Writing Persuasive Messages . © Pearson Education Canada, 2005 Business Communication Essentials, Canadian Edition

Three-Step Persuasion Process Planning Writing Completing © Pearson Education Canada, 2005 Business Communication Essentials, Canadian Edition

Business Communication Essentials, Canadian Edition Analyze Your Purpose Clear Necessary Appropriate © Pearson Education Canada, 2005 Business Communication Essentials, Canadian Edition

Business Communication Essentials, Canadian Edition Gauge the Audience Demographics Age Gender Occupation Income Education Psychographics Personality Attitudes Lifestyle © Pearson Education Canada, 2005 Business Communication Essentials, Canadian Edition

Considering Cultural Differences France- Avoid aggressive, hard-sell techniques Germany- Verify figures and make them exact © Pearson Education Canada, 2005 Business Communication Essentials, Canadian Edition

Establishing Credibility Facts Sources Expertise Common ground Enthusiasm Objectivity Sincerity © Pearson Education Canada, 2005 Business Communication Essentials, Canadian Edition

Setting Ethical Standards Provide information Aid understanding Promote free choice Avoid manipulation © Pearson Education Canada, 2005 Business Communication Essentials, Canadian Edition

Writing Persuasive Messages Approach Direct (deductive) Indirect (inductive) Important Elements Define the main idea Limit the scope Group major points © Pearson Education Canada, 2005 Business Communication Essentials, Canadian Edition

Completing the Message Evaluate the content Revise for clarity and conciseness Evaluate design and delivery Proofread the message © Pearson Education Canada, 2005 Business Communication Essentials, Canadian Edition

Balance Logic and Emotions Know action to motivate Understand expectations Evaluate resistance Degree of empowerment to sell your point of view © Pearson Education Canada, 2005 Business Communication Essentials, Canadian Edition

Business Communication Essentials, Canadian Edition Appeals Emotional Base on audience feelings Be subtle Logical Analogy Induction Deduction © Pearson Education Canada, 2005 Business Communication Essentials, Canadian Edition

Business Communication Essentials, Canadian Edition The AIDA Plan Attention Interest Desire Action © Pearson Education Canada, 2005 Business Communication Essentials, Canadian Edition

Business Communication Essentials, Canadian Edition Persuasive Requests Action requests Claims and adjustments © Pearson Education Canada, 2005 Business Communication Essentials, Canadian Edition

Business Communication Essentials, Canadian Edition Requests for Action Gain attention Use facts, figures, and history Request some specific action © Pearson Education Canada, 2005 Business Communication Essentials, Canadian Edition

Claims and Adjustments State the problem Review the facts Motivate the reader Make your request © Pearson Education Canada, 2005 Business Communication Essentials, Canadian Edition

Sales and Fundraising Messages Sales: For-profit organizations To spend money on something Fundraising: Not-for-profit organizations To donate money or time © Pearson Education Canada, 2005 Business Communication Essentials, Canadian Edition

Sales Message Strategies Know your product Know your audience Determine selling points Stress benefits © Pearson Education Canada, 2005 Business Communication Essentials, Canadian Edition

Sales Message Strategies Use action terms Talk about price Support your claims © Pearson Education Canada, 2005 Business Communication Essentials, Canadian Edition

Business Communication Essentials, Canadian Edition Attention Motivate listening Write strong opening sentence Find common ground © Pearson Education Canada, 2005 Business Communication Essentials, Canadian Edition

Business Communication Essentials, Canadian Edition Interest Explain relevance Paint word pictures Stimulate thought © Pearson Education Canada, 2005 Business Communication Essentials, Canadian Edition

Business Communication Essentials, Canadian Edition Desire Stress the main benefit Refer to other benefits Answer possible questions Back up claims Show relevance Provide essential details © Pearson Education Canada, 2005 Business Communication Essentials, Canadian Edition

Business Communication Essentials, Canadian Edition Action Urge action Remind readers of benefits Make action easy Include deadline if possible © Pearson Education Canada, 2005 Business Communication Essentials, Canadian Edition

Writing Fundraising Messages Analyze the audience Keep the message personal Establish value Begin with a real-life lead-in © Pearson Education Canada, 2005 Business Communication Essentials, Canadian Edition