12-1 Persuasive Messages To learn how to Choose and implement a persuasive strategy. Write effective subject lines for persuasive messages. Organize persuasive messages. Identify and overcome objections.
12-2 Persuasive Messages To learn how to Write common kinds of persuasive messages. Continue to analyze business communication situations.
12-3 Persuasive Messages Start by answering these questions: What is the best persuasive strategy? What is the best subject line for a persuasive message? How should I organize persuasive messages? How do I identify and overcome objections?
12-4 Persuasive Messages Start by answering these questions: What other techniques can make my messages more persuasive? What are the most common kinds of persuasive messages? How can PAIBOC help me write persuasive messages?
12-5 Kinds of Persuasive Messages Orders and Requests Proposals and Recommendations Sales and Fund-Raising Letters Job Application Letters Reports (if they recommend action)
12-6 Persuasive Messages Primary Purposes To have the reader act. To provide enough information so the reader knows exactly what to do. To overcome any objections that might prevent or delay action.
12-7 Persuasive Messages continued Secondary Purposes To build a good image of the writer. To build a good image of the writer’s organization. To cement a good relationship between the writer and reader. To reduce or eliminate future correspondence on the same matter.
12-8 Direct Requests Use when The audience will do as you ask without resistance. You need a response only from people willing to act. The audience is busy and may not read all messages. Your organization’s culture prefers them.
12-9 Direct Requests continued Follow this pattern. Consider asking immediately for the information or service you want. Give readers all the information and details they need to act on the request. Ask for the action you want.
12-10 Problem-Solving Messages Use when The audience is likely to object. You need action from everyone. You trust the audience to read the entire message. You expect logic to be more important than emotion in the decision.
12-11 Problem-Solving Messages continued Follow this pattern Describe the problem you both share. Give the details of the problem. Explain the solution to the problem. Show that any negative elements are outweighed by advantages. Summarize any additional benefits. Ask for the action you want.
12-12 Overcoming Objections Specify how much time/money is required. Put the time/money in the context of the benefits they bring. Show that money spent now saves money later. Show benefits to another group or cause.
12-13 Overcoming Objections continued Show that sacrifice is needed for a higher goal. Show that advantages outweigh disadvantages. Turn a disadvantage into an opportunity.