© Prentice Hall, 2003 Business Communication TodayChapter 9 - 1 Writing Persuasive Messages

© Prentice Hall, 2003 Business Communication Today Chapter 9 - 1

Writing Writing Persuasive Persuasive MessagesMessages


Three-Step Persuasion Three-Step Persuasion ProcessProcess

Completing

Audience

Audience

Mes

sage

Message

WritingPlanning


Determining the PurposeDetermining the Purpose

CompetingCompetingMessagesMessages

WrittenWrittenFormatsFormats

AudienceAudienceAttitudesAttitudes

AppropriatenessAppropriateness

NecessityNecessity

ClarityClarity


Analyzing the Analyzing the AudienceAudience

AttitudesAttitudes

PersonalityPersonality

LifestyleLifestyle

Other FactorsOther Factors

PsychographicsPsychographics

IncomeIncome

GenderGender

EducationEducation

Other FactorsOther Factors

DemographicsDemographics


PhysiologicalFood, shelter,

air, water, and sleep

Safety andSecurity

Job security, stability, and

protection

SocialAffection, group

ties, friends, and acceptance

Status andEsteem

Uniqueness, self-worth,

respect, and recognition

Self-ActualizationSelf-realization,

creativity, wisdom, and

fulfillment

Maslow’s Hierarchy of NeedsMaslow’s Hierarchy of Needs


ConsideringConsideringCultural Cultural

DifferencesDifferencesIndividualIndividual

DifferencesDifferencesOrganizationalOrganizational

DifferencesDifferences


Establishing CredibilityEstablishing CredibilitySourcesSources

EnthusiasmEnthusiasm

TrustTrust

ExpertiseExpertise

ObjectivityObjectivity

GoodGoodIntentionsIntentions

FactsFacts

CommonCommonGroundGround

SinceritySincerity


Setting Ethical Setting Ethical StandardsStandards

• Provide information

• Boost understanding

• Promote free choice

• Avoid manipulation


Sequencing the MessageSequencing the Message

Direct Approach(Deductive)

Indirect Approach(Inductive)

Define the Main Idea

Limit the Scope

Group Major Points


Completing the Completing the MessageMessage

EvaluateEvaluatethe Contentthe Content

Revise for ClarityRevise for Clarityand Concisenessand Conciseness

Evaluate Design Evaluate Design and Deliveryand Delivery

ProofreadProofreadthe Messagethe Message


Developing Persuasive Developing Persuasive MessagesMessages

Employing the AIDA Plan

Balancing Emotion and Logic

Reinforcing Your Position

Dealing With Resistance


InterestInterestAttentionAttention

DesireDesireActionAction

AIDA PLANAIDA PLAN


Balance Logic and Balance Logic and EmotionsEmotions

FeelingsFeelings

SympathiesSympathies

NeedsNeeds

AnalogyAnalogy

InductionInduction

DeductionDeduction

Promote ActionPromote Action

Understand ExpectationsUnderstand Expectations

Overcome ResistanceOvercome Resistance

Sell Your Point of ViewSell Your Point of View

EmotionsEmotions LogicLogicThe MessageThe Message


•Hasty GeneralizationsHasty Generalizations

•Begging the QuestionBegging the Question

•Attacking the OpponentAttacking the Opponent

•OversimplificationOversimplification

•Assuming a False CauseAssuming a False Cause

•Faulty AnalogiesFaulty Analogies

•Illogical SupportIllogical Support

Examples ofExamples ofFaulty LogicFaulty Logic


Connotations

Denotations

Abstractions

Understanding Understanding SemanticsSemantics


Be ModerateBe Moderate

Use Simple LanguageUse Simple Language

Anticipate OppositionAnticipate Opposition

Provide SupportProvide Support

Focus on the GoalFocus on the Goal

StrengthenStrengthenYour PositionYour Position


Be SpecificBe Specific

Use the Right TimingUse the Right Timing

Employ MetaphorsEmploy Metaphors

Use AnecdotesUse Anecdotesand Storiesand Stories

Create a win-winCreate a win-winSituationSituation

StrengthenStrengthenYour PositionYour Position


Deal WithDeal WithResistanceResistance

AnticipateAnticipateObjectionsObjections

Use “What If”Use “What If”ScenariosScenarios

Involve YourInvolve YourAudienceAudience


Common MistakesCommon Mistakes

Selling Too Hard Up FrontSelling Too Hard Up Front

Resisting CompromiseResisting Compromise

Relying Solely On Great ArgumentsRelying Solely On Great Arguments

Using a “One Shot” Sales TechniqueUsing a “One Shot” Sales Technique


ActionActionRequestsRequests

Claims andClaims andAdjustmentsAdjustments

Sales andSales andFundraisingFundraising

PersuasivePersuasiveMessagesMessages

Types of Messages


Requests for ActionRequests for Action

ActionWrittenRequest

GainAttention

Use Facts,Figures and Benefits

Make aSpecific Request


Claims and AdjustmentsClaims and Adjustments

Claim orAdjustment

WrittenRequest

State the Problem

Review the Facts

Motivate the Reader

Make Your Request


Sales and Fundraising Sales and Fundraising MessagesMessages

For-Profit CompaniesFor-Profit Companies Non-Profit OrganizationsNon-Profit Organizations

PersonalPersonalConsumptionConsumption

HelpingHelpingOther PeopleOther People

PersonalPersonalConsumptionConsumption

HelpingHelpingOther PeopleOther People

Motivation Motivation

AttentionAttention

TimeTime

DollarsDollars


Sales Message Sales Message StrategiesStrategies

Selling PointsSelling Points

BenefitsBenefits

Legal IssuesLegal Issues

The AIDA PlanThe AIDA Plan


FeaturesFeaturesand Benefitsand Benefits

Stories andStories andIllustrationsIllustrations

SolutionsSolutions

News ItemsNews Items

ProvocativeProvocativeQuestionsQuestions

SharedSharedTraitsTraits

EmotionsEmotionsor Valuesor Values

ProductProductSamplesSamples

ChallengesChallenges

Getting Getting AttentionAttention


The CentralThe CentralSelling PointSelling Point

Building InterestBuilding Interest

Study theStudy theCompetitionCompetition

Know Know the Productthe Product

Analyze Analyze the Audiencethe Audience


Increasing DesireIncreasing Desire

Use Action Terms

Discuss Pricing

Support Your Claims


Motivating ActionMotivating ActionExplain the Next Step

Create a Sense of Urgency

Include a Post Script

Apply Good Judgment


WritingWritingFundraisingFundraisingMessagesMessages

Analyze theAnalyze theAudienceAudience

Study theStudy theCompetitionCompetition

Clarify BenefitsClarify Benefits

Keep theKeep theMessage PersonalMessage Personal


Strengthening Strengthening Fundraising MessagesFundraising Messages

Interest your readersInterest your readers

Use simple languageUse simple language

Offer an opportunityOffer an opportunity

Make it hard to refuseMake it hard to refuse

Clarify your needsClarify your needs

Write conciselyWrite concisely

Include a reply formInclude a reply form

Use versatile enclosuresUse versatile enclosures

Documents

© Prentice Hall, 2003 Business Communication TodayChapter 9 - 1 Writing Persuasive Messages