Writing Persuasive Messages Prentice Hall 2005 Business Communication
Writing Persuasive Messages © Prentice Hall, 2005 Business Communication Today 1
Three-Step Persuasion Process • Planning • Writing • Completing © Prentice Hall, 2005 Business Communication Today 2
Planning the Message • Analyze the situation • Gather the information • Select the medium • Organize the message © Prentice Hall, 2005 Business Communication Today 3
Analyze the Situation • Clarify your purpose • Express your purpose • Build your case © Prentice Hall, 2005 Business Communication Today 4
Maslow’s Hierarchy of Needs • Survival (physiological) • Safety and security • Social • Esteem and status • Self-actualization © Prentice Hall, 2005 Business Communication Today 5
Analyze the Audience • Demographics • Psychographics – Gender – Personality – Income – Attitudes – Education – Lifestyle © Prentice Hall, 2005 Business Communication Today 6
Preparing the Message • Gathering information – Logical – Emotional • Selecting the medium – Traditional – Electronic © Prentice Hall, 2005 Business Communication Today 7
Organizing the Message • Direct approach • Indirect approach © Prentice Hall, 2005 Business Communication Today 8
Writing the Message • Maintain a “you” attitude • Use positive language • Respect cultural differences • Establish credibility © Prentice Hall, 2005 Business Communication Today 9
Completing the Message • Evaluate the content • Revise for clarify and conciseness • Evaluate design and delivery • Proofread the message © Prentice Hall, 2005 Business Communication Today 10
Developing Persuasive Messages • Employing the AIDA plan • Balancing emotion and logic • Reinforcing your position • Dealing with resistance © Prentice Hall, 2005 Business Communication Today 11
The AIDA Plan • Attention • Interest • Desire • Action © Prentice Hall, 2005 Business Communication Today 12
Balance Logic and Emotions • Promote action • Understand expectations • Overcome resistance • Sell your point of view © Prentice Hall, 2005 Business Communication Today 13
Examples of Faulty Logic • Hasty generalizations • Circular reasoning • Attacking the opponent • Oversimplification • False cause and effect • Faulty analogies • Illogical support © Prentice Hall, 2005 Business Communication Today 14
Reinforce Your Position • Powerful words • Figures of speech • Audience benefits • Right timing © Prentice Hall, 2005 Business Communication Today 15
Anticipate Objections • Expect resistance • Uncover objections • Promote participation © Prentice Hall, 2005 Business Communication Today 16
Common Sales Mistakes • Selling too hard up front • Resisting compromise • Limiting your tactics • Using a “one shot” plan © Prentice Hall, 2005 Business Communication Today 17
Persuasive Messages • Action requests • Persuasive ideas • Claims and adjustments © Prentice Hall, 2005 Business Communication Today 18
Requests for Action • Gain attention • Use facts, figures, and benefits • Make a specific request © Prentice Hall, 2005 Business Communication Today 19
Persuasive Presentations • Message focus – Support decisions – Expedite actions – Encourage new attitudes – Reexamine options © Prentice Hall, 2005 Business Communication Today 20
Claims and Adjustments • State the problem • Review the facts • Motivate the reader • Make your request © Prentice Hall, 2005 Business Communication Today 21
Sales and Sales Messages • Analyze audience • Study competition • Highlight benefits © Prentice Hall, 2005 Business Communication Today 22
Sales Message Strategies • Selling points • Benefits • Legal issues • The AIDA plan © Prentice Hall, 2005 Business Communication Today 23
Anticipating Objections • High price • Poor quality • Comparability • Perceived risk © Prentice Hall, 2005 Business Communication Today 24
Applying the AIDA Model • Getting attention • Building interest • Increasing desire • Motivating action © Prentice Hall, 2005 Business Communication Today 25
Getting Attention News Items Common Ground Product Benefits Personal Appeals Product Samples Inside Information Promise of Savings Problem Solutions Evocative Images © Prentice Hall, 2005 Business Communication Today 26
Building Interest • Support promises • Highlight key points • Emphasize benefits © Prentice Hall, 2005 Business Communication Today 27
Increasing Desire • Use action terms • Discuss pricing • Support your claims © Prentice Hall, 2005 Business Communication Today 28
Motivating Action • Explain the next step • Create a sense of urgency • Include a post script • Apply good judgment © Prentice Hall, 2005 Business Communication Today 29
Maintain High Standards • Analyze the audience • Study the competition • Clarify benefits • Keep the message personal © Prentice Hall, 2005 Business Communication Today 30
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