Business Communication: Process and Product, 8e Mary Ellen Guffey and Dana Loewy Instructor PowerPoint Library, 8e 10 Persuasive and Sales Messages © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 10, Slide 1
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Business Communication:Process and Product, 8e
Mary Ellen Guffey and Dana Loewy
Instructor PowerPoint Library, 8e
10 Persuasive and Sales Messages
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Ch. 10, Slide 1
Learning Objective 1
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Ch. 10, Slide 2
Explain digital-age persuasion, identify effective persuasive techniques, and apply the 3-x-3 writing process to persuasive messages in print and online.
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Ch. 10, Slide 3
Understanding Persuasion in the Digital Age
Persuasive skills are ever more important:
• Leaner corporate hierarchies
• Blurring lines of authority
• Reliance on teams• Savvy, well-informed
consumers
Many managers try to influence others instead of issuing commands.
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Ch. 10, Slide 4
What is Persuasion?
Persuasion is “a symbolic process in which communicators try to convince other people to change their attitudes or behaviors regarding an issue through the transmission of a message in an atmosphere of free choice.”
-- Richard M. Perloff
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Ch. 10, Slide 5
Perloff’s Five Components of Persuasion
Is a symbolic process
Involves an attempt to influence
Is self-persuasion
Involves transmitting a
message
Requires free choice
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Ch. 10, Slide 6
Six Basic Principles That Direct Human Behavior
Reciprocation
Commitment
Social Proof
Liking
Authority
Scarcity
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Ch. 10, Slide 7
How Has Persuasion Changed in the Digital Age?
• The volume and reach of persuasive messages have exploded.
• Persuasive messages spread at warp speed.
• Organizations of all stripes are in the persuasion business.
• Persuasive techniques are more subtle and misleading.
• Persuasion is more complex and impersonal.
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Ch. 10, Slide 8
Effective Persuasion Techniques
Establishing credibility
Making a reasonable,
specific request
Tying facts to benefits
Recognizing the power of loss
Expecting and overcoming resistance
Sharing solutions and compromising
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Ch. 10, Slide 9
Applying the 3-x-3 Writing Process to Persuasive Messages
Phase 1: Analyze,
Anticipate, Adapt
What do you want the receiver to do or think?
Does the receiver need to be persuaded?
How can you adapt your message to appeal to this receiver?
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Ch. 10, Slide 10
Applying the 3-x-3 Writing Process to Persuasive Messages
Phase 2: Research,
Organize, Compose
What information do you need? Where can you locate it?
Which strategy is better –direct or indirect?
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Ch. 10, Slide 11
Applying the 3-x-3 Writing Process to Persuasive Messages
Phase 3: Revise,
Proofread, Evaluate
Is the message clear and concise?
Is the message conversational?
Are format, grammar, and mechanics correct?
Will the message achieve its purpose?
Learning Objective 2
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Ch. 10, Slide 12
Describe the traditional four-part AIDA strategy for creating successful persuasive messages, and apply the four elements to effective and ethical business messages.
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Ch. 10, Slide 13
Persuading With AIDA
Attention
Interest
Desire
Action
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Ch. 10, Slide 14
AIDA – Gaining Attention
1 Summary of problem
2 Unexpected statement
3 Reader benefit
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Ch. 10, Slide 15
AIDA – Gaining Attention
4 Compliment
5 Related facts
6 Stimulating question
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Ch. 10, Slide 16
AIDA – Building Interest
1 Facts, figures
2 Expert opinions
3 Examples
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Ch. 10, Slide 17
AIDA – Building Interest
4 Specific details
5 Direct benefits
6 Indirect benefits
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Ch. 10, Slide 18
AIDA – Eliciting Desire
1 Reduce resistance
2 Anticipate objections
3 Offer counterarguments
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Ch. 10, Slide 19
AIDA – Eliciting Desire
4 Use What if?scenarios
5 Demonstrate competence
6 Show value of proposal
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Ch. 10, Slide 20
AIDA – Prompting Action
1 Describe specific request
2 Sound confident
3 Make action easy to take
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Ch. 10, Slide 21
AIDA – Prompting Action
4 Offer incentive or gift
5 Don’t provide excuses
6 Repeat main benefits
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Ch. 10, Slide 22
Being an Ethical Persuader
Build Credibility:
1 Be truthful and believable.
2 Stick to the facts and don’t exaggerate.
3 Don’t manipulate or mislead.
4 Don’t omit crucial information.
5 Don’t provide deceptive emphasis.
Learning Objective 3
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Ch. 10, Slide 23
Craft persuasive messages that request actions, make claims, and deliver complaints.
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Ch. 10, Slide 24
Using the AIDA Strategy in Requests, Claims, and Complaints
Prewrite
Who cares?
What’s in it for you?What’s
in it for me?
Why should I?
Determine your purpose. Know exactly what
you want to achieve. Anticipate the reaction of
your audience. Remember that the receiver is
thinking:
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Ch. 10, Slide 25
Using the AIDA Strategy in Requests, Claims, and Complaints
Gain Attention
• Use the indirect strategy rather than blurting out the request immediately.
• Begin with a problem description, unexpected statement, reader benefit, compliment, related facts, or stimulating question to grab attention.
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Ch. 10, Slide 26
Using the AIDA Strategy in Requests, Claims, and Complaints
Build Interest
• Convince the audience that your request is reasonable.
• Develop interest by using facts, statistics, examples, testimonials, and specific details.
• Establish your credibility, if necessary, by explaining your background and expertise. Use testimonials, expert opinions, or research if necessary.
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Ch. 10, Slide 27
Using the AIDA Strategy in Requests, Claims, and Complaints
Build Interest• Support your request by tying
facts to direct benefits (increased profits, more efficient operations, better customer relations, saving money, a returned favor) or indirect benefits (improving the community, giving back to the profession, helping the environment).
• In claims and complaints, be objective but prove the validity of your request.
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Ch. 10, Slide 28
Using the AIDA Strategy in Requests, Claims, and Complaints
Elicit Desire and Reduce Resistance
• Anticipate objections to your request by using What if? scenarios and provide compelling counterarguments.
• Demonstrate credibility and competence.
• In claims and complaints, use a moderate, unemotional tone.
What if…?
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Ch. 10, Slide 29
Using the AIDA Strategy in Requests, Claims, and Complaints
Motivate Action
• Make a precise request that spells out exactly what you want done.
• Add a deadline date if necessary.
• Repeat a key benefit, provide additional details, or offer an incentive. Express appreciation.
• Be confident without seeming pushy.
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Ch. 10, Slide 30
Focusing on Benefits in Persuasive Requests
Direct Benefit:
If you accept our invitation to speak, you will
have an audience of 50
potential customers for our
products.
Indirect Benefit:
Your appearance
would prove your professionalism
and make us grateful for your willingness to
give something back to the profession.
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Ch. 10, Slide 31
“Before” – Ineffective Request
Dear Dr. Thomas:
Because you know Atlanta and live here in our town, we thought about asking you to speak at our GSU Business Awards banquet April 28.
A few students on campus have read and admired your book Beyond Race and Gender, which appeared last spring and became a bestseller across the nation. We were amazed that a local author is now the nation’s diversity management guru. But what exactly did you mean when you said that America is no longer a melting pot of ethnic groups—it’s an “American mulligan stew”?
Georgia State University doesn’t have any funds for honoraria, so we can invite only local speakers. The Reverend James R. Jones and Vice Mayor Rebecca A. Timmons were speakers in the past. Our awards banquet gets started at 6 p.m. with a social hour, followed by dinner at 7 and the speaker from 8:30 until 9. If you require, we can arrange transportation for you and your guest.
Although you are a very busy person, we hope you will agree to this invitation. Thank you in advance. Please notify our advisor, Professor Alexa North.
Sincerely yours,
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Ch. 10, Slide 32
“After” – Improved Request
Dear Dr. Thomas:
Your book Beyond Race and Gender stimulated provocative discussion across the nation and on our campus when it first appeared last spring.
Business students at Georgia State University now consider you the nation’s diversity management guru, and for that reason they asked me to use all my powers of persuasion in this invitation. Because we admire your work, we would like you to be our keynote speaker at the GSU Business Awards banquet April 28.
As students at an urban campus in a metropolitan area, we are keenly aware of diversity issues. In your words, America is no longer a melting pot of ethnic groups; it is now an “American mulligan stew.” We would like to hear more about the future workforce and how managers can maximize the contribution of all employees.
Although we can’t offer you an honorarium, we can promise you a fine dinner at the GSU Faculty Club and an eager and appreciative audience of over 100 business students and faculty. Speakers in the past have included the Reverend James R. Jones and Vice Mayor Rebecca A. Timmons.
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Ch. 10, Slide 33
“After” – Improved Request (continued)
Dr. Thomas Page 2 Current date
The evening includes a social hour at 6 p.m., dinner at 7 p.m., and your remarks from 8:30 until 9. So that you won’t have to worry about transportation or parking, we will arrange a limousine for you and your guest.
Please make this our most memorable banquet yet. Just call our adviser, Professor Alexa North, at 356-9910 before April 5 to accept this invitation.
Sincerely yours,
Learning Objective 4
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Ch. 10, Slide 34
Understand interpersonal persuasion at work and write persuasive messages within organizations.
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Ch. 10, Slide 35
Persuasion in Digital-Age Organizations
Managers no longer serve as
primary information providers.
Many supervisors view themselves as collaborators and mentors.
Executives increasingly rely on persuasion to achieve buy-in
from subordinates.
Ch. 10, Slide 36
Persuasion in Digital-Age Organizations
Shift in authority is affecting the strategies and tone of workplace
persuasive messages.
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Ch. 10, Slide 37
Persuading Employees: Messages Flowing Downward
Persuasive requests may include the following:
• Participating in volunteer projects
• Joining programs to stop smoking, lose weight, or start exercising
Ch. 10, Slide 38
Persuading Employees: Messages Flowing Downward
Instructions or directives moving downward from supervisors usually require little persuasion.
BUT:Paying attention to tone is necessary.
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Ch. 10, Slide 39
Persuading the Boss: Messages Flowing Upward
• Focus on evidence such as facts and figures.
• If possible, quantify the benefits of your idea in dollar terms.
• Be confident and even-handed when pitching your idea.
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Ch. 10, Slide 40
Persuading the Boss: Messages Flowing Upward
BUT:Be sensitive to tone; use words such as suggest and recommend, not you must or we should.
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Learning Objective 5
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Ch. 10, Slide 41
Create effective and ethical direct-mail and e-mail sales messages.
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Ch. 10, Slide 42
Creating Persuasive Sales Messages in Print and Online
Prewrite: Analyze your product or service.
What makes it special?1
What central points should you emphasize?2
How does it compare with the competition?3
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Ch. 10, Slide 43
Creating Persuasive Sales Messages in Print and Online
Prewrite: Profile your audience.
How will this product or service benefit the audience?
1
What do you want the audience to do?2
Increase the response rate by targeting your audience through selected database mailing lists.
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Ch. 10, Slide 44
Creating Persuasive Sales Messages in Print and Online
Gain Attention
Describe a product feature, present testimonials, make a startling statement, or show the reader in an action setting.
1
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Ch. 10, Slide 45
Creating Persuasive Sales Messages in Print and Online
Gain Attention
Offer something valuable, promise a significant result, or describe a product feature.
2
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Ch. 10, Slide 46
Creating Persuasive Sales Messages in Print and Online
Gain Attention
Suggest a solution to a problem, offer a relevant anecdote, use the receiver’s name, or mention a meaningful current event.
3
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Ch. 10, Slide 47
Creating Persuasive Sales Messages in Print and Online
Build Interest
Describe the product in terms of what it does for the reader: Show how the product or service saves or makes money, reduces effort, improves health, produces pleasure, or boosts status.
1
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Ch. 10, Slide 48
Creating Persuasive Sales Messages in Print and Online
Elicit Desire, Reduce Resistance
Counter anticipated reluctance with attractive warranties, trial offers, free samples, money-back guarantees, or testimonials.
1
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Ch. 10, Slide 49
Creating Persuasive Sales Messages in Print and Online
Elicit Desire, Reduce Resistance
Build credibility with results of performance tests, polls, or awards.
2
If price is not a selling feature, describe it in small units, show it as savings, or tell how it compares favorably with the competition.
3
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Ch. 10, Slide 50
Creating Persuasive Sales Messages in Print and Online
Motivate Action
Close by repeating a central selling point with clear instructions for easy action.
1
Prompt the reader to act immediately with a gift, incentive, limited offer, or deadline.
2
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Ch. 10, Slide 51
Creating Persuasive Sales Messages in Print and Online
Motivate Action
Put the strongest motivator in a postscript.
3
Make it easy to respond.
4
In e-mails, include an opportunity to opt out.5
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Ch. 10, Slide 52
Direct Mail or E-Mail?
Direct mail offers a higher response rate than e-mail.
1
Some Characteristics
Direct mail can be personalized and carries a more complete message.
2
Direct mail is expensive compared to e-mail.
3
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Ch. 10, Slide 53
Direct Mail or E-Mail?
E-mail is the No. 1 marketing medium, ahead of direct mail.
4
Some Characteristics
E-marketers can distribute a promotion faster than traditional messages.
5
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Ch. 10, Slide 54
Writing Successful E-Mail Sales Messages
Craft a catchy subject line.1
Keep the main information “above the fold.”
2
Make the message short, conversational, and focused.
3
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Ch. 10, Slide 55
Writing Successful E-Mail Sales Messages
Convey urgency.4
Sprinkle testimonials throughout the copy.
5
Provide a means for opting out.
6
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Ch. 10, Slide 56
Writing Short Persuasive Messages Online
Business communicators use social media to promote their businesses, further their causes, and build their online personas—not primarily for overt selling.
1
Many of the principles of persuasion also apply to micromessages (online posts or tweets) although only parts of the AIDA strategy may be used.
2
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Ch. 10, Slide 57
Types of Persuasive Posts and Tweets
Updates of events,
experiences, thoughts, and
exploits
Promotional offers such as an invitation to participate in
games
Announcements of interesting
events, publications,
and media links
Learning Objective 6
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Ch. 10, Slide 58
Apply basic techniques in developing persuasive press releases.
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Ch. 10, Slide 59
What Are Press Releases?
Press (news) releases announce important information to the media, traditional or digital:
new products management changes new facilities sponsorships community projects awards given or
received joint ventures donation seminars demonstrations
Ch. 10, Slide 60
The Purpose of Press Releases
Organizations hope that the media will pick up the news and provide good publicity.
BUT:Purely self-serving or promotional information is not appealing to editors and producers.
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Ch. 10, Slide 61
Developing Persuasive Press Releases
Open with an attention-getting lead or a summary of the important facts.
Include answers to the five Ws and one H (who, what, when, where, why, and how) in the article—but not all in the first sentence!
Appeal to the audience of the target media. Emphasize reader benefits written in the style of the focus publication or newscast.
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Ch. 10, Slide 62
Developing Persuasive Press Releases
Insert intriguing and informative quotations of chief decision makers to lend the news release credibility.
Present the most important information early, followed by supporting information. Don’t put your best ideas last because the may be chopped off or ignored.
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Ch. 10, Slide 63
Developing Persuasive Press Releases
Make the document readable and visually appealing. Limit the text to one or two double-spaced pages with attractive formatting.
Look and sound credible—no typos, no imaginative spelling or punctuation, no factual errors.
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Ch. 10, Slide 64
END
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