Writing Persuasive Messages . © Prentice Hall, 2005 Business Communication Essentials

Business Communication Essentials Three-Step Process Planning Writing Completing © Prentice Hall, 2005 Business Communication Essentials

Business Communication Essentials Analyze Your Purpose Clear Necessary Appropriate © Prentice Hall, 2005 Business Communication Essentials

Business Communication Essentials Analyze the Audience Demographics Gender Income Education Psychographics Personality Attitudes Lifestyle © Prentice Hall, 2005 Business Communication Essentials

Business Communication Essentials Consider Culture Individual differences Expectations Practices Organizational differences Previous messages Tradition © Prentice Hall, 2005 Business Communication Essentials

Establish Credibility Facts and sources Expertise Common ground Enthusiasm Objectivity Sincerity Trust Good intentions © Prentice Hall, 2005 Business Communication Essentials

High Ethical Standards Provide information Boost understanding Promote free choice Avoid manipulation © Prentice Hall, 2005 Business Communication Essentials

Writing Persuasive Messages Approach Direct (deductive) Indirect (inductive) Important Elements Define the main idea Limit the scope Group major point © Prentice Hall, 2005 Business Communication Essentials

Completing the Message Evaluate the content Appraise your credibility Revise the message Proofread the message Evaluate design Deliver the message © Prentice Hall, 2005 Business Communication Essentials

Persuasive Strategies Choose an approach Balance emotions and logic Master the AIDA plan © Prentice Hall, 2005 Business Communication Essentials

Business Communication Essentials Logic and Emotions Promote action Understand expectations Overcome resistance Sell your point of view © Prentice Hall, 2005 Business Communication Essentials

Business Communication Essentials The AIDA Plan Attention Interest Desire Action © Prentice Hall, 2005 Business Communication Essentials

Business Communication Essentials Persuasive Requests Action requests Claims and adjustments © Prentice Hall, 2005 Business Communication Essentials

Business Communication Essentials Requests for Action Gain attention Use facts, figures, and benefits Request some specific action © Prentice Hall, 2005 Business Communication Essentials

Claims and Adjustments State the problem Review the facts Motivate the reader Make your request © Prentice Hall, 2005 Business Communication Essentials

Sales and Fundraising Messages For-profit organizations Not-for-profit organizations © Prentice Hall, 2005 Business Communication Essentials

Sales Message Strategies Stress selling points Emphasize benefits Obey the law © Prentice Hall, 2005 Business Communication Essentials

Sales Message Strategies Use action terms Talk about price Support your claims © Prentice Hall, 2005 Business Communication Essentials

Business Communication Essentials Getting Attention News items Features and benefits Numbers or questions Shared traits Product samples Emotions or values Stories and illustrations Challenges Solutions © Prentice Hall, 2005 Business Communication Essentials

The Central Selling Point Study the competition Know the product Analyze the audience © Prentice Hall, 2005 Business Communication Essentials

Business Communication Essentials Increasing Desire Stress the main benefit Refer to other benefits Provide essential details © Prentice Hall, 2005 Business Communication Essentials

Business Communication Essentials Motivating Action State the next step Create urgency Include a post script Apply good judgment © Prentice Hall, 2005 Business Communication Essentials

Business Communication Essentials Fundraising Messages Analyze the audience Study the competition Establish value Keep the message personal © Prentice Hall, 2005 Business Communication Essentials

Business Communication Essentials Fundraising Messages Emphasize benefits Detail the need Stress urgency Specify what’s needed © Prentice Hall, 2005 Business Communication Essentials

Business Communication Essentials Reviewing Key Points Using the three-step process Reviewing persuasive strategies Investigating persuasive requests Analyzing sales messages Discussing fund-raising messages © Prentice Hall, 2005 Business Communication Essentials