Chapter 7 – Slide 1 Effective Communication for Colleges, 10 th ed., by Brantley & Miller, 2005© Persuasive Messages

Chapter 7 – Slide 2 Effective Communication for Colleges, 10 th ed., by Brantley & Miller, 2005©  Discuss situations when persuasion may be necessary.  Discuss the role of ethical persuasion when preparing persuasive messages.  Explain receiver benefits, descriptive language, and appropriate appeals as they relate to the persuasive strategy AIDA.

Chapter 7 – Slide 3 Effective Communication for Colleges, 10 th ed., by Brantley & Miller, 2005©  Identify unique characteristics of donation requests and sales messages and discuss how those characteristics encourage favorable responses.  Prepare effective persuasive messages by implementing the CBO approach and the persuasive strategy AIDA. (Continued)

Chapter 7 – Slide 4 Effective Communication for Colleges, 10 th ed., by Brantley & Miller, 2005© Chapter 7 – Section 1 People who prepare and send effective persuasive messages follow the CBO approach and AIDA strategy:  Attract Attention.  Build Interest.  Encourage Desire.  Call for Action.

Chapter 7 – Slide 5 Effective Communication for Colleges, 10 th ed., by Brantley & Miller, 2005© Chapter 7 – Section 1 Examples of Persuasive Messages  Donate time, money, or knowledge  Support an activity or cause  Cooperate to resolve an issue or pay a bill  Purchase a product or service (sales message)

Chapter 7 – Slide 6 Effective Communication for Colleges, 10 th ed., by Brantley & Miller, 2005© Chapter 7 – Section 1 Four Planning Activities  Identify the objective.  Visualize the audience.  Gather supporting information (selling points).  Organize the information. When planning persuasive messages:

Chapter 7 – Slide 7 Effective Communication for Colleges, 10 th ed., by Brantley & Miller, 2005© Chapter 7 – Section 2 Two Categories of Persuasive Messages  Nonroutine Requests Request for support Request for cooperation  Sales Messages

Chapter 7 – Slide 8 Effective Communication for Colleges, 10 th ed., by Brantley & Miller, 2005© Chapter 7 – Section 2 Nonroutine Requests  Ask for support or cooperation.  Organized in the indirect pattern.  Incorporate the persuasive strategy AIDA.  May use unusual formats, writing styles, and language mechanics.

Chapter 7 – Slide 9 Effective Communication for Colleges, 10 th ed., by Brantley & Miller, 2005© Chapter 7 – Section 2 Requests for Support  Begin with attention-getting statement.  Choose an appropriate appeal.  Lead to the request.  Close with request for action; provide for easy response. Requests for support seek donations of time, money, or knowledge.

Chapter 7 – Slide 10 Effective Communication for Colleges, 10 th ed., by Brantley & Miller, 2005© Chapter 7 – Section 2 Requests for Cooperation Claim Messages follow CBO approach and the persuasive strategy AIDA.  Begin with a courteous, attention-getting opening.  Provide details in chronological order, clearly, and calmly.  Include pertinent information.  Appeal to the receiver’s sense of fairness.  Close with reasonable request.  Consider details.

Chapter 7 – Slide 11 Effective Communication for Colleges, 10 th ed., by Brantley & Miller, 2005© Chapter 7 – Section 2 Requests for Cooperation Collection Messages have two objectives: collecting money and maintaining goodwill.  Assume that the receiver intends to pay.  Follow federal and state collection regulations.  Send collection messages at regular intervals.  Use an appropriate organizational pattern and message strategy for each collection stage.

Chapter 7 – Slide 12 Effective Communication for Colleges, 10 th ed., by Brantley & Miller, 2005© Chapter 7 – Section 2 Collection Messages  Initial Stage message is a routine reminder to pay a bill.  Middle Stage message follows indirect pattern and persuasive strategy AIDA.  Final Stage message follows direct pattern even though the message contains bad news. Three stages of collection messages:

Chapter 7 – Slide 13 Effective Communication for Colleges, 10 th ed., by Brantley & Miller, 2005© Chapter 7 – Section 2 Sales Messages  Solicited sales messages are responses to inquiries.  Unsolicited sales messages are initiated by the sender. The main objective of a sales message is to persuade receivers to buy something.