1. Chapter 7 Copyright © 2015 Cengage Learning Persuasive Messages

2. 2 Copyright © 2015 Cengage Learning Persuasive Messages

3. 3 Copyright © 2015 Cengage Learning Persuasive Messages

4. Copyright © 2015 Cengage Learning Common Areas of Resistance ● Previous negative experience ● Limited time ● Limited money ● Indifference Audience Analysis | Short Messages | Sales Letters | Responding to Feedback © ALEXARANDA/SHUTTERSTOCK

5. 5 Copyright © 2015 Cengage Learning Analyzing Your Audience Audience Analysis | Short Messages | Sales Letters | Responding to Feedback

6. 6 Copyright © 2015 Cengage Learning Applying Persuasion Principles Audience Analysis | Short Messages | Sales Letters | Responding to Feedback

7. 7 Copyright © 2015 Cengage Learning Persuasive Messages

8. Copyright © 2015 Cengage Learning Writing a Short Persuasive Message Audience Analysis | Short Messages | Sales Letters | Responding to Feedback

9. 9 Copyright © 2015 Cengage Learning Determining How to Start Audience Analysis | Short Messages | Sales Letters | Responding to Feedback

10. Copyright © 2015 Cengage Learning Compare Direct the Indirect Openings Audience Analysis | Short Messages | Sales Letters | Responding to Feedback

11. 11 Copyright © 2015 Cengage Learning 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) Audience Analysis | Short Messages | Sales Letters | Responding to Feedback

12. Copyright © 2015 Cengage Learning Justifying Your Idea or Request Audience Analysis | Short Messages | Sales Letters | Responding to Feedback

13. Copyright © 2015 Cengage Learning Dealing with Obstacles Audience Analysis | Short Messages | Sales Letters | Responding to Feedback

14. 14 Copyright © 2015 Cengage Learning Motivating Action Audience Analysis | Short Messages | Sales Letters | Responding to Feedback

15. 15 Copyright © 2015 Cengage Learning Persuasive Messages

16. Copyright © 2015 Cengage Learning Select a Central Selling Theme Audience Analysis | Short Messages | Sales Letters | Responding to Feedback

17. 17 Copyright © 2015 Cengage Learning Creating Interest and Building Desire Audience Analysis | Short Messages | Sales Letters | Responding to Feedback

18. Copyright © 2015 Cengage Learning Changing Features to Benefits Audience Analysis | Short Messages | Sales Letters | Responding to Feedback

19. Copyright © 2015 Cengage Learning Motivating Action Audience Analysis | Short Messages | Sales Letters | Responding to Feedback VELYCHKO/SHUTTERSTOCK.COM

20. 20 Copyright © 2015 Cengage Learning Persuasive Messages

21. 21 Copyright © 2015 Cengage Learning 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? NO YES NO YES DISCOVER EVALUATE RESPOND Deciding Whether to Respond Audience Analysis | Short Messages | Sales Letters | Responding to Feedback

22. 22 Copyright © 2015 Cengage Learning Writing Complaint Letters and Negative Online Reviews Audience Analysis | Short Messages | Sales Letters | Responding to Feedback

23. 23 Copyright © 2015 Cengage Learning Responding to Negative Online Feedback Audience Analysis | Short Messages | Sales Letters | Responding to Feedback