LECTURE 13: MAKING YOUR CASE WITH PERSUASIVE MESSAGES AND PROPOSALS

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LECTURE 13: MAKING YOUR CASE WITH PERSUASIVE MESSAGES AND PROPOSALS BUS 251 CHAPTER 9

GENERAL ADVICE ABOUT PERSUASION Know your readers well. Demographic information Psychographic information

GENERAL ADVICE ABOUT PERSUASION Choose and develop targeted reader benefits. Tangible rewards Intangible rewards Reader benefits Intrinsic benefits Extrinsic benefits Scenario painting

GENERAL ADVICE ABOUT PERSUASION Make good use of three kinds of appeals. Logos – based on logic Pathos – based on emotion Ethos – based on character Make it easy for your readers to comply.

PERSUASIVE REQUESTS Determining your strategy Common-ground persuasion technique Gaining attention in the opening Developing the appeal Making the request clearly and positively

SALES MESSAGES Sales messages are controversial area of business communication. Many sales messages are unwanted, e.g., Junk mail, spam. Use your conscience and your ability to put yourself in the readers’ shoes to create ethical persuasive messages.

GENERAL PLAN-SALES MESSAGES The traditional plan- The opening gains attention and sets up the sales strategy. The body builds your persuasive case. It develops the appeals you have chosen. It uses punchy writing and techniques for visual emphasis (white space, color, and other visual elements).

GENERAL PLAN-SALES MESSAGES Emotional Selling The words establish an emotional atmosphere and build an emotional need for the product or service. Rational Selling Appeals to reason by using facts and logic.

GENERAL PLAN-SALES MESSAGES Character-based Selling Build trust and invite identification with the company. The message uses appealing language and the you-viewpoint throughout. Appropriate visual elements support the persuasive text.

GENERAL PLAN-SALES MESSAGES Drive for the sale It may be a strong drive, even a command, if a strong sales effort is used. It may be a direct question if a milder effort is desired. In either case, the action words are specific and clear, frequently urging action now.

PROPOSALS Proposals resemble reports but differ in their fundamental purpose. They are intentionally persuasive. They can be categorized in two ways. Internal or external

PROPOSALS They vary widely in terms of format and formality. As with reports, proposal formats can range from short emails to long, elaborate documents. Their levels of formality vary as well.

PROPOSALS The contents of a proposal The writer’s purpose and the reader’s need. The background. The need. The description of the plan. The benefits. The particulars (e.g., methods, schedule, costs, performance standards). Your ability to deliver. Concluding comments.