 - 18 Requests for Action Gain Attention Establish Rapport Gain Credibility Motivate Readers Request Action

19. © Prentice Hall, 2007Business Communication Essentials, 3eChapter 9 - 19 Presentation of Ideas Requesting Actions Motivating Decisions Changing Attitudes

20. © Prentice Hall, 2007Business Communication Essentials, 3eChapter 9 - 20 Claims and Adjustments State the Problem Establish Rapport Review the Facts Motivate the Reader

21. © Prentice Hall, 2007Business Communication Essentials, 3eChapter 9 - 21 Marketing and Sales Messages Commercial Transaction Persuasion Marketing Selling Information Goodwill Action Product

22. © Prentice Hall, 2007Business Communication Essentials, 3eChapter 9 - 22 Marketing and Sales Strategies Assessing audience needs Analyzing the competition Setting selling points and benefits Anticipating purchase objections Applying the AIDA model Maintaining high standards

23. © Prentice Hall, 2007Business Communication Essentials, 3eChapter 9 - 23 Applying the Strategies Present Key Selling Points Present Key Selling Points Analyze the Audience Analyze Highlight the Benefits Highlight Study the Competition Competition

24. © Prentice Hall, 2007Business Communication Essentials, 3eChapter 9 - 24 Anticipating Objections High Price Inferior Quality Compatibility Perceived Risk

25. © Prentice Hall, 2007Business Communication Essentials, 3eChapter 9 - 25 Applying the AIDA Model Getting Attention Building Interest Increasing Desire Motivating Action

26. © Prentice Hall, 2007Business Communication Essentials, 3eChapter 9 - 26 News Item InsideInformation EvocativeImages Product Benefits PersonalAppeals Promise of Savings CommonGround ProductSamples ProblemSolutions Getting Attention

27. © Prentice Hall, 2007Business Communication Essentials, 3eChapter 9 - 27 Building Interest Support Promises Stress Key Points Introduce Benefits

28. © Prentice Hall, 2007Business Communication Essentials, 3eChapter 9 - 28 Increasing Desire Focus on Audience Emphasize Benefits Support Claims

29. © Prentice Hall, 2007Business Communication Essentials, 3eChapter 9 - 29 Motivating Action Sense of Urgency Professionalism Positive Impression

30. © Prentice Hall, 2007Business Communication Essentials, 3eChapter 9 - 30 Maintain High Standards Respect Consumer Privacy Adopt a “You” Attitude Avoid Manipulation Obey the Law

31. © Prentice Hall, 2007Business Communication Essentials, 3eChapter 9 - 31 Marketing and Sales Messages Know Your Audience Beat the Competition Provide Information

32. © Prentice Hall, 2007Business Communication Essentials, 3eChapter 9 - 32 Reviewing Key Points Using the three-step process Developing persuasive messages Developing marketing/sales messages

33. © Prentice Hall, 2007Business Communication Essentials, 3eChapter 9 - 33 Key Writing Concepts Organization Active/passive language “You” orientation Reader benefit, alternative Respectful tone Formatting Spelling, grammar, punctuation, content Design & readability Closing with goodwill