Writing Persuasive Messages

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Transcript Writing Persuasive Messages

Writing Persuasive Messages © Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 1

The Three-Step Process

Planning

Writing

Completing © Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 2

Planning the Message

Analyze the situation

Gather the information

Select the right medium

Organize your information © Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 3

Analyze the Situation

Clarify your purpose

Express your purpose

Build your case © Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 4

Analyze the Audience

Demographics

Gender

Income

Education

Psychographics

Personality

Attitudes

Lifestyle © Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 5

Consider Motivation

Needs

Actions

Outcomes © Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 6

Preparing the Message

Gathering information

Logical

Emotional

Selecting the medium

Internal audience

External audience © Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 7

Organizing the Message

Define the main idea

Limit the scope

Choose the approach

Group the points © Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 8

Writing the Message

Use the “You” attitude

Use positive, polite language

Respect cultural differences

Understand organizational structures © Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 9

Establishing Credibility

• • • • • • •

Using simple language Supporting the message with facts Identifying your sources Establishing common ground Being objective Displaying good intentions Avoiding the “hard sell” © Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 10

Completing the Message

Review the content

Revise for clarify and conciseness

Evaluate design and delivery

Proofread the message © Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 11

Developing Persuasive Messages

Structuring your message

Balancing logic and emotion

Reinforcing your position

Dealing with resistance © Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 12

The AIDA Model

Attention

Interest

Desire

Action © Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 13

Balance Logic and Emotions

Consider four factors:

The actions you hope to motivate

Your reader’s expectations

The degree of resistance you must overcome

How far you feel empowered to sell your point of view © Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 14

Examples of Faulty Logic

• • • • • • •

Hasty generalizations Circular reasoning Attacking the opponent Oversimplification False cause and effect Faulty analogies Illogical support © Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 15

Reinforce Your Position

Powerful words

Figures of speech

Audience benefits

Right timing © Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 16

Anticipate Objections

Expect resistance

Uncover objections

Involve the audience

Be willing to compromise © Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 17

Persuasive Messages

Action requests

Presentation of ideas

Claims and requests for adjustment © Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 18

Requests for Action

Open with an attention-getting device

Relate to your readers

Present facts, figures, benefits, history, or experience

Request action or a decision © Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 19

Presentation of Ideas

Message focus

Support decisions

Expedite actions

Encourage new attitudes

Reexamine options © Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 20

Claims and Adjustments

State the problem

Review the facts

Motivate the reader

Make your request © Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 21

Marketing and Sales Messages

• • •

Assessing your audience Analyzing your competition Determining selling points and benefits © Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 22

Anticipating Objections

High price

Poor quality

Compatibility issues

Perceived risk © Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 23

Applying the AIDA Model

Getting attention

Building interest

Increasing desire

Motivating action © Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 24

Getting Attention

News Items Common Ground Product Benefits Personal Appeals Product Samples Inside Information Promise of Savings

© Prentice Hall, 2008

Problem Solutions

Excellence in Business Communication, 8e

Evocative Images

Chapter 10 - 25

Building Interest

• • •

Support claims and promises Highlight key points Emphasize benefits © Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 26

Increasing Desire

Stress benefits to the audience

Use dynamic language

Support your claims © Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 27

Motivating Action

Explain the next step

Create a sense of urgency

Stay professional

Make a positive, compelling final impression © Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 28

Maintaining High Standards

Avoid manipulation

Adopt the “You” attitude

Obey the law

Preserve privacy and data security © Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 29