© prentice hall, 2005 business communication todaychapter 9 - 1 writing persuasive messages
TRANSCRIPT
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© Prentice Hall, 2005 Business Communication Today Chapter 9 - 1
Writing Writing Persuasive Persuasive MessagesMessages
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© Prentice Hall, 2005 Business Communication Today Chapter 9 - 2
Three-Step Three-Step Persuasion ProcessPersuasion Process
• Planning
• Writing
• Completing
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© 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
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© Prentice Hall, 2005 Business Communication Today Chapter 9 - 4
Analyze the SituationAnalyze the Situation
• Clarify your purpose
• Express your purpose
• Build your case
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© 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
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© Prentice Hall, 2005 Business Communication Today Chapter 9 - 6
Analyze the AudienceAnalyze the Audience
• Demographics
– Gender
– Income
– Education
• Psychographics
– Personality
– Attitudes
– Lifestyle
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© Prentice Hall, 2005 Business Communication Today Chapter 9 - 7
Preparing the MessagePreparing the Message
• Gathering information
– Logical
– Emotional
• Selecting the medium
– Traditional
– Electronic
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© Prentice Hall, 2005 Business Communication Today Chapter 9 - 8
Organizing the MessageOrganizing the Message
• Direct approach
• Indirect approach
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© 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
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© 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
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© 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
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© Prentice Hall, 2005 Business Communication Today Chapter 9 - 12
The AIDA PlanThe AIDA Plan
• Attention
• Interest
• Desire
• Action
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© 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
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© 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
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© Prentice Hall, 2005 Business Communication Today Chapter 9 - 15
Reinforce Your PositionReinforce Your Position
• Powerful words
• Figures of speech
• Audience benefits
• Right timing
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© Prentice Hall, 2005 Business Communication Today Chapter 9 - 16
Anticipate ObjectionsAnticipate Objections
• Expect resistance
• Uncover objections
• Promote participation
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© 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
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© Prentice Hall, 2005 Business Communication Today Chapter 9 - 18
Persuasive MessagesPersuasive Messages
• Action requests
• Persuasive ideas
• Claims and adjustments
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© 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
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© Prentice Hall, 2005 Business Communication Today Chapter 9 - 20
Persuasive PresentationsPersuasive Presentations
• Message focus
– Support decisions
– Expedite actions
– Encourage new attitudes
– Reexamine options
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© 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
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© Prentice Hall, 2005 Business Communication Today Chapter 9 - 22
Sales and Sales Sales and Sales MessagesMessages
• Analyze audience
• Study competition
• Highlight benefits
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© Prentice Hall, 2005 Business Communication Today Chapter 9 - 23
Sales Message Sales Message StrategiesStrategies
• Selling points
• Benefits
• Legal issues
• The AIDA plan
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© Prentice Hall, 2005 Business Communication Today Chapter 9 - 24
Anticipating ObjectionsAnticipating Objections
• High price
• Poor quality
• Comparability
• Perceived risk
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© Prentice Hall, 2005 Business Communication Today Chapter 9 - 25
Applying the AIDA ModelApplying the AIDA Model
• Getting attention
• Building interest
• Increasing desire
• Motivating action
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© 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
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© Prentice Hall, 2005 Business Communication Today Chapter 9 - 27
Building InterestBuilding Interest
• Support promises
• Highlight key points
• Emphasize benefits
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© Prentice Hall, 2005 Business Communication Today Chapter 9 - 28
Increasing DesireIncreasing Desire
• Use action terms
• Discuss pricing
• Support your claims
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© 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
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© 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