© Pearson Education Canada, 2005

Business Communication Essentials, Canadian Edition

Chapter 9 - 1

Writing Writing Persuasive Persuasive MessagesMessages

© Pearson Education Canada, 2005

Business Communication Essentials, Canadian Edition

Chapter 9 - 2

Three-Step Three-Step Persuasion ProcessPersuasion Process

• Planning

• Writing

• Completing

© Pearson Education Canada, 2005

Business Communication Essentials, Canadian Edition

Chapter 9 - 3

Analyze Your PurposeAnalyze Your Purpose

• Clear

• Necessary

• Appropriate

© Pearson Education Canada, 2005

Business Communication Essentials, Canadian Edition

Chapter 9 - 4

Gauge the AudienceGauge the Audience

• Demographics

– Age

– Gender

– Occupation

– Income

– Education

• Psychographics

– Personality

– Attitudes

– Lifestyle

© Pearson Education Canada, 2005

Business Communication Essentials, Canadian Edition

Chapter 9 - 5

Considering Considering Cultural DifferencesCultural Differences

• France- Avoid aggressive, hard-sell

techniques

• Germany- Verify figures and make

them exact

© Pearson Education Canada, 2005

Business Communication Essentials, Canadian Edition

Chapter 9 - 6

Establishing CredibilityEstablishing Credibility

• Facts

• Sources

• Expertise

• Common ground

• Enthusiasm

• Objectivity

• Sincerity

© Pearson Education Canada, 2005

Business Communication Essentials, Canadian Edition

Chapter 9 - 7

Setting Ethical Setting Ethical StandardsStandards

• Provide information

• Aid understanding

• Promote free choice

• Avoid manipulation

© Pearson Education Canada, 2005

Business Communication Essentials, Canadian Edition

Chapter 9 - 8

Writing Persuasive Writing Persuasive MessagesMessages

• Approach

– Direct (deductive)

– Indirect (inductive)

• Important Elements

– Define the main idea

– Limit the scope

– Group major points

© Pearson Education Canada, 2005

Business Communication Essentials, Canadian Edition

Chapter 9 - 9

Completing the MessageCompleting the Message

• Evaluate the content

• Revise for clarity and conciseness

• Evaluate design and delivery

• Proofread the message

© Pearson Education Canada, 2005

Business Communication Essentials, Canadian Edition

Chapter 9 - 10

Balance Logic and Balance Logic and EmotionsEmotions

• Know action to motivate

• Understand expectations

• Evaluate resistance

• Degree of empowerment to sell your

point of view

© Pearson Education Canada, 2005

Business Communication Essentials, Canadian Edition

Chapter 9 - 11

Appeals Appeals

• Emotional– Base on audience

feelings– Be subtle

• Logical– Analogy– Induction– Deduction

© Pearson Education Canada, 2005

Business Communication Essentials, Canadian Edition

Chapter 9 - 12

The AIDA PlanThe AIDA Plan

• Attention

• Interest

• Desire

• Action

© Pearson Education Canada, 2005

Business Communication Essentials, Canadian Edition

Chapter 9 - 13

Persuasive RequestsPersuasive Requests

• Action requests

• Claims and adjustments

© Pearson Education Canada, 2005

Business Communication Essentials, Canadian Edition

Chapter 9 - 14

Requests for ActionRequests for Action

• Gain attention

• Use facts, figures, and history

• Request some specific action

© Pearson Education Canada, 2005

Business Communication Essentials, Canadian Edition

Chapter 9 - 15

Claims and AdjustmentsClaims and Adjustments

• State the problem

• Review the facts

• Motivate the reader

• Make your request

© Pearson Education Canada, 2005

Business Communication Essentials, Canadian Edition

Chapter 9 - 16

Sales and Fundraising Sales and Fundraising MessagesMessages

• Sales: For-profit organizations

– To spend money on something

• Fundraising: Not-for-profit

organizations

– To donate money or time

© Pearson Education Canada, 2005

Business Communication Essentials, Canadian Edition

Chapter 9 - 17

Sales Message Sales Message StrategiesStrategies

• Know your product

• Know your audience

• Determine selling points

• Stress benefits

© Pearson Education Canada, 2005

Business Communication Essentials, Canadian Edition

Chapter 9 - 18

Sales Message Sales Message StrategiesStrategies

• Use action terms

• Talk about price

• Support your claims

© Pearson Education Canada, 2005

Business Communication Essentials, Canadian Edition

Chapter 9 - 19

AttentionAttention

• Motivate listening

• Write strong opening sentence

• Find common ground

© Pearson Education Canada, 2005

Business Communication Essentials, Canadian Edition

Chapter 9 - 20

InterestInterest

• Explain relevance

• Paint word pictures

• Stimulate thought

© Pearson Education Canada, 2005

Business Communication Essentials, Canadian Edition

Chapter 9 - 21

DesireDesire

• Stress the main benefit

• Refer to other benefits

• Answer possible questions

• Back up claims

• Show relevance

• Provide essential details

© Pearson Education Canada, 2005

Business Communication Essentials, Canadian Edition

Chapter 9 - 22

ActionAction

• Urge action

• Remind readers of benefits

• Make action easy

• Include deadline if possible

© Pearson Education Canada, 2005

Business Communication Essentials, Canadian Edition

Chapter 9 - 23

Writing Fundraising Writing Fundraising MessagesMessages

• Analyze the audience

• Keep the message personal

• Establish value

• Begin with a real-life lead-in