BusCom09.ppt 573KB Mar 29 2010 04:55:17 AM

Writing
Persuasive
Messages

©

Business Communicat

Chapter 9 - 1

Three-Step Persuasion
Process

Planning

Writing

Completing

Message

Message

Audience

Audience

©

Business Communicat

Chapter 9 - 2

Determining the Purpose

©

Audience
Attitudes

Clarity

Written
Formats

Necessity

Competing
Messages

Appropriateness

Business Communicat

Chapter 9 - 3

Analyzing the
Audience

©

Demographics

Psychographics

Gender

Personality

Income

Attitudes

Education

Lifestyle

Other Factors

Other Factors

Business Communicat

Chapter 9 - 4

Maslow’s Hierarchy of Needs

Social
Physiological
Food, shelter,
air, water,
and sleep

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Safety and
Security

Affection, group
ties, friends,
and acceptance

Status and
Esteem
Uniqueness,
self-worth,
respect, and
recognition

SelfActualization
Self-realization,
creativity,
wisdom, and
fulfillment

Job security,
stability, and
protection

Business Communicat

Chapter 9 - 5

Considering
Cultural
Differences
Individual Organizational
Differences
Differences
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Business Communicat

Chapter 9 - 6

Establishing Credibility

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Facts

Sources

Expertise

Common
Ground

Enthusiasm

Objectivity

Sincerity

Trust

Good
Intentions

Business Communicat

Chapter 9 - 7

Setting Ethical
Standards
• Provide information
• Boost understanding
• Promote free choice
• Avoid manipulation

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Business Communicat

Chapter 9 - 8

Sequencing the Message
Direct Approach

Indirect Approach

(Deductive)

(Inductive)

Define the Main Idea
Limit the Scope
Group Major Points
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Business Communicat

Chapter 9 - 9

Completing the
Message
Evaluate
the Content

Revise for Clarity
and Conciseness

Evaluate Design
and Delivery

Proofread
the Message

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Business Communicat

Chapter 9 -

Developing Persuasive
Messages
Employing the AIDA Plan
Balancing Emotion and Logic
Reinforcing Your Position
Dealing With Resistance
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Business Communicat

Chapter 9 -

Attention

Interest

AIDA PLAN
Action
©

Desire
Business Communicat

Chapter 9 -

Balance Logic and
Emotions
Emotions

Feelings

The Message
Promote Action

Logic

Analogy

Sympathies

Understand Expectations

Induction

Needs

Overcome Resistance

Deduction

Sell Your Point of View
©

Business Communicat

Chapter 9 -

Examples of
Faulty Logic

•Hasty Generalizations
•Begging the Question
•Attacking the Opponent
•Oversimplification
•Assuming a False Cause
•Faulty Analogies
•Illogical Support

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Business Communicat

Chapter 9 -

Understanding
Semantics
Connotations
Denotations
Abstractions
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Business Communicat

Chapter 9 -

Be Moderate

Focus on the Goal

Strengthen
Your Position

Use Simple Language

Anticipate Opposition

Provide Support
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Business Communicat

Chapter 9 -

Be Specific
Create a win-win
Situation

Strengthen
Your Position

Use the Right Timing

Employ Metaphors
Use Anecdotes
and Stories
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Business Communicat

Chapter 9 -

Deal With
Resistance

Anticipate
Objections

Use “What If”
Scenarios

Involve Your
Audience
©

Business Communicat

Chapter 9 -

Common Mistakes
Selling Too Hard Up Front
Resisting Compromise
Relying Solely On Great Arguments
Using a “One Shot” Sales Technique
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Business Communicat

Chapter 9 -

Persuasive
Messages

Action
Requests
Claims and
Adjustments

Types of Messages
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Sales and
Fundraising

Business Communicat

Chapter 9 -

Requests for Action
Gain
Attention

Written
Request

Use Facts,
Figures and Benefits

Action

Make a
Specific Request

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Business Communicat

Chapter 9 -

Claims and Adjustments
State the Problem

Written
Request

Review the Facts

Claim or
Adjustment

Motivate the Reader

Make Your Request

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Business Communicat

Chapter 9 -

Sales and Fundraising
Messages
For-Profit Companies Non-Profit Organizations
Personal
Consumption

Motivation

Helping
Other People

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Attention
Time
Dollars

Business Communicat

Helping
Other People

Motivation

Personal
Consumption

Chapter 9 -

Sales Message
Strategies
Selling Points
Benefits
Legal Issues
The AIDA Plan
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Business Communicat

Chapter 9 -

Getting
Attention
News Items

Emotions
or Values

Features
and Benefits

Provocative
Questions

Product
Samples

Stories and
Illustrations

Shared
Traits

Challenges

Solutions

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Business Communicat

Chapter 9 -

The Central
Selling Point

Study the
Competition

Know
the Product

Building Interest
©

Analyze
the Audience

Business Communicat

Chapter 9 -

Increasing Desire
Use Action Terms
Discuss Pricing
Support
Your Claims
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Business Communicat

Chapter 9 -

Motivating Action
Explain the Next Step
Create a Sense of Urgency
Include a Post Script
Apply Good Judgment
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Business Communicat

Chapter 9 -

Writing
Fundraising
Messages

Analyze the
Audience
Study the
Competition
Clarify Benefits
Keep the
Message Personal

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Business Communicat

Chapter 9 -

Strengthening
Fundraising Messages
 Interest your readers

 Clarify your needs

 Use simple language

 Write concisely

 Offer an opportunity

 Include a reply form

 Make it hard to refuse

 Use versatile enclosures

©

Business Communicat

Chapter 9 -