Pertemuan 10 Writing

Persuasive Messages

Matakuliah : J0012/ Komunikasi Bisnis ITahun : 2008

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Planning the Message

Analyze the SituationAnalyze the Situation

Gather the InformationGather the Information

Select the MediumSelect the Medium

Organize the InformationOrganize the Information

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Analyze the Situation

Audience Members

Decision Makers

Alternative Positions

Corporate Culture

Points ofResistance

DesiredActions

Clarify Your PurposeClarify Your PurposeClarify Your PurposeClarify Your Purpose

Build Your CaseBuild Your CaseBuild Your CaseBuild Your Case

Express Your PurposeExpress Your PurposeExpress Your PurposeExpress Your Purpose

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Analyze the Audience

IncomeIncomeIncomeIncome

GenderGenderGenderGender

EducationEducationEducationEducation

Other FactorsOther FactorsOther FactorsOther Factors

DemographicsDemographicsDemographicsDemographics

AttitudesAttitudesAttitudesAttitudes

PersonalityPersonalityPersonalityPersonality

LifestyleLifestyleLifestyleLifestyle

Other FactorsOther FactorsOther FactorsOther Factors

PsychographicsPsychographicsPsychographicsPsychographics

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Preparing the Message

GatheringGatheringInformationInformationGatheringGathering

InformationInformationSelecting Selecting

the Mediumthe MediumSelecting Selecting

the Mediumthe Medium

LogicalLogicalLogicalLogical

EmotionalEmotionalEmotionalEmotional

Internal AudienceInternal AudienceInternal AudienceInternal Audience

External AudienceExternal AudienceExternal AudienceExternal Audience

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Writing the Message

Positive Polite LanguagePositive Polite Language

Cultural DifferencesCultural Differences

Organizational CulturesOrganizational Cultures

Speaker CredibilitySpeaker Credibility

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Completing the Message

EvaluateEvaluatethe Contentthe Content

EvaluateEvaluatethe Contentthe Content

Revise for ClarityRevise for Clarityand Concisenessand Conciseness

Revise for ClarityRevise for Clarityand Concisenessand Conciseness

Evaluate Design Evaluate Design and Deliveryand Delivery

Evaluate Design Evaluate Design and Deliveryand Delivery

ProofreadProofreadthe Messagethe Message

ProofreadProofreadthe Messagethe Message

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Developing Persuasive Messages

Structuring Your Message

Balancing Emotion and Logic

Reinforcing Your Position

Dealing With Resistance

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InterestInterestAttentionAttention

DesireDesireActionAction

AIDA ModelAIDA Model

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PersuasivePersuasiveMessagesMessages RequestsRequests

for Actionfor Action

RequestsRequestsfor Actionfor Action

PresentationPresentationof Ideasof Ideas

PresentationPresentationof Ideasof Ideas

Claims andClaims andAdjustmentsAdjustments

Claims andClaims andAdjustmentsAdjustments

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Requests for Action

ActionActionActionActionWrittenWrittenRequestRequestWrittenWrittenRequestRequest

GainGainAttentionAttention

GainGainAttentionAttention

Use Facts,Use Facts,Figures and BenefitsFigures and Benefits

Use Facts,Use Facts,Figures and BenefitsFigures and Benefits

Make aMake aSpecific RequestSpecific Request

Make aMake aSpecific RequestSpecific Request

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Presentation of Ideas

Message FocusMessage FocusMessage FocusMessage Focus

SupportSupportDecisionsDecisions

SupportSupportDecisionsDecisions

ExpediteExpediteActionsActions

ExpediteExpediteActionsActions

EncourageEncourageNew AttitudesNew Attitudes

EncourageEncourageNew AttitudesNew Attitudes

Reexamine Reexamine OpinionsOpinions

Reexamine Reexamine OpinionsOpinions

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Claims and Adjustments

Claim orClaim orAdjustmentAdjustment

Claim orClaim orAdjustmentAdjustment

WrittenWrittenRequestRequestWrittenWrittenRequestRequest

State the ProblemState the ProblemState the ProblemState the Problem

Review the FactsReview the FactsReview the FactsReview the Facts

Motivate the ReaderMotivate the ReaderMotivate the ReaderMotivate the Reader

Make Your RequestMake Your RequestMake Your RequestMake Your Request

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Marketing and Sales Messages

The CompetitionThe Competition

Selling PointsSelling Pointsand Benefitsand Benefits

The AudienceThe Audience