Chapter 10 Persuasive and Sales Messages Learning Objectives

Chapter 10: Persuasive and Sales Messages

Learning Objectives 1– Strategies for Making Persuasive Requests 2 – Blending the Components of a Persuasive Message 3 – Writing Successful Persuasive Requests 4 – Planning and Composing Effective Sales Messages 5 – Developing Persuasive Press Releases

Strategies for Making persuasive Requests What is Persuasion? § The ability to use argument or discussion in attempting to change an individual's beliefs or actions. § To present information that enables others to see the benefits of what you are offering. § Persuasion doesn’t involve coercion or trickery.

Strategies for Making persuasive Requests § Effective Persuasion Techniques Readers or listeners will be more inclined to accept what you are offering if you focus on the following : - Establish credibility - Make a reasonable precise request - Expect and overcome resistance - Share solutions

Strategies for Making persuasive Requests § The Importance of Tone: How can persuaders improve the tone of their requests? - Avoid sounding preachy or parental - Avoid making threats - Soften your words - Be enthusiastic - Be positive and likeable

Strategies for Making persuasive Requests § Applying the 3 -x-3 Writing process • Analyzing the Purpose • Adapting to the Audience • Researching & Organizing Data

Strategies for Making persuasive Requests § Analyzing the Purpose: - Your purpose establishes the strategy of the message - Know what your purpose is - Know what response you want

Strategies for Making persuasive Requests § Adapting to the Audience: - Learn about your audience members - Search for ways to connect your purpose with their needs or goals. Ex: ( money, power comfort ) - Be ready to answer (Who, What, and Why) questions

Strategies for Making persuasive Requests § Researching & Organizing Data: - Brainstorm and prepare cluster diagrams of your ideas - Organize your data into an appropriate strategy

Blending the Components of a Persuasive Message § Gaining Attention § Building Interest § Reducing Resistance § Motivating Action

Blending the Components of a Persuasive Message § Gaining Attention: Provide : - Personal Experience - A solution to a problem - A “What if ? ” opening - A startling statement

Blending the Components of a Persuasive Message § Building Interest: - Use Facts, Direct benefits, statistics, and examples - make request precise and reasonable - Stress a central selling point

Blending the Components of a Persuasive Message § Reducing Resistance: - Anticipate audience objections - Present counterarguments while emphasizing on benefits - Demonstrate competence

Blending the Components of a Persuasive Message § Motivating Action: - Make the action easy to take - Restate reward for specific action - Motivate quick action

Writing Successful Persuasive Requests § Requesting Favors and Actions § Persuading within Organizations § Complaint Letters

Writing Successful Persuasive Requests § Requesting Favours and Actions: - The use of the indirect pattern is appropriate (delaying the request until after logical reasons have been presented) - emphasize benefits to the reader - Anticipate resistance with explanations - Motivate action

Writing Successful Persuasive Requests § Persuading within Organizations: - Follow the Direct or Indirect pattern - Provide facts by using figures - Present honest arguments - Emphasize how the proposal benefits the business

Writing Successful Persuasive Requests § Complaint Letters: - Make a reasonable request - Present a logical case with clear facts - Adopt a moderate tone; Avoid showing anger - Close with a clear statement of what you want done

Planning and Composing Effective Sales Messages § Applying the 3 -x-3 Writing Process to Sales Messages. § Crafting a Winning Sales Message

Writing Successful Persuasive Requests § Applying the 3 -x-3 Writing Process to Sales Messages: - Study your product or service carefully - Evaluate the competition - Identify your central selling points - Target your message to a selected group

Writing Successful Persuasive Requests § Crafting a Winning Sales Message: - Gain attention with a provocative message. Ex: (startling statement) : let the poor and hungry feed themselves! For just $100 they can - Emphasize the central selling points by using Rational or Emotional appeals

Writing Successful Persuasive Requests § Crafting a Winning Sales Message: - Reduce resistance by building desire for the product. Ex: testimonials, free trials. - Motivate action by offering a gift or incentive, limiting an offer and guaranteeing satisfaction.

Developing Persuasive Press Releases § How to make The release of new information about your company appealing to the media. - Present Important information early. - Appeal to the audience of the target media. - Look and sound credible. - Maintain visual interest.

Bibliography § Nelson education. Business Communication: Process and Product: John Molson School of Business First Custom Edition. Toronto, ON 2010. § ZENOME sub category : < http: //www. zenome. com/directory/index. php? parent. ID=007. 063. 010& desc=10 - >