Business Communication Lecturer Amos Rao Class 12 Persuasive

Business Communication Lecturer: Amos Rao Class 12: Persuasive Messages

Today � Persuasive Messages ◦ Complaint ◦ Reference Request Business Communication (BUS-100) 24/02/2021 2

Persuasive Messages （说服性信息） � Used to change an audience’s beliefs, attitudes, and actions � Present an argument that readers will agree with and support Business Communication (BUS-100) 24/02/2021 3

Persuasive Messages � Used ◦ ◦ when: We are trying to sell something Asking people to support an idea Asking for an increase in salary Asking your boss to use your ideas Business Communication (BUS-100) 24/02/2021 4

Persuasive Messages � Longer and more complicated than routine messages � Require much more planning Business Communication (BUS-100) 24/02/2021 5

3 Step Writing Process （写作三步骤） � Planning � Writing � Completing Business Communication (BUS-100) 24/02/2021 6

Planning （计划） � Analyse your purpose � Analyse your audience � Establish Credibility � Be ethical Business Communication (BUS-100) 24/02/2021 7

Planning � Purpose � Difficult because: ◦ Audiences are busy ◦ There are competing requests Business Communication (BUS-100) 24/02/2021 8

Planning � For these reasons, purpose must be clear, necessary and appropriate for the written channel Business Communication (BUS-100) 24/02/2021 9

Planning � Audience ◦ Search for common ground ◦ Find points of agreement ◦ Show you can satisfy their needs Business Communication (BUS-100) 24/02/2021 10

Planning � Ask ◦ ◦ ◦ Who is my audience? What do they need? What do I want them to do? How might they resist? What other offers exist? Business Communication (BUS-100) 24/02/2021 11

Planning � Appeal to your audiences needs! � Find out their age, gender, occupation, income, etc. � Change your message around this info Business Communication (BUS-100) 24/02/2021 12

Planning � Credibility � This is your capability for being believed because you’re reliable and worthy of confidence. � Credibility = believability Business Communication (BUS-100) 24/02/2021 13

Getting Credibility （可靠性） � Support your message with facts. ◦ Documents, statistics, research results � Name your sources ◦ Where did this information come from? ◦ If audience respects your sources, this is very effective Business Communication (BUS-100) 24/02/2021 14

Getting Credibility � Be an expert ◦ Clearly demonstrate your knowledge of the subject � Establish common ground ◦ Highlight the beliefs that you share with the audience. Business Communication (BUS-100) 24/02/2021 15

Getting Credibility � Be enthusiastic ◦ Be excited about your subject � Be objective ◦ Show all sides of the issue to present fair arguments Business Communication (BUS-100) 24/02/2021 16

Getting Credibility � Be trustworthy ◦ Earn audiences trust with honesty and dependability � Have good intentions ◦ Keep audience’s interest at heart Business Communication (BUS-100) 24/02/2021 17

Planning � Be ethical ◦ To be ethical is to do things in an honest, moral way ◦ Are morals universal？ Business Communication (BUS-100) 24/02/2021 18

Planning � Do not try to manipulate or trick your audience. � Persuade your audience, but keep their needs at heart � Why? Business Communication (BUS-100) 24/02/2021 19

3 Step Writing Process � Planning � Writing � Completing Business Communication (BUS-100) 24/02/2021 20

Writing � Direct? Indirect? � Based on audience’s reaction Business Communication (BUS-100) 24/02/2021 21

Writing � When to use Direct approach ◦ When audience is objective ◦ When a message is long ◦ When audience has little time Business Communication (BUS-100) 24/02/2021 22

Writing � Since the purpose is to convince or to change our audience’s mind, we should usually use: � The Indirect Approach Business Communication (BUS-100) 24/02/2021 23

3 Step Writing Process � Planning � Writing � Completing Business Communication (BUS-100) 24/02/2021 24

Completing （完成） � Use the same techniques � Edit for style, content and readability � Correct Errors Business Communication (BUS-100) 24/02/2021 25

Persuasive Strategies （说服性策略） � 4 ◦ ◦ strategies in successful persuasion Framing your argument Balancing your appeals Reinforcing your position Overcoming audience resistance Business Communication (BUS-100) 24/02/2021 26

Persuasive Strategies � 4 ◦ ◦ strategies in successful persuasion Framing your argument Balancing your appeals Reinforcing your position Overcoming audience resistance Business Communication (BUS-100) 24/02/2021 27

Persuasive Strategies � Framing your argument � Similar to indirect approach, but even more involved. � Use the AIDA approach Business Communication (BUS-100) 24/02/2021 28

AIDA approach （AIDA 方式） � AIDA ◦ ◦ – 4 step argument Attention (Opening) Interest (Body) Desire (Body) Action (Closing) Business Communication (BUS-100) 24/02/2021 29

AIDA approach � Attention � Begin persuasive messages with an attention getting statement that is: ◦ Personalised ◦ ‘You’ oriented ◦ Straightforward ◦ Relevant Business Communication (BUS-100) 24/02/2021 30

AIDA approach � Interest ◦ Explain relevance of message ◦ Give more details Business Communication (BUS-100) 24/02/2021 31

AIDA approach � � Desire Second part of your body Provide evidence Explain how change will help audience Answer possible questions in advance Business Communication (BUS-100) 24/02/2021 32

AIDA approach � Action � Closing ◦ Suggest action for readers to take ◦ Repeat audience benefits ◦ Make the action easy Business Communication (BUS-100) 24/02/2021 33

AIDA approach � Perfect for indirect messages � Save main idea for action phase � Can be used in direct messages � Use main idea as attention getter Business Communication (BUS-100) 24/02/2021 34

AIDA approach � To be successful, narrow your focus ◦ Why? � Stick to one goal or objective � One action we want the audience to perform Business Communication (BUS-100) 24/02/2021 35

Persuasive message � Used ◦ ◦ when: We are trying to sell something Asking people to support an idea Asking for an increase in salary Asking your boss to use your ideas Business Communication (BUS-100) 24/02/2021 36

Strategy （策略） � Analyse your purpose � Analyse your audience � Establish Credibility � Be ethical Business Communication (BUS-100) 24/02/2021 37

Credibility （可靠性） � Credibility ◦ This is your capability for being believed because you’re reliable and worthy of confidence. ◦ Credibility = believability Business Communication (BUS-100) 24/02/2021 38

Credibility � � � Use Facts Name sources Be an expert Find common ground Be enthusiastic Be honest Business Communication (BUS-100) 24/02/2021 39

Ethics （道德） � Be ethical � To be ethical is to do things in an honest, moral way � Do not try to trick your audience Business Communication (BUS-100) 24/02/2021 40

AIDA approach � AIDA ◦ ◦ – 4 step argument Attention (Opening) Interest (Body) Desire (Body) Action (Closing) Business Communication (BUS-100) 24/02/2021 41

Persuasive Strategies � 4 ◦ ◦ strategies for successful persuasion Framing your argument Appealing to the audience Supporting your argument Dealing with Resistance Business Communication (BUS-100) 24/02/2021 42

Audience Appeal （吸引观众） � In order to persuade our audience, we must appeal to them in some way � We can appeal to the heart and to the mind Business Communication (BUS-100) 24/02/2021 43

Audience Appeal � Appealing to the audience’s heart is called an: ◦ Emotional Appeal （情感吸引） ◦ This is when we try to persuade our audience by using their feelings Business Communication (BUS-100) 24/02/2021 44

Audience Appeal � Emotional appeals ◦ Use words like: success, value, only, just ◦ This will make your audience comfortable Business Communication (BUS-100) 24/02/2021 45

Audience Appeal � Emotional appeals ◦ Make your audience think your idea is the right thing to do Business Communication (BUS-100) 24/02/2021 46

Audience Appeal � Appealing to the audience’s mind is called a: ◦ Logical appeal ◦ This is when we use evidence and facts to convince our audience Business Communication (BUS-100) 24/02/2021 47

Audience Appeal � Logical Appeals （以逻辑的吸引） ◦ Have plenty of evidence ◦ Don’t attack your opponents ◦ Make sure your claims are true Business Communication (BUS-100) 24/02/2021 48

Persuasive Strategies � 4 ◦ ◦ strategies for successful persuasion Framing your argument Appealing to the audience Supporting your argument Dealing with Resistance Business Communication (BUS-100) 24/02/2021 49

Supporting your argument （支持论点） � Increase your credibility with strong language � Use words that are strong and direct Business Communication (BUS-100) 24/02/2021 50

Supporting your argument （支助理论） � Ask for small changes � Prepare for opposition � Be specific � Create a “win-win” situation � Use stories to make your points Business Communication (BUS-100) 24/02/2021 51

Persuasive Strategies � 4 ◦ ◦ strategies for successful persuasion Framing your argument Appealing to the audience Supporting your argument Dealing with Resistance Business Communication (BUS-100) 24/02/2021 52

Dealing with Resistance（处理阻力） � Present all sides of your argument ◦ The good ◦ The bad � This will increase credibility Business Communication (BUS-100) 24/02/2021 53

Dealing with Resistance � Think about possible objections and think of ways to answer them � This will help make your audience believe you Business Communication (BUS-100) 24/02/2021 54

Persuasive Strategies � These are the four components of a successful persuasive message: ◦ Framing your argument ◦ Appealing to the audience ◦ Supporting your argument ◦ Dealing with Resistance Business Communication (BUS-100) 24/02/2021 55

Types of Messages （短讯总类） � Persuasive Requests � Sales Letters Business Communication (BUS-100) 24/02/2021 56

Types of Messages � Persuasive Requests � Sales Letters Business Communication (BUS-100) 24/02/2021 57

Persuasive Requests （说服性的要求） � When asking for something small, use routine message strategy � When asking for something larger, use the AIDA plan Business Communication (BUS-100) 24/02/2021 58

Persuasive Requests � Keep the request specific and possible � Say the direct and indirect benefits Business Communication (BUS-100) 24/02/2021 59

Persuasive Requests � Begin with an attention grabbing device. � Show the readers that you are concerned and have a reason for making the request Business Communication (BUS-100) 24/02/2021 60

Persuasive Requests � Interest and Desire sections � Gain credibility for you and your request � Make readers believe helping you will solve a problem Business Communication (BUS-100) 24/02/2021 61

Persuasive Requests � Action Section � Once the idea has been shown, provide a specific action including dates, times, etc. Business Communication (BUS-100) 24/02/2021 62

Types of Messages � Persuasive Requests � Sales Letters Business Communication (BUS-100) 24/02/2021 63

Sales Letters （销售信件） � Your purpose is to sell your product � To do this we must highlight features and benefits, obvious right? Business Communication (BUS-100) 24/02/2021 64

Sales Letters � Features = something our product has � Benefits = advantages the user will get Business Communication (BUS-100) 24/02/2021 65

Sales Letters Features Benefits � LCD � You Screen � 100 free text messages � Prints 30 pages per minute � Wireless controllers won`t hurt your eyes � Communicate with friends � Get work done fast � Play games from anywhere in the house Business Communication (BUS-100) 24/02/2021 66

Sales Letters � Use the AIDA approach � Remember the other strategies as well ◦ Appealing to the audience ◦ Supporting your argument ◦ Dealing with Resistance Business Communication (BUS-100) 24/02/2021 67

Sales Letters � Attention: � We want to use an attention getter that gets our reader to read the whole message Business Communication (BUS-100) 24/02/2021 68

Attention （注意） � An interesting question � A sample of the product � A solution to a problem � Your product`s best feature � Anything to get the audience to read the message! Business Communication (BUS-100) 24/02/2021 69

Attention � “How would you like to travel the world? ” � “Here is your free sample of Chanel perfume” � “Tired of being alone? We have the answer to your problem!” � “New software types what you say!” Business Communication (BUS-100) 24/02/2021 70

Interest （吸引） � In the interest section, we must highlight the best feature of our product Business Communication (BUS-100) 24/02/2021 71

Interest � To determine this, ask: ◦ What does the competition offer? ◦ What are buyers looking for? Business Communication (BUS-100) 24/02/2021 72

Interest � Describe the product in detail, focusing on all positive features Business Communication (BUS-100) 24/02/2021 73

Desire （渴望） � Mention the main benefit of your product � Mention other benefits as well (price, convenience, etc. ) Business Communication (BUS-100) 24/02/2021 74

Action （行动） � Ask your readers to do what you want � Convince them to act quickly Business Communication (BUS-100) 24/02/2021 75

Sales Letters � If you are successful, readers will want your product and do what you ask! Business Communication (BUS-100) 24/02/2021 76

Business Ethics （商业道德） � In persuasive messages, as in all kinds of business, we must be ethical and honest � This means following the rules of business Business Communication (BUS-100) 24/02/2021 77

Bad ethics （坏道德） � In sales messages ◦ Lying about your competition ◦ Making false promises ◦ Lying about your product Business Communication (BUS-100) 24/02/2021 78

Bad Ethics in Western Business � � � � Lying Bribery (贿赂) Stealing information Giving gifts (送礼) Accepting gifts Plagiarism Selling bad goods Business Communication (BUS-100) 24/02/2021 79

Ethics � We must follow the ethics of business and do business in an honest way Business Communication (BUS-100) 24/02/2021 80

Business Ethics � We will look at some ethical dilemmas � Dilemma = a difficult choice Business Communication (BUS-100) 24/02/2021 81

Tomorrow � New media communication Business Communication (BUS-100) 24/02/2021 82