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 Completing Audience Message Writing Planning

3. © Prentice Hall, 2005 Excellence in Business CommunicationChapter 9 - 3 Planning Persuasive Messages PurposePurpose CredibilityCredibility AudienceAudience EthicsEthics

4. © Prentice Hall, 2005 Excellence in Business CommunicationChapter 9 - 4 Determining the Purpose CompetingMessagesCompetingMessages WrittenFormatsWrittenFormats AudienceAttitudesAudienceAttitudes AppropriatenessAppropriateness NecessityNecessity ClarityClarity

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

6. © Prentice Hall, 2005 Excellence in Business CommunicationChapter 9 - 6 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

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

8. © Prentice Hall, 2005 Excellence in Business CommunicationChapter 9 - 8 Establishing Credibility SourcesSourcesEnthusiasmEnthusiasm TrustTrustExpertiseExpertiseObjectivityObjectivity GoodIntentionsGoodIntentionsFactsFactsCommonGroundCommonGround SinceritySincerity

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) Direct Approach (Deductive) Indirect Approach (Inductive) Indirect Approach (Inductive) Define the Main Idea Limit the Scope Group Major Points

11. © Prentice Hall, 2005 Excellence in Business CommunicationChapter 9 - 11 Completing the Message Evaluate the Content Evaluate Revise for Clarity and Conciseness Revise for Clarity and Conciseness Evaluate Design and Delivery Evaluate Design and Delivery Proofread the Message Proofread

12. © Prentice Hall, 2005 Excellence in Business CommunicationChapter 9 - 12 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 InterestAttention DesireAction AIDA PLAN

14. © Prentice Hall, 2005 Excellence in Business CommunicationChapter 9 - 14 Logic and Emotions The Message FeelingsSympathiesNeedsAnalogyInductionDeduction EmotionsLogic Promote Action Understand Expectations Overcome Resistance Sell Your Point of View Promote Action Understand Expectations Overcome Resistance Sell Your Point of View

15. © Prentice Hall, 2005 Excellence in Business CommunicationChapter 9 - 15 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

16. © Prentice Hall, 2005 Excellence in Business CommunicationChapter 9 - 16ConnotationsConnotationsDenotationsDenotations AbstractionsAbstractions Understanding Semantics

17. © Prentice Hall, 2005 Excellence in Business CommunicationChapter 9 - 17 Be Moderate Use Simple Language Anticipate Opposition Provide Support Focus on the Goal Strengthen Your Position

18. © Prentice Hall, 2005 Excellence in Business CommunicationChapter 9 - 18 Be Specific Use the Right Timing Employ Metaphors Use Anecdotes and Stories Create a win-win Situation Strengthen Your Position

19. © Prentice Hall, 2005 Excellence in Business CommunicationChapter 9 - 19 Deal With Resistance Resistance AnticipateObjections 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 - 21ActionRequestsActionRequests Claims and Adjustments Adjustments Sales and Fundraising Fundraising PersuasiveMessages Types of Messages

22. © Prentice Hall, 2005 Excellence in Business CommunicationChapter 9 - 22 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

23. © Prentice Hall, 2005 Excellence in Business CommunicationChapter 9 - 23 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

24. © Prentice Hall, 2005 Excellence in Business CommunicationChapter 9 - 24 Sales and Fundraising Messages For-Profit Companies Non-Profit Organizations PersonalConsumptionPersonalConsumption Helping Other People Helping PersonalConsumptionPersonalConsumption Helping Helping Motivation AttentionAttentionTimeTime DollarsDollars

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 Features and Benefits Stories and Illustrations Solutions News Items ProvocativeQuestions SharedTraits Emotions or Values ProductSamples Challenges Getting Attention

27. © Prentice Hall, 2005 Excellence in Business CommunicationChapter 9 - 27 The Central Selling Point Building Interest The Central Selling Point Building Interest 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 WritingFundraisingMessagesWritingFundraisingMessages Analyze the Audience Audience Study the Competition Competition Clarify Benefits Keep the Message Personal Keep the Message Personal

31. © Prentice Hall, 2005 Excellence in Business CommunicationChapter 9 - 31 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