writing persuasive messages - nios gorakhpurarunk.com/pdf/presentations/mba sem 2/chap10.pdf ·...

Writing Persuasive Messages

Completing Business Messages

1. Three Step Process

2. Establish Credibility

3. AIDA Model

4. Emotional and Logical Appeals

5. Examples of Persuasive Messages

6. Messages for Social Media

7. Ethics, Legal Compliance and

Etiquette

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 10 - 3

Planning Writing Completing

Analyze Situation

Gather Information

Select Medium

Get Organized

Revise

Produce

Proofread

Distribute

Adapt to

the Audience

Compose

the Message

Three-Step Writing Process

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 10 - 4

Planning the Message

Analyze the Situation

Gather the Information

Select the Medium

Organize the Information

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 10 - 5

Analyze the Situation

Audience

Members

Decision

Makers

Alternative

Positions

Corporate

Culture

Points of

Resistance

Desired

Actions

Clarify Your Purpose

Build Your Case

Express Your Purpose

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 10 - 6

Analyze the Audience

Income

Gender

Education

Other Factors

Demographics

Attitudes

Personality

Lifestyle

Other Factors

Psychographics

Human Needs That Influence Motivation

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 10 - 7

Human Needs That Influence Motivation

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 10 - 8

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 10 - 9

Preparing the Message

Gathering

Information

Selecting

the Medium

Logical

Emotional

Internal Audience

External Audience

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 10 - 10

Organizing the Message

Direct Approach(Deductive)

Indirect Approach(Inductive)

Define the Main Idea

Limit the Scope

Group Major Points

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 10 - 11

Writing the Message

Positive Polite Language

Cultural Differences

Organizational Cultures

Speaker Credibility

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 10 - 12

Completing the Message

Evaluate

the Content

Revise for Clarity

and Conciseness

Evaluate Design

and Delivery

Proofread

the Message

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 10 - 13

Developing Persuasive Messages

Structuring Your Message

Balancing Emotion and Logic

Reinforcing Your Position

Dealing With Resistance

7 Ways to Establish Credibility

1. Use Simple Language

2. Factual Support

3. Share Source of Information

4. Establish Common Ground

5. Being Objective

6. Display Good Intention

7. Avoid “Hard Sell”

SOT

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 10 - 15

InterestAttention

DesireAction

AIDA Model

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 10 - 16

Balance Logic and Emotions

The Message

Feelings

Sympathies

Needs

Analogy

Induction

Deduction

Emotions Logic

Promote Action

Understand Expectations

Overcome Resistance

Sell Your Point of View

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 10 - 17

Examples of Faulty Logic

Simplifying

Issues

Forced Cause

and Effect

Flawed

Analogies

Illogical

Support

Hasty

Generalizations

Circular

Reasoning

Attacking the

Opponent

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 10 - 18

Reinforce Your Position

Figures of Speech

Audience Benefits

Right Timing

Powerful Words

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 10 - 19

Anticipate Objections

Uncover Objections

Involve the Audience

Promote Compromise

Expect Resistance

Checklist: Developing Persuasive Messages

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 10 - 20

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 10 - 21

Examples of PersuasiveMessages

Requests

for Action

Presentation

of Ideas

Claims and

Adjustments

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 10 - 22

Requests for Action

ActionWritten

Request

Gain

Attention

Use Facts,

Figures and Benefits

Make a

Specific Request

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 10 - 23

Presentation of Ideas

Message Focus

Support

Decisions

Expedite

Actions

Encourage

New Attitudes

Reexamine

Opinions

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 10 - 24

Claims and Adjustments

Claim or

Adjustment

Written

Request

State the Problem

Review the Facts

Motivate the Reader

Make Your Request

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 10 - 25

Marketing and Sales Messages

The Competition

Selling Points

and Benefits

The Audience

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 10 - 26

Anticipating Objections

High Price

Inferior Quality

Compatibility

Perceived Risk

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 10 - 27

Applying the AIDA Model

Getting Attention

Building Interest

Increasing Desire

Motivating Action

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 10 - 28

Product Benefits

Inside Information

Evocative Images

News Items

Personal Appeals

Promise of Savings

Common Ground

Product Samples

Problem Solutions

Getting Attention

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 10 - 29

Building Interest

Support Promises

Highlight Key Points

Emphasize Benefits

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 10 - 30

Increasing Desire

Audience Focus

Dynamic Language

Support for Claims

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 10 - 31

Motivating Action

The Next Step

A Sense of Urgency

Professionalism

A Good Impression

Messages for Social Media

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 10 - 32

1. Facilitate Community Building

2. Conversation within Community

3. Identify and Support your

Champions

4. Distribute your Message

5. Use AIDA Model

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 10 - 33

Maintain High Standards

Avoid Manipulation

Use “You” Attitude

Obey the Law

Privacy and Security