1. Copyright © 2013 Cengage Learning 8e COMMUNICATING IN BUSINESS Chapter 7 Writing Persuasive Messages

2. Copyright © 2013 Cengage Learning Persuasive Messages Audience Analysis Short Messages Sales Letters Responding to Feedback

3. Copyright © 2013 Cengage Learning Persuasive Messages Audience Analysis Short Messages Sales Letters Responding to Feedback

4. Copyright © 2013 Cengage Learning Audience Analysis | Short Messages | Sales Letters | Responding to Feedback Common Areas of Resistance Previous negative experience Limited time Limited money Indifference

5. Copyright © 2013 Cengage Learning Audience Analysis | Short Messages | Sales Letters | Responding to Feedback Analyzing Your Audience Who is the audience?What is your relationship with the audience?How will the audience likely react?What does the audience already know?What is unique about the audience?

6. [Click to edit Master title style] Copyright © 2013 Cengage Learning Audience Analysis | Short Messages | Sales Letters | Responding to Feedback Applying Persuasion Principles Ethos: An appeal based on credibility Demonstrate good character Provide your background and experience Pathos: An appeal based on emotion Connect with people on an emotional level Use stories and imagery Logos: An appeal based on logic Use solid evidence and reasoning Provide facts and expert opinion

7. Copyright © 2013 Cengage Learning Persuasive Messages Audience Analysis Short Messages Sales Letters Responding to Feedback

8. Copyright © 2013 Cengage Learning Audience Analysis | Short Messages | Sales Letters | Responding to Feedback Writing a Short Persuasive Message Determine How to Start the MessageJustify Your Idea or RequestDeal with ObstaclesMotivate Action

9. Copyright © 2013 Cengage Learning Audience Analysis | Short Messages | Sales Letters | Responding to Feedback Determining How to Start Use a Direct Plan When… writing to supervisors your audience is predisposed to listen objectively to your request the proposal does not require strong persuasion the proposal is long or complex you know that your reader prefers the direct approach Use an Indirect Plan When… writing to colleagues or people who report to you writing to someone outside the organization strong persuasion is needed the reader is initially resistant to your proposal you know that your reader prefers the indirect approach

10. [Click to edit Master title style] Copyright © 2013 Cengage Learning Audience Analysis | Short Messages | Sales Letters | Responding to Feedback Compare Direct the Indirect Openings Direct I’m writing to request that you replace the shirt I purchased because the color has faded. Indirect I’ve come to expect premium quality in the products I purchase from your company over the last ten years. You can imagine my disappointment when the shirt I purchased recently faded after it was washed the first time.

11. [Click to edit Master title style] Copyright © 2013 Cengage Learning Audience Analysis | Short Messages | Sales Letters | Responding to Feedback Practice Enticing Your Reader Imagine a situation where you’re writing to a prospective customer of your house cleaning service. Write a catchy opening that meets these criteria: Interesting (perhaps a rhetorical question) Relevant to the audience (busy professionals) Short (one or two sentences)

12. Copyright © 2013 Cengage Learning Audience Analysis | Short Messages | Sales Letters | Responding to Feedback Justifying Your Idea or Request Use objective statements and statistics that can be verified. Choose a few relevant data points to avoid overwhelming the reader. Facts and Statistics Include experts to support your points, particularly if your credibility is in question. Expert Opinion Use relevant, representative cases or incidents to illustrate your points. Examples

13. [Click to edit Master title style] Copyright © 2013 Cengage Learning Audience Analysis | Short Messages | Sales Letters | Responding to Feedback Dealing with Obstacles Anticipate objections Address big obstacles directly Incorporate objections into benefits Devote little space to objections

14. Copyright © 2013 Cengage Learning Audience Analysis | Short Messages | Sales Letters | Responding to Feedback Motivating Action State (or restate) the specific request late in the message Make the desired action clear and easy for the reader to take End on a forward-looking note, continuing to stress reader benefits Use a polite, sincere tone and include compliments only when they are sincere NOT: I need your recommendation by Friday, or I’ll miss my deadline! BUT:

15. Copyright © 2013 Cengage Learning 15 Audience Analysis | Short Messages | Sales Letters | Responding to Feedback Link to the full story on the blog. Link to the full story on the blog. Barnes and Noble Pursues Borders Customers Now that Borders has closed its doors, Barnes and Noble has purchased some assets—including Borders' customer list. With an email, Barnes and Noble is luring Borders' former customers to its stores.

16. Copyright © 2013 Cengage Learning Persuasive Messages Audience Analysis Short Messages Sales Letters Responding to Feedback

17. [Click to edit Master title style] Copyright © 2013 Cengage Learning Audience Analysis | Short Messages | Sales Letters | Responding to Feedback Select a Central Selling Theme Find one major reader benefit that you will introduce early and emphasize throughout the letter.

18. Copyright © 2013 Cengage Learning Audience Analysis | Short Messages | Sales Letters | Responding to Feedback Creating Interest and Building Desire Devote several paragraphs to interpreting the product’s features. Interpret Features Invite the reader to pay attention. Use Vivid Language Maintain credibility by providing specific facts and figures. Use Objective, Ethical Language Subordinate or downplay price in your message. Mention Price Refer to enclosures at the end of the letter. Refer to Enclosures

19. [Click to edit Master title style] Copyright © 2013 Cengage Learning Audience Analysis | Short Messages | Sales Letters | Responding to Feedback Changing Features to Benefits NOT: The apartment includes utilities. BUT: NOT: This laptop battery lasts 6-8 hours. BUT:

20. [Click to edit Master title style] Copyright © 2013 Cengage Learning Audience Analysis | Short Messages | Sales Letters | Responding to Feedback Motivating Action Make the action clear and easy to takeAsk confidentlyEncourage prompt action End your letter with a reminder of a reader benefit

21. Copyright © 2013 Cengage Learning Persuasive Messages Audience Analysis Short Messages Sales Letters Responding to Feedback

22. Copyright © 2013 Cengage Learning Audience Analysis | Short Messages | Sales Letters | Responding to Feedback Deciding Whether to Respond Happy Will you respond? No Response Reach Out Degrading Misguided Unhappy Monitor Fix the Facts Restore the Relationship Consider Social Media Posts You have found a post about your company. Is it positive? Social Media Posts You have found a post about your company. Is it positive? NO YES NO YES DISCOVER EVALUATE RESPOND

23. Copyright © 2013 Cengage Learning Audience Analysis | Short Messages | Sales Letters | Responding to Feedback Watch the video. Do you consider Nike’s promotional T- shirts ethical?the video Watch the video. Do you consider Nike’s promotional T- shirts ethical?the video Nike "Get High" T-Shirts Anger Boston Mayor Mayor of Boston Thomas Menino doesn't like Nike's new T-shirts. He believes that messages such as "Get High" and "Dope" promote drug use. In a letter to the general manager of Niketown Boston, Menino urges the company to remove the T-shirts. Link to the full story. Link to the full story. Nike responded to the author’s tweets that questioned Nike’s T-shirt campaign.

24. [Click to edit Master title style] Copyright © 2013 Cengage Learning Audience Analysis | Short Messages | Sales Letters | Responding to Feedback Writing Complaint Letters and Negative Online Reviews Consider an indirect styleGive specific evidence about what went wrongMaintain a calm, objective toneClose with a confident, respectful tone

25. Copyright © 2013 Cengage Learning Audience Analysis | Short Messages | Sales Letters | Responding to Feedback Responding to Negative Online Feedback Thank the writer for the review—even negative comments give you the opportunity to respond and restore your company’s reputation. Show appreciation for the feedback Many reviews will include some positive points; highlight those for other readers. Reinforce positive aspects of the review Explain the situation and what you will do to correct the situation. Then, follow through to use negative feedback to improve operations or service. Address negative aspects directly If you can contact the writer directly, you might offer a special discount to entice him or her to try your company again—and to have a better experience. Invite the customer back

27. Copyright © 2013 Cengage Learning Additional Video Suggestions

28. Video Example Copyright © 2013 Cengage Learning Audience Analysis | Short Messages | Sales Letters | Responding to Feedback Audience Reaction to Mattel CEO How does Bob Eckert use logos, pathos, and ethos to persuade his audience? At what points does Eckert’s believability increase and decline, according to the audience? How do you account for these changes?

29. Video Example Copyright © 2013 Cengage Learning Audience Analysis | Short Messages | Sales Letters | Responding to Feedback Sales Call in the movie Boiler Room What examples of logos, pathos, and ethos do you see in this scene? How could Harry protect himself in this situation? In other words, what responsibility does he hold for this interaction?