Writing Persuasive Messages

Report
Writing
Persuasive Messages
© Prentice Hall, 2008
Excellence in Business Communication, 8e
Chapter 10 - 1
The Three-Step Process
• Planning
• Writing
• Completing
© Prentice Hall, 2008
Excellence in Business Communication, 8e
Chapter 10 - 2
Planning the Message
• Analyze the situation
• Gather the information
• Select the right medium
• Organize your information
© Prentice Hall, 2008
Excellence in Business Communication, 8e
Chapter 10 - 3
Analyze the Situation
• Clarify your purpose
• Express your purpose
• Build your case
© Prentice Hall, 2008
Excellence in Business Communication, 8e
Chapter 10 - 4
Analyze the Audience
• Demographics
• Psychographics
– Gender
– Personality
– Income
– Attitudes
– Education
– Lifestyle
© Prentice Hall, 2008
Excellence in Business Communication, 8e
Chapter 10 - 5
Consider Motivation
• Needs
• Actions
• Outcomes
© Prentice Hall, 2008
Excellence in Business Communication, 8e
Chapter 10 - 6
Preparing the Message
• Gathering information
– Logical
– Emotional
• Selecting the medium
– Internal audience
– External audience
© Prentice Hall, 2008
Excellence in Business Communication, 8e
Chapter 10 - 7
Organizing the Message
• Define the main idea
• Limit the scope
• Choose the approach
• Group the points
© Prentice Hall, 2008
Excellence in Business Communication, 8e
Chapter 10 - 8
Writing the Message
• Use the “You” attitude
• Use positive, polite language
• Respect cultural differences
• Understand organizational structures
© Prentice Hall, 2008
Excellence in Business Communication, 8e
Chapter 10 - 9
Establishing Credibility
• Using simple language
• Supporting the message with facts
• Identifying your sources
• Establishing common ground
• Being objective
• Displaying good intentions
• Avoiding the “hard sell”
© Prentice Hall, 2008
Excellence in Business Communication, 8e
Chapter 10 - 10
Completing the Message
• Review the content
• Revise for clarify and conciseness
• Evaluate design and delivery
• Proofread the message
© Prentice Hall, 2008
Excellence in Business Communication, 8e
Chapter 10 - 11
Developing Persuasive
Messages
• Structuring your message
• Balancing logic and emotion
• Reinforcing your position
• Dealing with resistance
© Prentice Hall, 2008
Excellence in Business Communication, 8e
Chapter 10 - 12
The AIDA Model
• Attention
• Interest
• Desire
• Action
© Prentice Hall, 2008
Excellence in Business Communication, 8e
Chapter 10 - 13
Balance Logic and Emotions
• Consider four factors:
– The actions you hope to motivate
– Your reader’s expectations
– The degree of resistance you must
overcome
– How far you feel empowered to sell your
point of view
© Prentice Hall, 2008
Excellence in Business Communication, 8e
Chapter 10 - 14
Examples of Faulty Logic
• Hasty generalizations
• Circular reasoning
• Attacking the opponent
• Oversimplification
• False cause and effect
• Faulty analogies
• Illogical support
© Prentice Hall, 2008
Excellence in Business Communication, 8e
Chapter 10 - 15
Reinforce Your Position
• Powerful words
• Figures of speech
• Audience benefits
• Right timing
© Prentice Hall, 2008
Excellence in Business Communication, 8e
Chapter 10 - 16
Anticipate Objections
• Expect resistance
• Uncover objections
• Involve the audience
• Be willing to compromise
© Prentice Hall, 2008
Excellence in Business Communication, 8e
Chapter 10 - 17
Persuasive Messages
• Action requests
• Presentation of ideas
• Claims and requests for adjustment
© Prentice Hall, 2008
Excellence in Business Communication, 8e
Chapter 10 - 18
Requests for Action
• Open with an attention-getting device
• Relate to your readers
• Present facts, figures, benefits,
history, or experience
• Request action or a decision
© Prentice Hall, 2008
Excellence in Business Communication, 8e
Chapter 10 - 19
Presentation of Ideas
• Message focus
– Support decisions
– Expedite actions
– Encourage new attitudes
– Reexamine options
© Prentice Hall, 2008
Excellence in Business Communication, 8e
Chapter 10 - 20
Claims and Adjustments
• State the problem
• Review the facts
• Motivate the reader
• Make your request
© Prentice Hall, 2008
Excellence in Business Communication, 8e
Chapter 10 - 21
Marketing and Sales Messages
• Assessing your audience
• Analyzing your competition
• Determining selling points and
benefits
© Prentice Hall, 2008
Excellence in Business Communication, 8e
Chapter 10 - 22
Anticipating Objections
• High price
• Poor quality
• Compatibility issues
• Perceived risk
© Prentice Hall, 2008
Excellence in Business Communication, 8e
Chapter 10 - 23
Applying the AIDA Model
• Getting attention
• Building interest
• Increasing desire
• Motivating action
© Prentice Hall, 2008
Excellence in Business Communication, 8e
Chapter 10 - 24
Getting Attention
News Items
Common
Ground
Product
Benefits
Personal
Appeals
Product
Samples
Inside
Information
Promise of
Savings
Problem
Solutions
Evocative
Images
© Prentice Hall, 2008
Excellence in Business Communication, 8e
Chapter 10 - 25
Building Interest
• Support claims and promises
• Highlight key points
• Emphasize benefits
© Prentice Hall, 2008
Excellence in Business Communication, 8e
Chapter 10 - 26
Increasing Desire
• Stress benefits to the audience
• Use dynamic language
• Support your claims
© Prentice Hall, 2008
Excellence in Business Communication, 8e
Chapter 10 - 27
Motivating Action
• Explain the next step
• Create a sense of urgency
• Stay professional
• Make a positive, compelling final
impression
© Prentice Hall, 2008
Excellence in Business Communication, 8e
Chapter 10 - 28
Maintaining High Standards
• Avoid manipulation
• Adopt the “You” attitude
• Obey the law
• Preserve privacy and data security
© Prentice Hall, 2008
Excellence in Business Communication, 8e
Chapter 10 - 29

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