1. Chapter 8 Writing Persuasive Messages
Business Communication, Anniversary Edition Lehman and DuFrene 2002 South-Western/Thomson Learning

2. Planning a Persuasive Message
Chapter 8
Planning a Persuasive Message
Know the product/service/idea well
Use knowledge of receiver to identify an appeal that focuses on receiver benefits
Anticipate and address possible resistance
Know precisely what action you want the receiver to take
Business Communication, Anniversary Edition Lehman and DuFrene 2002 South-Western/Thomson Learning

3. Persuasive Outline: When The Reader Must Be Persuaded
Chapter 8
Persuasive Outline: When The Reader Must Be Persuaded A
Begin with an attention-getter related to the receiver’s needs
Introduce the product, service, or idea and create interest by stating specific reader benefits
Create desire to respond positively by presenting convincing evidence of the value to be gained
Encourage action by making it easy and restating the main benefit I D A
Business Communication, Anniversary Edition Lehman and DuFrene 2002 South-Western/Thomson Learning