1. ©2007 McGraw-Hill Ryerson Limited. All rights reserved. MODULE 13 Persuasive Messages

2. ©2007 McGraw-Hill Ryerson Limited. All rights reserved. Module 13 Skills to Choose and use persuasive strategies Organize persuasive messages Identify and overcome objections Write common kinds of persuasive messages

3. ©2007 McGraw-Hill Ryerson Limited. All rights reserved. Module 13 Skills to Write effective subject lines for persuasive messages Further analyze business communication situations

4. ©2007 McGraw-Hill Ryerson Limited. All rights reserved. Module 13 Outline What are persuasive appeals? What is the best persuasive strategy? How should I organize persuasive messages? How do I identify and overcome objections? What other techniques make my messages more persuasive?

5. ©2007 McGraw-Hill Ryerson Limited. All rights reserved. Module 13 Outline What are the most common kinds of persuasive messages? What is the best subject line for a persuasive message? How can PAIBOC help me write persuasive messages?

6. ©2007 McGraw-Hill Ryerson Limited. All rights reserved. Orders and requests Proposals and recommendations Sales and fundraising letters Job application letters Reports (if they recommend action) Efforts to change behaviours (collection letters, performance appraisals, public service ads) Persuasive Message Types

7. ©2007 McGraw-Hill Ryerson Limited. All rights reserved. Primary Purposes To have the audience act To provide enough information so the audience knows exactly what to do To overcome any objections that might prevent or delay action Persuasive Messages

8. ©2007 McGraw-Hill Ryerson Limited. All rights reserved. Secondary Purposes To build a good image of the writer To build a good image of the writer ’ s organization To build a good relationship between the writer and reader To reduce or eliminate future correspondence on the same matter Persuasive Messages

9. ©2007 McGraw-Hill Ryerson Limited. All rights reserved. Use Direct Requests when The audience will do as you ask without resistance You need a response only from people willing to act The audience is busy and may not read all messages Your organization’s culture prefers them Persuasive Messages

10. ©2007 McGraw-Hill Ryerson Limited. All rights reserved. Use Problem-Solving Messages when The audience is likely to object You need action from everyone You trust the audience to read the entire message You expect logic to be more important than emotion in the decision Persuasive Messages

11. ©2007 McGraw-Hill Ryerson Limited. All rights reserved. Crafting Problem-Solving Messages Describe the problem you both share Detail the problem as it affects the audience Explain the solution to the problem Show that any negatives are outweighed by advantages Summarize any additional benefits Ask for the action you want Persuasive Messages

12. ©2007 McGraw-Hill Ryerson Limited. All rights reserved. Persuasive Messages Identifying Objections Use open questions Phrase your questions neutrally Ask follow-up questions to be sure you understand and are understood

13. ©2007 McGraw-Hill Ryerson Limited. All rights reserved. Specify how much time/money is required Put the time/money in the context of the benefits they bring Show that money spent now saves money later Overcoming Objections

14. ©2007 McGraw-Hill Ryerson Limited. All rights reserved. Overcoming Objections Show the benefits to another group or cause supported by the audience Show the audience that the sacrifice is required in the immediate for later benefit Show that advantages outweigh disadvantages

15. ©2007 McGraw-Hill Ryerson Limited. All rights reserved. Persuasive Techniques Other techniques to increase persuasiveness Build credibility Build rational appeal Build emotional appeal Use the right tone Offer reasons for the reader to act promptly

16. ©2007 McGraw-Hill Ryerson Limited. All rights reserved. Persuasive Messages Most Common Persuasive Messages Orders Collection letters Performance appraisals Recommendation letters

17. ©2007 McGraw-Hill Ryerson Limited. All rights reserved. Persuasive Messages Persuasive Subject Lines Direct request: put the request, topic of the request, or a question in the subject line. Directed subject line: identifies your stance Find a common ground, or show a reader benefit

18. ©2007 McGraw-Hill Ryerson Limited. All rights reserved. Persuasive Subject Lines The subject line should be neutral or positive showing that you are solving a problem, not just reporting one

19. ©2007 McGraw-Hill Ryerson Limited. All rights reserved. PWhat are your purposes in writing? AWho is (are) your audience(s)? IWhat information must your message include? BWhat reasons or reader benefits can you use to support your position? OWhat objections can you expect your reader(s) to have? CHow will the context affect reader response? Persuasive Messages