Writing Persuasive Messages
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