2. Chapter 9 Persuasive Messages 9

3. Chapter 9Krizan Business Communication ©20052 Why is receiver analysis crucial to the success of persuasive messages?

4. Chapter 9Krizan Business Communication ©20053 Targeting their interests, goals, values, and needs make taking desired action more probable.

5. Chapter 9Krizan Business Communication ©20054 Why are persuasive messages written using the indirect plan?

6. Chapter 9Krizan Business Communication ©20055 The sender presents benefits first convincing receiver to read entire message and possibly take action.

7. Chapter 9Krizan Business Communication ©20056 When is the direct plan appropriate for writing persuasive messages?

8. Chapter 9Krizan Business Communication ©20057 The direct plan is used when receiver is willing to take required action.

9. Chapter 9Krizan Business Communication ©20058 Distinguish between the message plan used for routine and non-routine claims.

10. Chapter 9Krizan Business Communication ©20059 Routine claims use the direct plan.

11. Chapter 9Krizan Business Communication ©200510  Non-routine or special claims deal with disputes.  Sender must convince receiver the adjustment or refund is acceptable.