Chapter 8 Delivering Persuasive Messages Business Communication 14

Chapter 8 Delivering Persuasive Messages Business Communication, 14 e Lehman and Du. Frene Business Communication, 14 th edition by Lehman and Du. Frene Copyright 2005 by South-Western, a division of Thomson Learning

Chapter 8 Planning a Persuasive Message © Know the product/service/idea well © Use knowledge of receiver to identify an appeal that focuses on receiver benefits © Anticipate and address possible resistance © Know precisely what action you want the receiver to take Business Communication, 14 th edition by Lehman and Du. Frene Copyright 2005 by South-Western, a division of Thomson Learning

Chapter 8 Principles for Effective Persuasion © Keep paragraphs short © Use concrete nouns and active verbs © Use specific language © Keep the spotlight on the receiver © Stress a central selling point or appeal © Use an inductive outline Business Communication, 14 th edition by Lehman and Du. Frene Copyright 2005 by South-Western, a division of Thomson Learning

Chapter 8 Persuasive Outline: When The Receiver Must Be Persuaded A Begin with an attention-getter related to the receiver’s needs I Introduce the product, service, or idea and create interest by stating specific reader benefits D Create desire to respond positively by presenting convincing evidence of the value to be gained A Encourage action by making it easy and restating the main benefit Business Communication, 14 th edition by Lehman and Du. Frene Copyright 2005 by South-Western, a division of Thomson Learning

Chapter 8 Attention Getters Should. . . © Introduce a relationship between the receiver and the product, service, or idea © Focus on a central selling feature that addresses the receiver’s needs © Use an original approach Business Communication, 14 th edition by Lehman and Du. Frene Copyright 2005 by South-Western, a division of Thomson Learning

Chapter 8 Introduction Section Should. . . © Transition logically from the attention getter © Use action-oriented language that helps the receiver sense benefits to be gained from product, service, or idea © Stress a central selling point that addresses the receiver’s needs Business Communication, 14 th edition by Lehman and Du. Frene Copyright 2005 by South-Western, a division of Thomson Learning

Chapter 8 Convincing Evidence Adds Credibility by. . . Business Communication, 14 th edition by Lehman and Du. Frene © Presenting and interpreting factual evidence © Using objective language © Including testimonials, guarantees, and enclosures Copyright 2005 by South-Western, a division of Thomson Learning

Chapter 8 Techniques for Subordinating Price Business Communication, 14 th edition by Lehman and Du. Frene © Introduce price only after creating a desire © Use figures to illustrate price is reasonable or results in savings © Invite comparison of like items © Include the central selling point in the sentence that introduces the price Copyright 2005 by South-Western, a division of Thomson Learning

Chapter 8 Action Ending Should. . . Business Communication, 14 th edition by Lehman and Du. Frene © Make the action clear and simple to complete © Restate the reward for taking action (central selling point) © Provide an incentive for quick action © Ask confidently for action Copyright 2005 by South-Western, a division of Thomson Learning

Chapter 8 E-mail — New Wave of Persuasive Communication © “Opt-in” behavior invites e-mail contact © E-commerce marketer seeks a consumer’s permission to send e-mail communications © Goal is to develop relationships with customers who want to hear about the company’s products, services, or information Business Communication, 14 th edition by Lehman and Du. Frene Copyright 2005 by South-Western, a division of Thomson Learning