Transcript Writing Persuasive Messages
Writing Persuasive Messages © Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 1
The Three-Step Process
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Planning
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Writing
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Completing © Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 2
Planning the Message
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Analyze the situation
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Gather the information
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Select the right medium
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Organize your information © Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 3
Analyze the Situation
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Clarify your purpose
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Express your purpose
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Build your case © Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 4
Analyze the Audience
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Demographics
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Gender
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Income
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Education
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Psychographics
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Personality
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Attitudes
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Lifestyle © Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 5
Consider Motivation
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Needs
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Actions
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Outcomes © Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 6
Preparing the Message
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Gathering information
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Logical
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Emotional
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Selecting the medium
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Internal audience
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External audience © Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 7
Organizing the Message
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Define the main idea
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Limit the scope
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Choose the approach
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Group the points © Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 8
Writing the Message
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Use the “You” attitude
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Use positive, polite language
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Respect cultural differences
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Understand organizational structures © Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 9
Establishing Credibility
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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
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Review the content
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Revise for clarify and conciseness
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Evaluate design and delivery
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Proofread the message © Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 11
Developing Persuasive Messages
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Structuring your message
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Balancing logic and emotion
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Reinforcing your position
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Dealing with resistance © Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 12
The AIDA Model
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Attention
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Interest
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Desire
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Action © Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 13
Balance Logic and Emotions
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Consider four factors:
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The actions you hope to motivate
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Your reader’s expectations
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The degree of resistance you must overcome
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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
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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
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Powerful words
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Figures of speech
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Audience benefits
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Right timing © Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 16
Anticipate Objections
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Expect resistance
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Uncover objections
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Involve the audience
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Be willing to compromise © Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 17
Persuasive Messages
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Action requests
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Presentation of ideas
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Claims and requests for adjustment © Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 18
Requests for Action
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Open with an attention-getting device
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Relate to your readers
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Present facts, figures, benefits, history, or experience
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Request action or a decision © Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 19
Presentation of Ideas
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Message focus
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Support decisions
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Expedite actions
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Encourage new attitudes
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Reexamine options © Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 20
Claims and Adjustments
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State the problem
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Review the facts
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Motivate the reader
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Make your request © Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 21
Marketing and Sales Messages
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Assessing your audience Analyzing your competition Determining selling points and benefits © Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 22
Anticipating Objections
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High price
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Poor quality
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Compatibility issues
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Perceived risk © Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 23
Applying the AIDA Model
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Getting attention
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Building interest
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Increasing desire
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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
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Support claims and promises Highlight key points Emphasize benefits © Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 26
Increasing Desire
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Stress benefits to the audience
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Use dynamic language
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Support your claims © Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 27
Motivating Action
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Explain the next step
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Create a sense of urgency
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Stay professional
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Make a positive, compelling final impression © Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 28
Maintaining High Standards
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Avoid manipulation
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Adopt the “You” attitude
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Obey the law
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Preserve privacy and data security © Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 29