© Prentice Hall, 2005 Business Communication TodayChapter 9 - 1 Writing Persuasive Messages.

© Prentice Hall, 2005 Business Communication Today Chapter 9 - 1

Writing Writing Persuasive Persuasive MessagesMessages

© Prentice Hall, 2005 Business Communication Today Chapter 9 - 2

Three-Step Three-Step Persuasion ProcessPersuasion Process

• Planning

• Writing

• Completing

© Prentice Hall, 2005 Business Communication Today Chapter 9 - 3

Planning the MessagePlanning the Message

• Analyze the situation

• Gather the information

• Select the medium

• Organize the message

© Prentice Hall, 2005 Business Communication Today Chapter 9 - 4

Analyze the SituationAnalyze the Situation

• Clarify your purpose

• Express your purpose

• Build your case

© Prentice Hall, 2005 Business Communication Today Chapter 9 - 5

Maslow’s Maslow’s Hierarchy of NeedsHierarchy of Needs

• Survival (physiological)

• Safety and security

• Social

• Esteem and status

• Self-actualization

© Prentice Hall, 2005 Business Communication Today Chapter 9 - 6

Analyze the AudienceAnalyze the Audience

• Demographics

– Gender

– Income

– Education

• Psychographics

– Personality

– Attitudes

– Lifestyle

© Prentice Hall, 2005 Business Communication Today Chapter 9 - 7

Preparing the MessagePreparing the Message

• Gathering information

– Logical

– Emotional

• Selecting the medium

– Traditional

– Electronic

© Prentice Hall, 2005 Business Communication Today Chapter 9 - 8

Organizing the MessageOrganizing the Message

• Direct approach

• Indirect approach

© Prentice Hall, 2005 Business Communication Today Chapter 9 - 9

Writing the MessageWriting the Message

• Maintain a “you” attitude

• Use positive language

• Respect cultural differences

• Establish credibility

© Prentice Hall, 2005 Business Communication Today Chapter 9 - 10

Completing the MessageCompleting the Message

• Evaluate the content

• Revise for clarify and conciseness

• Evaluate design and delivery

• Proofread the message

© Prentice Hall, 2005 Business Communication Today Chapter 9 - 11

Developing Developing Persuasive MessagesPersuasive Messages

• Employing the AIDA plan

• Balancing emotion and logic

• Reinforcing your position

• Dealing with resistance

© Prentice Hall, 2005 Business Communication Today Chapter 9 - 12

The AIDA PlanThe AIDA Plan

• Attention

• Interest

• Desire

• Action

© Prentice Hall, 2005 Business Communication Today Chapter 9 - 13

Balance Logic and Balance Logic and EmotionsEmotions

• Promote action

• Understand expectations

• Overcome resistance

• Sell your point of view

© Prentice Hall, 2005 Business Communication Today Chapter 9 - 14

Examples of Faulty LogicExamples 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 Chapter 9 - 15

Reinforce Your PositionReinforce Your Position

• Powerful words

• Figures of speech

• Audience benefits

• Right timing

© Prentice Hall, 2005 Business Communication Today Chapter 9 - 16

Anticipate ObjectionsAnticipate Objections

• Expect resistance

• Uncover objections

• Promote participation

© Prentice Hall, 2005 Business Communication Today Chapter 9 - 17

Common Sales MistakesCommon Sales Mistakes

• Selling too hard up front

• Resisting compromise

• Limiting your tactics

• Using a “one shot” plan

© Prentice Hall, 2005 Business Communication Today Chapter 9 - 18

Persuasive MessagesPersuasive Messages

• Action requests

• Persuasive ideas

• Claims and adjustments

© Prentice Hall, 2005 Business Communication Today Chapter 9 - 19

Requests for ActionRequests for Action

• Gain attention

• Use facts, figures, and benefits

• Make a specific request

© Prentice Hall, 2005 Business Communication Today Chapter 9 - 20

Persuasive PresentationsPersuasive Presentations

• Message focus

– Support decisions

– Expedite actions

– Encourage new attitudes

– Reexamine options

© Prentice Hall, 2005 Business Communication Today Chapter 9 - 21

Claims and AdjustmentsClaims and Adjustments

• State the problem

• Review the facts

• Motivate the reader

• Make your request

© Prentice Hall, 2005 Business Communication Today Chapter 9 - 22

Sales and Sales Sales and Sales MessagesMessages

• Analyze audience

• Study competition

• Highlight benefits

© Prentice Hall, 2005 Business Communication Today Chapter 9 - 23

Sales Message Sales Message StrategiesStrategies

• Selling points

• Benefits

• Legal issues

• The AIDA plan

© Prentice Hall, 2005 Business Communication Today Chapter 9 - 24

Anticipating ObjectionsAnticipating Objections

• High price

• Poor quality

• Comparability

• Perceived risk

© Prentice Hall, 2005 Business Communication Today Chapter 9 - 25

Applying the AIDA ModelApplying the AIDA Model

• Getting attention

• Building interest

• Increasing desire

• Motivating action

© Prentice Hall, 2005 Business Communication Today Chapter 9 - 26

Getting AttentionGetting Attention

ProductProduct BenefitsBenefits

InsideInsideInformationInformation

EvocativeEvocativeImagesImages

News ItemsNews Items

Personal Personal AppealsAppeals

Promise ofPromise ofSavingsSavings

CommonCommonGroundGround

ProductProductSamplesSamples

ProblemProblemSolutionsSolutions

© Prentice Hall, 2005 Business Communication Today Chapter 9 - 27

Building InterestBuilding Interest

• Support promises

• Highlight key points

• Emphasize benefits

© Prentice Hall, 2005 Business Communication Today Chapter 9 - 28

Increasing DesireIncreasing Desire

• Use action terms

• Discuss pricing

• Support your claims

© Prentice Hall, 2005 Business Communication Today Chapter 9 - 29

Motivating ActionMotivating Action

• Explain the next step

• Create a sense of urgency

• Include a post script

• Apply good judgment

© Prentice Hall, 2005 Business Communication Today Chapter 9 - 30

Maintain High StandardsMaintain High Standards

• Analyze the audience

• Study the competition

• Clarify benefits

• Keep the message personal