© Prentice Hall, 2003 Business Communication TodayChapter Writing Persuasive Messages

© Prentice Hall, 2003 Business Communication TodayChapter Three-Step Persuasion Process Completing Audience Message Writing Planning

© Prentice Hall, 2003 Business Communication TodayChapter Determining the Purpose CompetingMessages WrittenFormats AudienceAttitudes Appropriateness Necessity Clarity

© Prentice Hall, 2003 Business Communication TodayChapter Analyzing the Audience Attitudes Personality Lifestyle Other Factors Psychographics Income Gender Education Demographics

© Prentice Hall, 2003 Business Communication TodayChapter 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

© Prentice Hall, 2003 Business Communication TodayChapter Considering Cultural Differences IndividualDifferencesOrganizationalDifferences

© Prentice Hall, 2003 Business Communication TodayChapter Establishing Credibility SourcesSourcesEnthusiasmEnthusiasm TrustTrustExpertiseExpertiseObjectivityObjectivity GoodIntentionsGoodIntentionsFactsFactsCommonGroundCommonGround SinceritySincerity

© Prentice Hall, 2003 Business Communication TodayChapter Setting Ethical Standards Provide information Boost understanding Promote free choice Avoid manipulation

© Prentice Hall, 2003 Business Communication TodayChapter 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

© Prentice Hall, 2003 Business Communication TodayChapter Completing the Message Evaluate the Content Revise for Clarity and Conciseness Evaluate Design and Delivery Proofread the Message

© Prentice Hall, 2003 Business Communication TodayChapter Developing Persuasive Messages Employing the AIDA Plan Balancing Emotion and Logic Reinforcing Your Position Dealing With Resistance

© Prentice Hall, 2003 Business Communication TodayChapter InterestAttention DesireAction AIDA PLAN

© Prentice Hall, 2003 Business Communication TodayChapter Balance Logic and Emotions FeelingsSympathiesNeedsAnalogyInductionDeduction Promote Action Understand Expectations Overcome Resistance Sell Your Point of View EmotionsLogic The Message

© Prentice Hall, 2003 Business Communication TodayChapter 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

© Prentice Hall, 2003 Business Communication TodayChapter Connotations Denotations Abstractions Understanding Semantics

© Prentice Hall, 2003 Business Communication TodayChapter Be Moderate Use Simple Language Anticipate Opposition Provide Support Focus on the Goal Strengthen Your Position

© Prentice Hall, 2003 Business Communication TodayChapter Be Specific Use the Right Timing Employ Metaphors Use Anecdotes and Stories Create a win-win Situation Strengthen Your Position

© Prentice Hall, 2003 Business Communication TodayChapter Deal With Resistance Resistance AnticipateObjections Use “What If” Scenarios Involve Your Audience

© Prentice Hall, 2003 Business Communication TodayChapter Common Mistakes Selling Too Hard Up Front Resisting Compromise Relying Solely On Great Arguments Using a “One Shot” Sales Technique

© Prentice Hall, 2003 Business Communication TodayChapter ActionRequests Claims and Adjustments Sales and Fundraising PersuasiveMessages Types of Messages

© Prentice Hall, 2003 Business Communication TodayChapter 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

© Prentice Hall, 2003 Business Communication TodayChapter 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

© Prentice Hall, 2003 Business Communication TodayChapter Sales and Fundraising Messages For-Profit Companies Non-Profit Organizations PersonalConsumptionPersonalConsumption Helping Other People Helping PersonalConsumptionPersonalConsumption Helping Helping Motivation AttentionAttentionTimeTime DollarsDollars

© Prentice Hall, 2003 Business Communication TodayChapter Sales Message Strategies Selling Points Benefits Legal Issues The AIDA Plan

© Prentice Hall, 2003 Business Communication TodayChapter Features and Benefits Stories and Illustrations Solutions News Items ProvocativeQuestions SharedTraits Emotions or Values ProductSamples Challenges Getting Attention

© Prentice Hall, 2003 Business Communication TodayChapter The Central Selling Point Building Interest The Central Selling Point Building Interest Study the Competition Know the Product Analyze the Audience

© Prentice Hall, 2003 Business Communication TodayChapter Increasing Desire Use Action Terms Discuss Pricing Support Your Claims

© Prentice Hall, 2003 Business Communication TodayChapter Motivating Action Explain the Next Step Create a Sense of Urgency Include a Post Script Apply Good Judgment

© Prentice Hall, 2003 Business Communication TodayChapter WritingFundraisingMessagesWritingFundraisingMessages Analyze the Audience Audience Study the Competition Competition Clarify Benefits Keep the Message Personal Keep the Message Personal

© Prentice Hall, 2003 Business Communication TodayChapter 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