1. © 2005 Pearson Education Canada Inc Business Communication EssentialsChapter 9 - 1 Writing Persuasive Messages

2. © 2005 Pearson Education Canada Inc Business Communication EssentialsChapter 9 - 2 From The Real World Winning someone over generally has a lot to do with proven past performance, as well as your ongoing relationship with that individual. If you said you were going to do something, then you had better deliver on it. Mary Kreuk, Vice-President, Marketing CTV

3. © 2005 Pearson Education Canada Inc Business Communication EssentialsChapter 9 - 3 Three-Step Writing Process 1 Planning 3 Completing 2 Writing Analyze the Situation Investigate the Topic Adapt to the Audience Organize the Message Compose the Message Revise the Message Produce the Message Proofread the Message

4. © 2005 Pearson Education Canada Inc Business Communication EssentialsChapter 9 - 4 Analyze Your Purpose Clear Necessary Appropriate

5. © 2005 Pearson Education Canada Inc Business Communication EssentialsChapter 9 - 5 Gauge the Audience Attitudes Personality Lifestyle Other Factors Psychographics Income Gender Education Demographics

6. © 2005 Pearson Education Canada Inc Business Communication EssentialsChapter 9 - 6 Consider Cultural Differences IndividualDifferences OrganizationalDifferences

7. © 2005 Pearson Education Canada Inc Business Communication EssentialsChapter 9 - 7 Establish Credibility SourcesSourcesEnthusiasmEnthusiasm TrustTrustExpertiseExpertiseObjectivityObjectivity GoodIntentionsGoodIntentionsFactsFactsCommonGroundCommonGround SinceritySincerity

8. © 2005 Pearson Education Canada Inc Business Communication EssentialsChapter 9 - 8 Strive for High Ethical Standards Provide information Boost understanding Promote free choice Avoid manipulation

9. © 2005 Pearson Education Canada Inc Business Communication EssentialsChapter 9 - 9 Writing Persuasive Messages Define the Main Idea Group Major Points Limit the Scope Direct Approach Indirect Approach Power or Expertise Audience Purpose OrganizationalCulture

10. © 2005 Pearson Education Canada Inc Business Communication EssentialsChapter 9 - 10 Completing the Message Evaluate the Content Evaluate Revise for Clarity and Conciseness Revise for Clarity and Conciseness Evaluate Design and Delivery Evaluate Design and Delivery Proofread the Message Proofread

11. © 2005 Pearson Education Canada Inc Business Communication EssentialsChapter 9 - 11 Logic and Emotions The Message FeelingsSympathiesNeedsAnalogyInductionDeduction EmotionsLogic Promote Action Understand Expectations Overcome Resistance Sell Your Point of View

12. © 2005 Pearson Education Canada Inc Business Communication EssentialsChapter 9 - 12 InterestAttention DesireAction AIDA PLAN

13. © 2005 Pearson Education Canada Inc Business Communication EssentialsChapter 9 - 13 ActionRequestsActionRequests Claims and Adjustments Adjustments PersuasiveRequests Types of Messages

14. © 2005 Pearson Education Canada Inc Business Communication EssentialsChapter 9 - 14 Requests for Action Action Written Request Written Request Gain Attention Gain Attention Use Facts, Figures and Benefits Use Facts, Figures and Benefits Request Some Specific Action Request Some Specific Action

15. © 2005 Pearson Education Canada Inc Business Communication EssentialsChapter 9 - 15 Claims and Adjustments Claim or Adjustment Claim or Adjustment Written Request Written Request State the Problem Review the Facts Motivate the Reader Make Your Request

16. © 2005 Pearson Education Canada Inc Business Communication EssentialsChapter 9 - 16 Low Non-ProfitOrganizations For-ProfitOrganizations LowHigh Personal Consumption High Helping Others Sales and Fundraising Messages

17. © 2005 Pearson Education Canada Inc Business Communication EssentialsChapter 9 - 17 Sales Message Strategies Emphasizing Selling Points Stressing Benefits Remembering Legal Issues

18. © 2005 Pearson Education Canada Inc Business Communication EssentialsChapter 9 - 18 Sales Message Strategies Using Action Terms Talking About Price Supporting Your Claims

19. © 2005 Pearson Education Canada Inc Business Communication EssentialsChapter 9 - 19 Features and Benefits Stories and Illustrations Solutions News Items Numbers or Questions SharedTraits Emotions or Values ProductSamples Challenges Getting Attention

20. © 2005 Pearson Education Canada Inc Business Communication EssentialsChapter 9 - 20 The Central Selling Point Building Interest The Central Selling Point Building Interest Study the Competition Know the Product Analyze the Audience

21. © 2005 Pearson Education Canada Inc Business Communication EssentialsChapter 9 - 21 Increasing Desire Stress the Main Benefit Refer to Other Benefits Provide Essential Details

22. © 2005 Pearson Education Canada Inc Business Communication EssentialsChapter 9 - 22 Motivating Action Explain the Next Step Create Urgency Use a Post Script Apply Good Judgment

23. © 2005 Pearson Education Canada Inc Business Communication EssentialsChapter 9 - 23 WritingFundraisingMessagesWritingFundraisingMessages Analyze the Audience Audience Study the Competition Competition Clarify Benefits Keep the Message Personal Keep the Message Personal

24. © 2005 Pearson Education Canada Inc Business Communication EssentialsChapter 9 - 24 Real World Applications When writing persuasive messages, why is it so important to give special attention to the analysis of your purpose and audience? Let’s discuss!

25. © 2005 Pearson Education Canada Inc Business Communication EssentialsChapter 9 - 25 Real World Applications As an employee, count how many of your daily tasks require persuasion. List as many as you can think of. Who are your audiences, and how do their needs and characteristics affect the way you develop your persuasive messages at work? Let’s discuss!