mcgraw-hill/irwin ppt module 12 persuasive messages ©2007, the mcgraw-hill companies, all rights...
TRANSCRIPT
McGraw-Hill/Irwin
PPTPPT
Module 12Module 12
Persuasive Messages
Persuasive Messages
©2007, The McGraw-Hill Companies, All Rights Reserved.
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Persuasive MessagesPersuasive MessagesPersuasive MessagesPersuasive Messages
To learn how toTo learn how to Choose and implement a persuasive Choose and implement a persuasive
strategy.strategy. Write effective subject lines for Write effective subject lines for
persuasive messages.persuasive messages. Organize persuasive messages.Organize persuasive messages. Identify and overcome objections.Identify and overcome objections.
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Persuasive MessagesPersuasive MessagesPersuasive MessagesPersuasive Messages
To learn how toTo learn how to Write common kinds of persuasive Write common kinds of persuasive
messages.messages. Continue to analyze business Continue to analyze business
communication situations.communication situations.
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Persuasive MessagesPersuasive MessagesPersuasive MessagesPersuasive Messages
Start by answering these questions:Start by answering these questions: What is the best persuasive strategy?What is the best persuasive strategy? What is the best subject line for a What is the best subject line for a
persuasive message?persuasive message? How should I organize persuasive How should I organize persuasive
messages?messages? How do I identify and overcome How do I identify and overcome
objections?objections?
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Persuasive MessagesPersuasive MessagesPersuasive MessagesPersuasive Messages
Start by answering these questions:Start by answering these questions: What other techniques can make my What other techniques can make my
messages more persuasive?messages more persuasive? What are the most common kinds of What are the most common kinds of
persuasive messages?persuasive messages? How can PAIBOC help me write How can PAIBOC help me write
persuasive messages?persuasive messages?
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Kinds of Persuasive MessagesKinds of Persuasive MessagesKinds of Persuasive MessagesKinds of Persuasive Messages
Orders and RequestsOrders and Requests
Proposals and RecommendationsProposals and Recommendations
Sales and Fund-Raising LettersSales and Fund-Raising Letters
Job Application LettersJob Application Letters
Reports (if they recommend Reports (if they recommend action)action)
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Persuasive MessagesPersuasive MessagesPersuasive MessagesPersuasive Messages
Primary PurposesPrimary Purposes
To have the reader act.To have the reader act.
To provide enough information so To provide enough information so the reader knows exactly what to do.the reader knows exactly what to do.
To overcome any objections that To overcome any objections that might prevent or delay action.might prevent or delay action.
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Persuasive MessagesPersuasive Messages continuedcontinuedPersuasive MessagesPersuasive Messages continuedcontinued
Secondary PurposesSecondary Purposes
To build a good image of the writer.To build a good image of the writer.
To build a good image of the writer’s To build a good image of the writer’s organization.organization.
To cement a good relationship To cement a good relationship between the writer and reader.between the writer and reader.
To reduce or eliminate future To reduce or eliminate future correspondence on the same matter.correspondence on the same matter.
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Direct RequestsDirect RequestsDirect RequestsDirect Requests
Use whenUse when The audience will do as you ask The audience will do as you ask
without resistance.without resistance.
You need a response only from You need a response only from people willing to act.people willing to act.
The audience is busy and may not The audience is busy and may not read all messages.read all messages.
Your organization’s culture prefers Your organization’s culture prefers them.them.
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Direct Requests Direct Requests continuedcontinuedDirect Requests Direct Requests continuedcontinued
Follow this pattern.Follow this pattern. Consider asking immediately for the Consider asking immediately for the
information or service you want.information or service you want.
Give readers all the information and Give readers all the information and details they need to act on the details they need to act on the request.request.
Ask for the action you want.Ask for the action you want.
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Problem-Solving MessagesProblem-Solving MessagesProblem-Solving MessagesProblem-Solving Messages
Use whenUse when
The audience is likely to object.The audience is likely to object. You need action from everyone.You need action from everyone. You trust the audience to read the You trust the audience to read the
entire message.entire message. You expect logic to be more You expect logic to be more
important than emotion in the important than emotion in the decision.decision.
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Problem-Solving Messages Problem-Solving Messages continuedcontinued
Problem-Solving Messages Problem-Solving Messages continuedcontinued
Follow this patternFollow this pattern Describe the problem you both Describe the problem you both
share.share. Give the details of the problem.Give the details of the problem. Explain the solution to the problem.Explain the solution to the problem. Show that any negative elements Show that any negative elements
are outweighed by advantages.are outweighed by advantages. Summarize any additional benefits.Summarize any additional benefits. Ask for the action you want.Ask for the action you want.
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Overcoming ObjectionsOvercoming ObjectionsOvercoming ObjectionsOvercoming Objections
Specify how much time/money is Specify how much time/money is required.required.
Put the time/money in the context Put the time/money in the context of the benefits they bring.of the benefits they bring.
Show that money spent now saves Show that money spent now saves money later.money later.
Show benefits to another group or Show benefits to another group or cause.cause.
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Overcoming Objections Overcoming Objections continuedcontinuedOvercoming Objections Overcoming Objections continuedcontinued
Show that sacrifice is needed for a Show that sacrifice is needed for a higher goal.higher goal.
Show that advantages outweigh Show that advantages outweigh disadvantages.disadvantages.
Turn a disadvantage into an Turn a disadvantage into an opportunity.opportunity.