© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 1

Writing Writing Persuasive MessagesPersuasive Messages

© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 2

The Three-Step ProcessThe Three-Step Process

• Planning

• Writing

• Completing

© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 3

Planning the MessagePlanning 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 - 4

Analyze the SituationAnalyze the Situation

• Clarify your purpose

• Express your purpose

• Build your case

© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 5

Analyze the AudienceAnalyze the Audience

• Demographics

– Gender

– Income

– Education

• Psychographics

– Personality

– Attitudes

– Lifestyle

© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 6

Consider MotivationConsider Motivation

• Needs

• Actions

• Outcomes

© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 7

Preparing the MessagePreparing the Message

• Gathering information

– Logical

– Emotional

• Selecting the medium

– Internal audience

– External audience

© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 8

Organizing the MessageOrganizing 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 - 9

Writing the MessageWriting 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 - 10

Establishing CredibilityEstablishing 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 - 11

Completing the MessageCompleting 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 - 12

Developing Persuasive Developing Persuasive MessagesMessages

• Structuring your message

• Balancing logic and emotion

• Reinforcing your position

• Dealing with resistance

© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 13

The AIDA ModelThe AIDA Model

• Attention

• Interest

• Desire

• Action

© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 14

Balance Logic and Balance Logic and EmotionsEmotions

• 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 - 15

Examples of Faulty LogicExamples 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 - 16

Reinforce Your PositionReinforce Your Position

• Powerful words

• Figures of speech

• Audience benefits

• Right timing

© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 17

Anticipate ObjectionsAnticipate Objections

• Expect resistance

• Uncover objections

• Involve the audience

• Be willing to compromise

© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 18

Persuasive MessagesPersuasive Messages

• Action requests

• Presentation of ideas

• Claims and requests for adjustment

© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 19

Requests for ActionRequests 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 - 20

Presentation of IdeasPresentation of Ideas

• Message focus

– Support decisions

– Expedite actions

– Encourage new attitudes

– Reexamine options

© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 21

Claims and AdjustmentsClaims and Adjustments

• State the problem

• Review the facts

• Motivate the reader

• Make your request

© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 22

Marketing and Sales Marketing and Sales MessagesMessages

• Assessing your audience

• Analyzing your competition

• Determining selling points and benefits

© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 23

Anticipating ObjectionsAnticipating Objections

• High price

• Poor quality

• Compatibility issues

• Perceived risk

© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 24

Applying the AIDA ModelApplying the AIDA Model

• Getting attention

• Building interest

• Increasing desire

• Motivating action

© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 25

Getting AttentionGetting Attention

ProductProduct BenefitsBenefits

InsideInsideInformationInformation

EvocativeEvocativeImagesImages

News ItemsNews Items

Personal Personal AppealsAppeals

Promise ofPromise ofSavingsSavings

CommonCommonGroundGround

ProductProductSamplesSamples

ProblemProblemSolutionsSolutions

© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 26

Building InterestBuilding Interest

• Support claims and promises

• Highlight key points

• Emphasize benefits

© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 27

Increasing DesireIncreasing Desire

• Stress benefits to the audience

• Use dynamic language

• Support your claims

© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 10 - 28

Motivating ActionMotivating 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 - 29

Maintaining High Maintaining High StandardsStandards

• Avoid manipulation

• Adopt the “You” attitude

• Obey the law

• Preserve privacy and data security