Writing Persuasive
Messages
© Prentice Hall, 2003
Business Communication Today
Chapter 9 - 1
Three-Step Persuasion Process
Planning
Writing
Completing
Message
Message
Audience
Audience
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Business Communication Today
Chapter 9 - 2
Determining the Purpose
Audience
Attitudes
Clarity
Written
Formats
Necessity
Competing
Messages
Appropriateness
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Business Communication Today
Chapter 9 - 3
Analyzing the Audience
Demographics
Psychographics
Gender
Personality
Income
Attitudes
Education
Lifestyle
Other Factors
Other Factors
© Prentice Hall, 2003
Business Communication Today
Chapter 9 - 4
Maslow’s Hierarchy of Needs
Social
Physiological
Food, shelter,
air, water,
and sleep
© Prentice Hall, 2003
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 Communication Today
Chapter 9 - 5
Considering
Cultural Differences
Individual
Differences
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Organizational
Differences
Business Communication Today
Chapter 9 - 6
Establishing Credibility
Facts
Sources
Expertise
Common
Ground
Enthusiasm
Objectivity
Sincerity
Trust
Good
Intentions
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Business Communication Today
Chapter 9 - 7
Setting Ethical Standards
• Provide information
• Boost understanding
• Promote free choice
• Avoid manipulation
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Business Communication Today
Chapter 9 - 8
Sequencing the Message
Direct Approach
Indirect Approach
(Deductive)
(Inductive)
Define the Main Idea
Limit the Scope
Group Major Points
© Prentice Hall, 2003
Business Communication Today
Chapter 9 - 9
Completing the Message
Evaluate
the Content
Revise for Clarity
and Conciseness
Evaluate Design
and Delivery
Proofread
the Message
© Prentice Hall, 2003
Business Communication Today
Chapter 9 - 10
Developing Persuasive
Messages
Employing the AIDA Plan
Balancing Emotion and Logic
Reinforcing Your Position
Dealing With Resistance
© Prentice Hall, 2003
Business Communication Today
Chapter 9 - 11
Attention
Interest
AIDA PLAN
Action
© Prentice Hall, 2003
Desire
Business Communication Today
Chapter 9 - 12
Balance Logic and Emotions
Emotions
The Message
Logic
Promote Action
Feelings
Sympathies
Needs
Analogy
Understand Expectations
Overcome Resistance
Induction
Deduction
Sell Your Point of View
© Prentice Hall, 2003
Business Communication Today
Chapter 9 - 13
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 Communication Today
Chapter 9 - 14
Understanding Semantics
Connotations
Denotations
Abstractions
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Business Communication Today
Chapter 9 - 15
Be Moderate
Focus on the Goal
Strengthen
Your Position
Use Simple Language
Anticipate Opposition
Provide Support
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Business Communication Today
Chapter 9 - 16
Be Specific
Create a win-win
Situation
Strengthen
Your Position
Use the Right Timing
Employ Metaphors
Use Anecdotes
and Stories
© Prentice Hall, 2003
Business Communication Today
Chapter 9 - 17
Deal With
Resistance
Anticipate
Objections
Use “What If”
Scenarios
Involve Your
Audience
© Prentice Hall, 2003
Business Communication Today
Chapter 9 - 18
Common Mistakes
Selling Too Hard Up Front
Resisting Compromise
Relying Solely On Great Arguments
Using a “One Shot” Sales Technique
© Prentice Hall, 2003
Business Communication Today
Chapter 9 - 19
Persuasive
Messages
Action
Requests
Claims and
Adjustments
Types of Messages
© Prentice Hall, 2003
Business Communication Today
Sales and
Fundraising
Chapter 9 - 20
Requests for Action
Gain
Attention
Written
Request
Use Facts,
Figures and Benefits
Action
Make a
Specific Request
© Prentice Hall, 2003
Business Communication Today
Chapter 9 - 21
Claims and Adjustments
State the Problem
Review the Facts
Written
Request
Claim or
Adjustment
Motivate the Reader
Make Your Request
© Prentice Hall, 2003
Business Communication Today
Chapter 9 - 22
Sales and Fundraising Messages
For-Profit Companies
Non-Profit Organizations
Personal
Consumption
Helping
Other People
Attention
Motivation
Helping
Other People
© Prentice Hall, 2003
Time
Dollars
Business Communication Today
Motivation
Personal
Consumption
Chapter 9 - 23
Sales Message Strategies
Selling Points
Benefits
Legal Issues
The AIDA Plan
© Prentice Hall, 2003
Business Communication Today
Chapter 9 - 24
Getting
Attention
News Items
Emotions
or Values
Features
and Benefits
Provocative
Questions
Product
Samples
Stories and
Illustrations
Shared
Traits
Challenges
Solutions
© Prentice Hall, 2003
Business Communication Today
Chapter 9 - 25
The Central
Selling Point
Study the
Competition
Know
the Product
Building Interest
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Analyze
the Audience
Business Communication Today
Chapter 9 - 26
Increasing Desire
Use Action Terms
Discuss Pricing
Support
Your Claims
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Business Communication Today
Chapter 9 - 27
Motivating Action
Explain the Next Step
Create a Sense of Urgency
Include a Post Script
Apply Good Judgment
© Prentice Hall, 2003
Business Communication Today
Chapter 9 - 28
Writing
Fundraising
Messages
Analyze the
Audience
Study the
Competition
Clarify Benefits
Keep the
Message Personal
© Prentice Hall, 2003
Business Communication Today
Chapter 9 - 29
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
© Prentice Hall, 2003
Business Communication Today
Chapter 9 - 30