Chapter 5 Writing Persuasively on Paper and in

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Chapter 5 Writing Persuasively on Paper and in Electronic Formats Roebuck: Improving Business Communication,

Chapter 5 Writing Persuasively on Paper and in Electronic Formats Roebuck: Improving Business Communication, 4 th edition. (c) 2006, Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved.

Learning Objectives • Explain when to use the indirect persuasive writing approach vs. the

Learning Objectives • Explain when to use the indirect persuasive writing approach vs. the direct approach. • Detail the role of credibility. • Define and explain AIDA. • Describe a hook. Roebuck: Improving Business Communication, 4 th edition. (c) 2006, Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved.

Learning Objectives • Compare and contrast emotional and logical appeals. • List the different

Learning Objectives • Compare and contrast emotional and logical appeals. • List the different stages of the collection campaign. • Describe how to increase the effectiveness of your writing. Roebuck: Improving Business Communication, 4 th edition. (c) 2006, Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved.

Types of Persuasive Documents • Letters • Memos • Proposals • Advertisements • Presentations

Types of Persuasive Documents • Letters • Memos • Proposals • Advertisements • Presentations Roebuck: Improving Business Communication, 4 th edition. (c) 2006, Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved.

Credibility • Your Credibility Hinges on the Following Questions: • Do you appear trustworthy?

Credibility • Your Credibility Hinges on the Following Questions: • Do you appear trustworthy? • Do you have expertise and knowledge? • Do you appear dynamic and excited about your proposal? • Will your reader identify with your message? Roebuck: Improving Business Communication, 4 th edition. (c) 2006, Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved.

Writing Persuasively l Use the AIDA Approach: • Attention • Interest • Desire •

Writing Persuasively l Use the AIDA Approach: • Attention • Interest • Desire • Action Roebuck: Improving Business Communication, 4 th edition. (c) 2006, Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved.

Writing Persuasively • When You Write Persuasively, Try to: • Sell • Convince •

Writing Persuasively • When You Write Persuasively, Try to: • Sell • Convince • Motivate • Create interest Roebuck: Improving Business Communication, 4 th edition. (c) 2006, Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved.

Ways to Gain Attention 1. Make an unusual, suspenseful, or startling statement. 2. Refer

Ways to Gain Attention 1. Make an unusual, suspenseful, or startling statement. 2. Refer to a familiar event or timely concern. 3. Use a rhetorical question. 4. Use a quote. F. Stanford Wayne and David P. Dauwalder, Communicating in Business (Burr Ridge, IL: Austin Press Irwin, 1994), pp. 265– 266. Roebuck: Improving Business Communication, 4 th edition. (c) 2006, Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved.

Ways to Gain Attention 5. Tell a story. 6. State a problem and promise

Ways to Gain Attention 5. Tell a story. 6. State a problem and promise to solve it. 7. Relate to reader’s product or service needs. F. Stanford Wayne and David P. Dauwalder, Communicating in Business (Burr Ridge, IL: Austin Press Irwin, 1994), pp. 265– 266. Roebuck: Improving Business Communication, 4 th edition. (c) 2006, Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved.

Other Ways to Gain Attention • Make a strong claim. • Use a short,

Other Ways to Gain Attention • Make a strong claim. • Use a short, punchy sentence. • Use some statistics. Roebuck: Improving Business Communication, 4 th edition. (c) 2006, Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved.

Desire • Emotional Appeal • • Stir up various types of feelings in the

Desire • Emotional Appeal • • Stir up various types of feelings in the reader. Logical Appeal • Use logic emphasizing high benefits for relatively low cost. Roebuck: Improving Business Communication, 4 th edition. (c) 2006, Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved.

Psychology of Persuasion l Always state the other person’s case first. l Give the

Psychology of Persuasion l Always state the other person’s case first. l Give the customer something for free. l Give pieces of evidence to support your stand. l Declare the whole thing an even issue. l Let the customer make the decision. Roebuck: Improving Business Communication, 4 th edition. (c) 2006, Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved.

The faster you can persuade the other person to decide, the more likely you

The faster you can persuade the other person to decide, the more likely you are to get what you want. • Secret of Power Persuasion by Roger Dawson Roebuck: Improving Business Communication, 4 th edition. (c) 2006, Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved.

E-Mail Sales Message Techniques • • Be selective. Make sure you have permission to

E-Mail Sales Message Techniques • • Be selective. Make sure you have permission to send e-mail marketing messages. Use the receiver’s name. Write a strong subject line. Keep the message short, conversational, and focused. Roebuck: Improving Business Communication, 4 th edition. (c) 2006, Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved.

E-Mail Sales Message Techniques • • • Never begin with thank you. Make a

E-Mail Sales Message Techniques • • • Never begin with thank you. Make a strong offer. Motivate a response. Provide a means for being removed from the mailing list. Do not give prospects reasons to disqualify you. Roebuck: Improving Business Communication, 4 th edition. (c) 2006, Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved.

Collection Letters • The collection campaign may follow four steps: • • Friendly reminder

Collection Letters • The collection campaign may follow four steps: • • Friendly reminder Stronger reminder Discussion letter Urgent appeal Roebuck: Improving Business Communication, 4 th edition. (c) 2006, Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved.

Credit Customers • Three Classes of Credit Customers: • • • Good pay —

Credit Customers • Three Classes of Credit Customers: • • • Good pay — reliable Good pay but slow — careless but rarely dishonest Uncertain — unreliable and somewhat dishonest Roebuck: Improving Business Communication, 4 th edition. (c) 2006, Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved.

Appeal to • Fairness • Cooperation • Self-respect Roebuck: Improving Business Communication, 4 th

Appeal to • Fairness • Cooperation • Self-respect Roebuck: Improving Business Communication, 4 th edition. (c) 2006, Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved.

Superior/Subordinate Messages • Use the direct approach to save time and immediately satisfy your

Superior/Subordinate Messages • Use the direct approach to save time and immediately satisfy your reader’s curiosity. • Present your recommendation along with the criteria or a brief explanation in your opening paragraph. Roebuck: Improving Business Communication, 4 th edition. (c) 2006, Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved.

Effective Writing Strategies • Choose effective, colorful words. • Write effective, readable sentences. •

Effective Writing Strategies • Choose effective, colorful words. • Write effective, readable sentences. • Use appropriate paragraphs. • Emphasize your ideas. Roebuck: Improving Business Communication, 4 th edition. (c) 2006, Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved.

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