Effective Communication for Colleges 9th Edition Brantley & Miller CHAPTER 7 Persuasive Messages © 2002 SOUTH-WESTERN EDUCATIONAL PUBLISHING.
Download ReportTranscript Effective Communication for Colleges 9th Edition Brantley & Miller CHAPTER 7 Persuasive Messages © 2002 SOUTH-WESTERN EDUCATIONAL PUBLISHING.
Effective Communication for Colleges
9th Edition
Brantley & Miller
CHAPTER 7
Persuasive Messages
© 2002 SOUTH-WESTERN EDUCATIONAL PUBLISHING
Learning Objectives
Chapter 7 Slide 2
Identify and discuss situations when persuasion may be necessary.
Discuss the importance of ethical persuasion and credibility in persuasive messages.
Explain receiver benefits, descriptive language, and appropriate appeals as they relate to the persuasive strategy AIDA.
Continued on next slide.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Continued
Learning Objectives
Chapter 7 Slide 3
Identify and discuss unique characteristics of donation requests and sales messages and how those characteristics encourage a favorable response.
Implement the CBO approach and the persuasive strategy AIDA and incorporate the six Cs of effective messages to plan and complete persuasive messages.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Persuasive Strategy AIDA
Chapter 7 Slide 4
Attracts the receiver’s favorable attention.
A
Builds the receiver’s interest.
I
Encourages the receiver's desire.
D
Requests and motivates the receiver's action.
A
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Persuade Ethically
Chapter 7 Slide 5
Be objective. Provide information that will enable your receivers to make informed decisions.
Choose words that are clear and straightforward. Do not set out to trick someone.
Show knowledge or sincere concern about the subject of your message so that your audience can identify with what you are saying.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
The CBO Approach
Chapter 7 Slide 6 The CBO (Communication-by-Objectives) Approach
Plan a message.
Compose a draft.
Complete a message.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Plan a Message
Identify the objective.
Visualize the audience.
Gather supporting information.
Organize the information.
Chapter 7 Slide 7
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Organize the Information
Chapter 7 Slide 8
The combination of the indirect pattern of organization and the persuasive strategy AIDA: Provides an explanation before the actual request.
Attracts the receiver’s favorable attention.
Builds the receiver’s interest.
Encourages the receiver’s desire.
Requests and motivates the receiver’s action.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Compose a Draft
Chapter 7 Slide 9
Continue the CBO approach by applying the AIDA strategy to: Choose words.
Construct sentences.
Assemble paragraphs.
Choose paragraph locations.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
AIDA
Attention Interest Desire Action Effective Communication for Colleges, 9th ed. by Brantley and Miller
Chapter 7 Slide 10
Attract
A
ttention
Open with: An open-ended, thought-provoking question.
An agreeable statement.
A compliment.
An immediate request.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Chapter 7 Slide 11
Build
I
nterest and Encourage
D
esire
Explain receiver benefits.
Use descriptive, concrete words.
Address receiver concerns.
Choose an appropriate appeal.
Chapter 7 Slide 12
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Call for
A
ction
Make a confident request.
Make a response easy.
Chapter 7 Slide 13
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Complete a Message
Proofread.
Edit.
Revise.
Finalize.
Chapter 7 Slide 14
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Types of Persuasive Messages
Nonroutine Requests
Chapter 7 Slide 15
A nonroutine request asks the receiver to do something out of the ordinary.
Examples
Requests for donations of time, money, or knowledge Requests to support an activity or a cause Requests for cooperation in resolving an issue Requests for cooperation in collecting money Effective Communication for Colleges, 9th ed. by Brantley and Miller
Apply the persuasive strategy AIDA
Requests for Donations or Support
Chapter 7 Slide 16
Begin with an attention-getting statement that encourages further reading.
Choose an appropriate appeal.
Lead to the main idea.
Close by stating what you want; provide a way for the receiver to respond easily.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Requests for Donations Examples of Key Sentences Begin with an attention-getting statement.
Chapter 7 Slide 17
Clean out your closet!
Create interest and desire with an appropriate appeal.
Suits Me!
provides gently worn business attire for women who are trying to get their lives back on track.
State what you want. Make it easy for the receiver.
Please drop off your donations in the employee dining room during business hours on March 3 and 4. Effective Communication for Colleges, 9th ed. by Brantley and Miller
Requests for Cooperation
Claim messages Collection messages
Chapter 7 Slide 18
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Apply the persuasive strategy AIDA
Claim Messages
Chapter 7 Slide 19
Begin with a courteous opening that attracts the receiver’s attention.
Provide details in chronological order, accurately and calmly.
Continued on next slide.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Continued Apply the persuasive strategy AIDA
Claim Messages
Chapter 7 Slide 20
Make reasonable requests, and help the receiver understand the benefits of complying.
Close with a dated action statement.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Claim Message Examples of Key Sentences Chapter 7 Slide 21 Begin with a courteous opening.
The Flower Shop on Elm is my first choice when ordering flowers for business and social occasions.
Provide details.
The floral bouquet delivered to Nora Kiley on April 2 did not meet my expectations. The flowers were wilted and drooping when they arrived and had to be discarded the following day.
Make a reasonable requests, and close with a call for action.
Please send Ms. Kiley a replacement bouquet on April 23. Effective Communication for Colleges, 9th ed. by Brantley and Miller
Steps for Preparing an
Chapter 7 Slide 22
Effective Claim Message
Check message for grammar, spelling, and facts.
Consider the details.
Make your demands reasonable.
State the problem, and present the facts.
Gather and organize relevant documents.
Apply the CBO approach and persuasive strategy AIDA.
Begin with the source of the problem.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Collection Messages
Chapter 7 Slide 23
Collection messages have two objectives: Collecting money Maintaining goodwill Effective Communication for Colleges, 9th ed. by Brantley and Miller
Collection Message Objectives Chapter 7 Slide 24
Assume that the receiver intends to pay.
Follow the collection laws of your state.
Send collection messages at regular intervals.
Use a courteous but firm tone.
Use an appropriate organizational pattern and message strategy for each stage of collection.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Collection Message Initial Stage
Use direct pattern.
Choose an appropriate format.
Brief form letter Collection card Stamped message or sticker on a statement
Chapter 7 Slide 25
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Collection Message
Middle Stage
Chapter 7 Slide 26
Use indirect pattern and the persuasive strategy AIDA.
Open with an attention-getting statement that neutralizes the information that follows.
Explain objectively without accusation.
Continued on next slide.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Continued Collection Message
Middle Stage
Chapter 7 Slide 27
Point out receiver benefits to complying with the request.
Offer alternate payment options if possible.
Provide a friendly ending with detailed contact information.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Middle-Stage Collection Message Examples of Key Sentences Open with an attention-getting statement.
Your history of prompt payments has made you a valued client.
Chapter 7 Slide 28 Explain objectively. Point out receiver benefits.
The balance of your account is $580 and 45 days past due. Bringing your account up to date will allow us to continue providing the communication services you need to operate your business.
Offer payment options. Provide contact information.
Please use the enclosed envelope to send your check, or call Tariq Sanders at 800-555-2077 to make arrangements to use a credit card. Effective Communication for Colleges, 9th ed. by Brantley and Miller
Collection Message Final Stage Chapter 7 Slide 29
Use direct pattern.
Begin with the main idea of nonpayment.
Briefly restate details leading up to the final collection attempt. State specific negative consequences.
End with a neutral closing.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Final-Stage Collection Message Examples of Key Sentences Chapter 7 Slide 30 Begin with the main idea of nonpayment.
Communication services that are vital to your business are in jeopardy.
Briefly restate details leading up to the final collection attempt. State specific negative consequences.
Your account balance of $580 is 120 days past due. We have contacted you six times about this matter. Unless we receive full payment by May 15, your account will be turned over to LRQ Collection Agency.
End with a neutral closing.
To ensure continued service and avoid involving a collection agency, send your check for $580 by May 15. Effective Communication for Colleges, 9th ed. by Brantley and Miller
Sales Messages
Chapter 7 Slide 31
The main objective of sales messages is to persuade receivers to buy something.
Sales messages are either solicited or unsolicited.
Solicited sales messages are responses to inquiries.
Unsolicited sales messages are initiated by the sender.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Sales Messages
Techniques and Writing Style
Chapter 7 Slide 32
Sales messages and donation requests may differ from other business messages in these ways: Length Inclusions Print mechanics Casual writing style Effective Communication for Colleges, 9th ed. by Brantley and Miller
Sales Messages
Target Audience
Chapter 7 Slide 33
Identify receiver characteristics to have a better understanding of how to market your product or services.
Examples
Age Education Occupation Cultural background Interests Effective Communication for Colleges, 9th ed. by Brantley and Miller
Sales Messages
Gathering Information About Target Audience
Chapter 7 Slide 34
Conduct surveys.
Purchase information.
Buy mailing lists.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Sales Messages Online
Chapter 7 Slide 35
Use the six Cs of effective messages.
Use the AIDA strategy.
Make these adjustments: Send
you
-oriented messages to select customers.
Keep messages short.
Give the receiver an opportunity to be removed from the mailing list.
Effective Communication for Colleges, 9th ed. by Brantley and Miller